Sheila Lim

Sheila is a skilled public relations professional with a passion for storytelling and a comprehensive background in the music industry. She began her career in Singapore, making significant strides with MTV Asia’s Talent & Music team before joining Universal Music Group, where she spearheaded the digital commercial strategy for Ingrooves Music Group in Southeast Asia. Her experience with these leading global organizations has equipped her with a deep understanding of the nuances within the Asian music market. 

Building on her success in Asia, Sheila transitioned to New York to deepen her expertise within the global music hub. Having earned her Masters degree from New York University’s Music Business program, Sheila now combines her extensive knowledge of both Asian and international markets as an Associate Publicist at Primo Artists. This global outlook empowers her to craft publicity campaigns that not only resonate with diverse audiences and cultural contexts but also drive commercial success.

Throughout her career, Sheila has worked with numerous musicians, record labels, and management worldwide. Whether it's launching a new artist, promoting an album, or managing media relations, Sheila brings a unique blend of professional acumen and creative flair to every project. Her genuine interest and appreciation of classical music enriches her personal life and plays a crucial role in authentically promoting artists and their work. This passion shines through in her role as a publicist and sets her apart in the field of classical music public relations.