Lucy Blair Pettersson

Hi, I’m Lucy. Welcome to my website!


I’m currently Director of International Sales and Marketing at The Orchard, where it’s my responsibility to spearhead marketing strategy and campaigns in the UK and Europe for record labels including Red Bull Records, Daptone, Mello Music Group, Transgressive, Frenchkiss, Akira, Cosmos, Dangerbird, No Hats No Hoods and more.

Prior to joining The Orchard, I was Director at digital marketing agency Motive Unknown, delivering strategy, campaigns and advertising for labels, artists, organisations and events including BMG, The AIM Awards, Jack Savoretti, Floating Points, MIDEM, The Other Hand, Ghostly International, Leftfield, The Charlatans, Houndstooth and Partisan Records.

Before that, I spent several years in digital music marketing at two of the dance music world’s biggest names, Ministry of Sound and Anjunabeats, where I was responsible for developing digital channels and audiences for the record labels, club, compilations, live events and radio departments of both brands. I also created artist campaigns for Example, Wretch 32, DJ Fresh, London Grammar, Above & Beyond, Mat Zo and Andrew Bayer, to name just a few.


I’m lucky enough to be asked to speak at conferences from time to time, and to date I’ve been a panellist, presenter and moderator at industry events including Amsterdam Dance Event, MIDEM, Social Media Week London, by:Larm, AIM Indie Con and Music Connected, the BPI AGM, Brighton Music Conference, IMS Ibiza, Hard Working Class Heroes, SPOT Festival and Malm√∂ Music Conference. I’ll also be taking part in FastForward 2017 this February.

During the last year or two, I’ve also gotten involved in event curation and programming. I was on the Advisory Board of Brighton Music Conference in 2016, working with the Conference Director to improve the event’s diversity and gender equality in its lineup of speakers and contributors. I also programmed panels on video marketing, streaming and gender equality.

Since 2015, I have also been part of the team curating Amsterdam Dance Event’s Pro conference strand, programming panels and keynotes across all areas of the music business.

I was added to the Music Week Women In Music Roll of Honour in 2016.


I’m a proud mentor for DevelopHer (formerly Girls In Tech UK), an organisation dedicated to developing the careers of women in technology across all industries.