GARRY HUTCHINSON: SUPPORTING ARTISTS, SHAPING FUTURES.
- Scott O'Shea
- Sep 1
- 5 min read
A Message from Novacaine LTD:
SaN PR is a leading global promotions agency founded and led by industry veteran Garry Hutchinson. With more than 20 years of experience in the music business, and a proven track record of championing both established acts and rising talent, SaN PR has earned its place as one of the UK’s most influential PR agencies.
Our journey with SaN PR began in 2019, back when we first launched our platform under the name Rock Lifestyle UK. Garry was the very first PR professional to reach out and collaborate with us, supporting emerging artists at a time when our focus was largely on challenging clickbait journalism and exposing fake news within the industry.
It was Garry—together with the powerhouse metal band Edge of Paradise—who introduced us to a whole new world of undiscovered talent. That pivotal moment transformed our mission. Instead of simply pushing back against negative media practices, we shifted our energy toward what truly matters: amplifying and supporting rising artists on a global scale.
Quite simply, without Garry’s vision, passion, and unwavering support, Novacaine Magazine and Novacaine Festival would not exist. He not only connected us to incredible music, but also gave us the encouragement and belief we needed to grow into the platform we are today. For that, we remain deeply grateful.
Which is why we’re proud to dedicate Issue 1.2 of Novacaine Magazine as a SaN PR Special Edition—featuring interviews with just a few of the many talented artists Garry has worked with over the years, along with an exclusive written interview with the Head Honcho himself.
GARRY HUTCHINSON: SUPPORTING ARTISTS, SHAPING FUTURES.
About SanPR
Who are you and what’s your role at SanPR?
My name’s Garry Hutchinson, and I’m the head honcho here at SanPR.
What inspired you to start a PR agency?
A genuine passion for discovering and shining a light on new music. Emerging bands are the future of the scene, and it’s incredibly rewarding to be part of their journey.
Were you involved in music before launching the agency?
Absolutely. I played guitar and sang in a few early-00s bands. I’ve done my fair share of ‘transit van touring’ up and down the UK’s byways and highways.
What was the first band or campaign you worked on?
Most likely my own band. We were young, inexperienced, and it was a steep learning curve—but one that taught me a lot about how the industry works.
Agency Philosophy and Approach
How does your approach to PR differ when working with metal or rock compared to other genres?
Every campaign we run is bespoke. We tailor it to the artist’s sound and target the industry figures who truly champion that specific style. It’s a lot of work, but that precision is what makes the difference.
What values guide your work with clients?
Great bands, good people, and hardworking individuals.
How do you balance the underground spirit of metal with the structured world of PR?
The two can absolutely co-exist. Bands need to be organised, and we help with that—but that doesn’t stop anyone from partying hard as well as working hard.
Challenges and Trends
What are the biggest challenges rock and metal bands face in terms of media exposure today?
Saturation. There are so many bands and releases, but limited opportunities. That’s where PR becomes crucial—cutting through the noise and personally recommending an artist to tastemakers.
How has PR changed for heavy music over the years?
The rise of social media and dominance of streaming platforms have transformed everything. It’s easier than ever to put music out there, but getting noticed without promotion is harder than ever.
Do traditional outlets like magazines and blogs still matter, or is it all about social media now?They definitely still matter. Magazines, blogs, and radio remain trusted filters for fans. Social media is important, but press coverage amplifies it massively. For example, Metal Hammer has over 4 million followers across its channels—so a feature there gives bands a huge cross-promotional boost.
Industry Insight
What’s the biggest misconception bands have about PR?
That they don’t need it—or that they need to be a huge name before working with an agency. That’s just not true. We even have a section on our site that tackles this: What is PR?
How important is image and branding in the metal scene, where authenticity is key?
The music always comes first, but visuals—branding, artwork, logos, photography, and video—are essential. A strong identity strengthens the music.
Is there a sub-genre within metal currently seeing more demand?
Right now, alt-metal is buzzing, with a real kickback to the nu-metal and industrial vibes of the early 2000s.
Advice and Future
What advice would you give to unsigned or DIY bands trying to handle their own PR?
Be organised and plan ahead. Build genuine relationships with fans and industry figures—promoters, journalists, bloggers, DJs. Stay humble, but always push yourself to innovate.
What trends do you see shaping heavy music promotion in the next few years?
Social media isn’t going anywhere, but I think we’ll see changes to Spotify’s dominance in the long run.
Are there platforms or outlets more bands should be targeting?
Novacaine, of course—you champion so many great new bands. Beyond that, BBC Introducing is a must, as it can lead to BBC Radio 1 exposure. And there are loads of dedicated outlets worth reaching out to: Moshville, The Razor’s Edge, GBHBL, Real Gone, Uber Rock, Rock N Load, Click Roll Boom, and many more.
Fun and Personal
What’s one metal cliché you wish would disappear?
That bands are lazy.
If you could work with any band, past or present, who would it be?
Kerbdog. An underrated band that deserved so much more with the right backing.
What are your thoughts on Novacaine Festival 2025? Do you think it has real potential?
You’ve absolutely knocked it out of the park. The scope is huge: loads of killer new bands, and a genuine sense of community. That combination is a win-win for today’s live scene.
-- Closing Message --
We’d like to thank Garry for his continued hard work, support, and passion over the years. From giving us the time of day when we were just starting out, to offering invaluable advice on promoting Novacaine Festival 2025, his encouragement has been instrumental to our journey.
We’re proud to have him in our corner and look forward to growing this partnership long into the future. If you are an artist or band and are looking to promote your music and expand your audience, check out SaN PR, you won't regret it.
Visit SaN PR: https://sanpr.co.uk/
🎟 Tickets are still available for Novacaine Festival 2025!
This year’s event is only the beginning of what’s to come. With your support, we can grow Novacaine Festival into a truly community-driven celebration of heavy music.
👉 Get your tickets here: www.novacaine.co.uk/tickets
And don’t miss the rest of Issue 1.2! You'll find 15 artists with brand new 2025 releases (all of whom have worked with SanPR to get their music heard), plus exclusive interviews with Ward XVI, Decrepit Youths, and Cober Mouth. www.novacaine.co.uk/issue-1-2
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