who why what

FLOW

What I believe ‍

✦ Clean, smooth messaging is over — audiences trust real voices with a distinct story that hooks them.

✦ You earn attention now. You don't buy it. And you treat that attention with respect.

✦ Cultural credibility and commercial results were never in tension. Done properly, one builds the other.

✦ Data does great things; it counts. But it doesn't tell a story without insight. Both matter.

YOU

Who I work best with ‍ ‍

Lean teams without the in-house communications to tell their story properly, and fast-scaling companies who've realised money can't buy attention where it really matters — real relationships with artists, music fans and the culture surrounding them.

I'm also a resource for investors watching this space. If you're backing a company in music/tech and want an honest read on whether the culture will actually accept it, I’ve worked across brands from legacy to M&A to Series A.


I’m Rebecca “Bec” Florence ‍ ‍

I’ve spent the past fifteen years at the cutting edge of music/tech. From underground record labels, festivals, and global artists to the most courageous builders & founders creating instruments & consumer audio products.

Before that, I was a music journalist, where I learned what I still care about most: the story only works if you find the real, human spark underneath it. That truth applies to headphones just as much as headliners.

Freelance, I’ve worked directly as a publicist with musicians & DJs, from the whispered names shaping entire scenes to some of the biggest in the world.

In-house, I’ve built communications, brand, and reputation for Novation, ROLI, Nura (acquired by Denon), and Native Instruments (acquired by inMusic).

₊˚⊹ The spark about me? I find and keep audiences everyone else finds hard to reach — music superfans, early-adopters willing to bet on a brand-new category of consumer hardware, and the discerning world of talent who decide whether a brand has any credibility at all.

Most recently, as Director of PR & Brand Partnerships at Native Instruments, I stayed in the room through one of the biggest changes a company can face.

Turns out, I'm just as good backstage when there's chaos, not just culture.

STATE

Services as a strategic partner

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Services as a strategic partner ⋆

  • Working out what you actually stand for, before a single word gets written. For founders who know their product is good and can't yet explain why it matters.

  • End-to-end campaign thinking. The tease, the story angles, the sequencing. Built around what makes your launch worth attention from an audience that's seen it all, not a generic playbook.

  • Real relationships with people who cover this space, built by actually being in the room and on the dance floor.

  • Building and maintaining the relationships that make a relevant artist and their team genuinely want to be part of your story, not just for one moment.

  • Pairing your product with the right names, at the right moment, for reasons that make sense publicly and commercially.

  • For companies whose tech or decisions have put them at odds with the artists and culture they depend on. Being seen as an ally of music, not an extractor of it, isn't a talking point; it's survival.

  • For the founders who are the story, whether they feel ready for that or not. I've spent years helping brilliant, private personalities find the version of their own story at the heart of what they're building. And add a little courage if they need.

Need more hands for a bigger or broader scope? I scale up through a network of trusted & talented collaborators who have added ₊˚⊹ to every campaign.

  • Bec is a rockstar. She has an incredible instinct for how to craft a compelling story, and the drive to amplify it using a whole range of communications channels and tactics.

    As an executive, she gave me clear and valuable feedback to improve my both my internal comms, and my press & PR engagements. And I watched her work up and down the organisation, and with nearly every department from marketing to product to engineering, to upskill everyone in how to think about improving how we communicate to customers and partners.

    As well as a deep intuition for communications, she develops deep technical product knowledge, and uses that to figure out what stories to tell.

    I would work with Bec again in a heartbeat.

    ✦ Simon Cross (CPO, Native Instruments)

  • Bec is exceptional at building relationships and partnerships. She brings the same care to internal stakeholders as she does to external brand and media relationships, and she has a genuine gift for turning those relationships into tangible outcomes for the business.

    Her communication skills are strong at both ends of the spectrum: she is equally capable shaping a comms strategy at the top level and getting the detail right on individual pieces of communication.

    ✦ Nick Williams (CEO, Native Instruments)

  • Bec combines strategic confidence with the cross-cultural fluency to move naturally between business, music technology, artists, and culture; and an emotional intelligence that makes her communication instincts unusually sharp.

    ✦ Anthony Gabriele (CMO, Native Instruments)

  • What set her apart was her ability to get teams that don't naturally speak the same language - PR, social, creative, community - all pulling in the same direction on a campaign without anyone feeling like they were doing someone else's work.

    Bec never mistakes participating in culture for performing it, and that comes through in everything she touches.

    What I'll remember most is that she never settled. Every campaign we worked on together, she was already thinking about the next angle, the next audience, the next way to bring the brand somewhere it hadn't been before. That energy is infectious.

    She's a sharp communicator, deeply fluent in music and culture, and someone who builds relationships that outlast any single campaign.

    Any brand serious about earning attention rather than just buying it should be talking to Bec.

    ✦ Matthieu Lamassiaude (Senior Social Media Lead)