Portia Clarke is head of marketing at Motown Records UK, overseeing a roster of UK and international artists including P Diddy, Tiana Major9, Babyface, Nemzzz and many more. Previously, Clarke was the first person to hold the position of international marketing, Black music (genre lead) at Warner Music Group in the UK, exporting artists such as Ghetts, Tion Wayne, Russ Millions, Pa Salieu and Kojey Radical. Previously, Clarke spent over a decade consulting for the likes of Pepsi, Red Bull Music, Bacardi, Sony’s 4th Floor Creative, Black Butter Records, Atlantic Records, SBTV, Spotify, Clarks, TikTok, Monster Energy, Campari and more. Here, Clarke shares her top five career tips…
1. Plot your destination
“Whether you want to be in marketing or A&R, do your homework! Google is your best friend, while LinkedIn can really help you see what people in careers you would like to do have done to get where they are. No two journeys are the same. This is useful to gain a better understanding of different entry points. While you may, for example, only want to work in marketing, it’s important to be open. I started off doing work experience at Global as a radio producer and on events, but now I’m in marketing.”
2. Know your skill set
“Knowing your skill set for a role is key. However, do not be disheartened if you don’t think you have the skills needed to do a job. This is where ‘crossover skills’ come in, and they are key. Research what the soft or hard skills are for your desired profession. Whether you’re in a job or not, learn and develop your skills. Many companies offer free courses, including refreshers. You’re never too young or old to feed your brain!”
3. Find a balance
“Balance is key! Typically, most people who work in music or a creative industry do so because it’s their passion. This can cross over into your personal life and, before you know it, you can’t see the difference. It’s important to have interests outside of work. Whatever this looks like for you, it is key to have balance. If this is new for you, take baby steps by setting an alarm every day for an hour to yourself. Before you know it, this will be muscle memory and part of your routine. Never feel guilty creating balance.”
4. Set objectives
“In most areas of the music and creative industries, setting and knowing your objectives is step one because if you don’t set goals then you’re driving blindfolded. For example, if you’re marketing a music project or designing artwork, questions to ask could include: What is the goal of the artwork? Do you want the artwork to be a collector’s item? What does the artist represent? Do you want to grow the fanbase? And if so, is it on a particular platform? What tools already exist for the artist? These types of questions are tangible examples of setting clear objectives for campaigns.”
5. Be a team player
“Teamwork really makes the dream work. Everyone works with people and if they say they don’t, it’s not true. Sometimes you may be requested to join a meeting or send an email that is not entirely within your role, but being a team player really does help foster a nice work environment. Remember the tables can turn when you need support from a colleague. Don’t be afraid to ask someone a question when you need support. There’s no such thing as a stupid question!”
