Press Release, May 2018

Sound Diplomacy, the global leaders of the music cities movement, has added two leading UK
executives to their board of directors. Alexandra Notay, the Build-to-Rent Fund Director for PfP Capital, the fund management business of Places for People, and Nicole Yershon, CEO of Lab for Hire and bestselling author of Rough Diamond, Turning Disruption into Advantage, join the global firm’s executive board alongside Robert C. Hain (CEO & Chairman, City Financial), Nigel Hart (CEO, Geneve Capital), Derek Linfield (Legal Consultant and Chairman of Cornish Lithium Limited and Mkango Resources Limited) and Scott Cohen (Founder and VP International, The Orchard and Co-founder, Cyborg Nest).

Celebrating its 5th year in May, Sound Diplomacy have expanded its global footprint developing music strategies around the world and advising the real estate sector and large, international organisations.

Known for expanding the ‘music cities’ model, which sees music strategies incorporated into cities’ economic development, tourism and industrial expansion plans, Sound Diplomacy count Lendlease, Greater London Authority, United Nations Industry Development Organisation (UNIDO), City of San Francisco, Walton Family Foundation, Legal and General, Canadian Independent Music Association and the City of Brisbane amongst its clients. The firm also convenes the leading global suite of conferences on the role of music and public policy, including Music Cities Convention (in partnership with Martin Elbourne of The Great Escape, Glastonbury and NH7 Festivals), Music Tourism Convention and Sound Development. Over 200 city representatives have attended their events, from all continents bar Antarctica.

Recent successes include developing a business model for the City of Wolverhampton to confirm regeneration works on its Civic Halls property, developing research for Madison Square Garden Company to advise on the viability of its new London arena project, securing planning permission for 3 venues in London, programming Spain’s largest music and tech conference, BIME, and delivering a music strategy, through UNIDO, for Cuba.

Sound Diplomacy has offices in London, Berlin and Barcelona, and is in the process of opening an office in the United States, later in 2018. With Notay and Yershon, it adds cutting edge experience across property development, real estate and placemaking, plus marketing and disruption and in engaging new tech.

Nicole Yershon, Founder NY Collective & LabForHire&Co.

Nicole Yershon, Founder NY Collective & LabForHire&Co.

Alexandra Notay, Build to Rent (Multifamily) Fund Director at PfP Capital

Alexandra Notay, Build to Rent (Multifamily) Fund Director at PfP Capital

Nicole Yershon is a maverick, inspiration and the original rough diamond. She is at once a consultant, speaker, judge, mentor, connector and Amazon #1 Best Selling author. She works on the front line of innovation - bringing organisations kicking and screaming into the 21st Century. In that sense she properly defines disruption. Nicole founded and runs the NY Collective, which includes a marketing agency, a leading online course, a Lab for Hire and a consulting practice. Prior to that, she was CEO of Ogilvy Labs and has been voted one of the 100 most connected women in tech by Wired Magazine.

Alexandra Notay is a strategist, problem-solver and skilled people manager with a global network of board-level relationships and strong record of successful delivery. She is an internationally recognised conference speaker, moderator and workshop facilitator. She has led master planning, regeneration and PPP economic development projects in London, Moscow, New York, Istanbul, Barcelona and many other global cities. In April 2018 Alex joined PfP Capital to create and manage a new Build to Rent (Multifamily) fund having spent 19 months as Director of Product and Service Innovation across the wider Places for People Group, one of the largest property development, management and regeneration companies in the UK. Previously, Alex ran a leading strategy consultancy whose clients included Grosvenor, Grainger plc and the Greater London Authority. Prior to that she was the youngest ever VP at the Urban Land Institute, the oldest and largest network of multidisciplinary real estate and land use experts in the world. Alex is a published author and editor of over 30 books and reports on real estate, including the
renowned ULI UK Best Practice Guide on Build to Rent (2014 and 2016). She is also a passionate musician, having been a member of the National Youth Choir of Great Britain and managed the multi-award winning London chamber choir, Chantage.

Sound Diplomacy is thrilled to welcome Notay and Yershon to the Board of Directors, effectively immediately, and to continue to develop and champion a model that demonstrates the economic value of music in cities, towns and places around the world.