ArielHyatt Ariel Hyatt is a recognized thought leader in the digital PR world. She’s the founder of a successful PR firm, an international speaker, educator, and author of three books on social media and marketing for artists.  Her innovative and trademarked Cyber PR® process marks the intersection of social media with engaged behavior, PR, and online marketing. Her groundbreaking PR methods—coupled with her vast experience as an esteemed new media educator—enable her to effectively and accessibly initiate her clients into the ever-growing world of digital PR.

“There is a real science to effectively using social media platforms like Facebook and Twitter, but there isn’t a definitive roadmap; it can be confounding,” Ariel says.  “I’m very good at making people feel unconfounded.”

In 2003, Ariel foresaw the impact the rise of the use of the internet and social media would have on public relations and she devoted herself to exploring this unchartered medium.   “On the web people were passionate about niche things.  They were actively and interactively talking about them. There were chat rooms and webrings on women’s issues, gluten-free baking, motorcycles, vegan cuisine, and surviving cancer. I started promoting artists in these deep places, where passionate people were having conversations,” she says.  It was not about getting Rolling Stone to review them; it was about getting a few people to really react, grab on and become my artists’ greatest fan advocates based on narrow interests outside of just the music. From this inspired, forward-thinking approach, Ariel developed her platform, Cyber PR®, to automate some of the traditional PR process and maximize client placement with new media makers.

“The music industry was the canary in the coal mine as it was the first industry forced to adapt to the concerns affecting product and therefore their bottom lines – their intellectual property. There is so much to learn from its example. What I can say with absolute certainty is:  There are benefits for every business willing to create long-term social media strategies bringing attention to themselves and to their fans over time. You have to really understand your fans (read: customers) and cater to them individually,” she points out.

Having pivoted her business once successfully, Ariel is now exploring the universal applications of her Cyber PR® philosophy and platform to public relations campaigns at large. She kicked off 2013 by raising $61,000 in a successful crowd-funding campaign and she will now add that to her teaching arsenal.  “There is something unique and special about every entrepreneur,” she says. Ariel’s work is to humanize business by honing in on each of her client’s unique qualities and online preferences, then strategically marketing them to their specific demographic. “I’m not going to force someone who has already told me they hate Twitter to use it. I will always try to match my clients to their comfort zones.”

It’s a refreshing approach that’s proven more effective than traditional PR because its progress can be scientifically assessed through Ariel’s distinct platform. She created software that functions essentially like an online dating site that connects her clients to new media makers. Through this, clients can instantly monitor the success of her campaigns by seeing exactly who checked them out and when.  This takes the smoke and mirrors aspect away from the process and holds her agency accountable to clients. “This is really effective for making an impact around specific niches,” she says. “We don’t just pitch you to the typical places; we find your tribe and connect you to them. That’s how you win these days.”

Ariel’s game-changing work has been lauded by industry professionals and highly established media outlets alike, garnering her press in Oprah, CNN, Wired, Billboard, Hypebot and The Washington Post.

In Social Media and Public Relations: Eight New Practices for the PR Professional, social marketing pioneer Deirdre Breakenridge teaches and demonstrates the eight new skills and mind-sets PR/marketing pros need to build brands and engage customers in a social world.  Ariel is prominently featured in a lengthy interview as an “Internal Collaboration Generator.”

Ariel is also the author of three successful books on PR and new media, Music Success in 9 Weeks (now out in its 3rd edition) Musician’s Roadmap to Facebook & Twitter, and Cyber PR® For Musicians. These offer artists step-by-step plans to create profitable and sustainable businesses from their art. Her newsletter and YouTube series, “Sound Advice,” has over 20,000 subscribers, and she has written over 200 articles to date.

Her message is so compelling she has been invited to speak at festivals and conferences in twelve countries, including SXSW, CMJ, ASCAP’s I Create Music, The Future of Music, Grammy Camp, The Taxi Road Rally, Campus Party London, The 140 Conference, Canadian Music Week, APRA’s Song Summit (Sydney), You Are In Control (Reykjavik), and The ECMAs (Canada).

In the fall of 2011, Middle Tennessee State University (MTSU) recognized by the Rolling Stone College Guide as having “one of the preeminent music business programs in the country,” began offering an official Cyber PR® Class based on principals used in Ariel’s day-to-day business. Every semester since, she and her staff lead students in a rigorous Cyber PR® accreditation process that includes hands on experience working on active Cyber PR® Campaigns. The course has been so popular that a second session and an advanced Cyber PR® class have now been added.

This is how Ariel has represented over 1,800 clients in the 18 years of her publicity career: knowledge, passion, talent, innovation, and the sort of luck born of hard work.  These qualities are embodied in Ariel Hyatt.

Ariel proudly serves on the advisory boards of Sweet Relief Musicians Fund, and SXSW Accelerator.

She is an obsessive world traveler, an enthusiastic foodie, and a vintage lunchbox collector. She lives in Brooklyn NY with her gray tabby Hunter C. Thompson (the C. stands for cat).

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ChrisHacker Chris Hacker – Marketing Plan Developer

Chris originally hails from Chicago where he worked at Triple A powerhouse WXRT 93.1. Chris took to traveling throughout Europe in 2004 and when he returned to the US made the decision to relocate to New York City. Upon his arrival in his new home town, he started working with several independent artists and in 2006 was hired at the independent record label Engine Room Recordings, first as the Director of Tours and Promotions and then later was promoted to Label Manager. In addition Chris also founded Howling Clue Entertainment, a NACA affiliated college booking agency.

