I’m Rebecca “Bec” Florence
I've spent 15 years at the cutting edge of music/tech — from underground labels and festivals to the boldest founders building tomorrow's instruments.
I started as a music journalist, looking for the human spark that brought fans to the front row — a truth that applies to headphones just as much as headliners.
Freelance, I worked as a publicist with musicians and DJs, from quiet names shaping entire scenes to some of the biggest in the world.
In-house, I built communications, brand, and reputation across every stage of company life — legacy (Novation/Focusrite), post-restructure (ROLI), and venture-backed scale-up (Nura, through Series A/B, acquired by Denon).
Most recently, I was Director of Public Relations & Brand Partnerships at Native Instruments, leading communications through the company's insolvency and acquisition.
The spark about me? I find and keep audiences everyone else finds hard to reach — superfans, early adopters betting on new hardware categories, and the media and talent who decide whether a brand has any credibility at all.
FLOW
STATE
What I believe
✦ Good storytelling isn't just the message; it's the pace, the beats, the characters, the arc. It’s an ongoing dialogue with your audience.
✦ Clean, packaged messaging is over — a real voice with something to say earns trust, one that isn't afraid to add friction.
✦ You earn attention. You don't buy it. And you treat the ones who give you their time with respect.
✦ Cultural credibility and commercial results should never be in tension. Done properly, one builds the other.
✦ Data counts. But it doesn't tell a story without insight.
SELECTED ARTIST CLIENTS & CAMPAIGNS
Africa Hitech, Ashley Henry, Audrey Powne, Chrome Sparkes, Cyril Hanh, David Rodigan, DJ EZ, DJ Spinn, Dornik, Fatima Al Qadiri, Goldlink, Hannah Diamond, Lapalux, Lex Luger, Lord Apex, Louisahhh, Machinedrum, Major Lazer, Mark Pritchard, Moodymann, Mr Carmack, Novelist, Om Unit, Pantha Du Prince, QT, RL Grime, Shapeshifter, Shlohmo, Shura, Skepta, Snakehips, Sophie, SX, Teebs, Thundercat, TOKiMONSTA — and more
⭑
Africa Hitech, Ashley Henry, Audrey Powne, Chrome Sparkes, Cyril Hanh, David Rodigan, DJ EZ, DJ Spinn, Dornik, Fatima Al Qadiri, Goldlink, Hannah Diamond, Lapalux, Lex Luger, Lord Apex, Louisahhh, Machinedrum, Major Lazer, Mark Pritchard, Moodymann, Mr Carmack, Novelist, Om Unit, Pantha Du Prince, QT, RL Grime, Shapeshifter, Shlohmo, Shura, Skepta, Snakehips, Sophie, SX, Teebs, Thundercat, TOKiMONSTA — and more ⭑
SELECTED BRAND PARTNERSHIPS
IN HOUSE EXPERIENCE
