His electronic dance music (EDM) publicity agency reps some of the biggest names in the genre including Paul van Dyk, Markus Schulz, Black Hole Recordings, Cosmic Gate, John 00 Fleming, and VANDIT Records, among others.
“I launched the agency in full at the Amsterdam Dance Event (ADE) conference in October of 2007. So, as of this month, 10 years on the nose.”
On his proudest professional moments, the acclaimed publicist said, “I think ‘getting the call’ probably accounts for several of them. Moments where the work you’ve done has been well received, word of which has somehow found its way further up the chain and you’ve got a call from someone who you’ve always aspired to work with. No names specifically, but I’m sure those people and outfits will recognize who they are.”
Each day, Stark is motivates by challenges. “You get motivating, satisfying moments if not every day, then at least once a week. The ‘eureka’ or ‘breakthrough’ moment when you’re writing a press release are probably the most regular ‘mini motivations’ bumps. Music is the primary stimulus though. I’ve been working in the industry nonstop since the mid-90’s and I could say that nothing’s felt exactly like (my previous definition of) work since.”
When asked whom he owes dept to, from a career standpoint, Stark responded, “Mostly former bosses, actually – ones who gave me a break at some pretty key points along dance music’s earlier course. I’ve been very lucky in that respect. My first two jobs in the area (a record shop in 1994 and a record distributor in 1996) were equal parts right-place/right-time and right man at the top.”
Regarding the key to longevity in the public relations industry, he said, “If you’re not feeling positive about something, you shouldn’t expect anyone else to be. It does help if you have an affinity for your subject matter though. I’ve been music obsessed for decades, so PR in the area is a natural outlet for that. It’s probably one key to its longevity too. The other most fundamental one is building lasting and meaningful relationships with the folks out in media land. Some I’ve now been promoting music alongside for the better part of 10 years. Many of those, it’s fair to say these days are friends first and colleagues second.”
Stark is drawn to electronic music due to its “diversity.” “Over the broad span, I would say the diversity. Between 1986 and 2007, I can honestly say that there were only two sub-genres that electronic music kicked up (ambient and trip-hop, case you’re wondering!) that I didn’t absolutely connect with and absolutely love. That’s 20 years of near-perfect and (to my mind) perfectly organic musical evolution. It’s been patchier over the last 10 years, but its still bringing about some great new sounds, styles and sub-genres,” he explained.
Digital transformation of music PR and media industry
On the impact of technology in the music PR and media industry, Stark said, “The most tangible one was the shift from print to digital. When I started, my first clients had minimal interest in website exposure, but frothed over print. Personally, I still adore print (I’ve written for DJ Mag, here in the UK, every month for the last 17 years!), but it probably goes without saying that between the two forms, the needle has swung significantly.”
Regarding his use of technology on a daily basis, he said, “I use Shazam regularly. I can’t listen to new music and just be like ‘this is good’. If I like it, I’m not centered till I know who’s behind it, and anything/everything worthwhile knowing about them! So when Shazam first came along, that was a big, big thing for me. Something like the dark arts! We have Amazon Echos in most rooms now, which means that through TuneIn, some of the more underground radio stations from around the world I like to listen to come hot down the wires before I’ve uncapped the toothpaste. Soon as they’ve integrated Shazam into that system, I’ll be a very happy man indeed.”
Stark defined the word success as “Working with good folks, whose music I respect. There’s really nothing better.”
To learn more about Stark Profiles PR, check out his official website, and follow on Twitter.
