Nancy Lu is a Professional Hype Woman
Behind the scenes, there's always a shadowy figure that elevates artists from strictly talented to supremely successful. Before you go off picturing Batman or Baby Yoda rocking the force or something sinister... plot twist! we're talking about music publicists. Amongst this group of PR experts that grind and promote and convince you that XYZ is 100% a big deal and worth a listen, there's Nancy Lu. As the founder of Fancy PR, Nancy has had a hand in establishing the careers of many an exciting emerging artist. Have some of her clients gone on to win a Grammy? Why, yes. Yes, they have.
Beyond being a key team member helping artists earn accolades and clout and record sales, Nancy also happens to be a fearless, inspirational creative in her field that isn't afraid to share tactics and hand down gorgeous pieces of advice. She has the swag of a hype woman and the talent and experience to back it up.
What’s your favorite song or album of all time (or right now)? What’s the story for you behind it?
Caroline Polachek’s “Pang” is an absolute stand out for me. It does what music is supposed to - tugs at all of your emotions and sends you back to your best and also your most painful memories.
How do you discover new music? What are a few of your go-to playlists, stations, sources...?
I discover music a variety of ways. Spotify is a big one for sure, but I also like to keep up-to-date on Twitter to see what people are talking about a lot.
Publicity 101: What are the do's and don'ts artists should live by when they release music?
Don’t be too precious. Don’t put all your eggs in one song release basket. Growing a fan base and growing your numbers is a marathon, not a sprint and it’s really important to keep that in mind. As an artist, you have to keep creating and keep putting music out and never get discouraged if something doesn’t land with the splash you want it to. Get involved for the long-haul and you’ll also increase greater buy-in from your team when you have a long-term vision.
Do you have a favorite new artist that you can't stop listening to?
BENEE, “Supalonely” is my fuckin JAM.
What’s the last song that got stuck in your head? Which part?
Two Feet “BBY” the guitar in this song makes my face contort into a stanky bass face.
What artist has your favorite social media game and why?
Gucci Mane, I love the positive messages he spread on Twitter each and every morning.
If you have $100,000 to break a new artist, how would you spend it?
Oh geez, that’s so much money! I would put some into ad spend on Facebook, IG, TikTok. Some money into production of good music videos as well as good press photos. I’m not sure about the rest to be quite honest heh.
What advice would you give new artists hoping to connect with fans and make a true impact on the industry?
Be accessible. Fans want to connect with someone who they feel like they can relate to. Show your human side, your faults, your quirky habits, your weird hidden talents.