Hi, I’m Bec.

I’ve spent 15+ years getting brands & artists in front of audiences that are hard to find, and making them mean something once they're there.

You’re entering Flow + State‍ ‍

— an independent studio for communications, culture strategy and creative content that earns depth, not just attention.

I make music make sense to tech, and tech make sense to music.

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What I do

  • Finding out what's actually going on, from the rumours backstage to what people are saying online, where no one has looked. Competitors, audience mapping, and an honest read on how your category sees you now. I’m not just in the report — I’ll be in the studio.

  • The difference between a moment and a release date. Positioning, messaging, the right technical detail, the channels that will land, and go-to-market planning built to survive a passionate forum, a journalist with doubts, and a community looking for a brand to believe in.

  • The list you can't buy. Artist relationships, brand partnerships, and the collaborators who actually deliver. Sourcing, negotiating, and running the relationship through to delivery. I know who'll amplify the thing, not just who'll agree to it. 

  • Coverage with clout. Press strategy, briefing materials, exclusives, launch moments, and creator programmes. Having been both sides of the inbox, I know what makes an editor say yes, and what makes them want the next story too.

  • Making the actual moment. Campaigns, films, events, launches — from the idea through to go live. This is the part most strategists hand off. I want to see it come to life with you.

Work I’m still a fan of

NI's most successful campaign in 5 years
7,000 synths in 7 days
The takeover that beat its own goal 4x over
A launchpad for a new gen of producers
Selling out Sydney Opera House with Flying Lotus
From Kickstarter to 750K fans
Product placement to brand burst

NI's most successful campaign in 5 years

7,000 synths in 7 days

The takeover that beat its own goal 4x over

A launchpad for a new gen of producers

Selling out Sydney Opera House with Flying Lotus

From Kickstarter to 750K fans

Product placement to brand burst

SELECTED ARTIST CAMPAIGNS & CLIENTS

mustard

FLYING LOTUS

Richie Hawtin

A. G. Cook

Aphex Twin

Tems

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

Whose story can I tell

MUSIC TECH BRANDS

Day one or decades in, earn the culture's trust

TECH & VC ENTERING MUSIC

Building it or backing it, music decides who's in

MUSIC MOVING INTO TECH

Your next move involves tech; make it make sense

SEE THE APPROACH →

IN THEIR WORDS

  • Anthony Gabriele (NI, Apple, Amazon, SoundCloud)

    “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.”

  • Simon Cross (NI, Meta, Sierra)

    "Bec has an incredible instinct for how to craft a compelling story, and the drive to amplify it across every channel that matters. I watched her work up and down the organisation — marketing, product, engineering — upskilling how the whole team thought about communicating with customers and partners. I'd work with her again in a heartbeat."

  • Nick Williams (CEO, Native Instruments)

    “Bec is an exceptional communicator and leader. She’s equally capable shaping strategic comms at the top level as she is getting the detail just right on individual messages. Any organisation benefiting from Bec’s input will benefit from a genuinely excellent PR and marketing leader.”