Elspeth Merry
“You’re never going to kill storytelling, because it’s built in the human plan. We come with it.”
- Margaret Atwood

Artists’ Way is a new age publicity agency that amplifies the voices of artists with open and honest storytelling in the media.

With 9 years experience working in the music industry, Elspeth Merry is an award winning publicist who has managed campaigns for breakthrough artists including FLO and Holly Humberstone, to global superstars including Sigrid, Glass Animals, Post Malone and Ariana Grande.

Studying journalism at London College of Communication and working at The Sunday Times and 1883 Magazine when she was in her early twenties, Elspeth turned her love of storytelling and the written word into a successful career in music publicity.

Starting as a Junior Publicist at Island Records and working across the label's illustrious roster, Elspeth quickly rose to Senior Publicist by her determination to communicate artist stories in their most honest and true form. With a particular interest in elevating women’s stories and those from marginalised communities, Elspeth now has a roster of 20 musicians from across the globe, ranging from breakthrough talent to pop stars; all with a unique story to tell.


In 2021, Elspeth founded Artists’ Way Agency, after reading the book The Artist’s Way during the pandemic. The book came with a warning: this book will change your life. By putting artistic steps into her daily routine, Elspeth was able to create a company that best serves the art and the story.

Elspeth won PR Campaign Of The Year at the Music Week Awards in 2023 for her breakthrough work with British girl group FLO, and has been nominated for the Music Week PR Campaign of the Year Award four times; lauded for Hak Baker’s debut album Worlds End FM, Sigrid's debut EP Don’t Kill My Vibe and debut album Sucker Punch, to Holly Humberstone’s breakthrough EP campaign.


Elspeth has won the BRIT Rising Star Award two years in a row, solidifying Holly Humberstone and girl group FLO as the breakout artists of 2022 and 2023.

Underpinning Elspeth’s work is her love of seeking out connection points, the art of storytelling and making meaningful cultural impact, while creatively serving the music in an ever changing media landscape. Elspeth works with organisations spanning culture, fashion, climate causes and media, connecting artists with Youth Music, Earth Percent, Soho House, The Royal Academy Of Arts and the British Fashion Council. Elspeth works with a wide range of record labels including Polydor, Island Records, Warner Records, RCA and AWAL.

Elspeth also co-founded Her Hustle in 2018, the mission-driven creative production agency working to elevate women’s voices and tell stories with impact with her best friend Emma-Louise Boynton. Through Her Hustle’s live event series and newsletter, Elspeth and Emma built a community of young ambitious women working in the creative industries.

“serves the music and the story,
not the ego”