The whole thing, not one slice of it. Social, PR, ads, email, they're all channels, ways of getting the message out, and marketing is the bit above them: who we're talking to, what we're saying and why, and making sure the channels all pull together :)

Usually when you've got targets to hit, a room to fill, a release to land, tickets to sell, and you need it to happen rather than hoping it will. If you're trying to grow and want it steady rather than a scramble each time, that's the moment :)

Sometimes, for a while :) But "it grows on its own" has a ceiling, and you tend to hit it right when you want to push bigger. Great work gives you something worth marketing; it doesn't do the marketing for you.

They can run the channel brilliantly, and plenty of mine do :) A channel person keeps the posts going; a marketer works out what the posts are for, who they're aimed at, and whether any of it's shifting tickets. Two different jobs.

Yes, and I do it a fair bit :) I'll write the quote or recommendation for the marketing line so it's realistic and the panel can see what the money's for, plus a letter of support if it helps your case. Book a call below and we'll talk it through, no win no fee or whatever those darn lawyers say.

Both, and it depends what you've already got. Some people need me to set the strategy and hand it over, some need me writing the briefs and running the ads and managing the lot, and plenty need a bit of each, so we sort the split before we start.

Not at all :) Most of the people I work with are a fair way from me, so being spread across the state or the country has never got in the way. I'm embedded in the work, not the office.

That's most of who I work with, and it's the world I want to be in. I start small with the things that earn their keep and build from there, so it works for you now and keeps working.

A campaign project's usually six to twelve weeks brief to wrap. Ongoing work runs on a three-month minimum, enough time to build something that holds. I'll map it all out before anything kicks off.

Mostly independent festivals, live music venues, touring artists, labels and arts organisations, most around Melbourne with a couple closer to home in central Victoria. If your work's in that world, I'm probably your person :)