Today we’d like to introduce you to Cheyenne Doerr.
Hi Cheyenne, we’d love for you to start by introducing yourself.
I’m from San Antonio, Texas and my family has been in Texas for generations. I always loved visiting Austin growing up for concerts and other events and knew I wanted to live there someday. I was thrilled to move to Austin at 18 to study at the University of Texas, where I got my degree in Public Relations — a degree I felt I fell into a bit (I thought I wanted to be photo journalist thanks to Almost Famous), but PR would prove to be the right fit. From a young age, I’ve been good at relating to people and have loved writing everything from short stories to poetry. I’ve also always had a knack for connecting the dots where others might not be looking. I created an organization at my high school called SMILE (Students Motivated to Impact Lead and Enrich) that matched student volunteers with special needs peers for hangs and more normalcy in their lives. The process of starting it and the experience itself first showed me that we can create anything we want to see if we’re determined enough (and turns out it’s apparently going strong to this day)! Fast forward to my last years of college driven by this same idea, and my other mantra that if you don’t ask the answer’s always no, I applied for every scholarship and much to my surprise, got most of them so I could pay for my tuition and study abroad in Spain. That was an experience that changed my life and really showed me how big this world is and all of the opportunity within it.
Returning to the U.S. for my final semester before graduating from UT, I thought I’d turn right back around and move abroad after college. In my final semester, however, I joined a group of talented friends–a network of some of the most creative people I’ve ever met–in the pursuit of online zine called MUD. We covered southern culture from a southern perspective, spotlighting creative voices from around the south that deserved to be heard and seen. I came in to help bring our online stories to life through partnerships and events, which started as house parties in college, and would grow into zine release events and pop-ups around Austin, greater Texas, and eventually cities like Atlanta and New York. I continued to pursue MUD even as I got my first job at Giant Noise Public Relations upon graduating (one of the few places in Austin I dreamt of working that would have me excited to stay), and this is where the worlds of PR and event production would begin to become intertwined for me. While growing my PR prowess in the realms of music and entertainment, lifestyle, arts and culture, and events at Giant Noise, MUD gradually faded out as more of the team moved away but our time in it made us all better for it. I joined forces with another Austin-based creative production outfit called DRUNKLUCK to nurture my desire to create experiences grounded in culture and community with other like-minded collaborators, and we continued this pursuit with everything from SXSW events and showcases, to programming series at the likes of The LINE Hotel.
In 2022, after seven transformative years at Giant Noise, I decided I was ready for a change–which also happened to coincide with my six year lease at the most special East Austin house ending too. I left my full time job at GN and full time life in Austin to take a brief pause and without much of a plan. I decided to lean on my experience and freelance as an independent publicist and event producer. Before I knew it, the years of community and relationships I’d been cultivating through my various pursuits would begin calling and showing up for me in ways I’d never imagined. By 2023 I formed my LLC, Doerr Agency and took my world-building curiosities to Los Angeles for a five month trial period, returning back home with the plan to make the big move out west. As life would have it, some big family shakeups would reroute me to living in San Antonio off and on for the last couple of years, reconnecting me with my hometown in an unexpectedly needed and impactful way, and I’ve been doing my best to navigate life as a solopreneur ever since.
In addition to leading public relations for various clients–ranging from music, entertainment and culture projects and events at the likes of SXSW and beyond, music festivals like APF and Levitation, films, impactful initiatives and nonprofits like Future Front Texas, influencer strategy with lifestyle brands, etc.– I freelance produce events with a variety of brands and agencies. I’m also still one of four partners involved in DRUNKLUCK, co-curating everything from bespoke one-off experiences at the likes of SXSW and the BeatBox lounge at ACL Fest, to programming series at various hotels and with other partners in Austin, across Texas, LA, Mexico City and beyond.
I’m also proud to serve on the Leadership Committee for the Women in Music Austin chapter that I’ve helped establish as a co-chair. We’ve been furthering this global organization’s mission of advancing equality, visibility and opportunities for women in the musical arts through education, support, empowerment and recognition in this city since 2023 (it’s been doing this globally with chapters in the likes of LA, NYC, London and beyond since 1985). We throw a variety of events each year like mixers, panels, fireside chats, wellness and play workshops, and more for womxn-identifying members of the music industry (men are welcome too)!
While I haven’t lived full time in Austin since 2022, I can’t and don’t want to shake it. It’s such a special place that has always been ripe with opportunity. As I currently work to fulfill my move to and build more of a network in Los Angeles (+ work in other markets in the U.S. and beyond), Texas will always be home. My goal for this world-building, hybrid mindset while grounding down in the big City of Angels is to help elevate the projects and communities I occupy, near and far.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Leaving the familiar to dive headfirst into the unknown world of entrepreneurship was one of the hardest things I’ve ever done, mostly because I had to get out of my own way and trust the timing and wisdom of my own unique journey.
