The Noise We Make: Lily Batten On Resisting Hype In a Noisy Industry

“Sometimes what’s missing is a willingness to embrace imperfection. Quiet, behind-the-scenes work often goes unnoticed, while overstated claims dominate the conversation.”

___________________________________________________________

‍

Every sound tells a story.

The Noise We Make is a Hope Solutions series that listens to the people behind the noise: the artists, organisers, and changemakers using creativity as a force for good. Together, we explore what progress sounds like, and how the choices we make today will echo in the future.

‍

Introducing Lily Batten, a communications consultant known for shaping culturally resonant, strategically grounded campaigns across music, sustainability, and purpose-led brands. Her work spans globally recognised talent and pioneering organisations, bringing depth, creativity, and ethical clarity to every project.

Her experience includes launching Diana Ross’ first album in two decades, supporting Andrea Bocelli’s debut family album, and guiding Cynthia Erivo’s solo ventures. She has overseen a longstanding collaboration between environmental consultants and the Earthshot Awards, announced Grace & Green’s future-focused period-care initiative, and contributed to FIFA’s progressive anthem with Kelly Lee Owens. Lily has also played a part in Coldplay, Live Nation, Hope Solutions, and MIT’s landmark sustainability report, shaped Biig Piig’s debut album rollout, supported Sleep Token’s chart-topping release, and worked across emerging technology in the food-chain sector.

Holding a Distinction Master’s in Management (Marketing) from the University of Bristol, Lily specialises in ethical marketing, artist and personal brand strategy, reputation management, and communications through periods of transition. Alongside lecturing at local institutes and writing for outlets including iNews, she runs an alternative performance company and leads Synced Up - a consultancy dedicated to aligning messaging and output for maximum impact.

‍

The Noise You Make: What kind of impact are you (or your organisation) making through your work right now?

Right now my work focuses on helping artists, organisations, and creative teams communicate with clarity and intention. Whether it’s a legacy artist launching new work or an early-stage startup defining their identity, my aim is to shape messages that feel honest, aligned, and strategically useful while reaching audiences where they already live.

‍

The Noise You Hear: What signals, movements, or shifts in the industry are catching your attention?

Across the industry, I’m seeing a shift toward deeper audience alignment: clearer values and growing demand for transparent decision-making, even when it doesn’t come naturally to a brand. With tighter budgets, people are prioritising slower, more intentional storytelling. 

At the same time, the need for transparency means brands must act faster than ever, as false or harmful narratives can spread in moments. I’m also exploring how AI can elevate PR visibility and how these tools can be integrated at every stage of strategy. 

‍

The Noise That Needs to Change: What’s still too loud, too quiet, or missing altogether in the sustainability conversation?

Sometimes what’s missing is a willingness to embrace imperfection. Quiet, behind-the-scenes work often goes unnoticed, while overstated claims dominate the conversation. 

In an environment where misinformation spreads quickly, brands need both honesty and speed. Niches within niches are becoming increasingly important, whether that’s focusing on a specialism, thinking more locally, or exploring unconventional angles. These approaches can build long-term, loyal audiences rather than chasing short-term, mass-produced wins.  

‍

The Quiet Work: What behind-the-scenes actions make the biggest difference?

The decisions that move things forward usually happen long before an audience sees anything: choosing responsible suppliers, refining touring models, building cross-sector partnerships, or aligning campaigns around long-term values rather than short-term wins. These choices rarely make headlines, but they shape everything that comes after and ensure you’re prepared for the scrutiny that comes with worldwide visibility.  

‍

The Next Sound: What’s next for you? What sound would you love the future of live events to make?

The industry is constantly changing. While some see uncertainty and fear, I see opportunity for brands willing to evolve. For Synced Up, this means helping clients connect their creative output, operational choices, and public narrative. The strategies and tools we use must reflect culture in real time. 

More than ever, it’s important to look outward and challenge groupthink rather than simply going along with familiar internal narratives.  

‍

___________________________________________________________

Connect with Lily on LinkedIn here 

‍