Elspeth Merry

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

serves the music and the story,
not the ego



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

With 8 years experience working in the music industry, founder of Artists' Way Elspeth Merry has managed publicity campaigns for breakthrough artists including FLO and Holly Humberstone, to global superstars including Sigrid, Glass Animals, Post Malone and Ariana Grande. Elspeth also works with organisations spanning culture, arts, climate causes, media and fashion, connecting artists with Earth Percent, Soho House, Royal Academy Of Arts and the British Fashion Council. 

Starting her career at Island Records and working across the label's illustrious roster, Elspeth reently won PR Campaign Of The Year at the Music Week Awards 2023 for her breakthrough work with FLO, and has previously been nominated for the Music Week PR Campaign of the Year Award three times; lauded for Sigrid's debut EP Don’t Kill My Vibe campaign and debut album Sucker Punch, and recently BRITs

Rising Star winner Holly Humberstone. Founding Artists’ Way just under two years ago, Elspeth has won the BRITs 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 the written word and the art of storytelling, creatively serving the music in an ever changing media landscape, working across fashion, lifestyle, news and events.

With a background in journalism (Sunday Times, 1883 Magazine) and particular interest in telling women's stories, Elspeth also co-founded Her Hustle, the mission-driven creative production agency working to elevate women’s voices and tell stories with impact.



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