Wilful Publicity was established in 2013 as a major new force in music and entertainment publicity. The company prides itself on working with artists that they feel passionate about, whether they are global superstars on major labels or brand new artists just finding their feet in the independent world. Working with an array of big names and emerging talent, Wilful Publicity represents a diverse roster of artists across all musical genres.

Wilful Publicity’s founder, William Luff, has 25 years experience in the music industry having worked at independent record labels during the 1990s including Mute Records and Roadrunner Records, before becoming a music journalist and launching the national music magazine Rock Sound in 1999, of which he was Editor.

In 2002 William returned to PR and joined EMI Records’ publicity team. His eleven-year career at EMI saw him become Head of Press for EMI Records in 2006, Director of Press for Parlophone Records in 2008 and ultimately Publicity Director for the combined EMI Artist Publicity department in 2010, representing artists across the Parlophone, Virgin, EMI Catalogue and Label Services Divisions.

While at EMI he delivered highly-regarded and award-winning PR campaigns for artists as diverse as Iron Maiden, Sir Tom Jones, Kate Bush, Sigur Rós, Corinne Bailey Rae, Faith Evans, Smashing Pumpkins, Lady Antebellum, Hercules & Love Affair, Roisín Murphy, Conor Maynard, 30 Seconds To Mars, Motörhead, Jane’s Addiction, the B-52s, Alice In Chains and many more.

In 2013 William left EMI to launch Wilful Publicity. The company now works with all the major record companies and has achieved many notable PR successes including launching Meghan Trainor, the American singer whose track ‘All About That Bass’ became the global super-hit of 2014 with a number 1 UK album following in early 2015, the British pop band Rixton whose debut single ‘Me & My Broken Heart’ went straight to No.1 on the UK singles chart, UK rock act The Struts who are enjoying huge success in the US and been nominated as Best New Band at both the Kerrang and Classic Rock Awards and British singer-songwriter Kelvin Jones who is now an A-list radio star.

They have also masterminded successful PR campaigns for legendary acts such as The Stranglers, Counting Crows, Cheap Trick, The Levellers, Thunder and Japanese superstar Hotei. Further global success has come with Iron Maiden’s album ‘The Book Of Souls’ becoming their biggest seller in almost a decade and entering the UK charts at Number 1 in September 2015, a feat it repeated in 40 other territories.

In 2016 Wilful Publicity have overseen the PR campaign for Corinne Bailey Rae’s massively acclaimed return with her first album in six years, ‘The Heart Speaks In Whispers’, along with further album chart successes such as The Temperance Movement and Wolfmother. They have also delivered major PR campaigns for Aerosmith legend Steven Tyler’s solo album, and the debut release from US supergroup Prophets Of Rage (Rage Against The Machine/Public Enemy/Cypress Hill).

Wilful Publicity has also launched a wealth of new artists in 2016 to widespread acclaim and taken on the PR for Stone Free, a major new UK festival at The O2 in London, headlined by Alice Cooper and Rick Wakeman.

Joining William at Wilful Publicity are David Sullivan, Anthony Giannaccini, Chris Dean and Jenni Vodden who have worked at a number of music PR and promotion companies including Partisan PR, The Noise Cartel, Division PR, CopMedia and Duff Press.

In addition to print and online publicity, the company also offers strategic consultancy across various areas of the music industry, and can provide bespoke artist campaigns bringing in specialist radio, TV and marketing professionals where required.


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    William Luff

    Head honcho at Wilful Publicity; music junkie, food lover, world traveller…

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    Chris Dean

    Resident grunger and guitarist. Always chasing the perfect wave…

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    Anthony Giannaccini

    A lover of music, songwriting, and maybe a slight football obsession…

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    David Sullivan

    A music obsessive and lover of the written word. Regular frequenter of night-time haunts…

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    Jenni Vodden

    Lead singer and lover of everything music. Generally can be found in the gym or riding a horse…