A PR agency with a love of music at their core…
Interview with Jamie Otsa by Kieran Tibbert
Wall of Sound PR is a boutique public relations and digital marketing agency, focusing on raising a diverse and interesting roster of alternative and underground music. Director Jamie Otsa gave me an in-depth insight into Wall of Sound as a whole, some of their clients, and what the future holds.
How are you doing, and where are you in the world right now?
Jamie: I’m good thanks, if a little tired! I’m currently working from home on The Wirral just outside Liverpool. I used to have some office space at Static Gallery in Liverpool with a few other music industry colleagues, but most of us moved out during COVID. Me and my partner had our first baby in 2022 and I wanted to be around more at home to help and see him growing up, so I’ve been juggling the PR day job with my new role as Dad to an extremely energetic 2-year-old ever since.

Let’s start by talking a bit about the PR Agency itself. How did it all get set up and start, and how has it changed over the years?
My route into PR was a bit unorthodox – I used to be in a band called The Hot Melts, and we signed a deal with Epitaph Records for our debut album. We did a lot of touring with bands like Eagles of Death Metal, The Damned, and Albert Hammond Jr, as well as playing SXSW and other festivals, but ultimately didn’t sell enough records to keep the dream alive.
After the band, I started working at The Barfly in Liverpool, managing night gigs, and from there moved into promoting my own shows and festivals. I was also writing about music for a lot of blogs and websites, so I had first-hand experience of liaising with PR folks from the other side of the fence. After a while I moved into management working with Marmozets and a band called Decade from Bath, and with it being such early days there was no budget for PR.
With my limited experience I started doing little bits and pieces for them for free and had some real success at Kerrang!, Rock Sound, BBC Radio One and a bunch of other places, and it felt like I could feel my way through and start to take the PR role more seriously. From there I just branched out and it was mostly through word of mouth that I was able to turn Wall of Sound PR into a real prospect in about 2012. Since those early days of working with mostly unsigned bands we’ve been lucky to work with some of my favourite independent labels including Alcopop! Records, Big Scary Monsters, Run for Cover, Epitaph Records, Cooking Vinyl and more, and have worked with some big names like Moby, Toyah Willcox, Robert Fripp, Nile Rogers from CHIC, Jamie Lenman and Gogol Bordello over the years.
I partnered up with our head of radio Lee Jackson in around 2016, originally offering print and online PR services as well, but we’ve offered dedicated radio plugging since 2020 and Lee has really kicked on that side of the business with amazing results at national radio. We’ve also been lucky to work with some other excellent folks over the years, as well as provide a lot of work experience placements to young people looking to get their foot in the door in a slightly more conventional way than I did. Many of them have gone on to work at Live Nation, Hold Tight PR, William Morris Agency, NME and others, so it’s been really rewarding to be a part of that and help people get a foot on the ladder.
You work with a lot of upcoming artists and record labels, so what’s one thing you would say makes Wall of Sound stand out that little bit more?
I think our good nature, authenticity, and transparency are some of the big things people like about working with us. We’re easy to work with and we have a huge passion for music. Both Lee and I have a very strong work ethic, and we put in the hard yards for our clients every day. As we’ve both got experience in bands ourselves, we understand what it’s like for musicians and labels, and as such are well placed to give them honest and transparent feedback that is of genuine use and value to them. We genuinely want what’s best for everyone we work with.
We also pride ourselves on being a progressive and forward-thinking agency with a social conscience, and as such are actively involved in promoting the work of LGBTQIA+ and ethnic minority artists, whilst also looking to promote music with a strong moral compass and political message wherever possible. We also just love a stone-cold banger, but even better if it’s got a political bite to it.
I like to think we’ve got a great ear for new music and keep our quality bar very high, and we also limit the amount of acts we work with concurrently and turn down a lot of work in the process.
A big day on the music calendar each year is Record Store Day. Tell us about how you, or some of your artists, will be getting involved this year?
RSD this year is all about DITZ and Heavy Lungs for us, who are releasing an amazing Live at The BBC split LP on Alcopop! Records that include both their live sessions for Deb Grant and Tom Ravenscroft on BBC Radio 6 Music. Absolute ripper.
