Today we’d like to introduce you to Sarah Avrin.
Hi Sarah, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I launched Charm School Media in 2022 which has already expanded to include Mike Campbell who I hired after many wonderful experiences working together during his tenure at Don Giovanni Records.
After several, PR, label and music management internships during college summer breaks, I got my first music industry job at Girlie Action Media. I worked there for 15 years, spearheading a variety of departments including Nightlife Promotions, Lifestyle Marketing and, finally, Publicity which I did for the majority of my time there. I eventually earned the title of Vice President of Media Relations.
Throughout my time there I spearheaded campaigns for artists such as Tori Amos, Santigold, Kathleen Hanna, Bikini Kill, Le Tigre, They Might Be Giants, Donna Summer, Sia, Elliott Smith, 311, Third Eye Blind, Calvin Harris, Imogen Heap, Palehound/Bachelor, Poly Styrene, Shamir, Kate Pierson, Doves, Echo & the Bunnymen, Mitski, Zebra Katz, Pharoahe Monch, The Black Angels, FIDLAR, Cut Copy, Dragonette, Ladyhawke, The Fratellis, Hercules & Love Affair, The Faint, Erase Errata, Downtown Boys, Hop Along, of Montreal, Lucius, Screaming Females, and Laura Stevenson.
I also led PR campaigns for the films The Punk Singer, Who Took the Bomp? Le Tigre on Tour, Myrna the Monster, and L7: Pretend We’re Dead, the podcast Songs In The Key Of Death, as well as books such as Meditations on Crime, They Might Be Giants’ GRAMMY-nominated BOOK and HARD + FAST – the first official collection of work from renowned SLASH Magazine rock photographer Melanie Nissen.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It was a mixed bag with some of my early internships, as many experience when dipping their toes into the workforce. However, once I started interning in PR and eventually working at Girlie Action Media I found mentors and lifelong friends in my bosses Felice Ecker and Vickie Starr as well as coworkers Aleix Martinez, Inge Colsen, Carter Lou McElroy and several others. Already starting with a foundational love of music and PR/marketing, their passion and the incredible artists we worked with energized me further to learn as much as I could and work hard. I am incredibly lucky to have started off with these wonderful people who continue to support me, both personally and as my own PR firm continues to flourish.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
Charm School Media is a boutique public relations and marketing firm that represents a diverse roster of emerging and established musicians as well as podcast creators, authors, visual artists and entertainers. We work closely with our clients and their teams to execute dynamic, communicative, and collaborative campaigns to build awareness and opportunity, while always remaining true to their creative vision. Our clients include Kathleen Hanna, Le Tigre/Bikini Kill, Bratmobile, L7, Palehound, Grandaddy, Fantastic Negrito, Cat Clyde, Big Joanie and the *IN SYNC Podcast.
We’d be interested to hear your thoughts on luck and what role, if any, you feel it’s played for you?
There will always be an element of luck when the things come together to provide someone with a clear path to a fulfilling career. That said, it can only go so far without hard work and determination! After 15 years I am still as passionate as ever to build collaborative campaigns with my clients and the media to create meaningful opportunities to share their creative vision with wider audiences.
Contact Info:
- Website: https://charmschoolmedia.com/
- Instagram: https://www.instagram.com/charmschoolmedia/
- Linkedin: https://www.linkedin.com/in/sarah-avrin
- Twitter: https://twitter.com/CharmSchoolM
