Formed in 2011 by James Lloyd, Carry The 4 is a music PR company working with media across North America & Worldwide on behalf of our talented roster of record labels, artists and management companies. Every day, we work tirelessly with the leading magazines, websites, blogs and papers from around the world to ensure our artists’ work attains the most pertinent, extensive and lucrative coverage in an increasingly competitive and crowded market.

Ambition is at the heart of what we do; securing leading national and international press for independent bands and labels, to separate our clients from the crowd & give them the strongest platform possible to tell their story and achieve their goals in the industry.

Since inception, Carry The 4 has run campaigns for over 600 artists, management companies and record labels from over 20 countries, ranging from Billboard Top 100 artists to breakout talent.

For press looking to feature any of our roster or labels, management & artists wishing to discuss a tailored press campaign, please contact:

james@Carrythe4.com // katie@Carrythe4.com


Carry The 4 has secured press with some of the biggest names in media, including Hollywood Life, USA Today, MTV and US News. We look to complement genre-specific press with pop culture media to open up the potential reach of our artists and unlock large and influential markets for them.


At the heart of what we do is our strong relationship with the influencers of alternative music. Week in, week out, we collaborate with likes of Alternative Press, Idobi, Loudwire, Rock Sound and Punknews (to name but a few), to ensure our clients achieve the most prominent and lucrative digital placement. From small, ambitious blogs to the world’s most influential music publications, we ensure our clients enjoy a thorough and all-encompassing cross-section of coverage.


As vital as hitting the leading national and international publications, regional press serves a key purpose in building PR campaigns from the ground up; the value of the support of the local scene is not to be underestimated, especially in alternative music. Carry The 4 attains focused local press from college publications to local newspapers and blogs, targeting our clients’ key hometown markets as well as national and regional tour press, regularly securing, tour interviews, tour diaries, live reviews and road blogs.


Our relationship with influential music press transcends digital and print media alone, working regularly with big names such as Kerrang, Idobi and Alternative Press to secure exposure for our artists through other mediums, including radio, playlisting, podcasts and mixshows.