One of the latest groups you’ve welcomed to the roster is Scattered Ashes. Tell us a bit more about these guys.
So, these guys are supporting Meryl Streek, another of our artists, on his UK tour dates right now and they’re an extremely exciting, abrasive, and angular Irish post-punk four-piece from Dublin, running in a noticeably darker lane than many of their contemporaries. We’ve only just added them to the roster, but I can say there’s going to be some new music coming this year, and it’s a highly polished showcase of material that immediately impressed us when we heard it for the first time.
For you personally, who have been some of the standout artists within your roster that people should keep tabs on?
We try not to do favourites as I genuinely have a lot of love for everyone we work with and I’d be here all day naming awesome bands, but some of the acts who are currently doing really well and on a steep upward trajectory right now are Cherym, Meryl Streek, CHROMA, The Menstrual Cramps, Heavy Lungs, Problem Patterns, and CLT DRP.
Have you noticed any significant changes to the music scene over the past few months or years which could affect Wall of Sound in the future?
How long have you got? Independent venues and record labels are facing huge financial challenges, artists are struggling to make a living, the media landscape is becoming increasingly cut-throat and difficult for writers to carve out stable careers, and we’re all constantly worried about AI making everything we do completely redundant. I think the Tories have done their absolute best to crush the arts and musicians in this country over the past 12 years, but we all seem to still be surviving somehow. There are some amazing, resilient people doing great work across the sector and one of the best things about the independent music business is its ability to adapt and overcome and react very quickly to changes. We try and stay ahead of the curve and provide value for our clients in whatever areas are relevant to them right now and will continue to do so.
What plans does Wall of Sound have for the future, to potentially branch out to a bigger audience and develop further?
I’m always very wary of striving for growth for growth’s sake. I think it’s a faulty mindset that’s at the root of a lot of our problems as a society. I like the fact we can provide a personal and approachable service, and really give our time to our clients. Obviously, we want to keep on growing our profile and our clients’ profiles, but I’m happy with the current size of the company and the freedom and autonomy it gives me in my life with a balance of responsibilities. I’ve never enjoyed being ‘the boss’ or the admin side of the job, and me and Lee have a great partnership going on that has been really working for our clients, so I’m reluctant to fix what isn’t broke. We will always need to adapt to changes and have increasingly seen digital marketing roles crossing over with traditional PR and radio plugging, so that’s certainly something we’re across and looking at more seriously for the future.
What can you tell us about any upcoming music set to be released by some of your artists? Why should people check them out?
We’ve got a huge year lined up already so far with some exciting projects – on the Alcopop! Records front BO NINGEN will be releasing an alternative soundtrack to Alejandro Jodorowsky’s cult film The Holy Mountain, with big second albums coming from both Indoor Pets and Gaffa Tape Sandy, as well as a brilliant new LP from Mammoth Penguins on Fika Recordings. There are also amazing debut records coming from independent newcomers Mumbles, Rory Ryan, Y Dail, Ida Kudo and Mothman, The Man, all of whom are well worth your time.
I’m really pleased we’ve started a new partnership this year with South Wales punk label Scene Report Records, and they’ve got some ace releases from IRKED, Fast Blood and Disciple BC coming up. They really know their onions when it comes to punk and hardcore bands so loads of exciting stuff coming there. You should check them all out because we only work on quality stuff, that’s why!
What other live gigs or events do you have coming up this year, which people can look forward to? Do any stand out for you in particular?
Pretty much our entire roster tour relentlessly as they are all extremely committed and hardworking, so you can catch everyone I’ve mentioned on the road this year. We’re always lucky to have a big turnout at festivals, you can find a lot of our bands at Manchester Punk Festival, 2000 Trees, The Great Escape, ArcTanGent Festival and more this summer…

You can find more from Wall of Sound PR via the links below:
Wall of Sound PR – Website | Instagram | Facebook | Twitter
Interview by Kieran Tibbert – Portfolio | Instagram | Twitter
Published 23rd February 2024