Artist Development Program Elevate Announces LULAY As Their Inaugural Recipient

New artist development program Elevate has just announced Western Sydney-based, Black Australian artist and producer LULAY as their first inaugural recipient.

LULAY’s artistry teeters between electric pop and R&B, utilising melody to create an atmosphere where groove and emotion collide. She draws from many diverse sounds and artists, including English singer-songwriter and producer Labrinth and his spellbinding lyricism, California singer-songwriter Remi Wolf and her vivacious vocal layering and Canadian music producer Kaytranada’s otherworldly production. LULAY exists as the lovechild of each of her core sonic influences, infusing her music with experiences of black womanhood in order to build community and redefine artistry in the Australian pop realm.

Elevate was created as a means to help support emerging artists in New South Wales who may lack access to industry resources, leading them to a strong network and offering assistance in navigating the many facets of the music industry that may be bewildering to independent, early to mid-career artists.

As per a press release, Elevate organisers said, “Beyond mentorship and release support, the program fosters independence and resilience, ensuring artists are equipped with the skills to thrive. By championing fresh voices, Elevate aspires to set a new standard for collaboration and empowerment in the music community.”

As the first recipient of the Elevate program, selected by a panel of industry professionals, LULAY will receive pro-bono professional support for a release campaign across artist management, PR, marketing, playlisting, distribution, live performance development, publishing guidance, and arts law advice.

“LULAY represents exactly why we created this program—an undeniable talent ready to take the next step, but lacking the access so many take for granted,” said the team from Elevate. “We’re thrilled to be supporting her in 2025.”

Management assistance will be handled by Ben Pierpoint Management and Positive Feedback, who will work with LULAY to develop a multi-year strategy and lead a dynamic PR campaign that’ll help support her from single releases to a full length project. The Annex will help in the marketing realm, providing key industry knowledge, with Golden Hour on board to provide consultations on distribution, playlisting and pitching to streaming platforms. Select Music will assist in pitching live performance opportunities and Community Music will look over all things digital distribution. 

Wise Music Australia will lead sync and sync pitching discussions with the artist, Dino Dimitriadis will help in developing a compelling live show and Creative Lawyers will provide expert legal advice surrounding contracts, intellectual property and other music industry legal matters.

Keep up to date with all things LULAY and the Elevate program here.