Empowering artists, creatives and their teams through multi-capability entertainment services.

Throughline functions as a collaborative and complementary partner to traditional management and communications teams, working alongside artists and management to shape long-term career trajectories that are purposeful, strategic, and true to their creative vision.

More about Throughline

Multi-faceted talent are often managed in silos - labels, touring companies, publishers, television networks, production companies - each operating with their own objectives, even when aligned with overarching campaigns. Thoughline serves as the connective thread, ensuring the artist’s narrative is coherent, intentional, and aligned across all creative and professional pursuits.

We provide a cohesive framework that integrates these diverse pillars into a unified approach to artistic identity. By stepping back to take a holistic, strategic view, we connect all aspects of a career in meaningful ways, enabling a deliberate and purposeful journey that amplifies the artist’s vision.

Services

Strategic Communications, PR & Brand Partnerships

Whether it’s a single or album release, a tour, or ongoing artist development, our PR arm brings the strategy, precision, and experience to deliver campaigns with impact. Our strategic communications offering ensures ongoing dialogue between every facet of an artist’s public profile. We take an always-on approach to public-facing communications, publicity, and brand partnerships, ensuring ongoing dialogue across every facet of an artist’s public profile. Rather than fragmenting activity across separate campaigns, we build a cohesive narrative that evolves over time while consistently uncovering new opportunities. We can work collaboratively with an artist’s existing communications network or step in as a full-service partner.

Artist Development & Management Support

Artist management is a demanding, all-consuming role. Between booking tours, arranging travel, planning releases, and juggling countless other responsibilities, managers can find it challenging to step back and focus on the bigger picture. We build collaborative relationships with artists' existing teams, providing specialised expertise that enhances rather than replaces current management. The result is a cohesive strategy where every aspect of an artist’s career works in harmony.

Meet the Throughline Team

  • Rachael Tulloch

    FOUNDER & PRINCIPAL CONSULTANT - ARTIST DEVELOPMENT & MANAGEMENT SUPPORT

    Rachael brings over 15 years of experience in artist management and brand development, guiding careers from grassroots beginnings to international touring stages. She has worked across both independent and major label environments, giving her a well-rounded perspective on the fast-evolving music landscape.

    Rachael has contributed to projects and career development for a wide range of artists, including Vance Joy, Jack River, Jet, Emma Louise, Amèlie Farren, and Vanessa Amorosi - to name a few. Known for her collaborative approach and steady, strategic guidance, she helps artists build sustainable careers while staying true to their creative identity.

  • Ella Petite

    FOUNDER & STRATEGIC COMMUNICATIONS, PR & BRAND PARTNERSHIPS CONSULTANT

    Ella has 15+ years of experience across music, entertainment PR, political communications, and the startup ecosystem. She has led major campaigns in her roles at Mushroom Group and Positive Feedback, as well as through her work as an independent consultant. Over her career, she has supported some of the biggest names in Australian and international music, including Vance Joy, Violent Soho, DMA’s, The Temper Trap, Good Charlotte, Dan Sultan, Julia Jacklin, Middle Kids, Glass Animals, and many more.

    Through her industry experience, collaborative approach and powerful storytelling, Ella builds strategic communications that foster genuine engagement and deliver measurable impact. 

Contact Us

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