At Always Protected Publicity, we are curators of narratives, specialists in unveiling the essence of artists and crafting compelling stories that resonate across audiences. Our commitment is embedded in our name - an unwavering dedication to safeguarding and elevating the voices of our clients, an ethos that stands tall in every campaign we undertake.

We pride ourselves on being more than just a publicity agency. We are architects of resonance, helping artists transcend the ordinary and forge profound connections. Our unique approach goes beyond music, delving into the very core of an artist's brand. At Always Protected, we take a direct, bespoke, and hands-on approach to each project, ensuring our clients not only stand out but shine.

Founded by Aarti Popat, Always Protected Publicity is a manifestation of her journey through the vibrant realms of the creative industry. Aarti's roots in music took hold during her tenure at Link Up TV, one of the UK's largest talent and entertainment channels. There, she explored her passion for art direction and artist development, laying the foundation for her inevitable evolution into the world of PR and brand partnerships.

Over the last decade, Aarti has successfully spearheaded campaigns in the UK for a diverse array of global talent, including Unknown T, Brent Faiyaz, Swizz Beatz, Bounty Killer, FEID, Isaiah Rashad, J Hus, Migos, and more. Her outstanding contributions were recognized with the coveted title of 'Best Publicist' at the 2022 YMB Awards, accompanied by numerous nominations at the prestigious Music Week Awards and Music Week - Women In Music Awards.

Always Protected Publicity is more than a promotional entity; it is a powerhouse that stimulates and promotes artists from all genres and walks of life. Above all, it is a sanctuary for artists to feel secure, tell their stories authentically, and achieve excellence. At Always Protected, artists are not just represented; they are safeguarded, ensuring their narratives echo loudly and endure.