This journey has come with its fair share of challenges. I, like many small business owners (especially my fellow independent women out here) face imposter syndrome– something that doesn’t vanish after a certain period of time, but rather, takes mindfulness and support to actively manage. Growing up with parents who’ve worked for themselves as long as I can remember, my mother with her own real estate brokerage and my late father as a full-time bassist and teacher–I’ve seen how hard it can be to run a business on your own; but also how freeing it can be. It wasn’t until I did it myself that I truly understood the hurdles of being a one-man band handling everything from admin and accounting, to new business development, professional development, and working on the business. I’ve grown a lot over these last few years, learning how to better managing my time and create balance in my schedule to allow time for the things that fill my cup too. Part of that has come with learning how to delegate to interns, ask for help, and call on colleagues in the PR and events worlds who have also gone on their own, including former GN employers and colleagues who I’m grateful to call mentors and tap for advice when I otherwise feel like I’m on an island. It’s also really special to see us all rooting for and even sending business to each other.
This road has been far from smooth or even linear, but most transformative things in life rarely are. I knew I was always meant to start something(s) of my own, and it wouldn’t be as character-building, strengthening and rewarding if it was perfectly smooth now would it?
Appreciate you sharing that. What should we know about Doerr Agency?
Doerr Agency is my LLC, serving as the umbrella entity for all of my PR + production work, even though I myself am more or less the brand as Cheyenne Doerr for now. I initially started the LLC for the main purpose of setting up a business bank account and credit card to keep everything more streamlined (can’t recommend this enough if you’re going on your own and wondering if you should do this – yes!). I soon realized that setting up a business isn’t as hard as it seems, especially when you find great professional support, and how much of an asset it can be–not to mention the empowerment that comes with being a female founder.
The core of what I do is based on storytelling, connecting the dots, world-building, and, you guessed it, creating opportunities not yet seen–within the realms of music and entertainment, arts and culture, and lifestyle–incorporating impact beyond KPIs (serving community wherever possible). I approach each client and project with offerings tailored to their unique opportunity. On the PR front, I go beyond the traditional media and influencer outreach (though these are still an important part of any campaign) and incorporate creative tactics like industry and tastemaker outreach, partnership strategy, and even event curation where applicable to help brand messages meet audiences where they are. Enter, my event production expertise where I specialize in consulting, talent booking and curation, artist and talent wrangling at large-scale events, partnership matchmaking, venue scouting, sourcing and managing vendors + content teams + PAs, and more.
Brands can’t just market to culture anymore — they have to participate in it. Audiences are fragmented across communities and platforms, so growth increasingly comes from credibility inside specific cultural spaces, not just broad reach. I’m passionate about helping brands see the importance of investing in experiences, creative partnerships, and long-term relationships with artists and communities, because those generate not only engagement but also trust and storytelling that travels much further than a traditional campaign. I’m known for this intention in my work, backed by my communication skills, work ethic, and tenacity to give everything I pursue my all. My connecting superpowers have also helped me cultivate a vast network I’m proud to nurture, elevating the work I do and often influencing other opportunities for myself and my clients.
On the PR side, I’ve really developed a knack for music and entertainment, event promotion and artist PR, especially when I really align with the music and art. On the production side, I’ve become especially interested in partnership synergies and talent booking–from DJs to live sound for experiences large and small, a thrill I’m excited to continue to pursue. My mom always says “Doerr gets it done” and while my instinct is to cringe at that, she’s not wrong. This spirit comes through in every project I’m part of, and I think my ability to multi-task and keep my cool under pressure while also being a kind, compassionate person doing it is ever-more important in this overwhelming world and this industry especially.
My intentional and creative approach to this work, and willingness to get scrappy in finding creative solutions with every team I’m lucky to be an extension of are what sets me apart. Having curiosity and willingness to put myself out there has helped me in a number of ways. I’ve learned it’s actually a strength to lean on vulnerability, which often results in more growth and strength in unexpected ways.
I’m continuing to learn how to market myself and my brand, and what I want Doerr Agency to be as myself and the business continue to evolve and grow. I’m proud of what I’ve been able to do on my own thus far, including the imperfect but beautiful website I finally created a year ago with the help of my friends at Saint (call them for your website and creative brand needs) when I finally let go of perfectionism that was holding it back, and all that I continue to learn from being in this unique position. Most of all, I’m proud of and grateful for the relationships that have shaped me and for everyone who’s trusted me to tell their story along the way. I can’t wait to see what the future holds.
If you or your brand have a story to tell, an event to promote or bring to life, or even want to start with consulting somewhere in between, I’d love to get in touch. And if you’re world-building across Texas, LA and beyond, let’s connect–the more the community of aligned collaborators the merrier.
Are there any important lessons you’ve learned that you can share with us?
That’s tough as I feel like I’m learning and growing constantly, especially in working for myself. If I had to pick the most important lesson(s), however, it’s what I’ve come up against the most in my transition era of these last couple of years, navigating an entrepreneurial career intertwined with grief, life, change and everything in between:
Pivots and reroutes are part of life and don’t have to define you, but might actually remind you what’s important and teach you some amazing lessons if you get out of your own way and trust the timing of your life. The more you can let go of rigidity around how and when you think things are supposed to happen, the more you’ll appreciate and even enjoy the ride. Also, we as women are so much stronger than we give ourselves credit for–we can do anything! Let’s lift each other up and do our part in making this world a little better than we found it.
Contact Info:
- Website: https://www.cheyennedoerr.com
- Instagram: https://www.instagram.com/b_a_n_g_z/
- Facebook: https://www.facebook.com/cheyenne.doerr.1
- LinkedIn: https://www.linkedin.com/in/cheyennedoerr/
