Photo: Greg Lin Jiajie
Jay Singh speaks to Tom Mehrtens, Senior Entertainment Publicist at SATELLITE414, about their experiences in the industry and how they have helped a queer person of colour become one of the biggest names in pop.
After a decade working in PR, Tom Mehrtens is a success story that any LGBTQ+ aspiring music industry professional could take inspiration from. Mehrtens is a senior entertainment publicist at SATELLITE414-a London-based entertainment agency representing global icons such as Adele, Beyoncé and Dua Lipa. Most recently though, SATELLITE414 have played an important role in the meteoric rise of Japanese-British pop star, Rina Sawayama.
An openly pansexual woman of colour, Sawayama is changing the landscape of mainstream music. Having successfully campaigned to make the BRITS and the Mercury Prize more inclusive to immigrant artists like her in the UK, Rina is adored by critics, fans and music icons alike.
2020 was a mammoth year for the artist, her debut album SAWAYAMA was revered, achieving universal acclaim and appearing on countless year-end lists. She made her TV debut on Jimmy Fallon's Tonight Show, and her fanbase-affectionately known as the Pixels - grew exponentially. So far in 2020, Rina has collaborated with Elton John, announced her feature film debut and was nominated for the coveted
Rising Star award at the BRITS. These are all well-earned triumphs for both Sawayama and her team; triumphs that have felt like years in the making.
Mehrtens began working with Sawayama during the build-up to her stunning 2017 EP, RINA. 'She came fully loaded with all of these creative ideas-we can't and won't take credit for any of that; Mehrtens enthuses. Her first headline show sold out quickly, they tell me, and it was from there that things began to snowball. 'Press really picked up on her when she was in the Dazed 100 in 2017, and then things started to pick up in America, which is obviously a big thing-breaking in America is very, very hard to do. She was selling out shows there, albeit relatively small ones, but there was a growing fanbase!
A notable moment for Sawayama was her coming out story which broke with her 2018 single Cherry; her first track about a female love interest. Being queer myself meant that I could handle that situation sensitively, Mehrtens explains. They set up an interview with Zing Tsjeng. the then-editor of Broadly UK and a fellow queer woman from Asia.