In 2011 Chris joined the Cyber PR® team here as the Managing Editor and has now also taken on the role of resident Marketing Plan Developer


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Tricia Martin – Social Media Manager

Tricia Martin is a jack of all trades and master of some. On paper she’s a political operative turned music marketer. With a background as diverse as her musical preferences (anything from Bach to Tupac) She has worked in a US Senate office, raised funds for colleges and universities, analyzed social media for government agencies and political campaigns, all the while being a avid music fan. In her native Iowa she enjoys spending time with her family and awesome nephews and niece, taking in the growing Des Moines music scene, riding her bike (she’s ridden parts of RAGBRAI several times and plans to ride again this year), dabbling in local politics and sampling craft beers. Her title is most apropos as Tricia is first and foremost a people person. She’s never met a stranger.


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Andrew Salmon – Campaigns Director

Andrew just can’t get enough music. With a bachelor’s degree in theory and composition from Western University, a master’s in trombone performance, and a degree in music business from Berklee, there’s not much about music that bores him. While he has no paper to prove it, he’s also an enthusiast of electronic production, and likes to produce his own brand of EDM in his spare time.

In his experience as a concert promoter and talent buyer at Berklee’s The Red Room @ Café 939, and as campaigns director at Cyber PR, he knows first hand the effect that social media and digital marketing has on the music industry.

Born and raised in the greater Toronto area, he’s a die hard Blue Jays and Maple Leafs fan, a tough disposition for one living in NYC, and in Boston prior to that. If either team is in town, you’ll know where to find him. #gojaysgo #goleafsgo

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Brittany Mazzurco – Social Media Manager

Brittany Mazzurco came to Brooklyn in 2012 from Lancaster County, PA (Amish Mafia, anyone?). As a recent graduate of Music Business & Technology with a concentration in Marketing, Brittany is diving right into all aspects of the music industry. Outside of her Cyber PR® work, Brittany has most recently served as an Event Coordination Assistant at The Ware Center, Production Assistant at 2013’s New Music Seminar, has published a thesis on the rebranding efforts of classical music, and started her own music business blog.



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Ashley Potenza – Social Media Manager

Ashley Potenza was raised in a musical household in Los Angeles. Drawn to the industry she grew up in, she took lessons in piano, voice, guitar, and bass before moving to NYC to study music composition at Hunter College. A few years of driving coast to coast, backpacking through europe, and falling in love later, she ended up in New Jersey – close enough to the big city she loves but with a healthy dose of quietude to enjoy the pleasures of a semi-rural life.

Ashley started as an intern with Ariel Publicity in 2009 and was immediately charmed by the constant challenges that an ever-changing industry brings. After completing her internship, she began working as a Social Media Manager helping clients with the ins and outs of their campaigns, social media, newsletters, and blogging. She loves that every artist is unique, keeping her job fresh, and she gets great satisfaction in seeing the impact that a great online presence can make.

Ashley is a little bit country and a little bit rock n’ roll. When not at the office immersed in the world of indie music, you’ll find Ashley writing songs, baking, and spending time with her family.

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Brian Wilkins – Director of Biz Dev

Brian Wilkins is an entrepreneur and music industry executive who has built his career by utilizing his passion for music, technology, and artist relations to help clients grow their business. Brian has held executive positions at record labels, artist management and music/mobile tech companies. Brian’s resume includes stints at nTunes, one of the first ecommerce radio platforms, as well as major label partners including Sony/BMG Entertainment, RED Music and INgrooves. In 2008, Brian brought his experience within the digital music space to Rebel-One Management, establishing digital platforms, social graph engagement and new revenue/brand channels for top tier artists including Rihanna and K’Naan. Brian continues engaging his passion for music and technology as both an Artist Manager and Business Development/Artist Relations Advisor for music/mobile based start-ups. He has spoken and served on panels for thought leading music conferences including SXSW, CMJ and SF Music Tech. Brian is also an advisor for the music based charity Musicians On Call.

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 Brooke Segarra – Intern Management

Brooke Segarra is an English major at Drexel University in Philadelphia. Currently she finds herself living in Brooklyn and, when not working at the Cyber PR office she is at the CMJ office in Manhattan writing reviews of the latest albums on the college scene as well as live performance reviews. Before moving to New York, Brooke interned at The Painted Bride Quarterly literary magazine based out of Philadelphia and was a DJ at her college radio station WKDU Philadelphia 91.7 FM.



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Sarah Person – Social Media Manager

Sarah Person’s role at Cyber PR as Social Media Manager lets her explore her love of music and allows her to continue her family responsibilities. Sarah grew up in New Jersey. After a few years of working in corporate America, she attended massage therapy school. She put her work on hold to start a family.

Sarah’s role as Social Media Manager began in 2012. She loves being able to be creative while being exposed to many different types of music and people. She enjoys being able to help her clients with this aspect of their music, which they are so passionate about.

When not working, Sarah spends her time volunteering at her daughters school and extracurricular activities and squeezing in time for family and friends.

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John Thomas – Social Media Manager

JT was born in and currently works out of Los Angeles, but his passion for music has brought him all over the world. After earning a Bachelor’s degree in Percussion Performance from Humboldt State University, where he performed just about every kind of music you could think of on any type of object that could be percussed, he continued his musical studies while living in the beautiful West African country of Ghana. Having a distinguished love for exotic music, food, and new experiences, he has been to 21 different countries and has learned that he will never be able to live or work in an environment that stifles his creativity.

Working now at Cyber PR® and continuing to perform as a Live/Session drummer and percussionist in the LA area keeps JT involved in what he loves to do – sharing, promoting and performing great music. 

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