Today we’d like to introduce you to Jo Rae Di Menno.
Hi Jo Rae, thanks for joining us today. We’d love for you to start by introducing yourself.
I’m an Austin-based music publicist with experience handling projects involving local, regional, national, and international media.
I began my career as a secretary in Houston, frustrated with being overlooked by my bosses. Working at Trunkline Oil & Gas was a turning point, offering me a respectful workplace and exposure to people like Kerry Brown, a free spirit, with big hair, short skirts, a few tattoos, and was open to doing everything in a spontaneous, fun way. She was in a popular local band, The Volumatix, and played in the clubs, such as Fitzgerald’s, The Ale House, Numbers, and more. She inspired me to want to move beyond secretarial work. My sister, Theresa, a photographer, brought me into music journalism by inviting me to review concerts. This led to regular work interviewing bands and reviewing shows for local publications. At Fitzgerald’s, I took on different jobs—publicist, ad sales, band greeter, waitress, and contributing writer to The Fitzherald. I also broke new ground as the first female DJ at a Houston rock club and started booking venues. In 1986, after connecting with musician Ronnie Lane (Small Faces/Faces), I became his publicist, friend, and caretaker, and moved to Austin with him. I already knew a lot of the Austin musicians from working with them in Houston, and the transition was fairly easy. Immersed in the Austin music scene, I continued booking bands, venues, and publicity work. Although I intended to move to Los Angeles as a publicist, I decided to stay because of the opportunities coming my way. I rented an affordable office near UT, strategically choosing a location to connect with SXSW, Easy Money, and The Austin Chronicle. My efforts paid off with a 10-year role as publicity director at SXSW. After having my son, I shifted to running my own firm, Hard Pressed Publicity, from home. I am currently working on a book of my music related adventures.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
The road hasn’t always been smooth. There are ups and downs, and progress can be slow, but when times are tough, I push through, persevere, and make things happen.
In the early days of writing and working with bands, I felt like I was in a “golden time.” But starting Hard Pressed Publicity brought a significant shift. The main challenge was setting up my business and getting clients. My secretarial skills helped me organize the office, but it became clear that relying only on word of mouth was not enough.
Appreciate you sharing that. What should we know about Hard Pressed Publicity?
I love meeting new people and enjoy that aspect of my work. I like to get to know the musician or the person putting on the event, as it helps the project run more smoothly. I work with my clients to nurture a creative atmosphere of respect, honesty, loyalty, and community. Community is important to me, and I love my Austin music community.
One of my favorite times was when Johnny Cash played at SXSW in 1994. He was the keynote speaker and also played a set at Emo’s, where Beck was on the bill. Working with Johnny Cash was amazing. I organized the press conference and other matters related to his appearances. It was fantastic! I was also Ian ‘Mac’ McLagan’s publicist, and that was a highlight for sure! Alejandro Escovedo is also another favorite, and Queen Esther.
My favorite memories at SXSW include setting up press conferences for Johnny Cash, Tony Bennett, Nick Lowe, Carl Perkins, and more. I was Rock and Roll Hall of Famer Ian ‘Mac’ McLagan’s longtime publicist. Other current or past clients include Alejandro Escovedo, Modern English, Indigo Girls, SIMS Foundation, The Austin Child Guidance Center, Keith Secola & The Wild Band of Indians (on Terry Gross/Fresh Air, NPR), Queen Esther, Ronnie Lane (Small Faces, Faces, Slim Chance), Jon Dee Graham, The Reputations, Rough Trade Records, Great Lake Swimmers, Export Music Sweden, Kimmie Rhodes, Jaws of Brooklyn, The Barbados Group, The Brazilian Group, and Dutch Pop & Rock Institute (all bringing bands to the U.S. during SXSW, and more.)
I work with artists to provide local, regional, and national media promotion and publicity for single releases, CD/digital/album releases, consultations, touring (full schedules or select dates), and other ongoing publicity needs. I also offer services from press releases to publicize a show or event to full promotion to consultation.
Is there something surprising that you feel even people who know you might not know about?
At one time, I wanted to be a musician—especially to sing and play guitar. An ex-boyfriend once tried to teach me, but my fingers never quite cooperated. As a child, I also imagined myself on stage as an actress.
Contact Info:
- Website: https://hardpressedpublicity.com/
- Instagram: https://www.instagram.com/jorae1986/
- Facebook: https://www.facebook.com/jorae.menno/
