Rising Star: Toast Press' Annabel Crowhurst

Annabel Crowhurst

The biz's brightest new talents tell their stories. This week it's the turn of Toast Press senior publicist Annabel Crowhurst.

Has music turned out to be what you thought it would be?
“Truthfully, I had absolutely no idea what it would be like to work in music when I graduated. I definitely had a very glamourised perception of the industry when I was growing up, so when I started a three-month internship at Sony in 2013, it had a lot to live up to. Something that really stands out as living up to ‘the dream’ is how much passion the people I have worked with have for music, despite their age, background or level of seniority.”

How hard is it to break into PR?
“I feel like I’ve been exceptionally lucky with my own career. Meeting Toast Press co-owners Ruth and Beth Drake eight years ago came at the perfect moment, as my internship at Sony came to an end. I’ve worked with them ever since, which is testament to what brilliant women, bosses and publicists they are. For others out there, I know it can be a lot more difficult. My advice would be to keep knocking on people’s doors, reading magazines and websites, writing for local sites about new music and most importantly, mastering the art of the perfect cup of tea.”

What’s it been like to work the Slowthai campaign?
“It has has been the absolute highlight so far. From the offset, he has made sure that his team has felt like a family and I have learned a lot from working like that. He’s the most honest, enthusiastic and entertaining person to spend time with. He’s met everything we’ve put in front of him with the best energy. I truly believe Nothing Great About Britain is an album that will end up defining this generation.”

What’s the future of music press?
“The role of music press is constantly changing, but I believe it’s in a really healthy place. In an age that is fast becoming dominated by streaming numbers and social media, it’s more important than ever to tell the story of an artist and press is the natural way to do that. There’s also always so many incredible new magazines that keep appearing with a refreshing appetite to champion new music.”

What’s your one wish for the music biz?
“That we keep pushing to make the industry as sustainable as possible. My heart still sinks slightly when artists insist on having endless bottled water on shoots, and the pressure they are under to wear a new outfit for every show. There’s already been a really positive shift in the last year. I’m proud to work with Billie Eilish who is trying to make her world tour in 2020 as green as possible, including an eco-village at each venue where fans can learn about climate change.”

ANNABEL’S ]RECOMMENDED TRACK: Gracey – Different Things

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