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WHAT WE DO

Influencing has proven to be essential for brand growth in the 21st century. But the unrestrained growth of influencing has resulted in a lack of diversity, and all too often, little or no connection between influencer and product.

This is no good for sustainable brands, who need influencers that embody their ethos. We only work with sustainable brands. Why? 

 

Consumers don't want to be bombarded with endless adverts for products that they don't believe in, and we don't want to ask influencers to advertise them.

We work with music-influencers, who are dynamic, diverse, and different. Most importantly of all, musicians are passionate about the environment. Musicians already share a connection with their fans, and their fans trust their opinion. 

How do we know? The stats speak for themselves. A typically 'good' engagement rate on Instagram is around the 3% mark. Musicians tend to hit 8-15%, even for sponsored posts.

Through PETRA, you can choose how you'd like to connect with music-influencers, using either our platform or our agency

We connect sustainable brands with the music-influencers they need.

 
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OUR TEAM

PETRA was founded in 2020 by two school friends, Ella Rose and Kara Michael-Brown.

 

Since starting the company, the team has grown to include Shanelle Brown, Business Development Manager, and Anyla Muhaxheri, Marketing Manager (photos incoming!)

Ella Rose, PETRA Partnerships

ELLA ROSE

CEO

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Kara Michael-Brown, PETRA Partnerships

KARA MICHAEL-BROWN

Brand Partnerships Lead

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piper & ivy

Office Dogs

 
 
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OUR PARTNERS

We're happy to work alongside some incredible organisations who are trying to make a difference just like us. If you'd like to work with us, get in touch!

Cosmic Burger

Cosmic Burger is a non-profit organization that supports creative thinking helping artists and innovators to get their projects off the ground building consistent work in the development of platforms and products, management of careers, edition, communication, and event production.
Our organization is also a platform of social awareness, creating original content and projects for change, equality, and non-violence. We are here to be the crack in the pavement that will create new grounds for creative fruition and social development.

We're happy to work alongside some incredible organisations who are trying to make a difference just like us. If you'd like to work with us, get in touch!

The Sustainable Fashion Collective

The Sustainable Fashion Collective is a digital platform for fashion businesses and creative entrepreneurs to gain holistic guidance and expert advice from industry professionals, so that they are better equipped to become a responsible business. While short fashion or business courses could give you the fundamental information, we create a new Masterclass each month so that you can dive fully into a topic and know it will have authentic, accessible knowledge. Sustainability for us is the big picture - for people and planet, but profit too - and each Masterclass looks holistically within subjects to provide you awareness on issues that maybe you didn't think you need. Whether you class yourself as sustainable, eco, ethical, responsible, or just a normal business that has an idea, we can provide you with perspectives and experience unlike any other.

We're happy to work alongside some incredible organisations who are trying to make a difference just like us. If you'd like to work with us, get in touch!

The Premises

The Premises on Hackney Road is London’s most popular music studio complex. Originally a two-room practice centre in 1986, it's expanded since then to include a suite of rehearsal studios, producer rooms, storage units, offices, a restaurant (and hairdressers!) and ten years ago they launched the first solar-powered pro recording and filming studio in Europe. Their pioneering environmental ethos was recognised with a Best Green Business award by Music Week. The Premises is unique in London - a vibrant non-stop creative hub for musicians of all ages and abilities, from local beginners to global superstars. As proof, the walls of their restaurant are covered with signed photos from dozens of the great artists who have passed through the studios over the years, from Nina Simone and Ronnie Wood to Patti Smith and Stormzy.

 
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OUR VALUES

Authenticity

It is important that people on both sides of a collaboration actually care about the other. We aren't about to ask you to work with someone who you don't strongly believe in - whether that be their values, image or work.

If you're a vegan musician, you just aren't going to work with a brand that uses leather. That's why we have made sure that musicians can search for specifically vegan brands.

Similarly, a brand that specialises in delicate, floral dresses probably won't fit with a heavy metal musician (though we'll never say never, it actually sounds kind of interesting!).

Most importantly, if the collaboration works for the collaborators, it's going to work for the consumers - and at the end of the day, what we are trying to do is popularize the idea of sustainability being a GOOD thing to strive for.

PS - check out the Pharrell Williams x G-Star Raw collab for inspiration

Inclusivity

We call ourselves RADICALLY INCLUSIVE. Besides sounding cool, it is also seriously important to us. When we set up this company, we had to think about things like... do we want to let anyone in, or should we reserve our service to brands and musicians who are already doing well? Do we want to work with people who are like us and fit with our brand, or do we want to branch out?

 

We realised that if we were to keep things EXclusive, we would be perpetuating the same old status quo, and that’s a little bit old school - old school in the bad way.

 

By inviting anyone and everyone to join us, we are saying that we WANT small, independent musicians of all colours, shapes, sizes and creeds to succeed. We also want brands to do well, no matter whether they started yesterday or 100 years ago.

 

There are huge problems in the sustainable fashion industry when it comes to representation of size, race, and physical ability. By enabling collaboration between musicians and sustainable brands, we hope that we can play a part in diversification.

Transparency

Cambridge Analytica. Amelia Earhart's disappearance. The Panama Papers. Trump's presidency.

What do all of those things have in common? Clearly, they were/are all bad. On top of that, they all involved a degree of obfuscation, whether that be accidental or purposeful. 

At PETRA, we strive to be clear and open about everything we're doing, and why we're doing it.

Right now, we're a very small company, which means that it's relatively easy for us to keep on top of that. If/when we get bigger, we promise to publish our financial incomings/outgoings, and information about the diversity of our employees.

If you have any questions for us, please do get in touch and we will be more than happy to answer you (we're not just saying it, we do mean it!).

PRESS

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