Who we are

Wilful Publicity was established in 2013 and prides itself on working with artists that we feel passionate about, whether they are global superstars on major labels or brand new artists just finding their feet in the independent world.

With an array of big names and emerging talent, we represent a diverse roster of artists across all musical genres from rock, pop, folk and indie to country, metal, blues and dance, and all points in between.

Wilful Publicity’s founder, William Luff, has almost 30 years experience in the music business, having spent time as a music journalist and magazine editor in addition to his career as one of the leading music publicists in the UK. He spent more than a decade at EMI Music, becoming Publicity Director and representing some of the biggest names in music across the Parlophone, Virgin and EMI labels.

Working with all the major record companies, many leading independent labels, live promoters, agents, key marketing professionals, social media coordinators, photographers and creatives in music, Wilful Publicity has some of the best and most wide-ranging contacts in the industry.


William is joined at Wilful Publicity by Chris Dean and David Sullivan, who during their time at Wilful Publicity have become two of the most talented and respected publicists in the music industry, overseeing creative and acclaimed publicity campaigns across multiple media platforms.

Some of our clients