Kisha Scott is a PR expert with over 15 years of experience shaping the careers of top artists and brands. She has led campaigns for GRAMMY-nominated acts like Missy Elliott and Future, worked with major companies like Google/YouTube, and secured top media placements. Beyond music, she supports philanthropy efforts focused on gun violence awareness. Today, she shares her insights on navigating the ever-changing media industry.
You’ve built a career shaping narratives for some of the biggest names in music. What initially drew you to the world of entertainment PR?
I’ve always had a love for music. As a teenager, I was really into rap music – I even had a rap group. That didn’t work out (LOL), but it made me realize I wanted to work in music somehow. PR seemed like a good fit, especially since I already had a lot of contacts after interning and working at Music Choice for several years.
You started at Music Choice before moving on to independent and agency roles. How did your early experiences prepare you for the success you have today?
My time at Music Choice was foundational, giving me an inside look at the industry. It was my first time interfacing with major recording artists and labels (building marketing campaigns). Agency roles then allowed me to expand on that foundation. I was lucky to have mentors who supported me, even when I went back for my Masters. I learned to prioritize team success. Importantly, I’ve maintained those early relationships. We’ve all grown together, and now, in executive positions, we still collaborate whenever possible.
You’ve worked with GRAMMY-nominated artists & teams for Missy Elliott, Future, and producer ThankGod4Cody. What makes a successful PR campaign for high-profile artists?
These artists get media priority and team support (I wasn’t always the only publicist working on the project). As a PR, the challenge is originality. These artists have seen it all. Fresh ideas and flawless execution are crucial. It’s a collaborative effort, but delivering something worthwhile is key to maintaining their attention. Understanding their personalities and preferences is also essential for pitching the right opportunities.
In addition to musicians, you’ve led marketing campaigns for brands like Hennessy and Diesel. How did you approach branding differently for artists versus major corporations?
At the time, I was at Iced Media, we pioneered real-time digital PR. For those campaigns, this meant capturing event footage and getting it on every relevant blog within 24 hours. This “viral” approach was revolutionary at the time. While it seems standard now, back then, it was completely foreign to the corporate world, and their teams saw it as a massive win.
Your work with Google/YouTube’s multicultural publicity team helped elevate Black music campaigns. What were some of your most rewarding projects during that time?
Working with Google’s publicity team was incredibly rewarding, especially on their Black-Owned campaigns featuring KeKe Palmer and Ari Lennox. Those were definitely highlights. I also loved securing press for YouTube’s “Recipe for Change” artists, including The Migos. That was a particularly special experience, as I had the opportunity to work with them before Takeoff’s untimely passing.
In 2024, you orchestrated press activations at The Roots Picnic for Apple TV and Peacock TV’s Bel-Air Season 3. What goes into planning a high-impact activation at major events?
Working with the agency ONE/35 we brainstormed and executed everything from sneak peeks and activations to venue logistics. We handled press, client communication, and on-site activation management. It was a rewarding, full-scope experience, bringing our ideas to life. A highlight? Seeing Will Smith and Coco Jones perform “Summertime” live for Bel Air! Also, meeting Will. He was one of nicest people I’ve met!
The media landscape has changed dramatically in recent years, especially with social media and influencer marketing. How have you adapted your PR strategies to stay ahead?
Definitely! In this dynamic media world, staying ahead of the curve is essential. Influencers are now key players in the press and red-carpet coverage—they’re often the first thing clients ask about. It’s not just traditional outlets anymore. I’ve even begun running campaigns for influencers, recognizing their rising influence. The landscape is shifting, and adaptability is paramount.
You’ve worked with TikTok influencers like Nathan Davis Jr. and Bridging the Gap podcast. How do you see digital creators shaping the future of music promotion?
Working with digital creators like Nathan Davis Jr. and Bridging the Gap has shown me firsthand how they’re reshaping music promotion. It’s not just about trends; these creators are tastemakers. Nathan’s a legit R&B artist, and Bridging the Gap’s million-plus YouTube reach proves their influence across genres. They’re not just promoting music; they’re driving viral moments, connecting artists with audiences in authentic, powerful ways. This is the future, in my opinion.
Your philanthropic work includes partnerships with Mia Jaye’s Fresh Start Kidz and “Black Men Deserve to Grow Old” initiatives. How has giving back influenced your personal and professional outlook?
Partnering with organizations like Mia Jaye’s Fresh Start Kidz and “Black Men Deserve to Grow Old” is deeply purpose-driven… Mia’s become a dear friend, and we share core values. While I always strive to do more, knowing our work makes a tangible difference in the lives of Black people affected by gun violence — is an irreplaceable feeling. It grounds me, both personally and professionally.
With a track record of securing top-tier media placements, what advice would you give artists or brands looking to break into major outlets like Billboard, ESSENCE, or Rolling Stone?
Landing top-tier placements takes more than luck. Artists should build a dedicated following and craft a genuine compelling story. Research what each publication covers and ensure your narrative aligns. Please confirm it’s the right audience for you. Invest in a skilled publicist, and if at first you don’t succeed, keep pushing.
As you look to the future, what projects or industry shifts excite you the most, and where do you see the biggest opportunities in entertainment PR?
Creator-driven content is empowering. I see huge potential for independent, Black-owned media platforms. Outlets like The Shade Room are powerful, but a truly independent Black-owned New York Times or Washington Post would be game-changing. I’d love to see Black celebrities and artists prioritize Black media, giving them exclusives. Supporting these platforms, big and small, is vital for amplifying our voices. That’s where the biggest impact lies culturally and professionally.
Be’n Original
