Q&A with Caribbean Publicist Roxxi Chung

Tracy-Ann “Roxxi” Chung started her career in the entertainment industry through her blog in 2008 entitled Music Konnec where she wrote about Caribbean music (Reggae, Dancehall and Soca) Roxx later becoming a on-air media personality Source Life Radio (SLR) hosting a weekly segment “Top 20 Reggae and Dancehall Hit List” interviewing Ricky Blaze, Future Fambo, Kranium, K’Coneil and many more. In 2019 she switched gears in to public relations as a coordinator for Playbook MG working with celebrity Marie “Driven” Theodore before launching her own agency Roxxi Chung PR. Representing a variety of upcoming artists with Caribbean background looking to break into the North American market. 

In this quick interview Roxxi shares more about her career as a publicist and what she looks for in new clients. 

What do you look for when working with a new artist?

Usually, a prospective client has to come with an open mind & with the willingness to work, which’s first and foremost. I appreciate a client that is also passionate about their artistry; it makes my job a little bit easier when we are both enthusiastic about a project.

What do you love about being a publicist, and what are some of the challenges and rewards?

The best thing about PR is building relationships with media contacts and working with them to create a fantastic story that showcases my client. With my background in writing for the media, I love that I get to write, be creative. Also, building authentic relationships with people, whether they’re clients, journalists, influencers, or consumers, that’s probably my favorite part. Plus, there’s always an event to attend, and the job typically includes fun travels. Some of the challenges I personally encounter is facing rejection from the media sometimes via pitching…it comes with the territory. I’m always trying to improve on my shortcomings.

What are misconceptions about publicists that artists have?

One of the greatest misconceptions is that publicists can make water into wine, which is the misconception that a publicist can get publicity for someone who has nothing newsworthy. A lot of people aren’t aware that public relations is a process. They expect instant gratification all the time, as they fail to understand that PR won’t increase your album sales or business revenue. We are actually in the business of bringing exposure and credibility to your brand.

A potential client should really have their ducks in a row, allowing your publicist at least a solid three to six months before deciding if the investment is paying off.

What do you think Reggae and Dancehall artists are doing well on from a business standpoint, and what can they improve on?

I think it’s a good look when reggae/dancehall artists are signed to big international labels. Recently, Reggae artists Protoje and newcomers Lila Ike and Sevana got signed to RCA. Shenseea struck a deal with Interscope, and Koffee struck major deals with both Columbia Records UK and Interscope. This is always a step in the right direction as it builds ‘Brand Jamaica.’ It also sets a significant trend and for other local entertainers to aspire in trying to achieve because we need to see more of that.

On the other hand, I really wish more entertainers (especially upcoming artists) understand the business side of the entertainment industry to protect their brand. Some artists are in it for the wrong reasons and hence failing to put out quality music. Also, a lot of entertainers always complain about “getting a fight.” The ‘gatekeepers’ role has depleted tremendously. In this era of social media, artists should be using their platforms to build their online presence and start networking to their advantage and start putting in the work. 

How would you describe your style?

My style is definitely urban, sexy, and chic.

Who are you Vibin’ to right now? 

Listen, I’m forever stuck in the 90′ s/early 2000’s era! You can always catch me vibing to some old school reggae/dancehall/r&b/hip hop playlist. But I’m also listening to some contemporaries like Lila Ike, Jhene Aiko, Drake, Chris Brown, Rihanna (my best friend in my head), Kranium, Popcaan & Vybz Kartel. I’m also big on Afrobeat, regularly I update my playlist.