With an unrelenting passion for the arts and authentic storytelling, Billy Burrell has quietly carved out a place as one of the most trusted names in music and art PR. Known for his razor-sharp instincts and an unerring eye for cultural relevance, he’s worked behind the scenes with some of the most influential artists, institutions and movements shaping today’s creative landscape. Originally from the UK, Burrell began his career as a music publicist, later expanding into the art world — a shift that has broadened both his perspective and his practice. After a decade of living in Germany, he reflects on the influences that set him on his path and the realities of navigating this fast-moving industry.
10DE: Where did you grow up?
BB: In a small but beautiful village in the south of England called Silchester, about 50 miles west of London.
10DE: Were you into music and the arts as a child, and did anyone inspire you to explore the entertainment industry?
BB: My Dad was definitely musical, and my Mum is really creative, but they encouraged me to follow my own path. Dad passed away some time ago, but Mum inspires me every day with her relentless energy and general zest for life. If you can bring that spirit into everything you do, you’re already winning.
10DE: How did your journey in PR begin?
BB: I was always fixated on working in the music industry and there was never an alternative. I quit university in London after a term and a friend of my sisters got me an internship at a renowned music PR company. I didn’t really know what PR was to be honest, but here we are 18 years later. I work with many multidisciplinary artists, so over time, I’ve naturally branched out into other areas.
10DE: When and why did you decide to move to Germany, and how has being based here shaped your work in the creative industries?
BB: I moved to Berlin in 2015 while working with acts like Boys Noize, Justice and Vitalic, and since I had a German boyfriend it just felt natural. Being based here has helped me stay independent and carve out my own niche instead of getting pulled into major labels or corporate setups. I still work with German artists like Wolfgang Tillmans, Keinemusik and DJ Koze, and I still have a German boyfriend!
10DE: What does it take to stay relevant and fresh in today’s fast-moving cultural landscape?
BB: Staying relevant means staying curious and connected. At its core, PR is about understanding people, building trust and translating a vision that truly resonates. I focus on working with artists who are authentic and always stay open to new ideas and challenges. It’s important to adapt and evolve.
10DE: What’s been your career highlight so far?
BB: There’s been great moments, but working with people like Wolfgang Tillmans and Massive Attack — who genuinely challenge how we think about art and culture — has been especially rewarding. To me, using your platform is the essence of being an artist, and both have been outspoken in supporting Palestinian rights and condemning the genocide in Gaza.
10DE: Are there any challenges you can tell us about?
BB: It’s demoralising when you’ve worked with an artist for years and played a part in their success, only to be unceremoniously dropped for no good reason. Unfortunately, it’s part of the game; a new label or management often means a whole new team, and loyalty goes out the window. You get used to it, but it still hurts.
10DE: If you could go back and give your younger self a piece of advice at the start of your PR career, what would it be?
BB: Just don’t be afraid. It’s a big responsibility to tell anyone’s story, but you can’t control how it’s received.
10DE: What do you think the future holds for the PR industry as it relates to the music and art scenes?
BB: The flashy influencer stuff and chasing algorithms can only get you so far. I think we’re all figuring it out as we go, but people want something real. PR’s future is probably more about getting back to basics.
10DE: You’ve also forayed into writing on the side. How did that come about?
BB: I’m lucky enough to know all the editors, and recently I’ve written articles for Rolling Stone, PAPER, Numéro, and METAL. It’s a hobby to scratch a creative itch, and it’s nice to be on the other side for a change.
10DE: What does good PR look like in the arts today? What makes a campaign meaningful, not just visible?
BB: Good PR is about knowing who you’re talking to and why it matters, and a meaningful campaign understands the moment and creates space for connection. That sounded wanky!
Keep up with Burrell on Instagram here.
Lead image: Billy Burrell at home by Albina Maks
