Build What Moves.

New Levels Marketing are culture architects.

We don’t just market music.

We build the world around it.

Today, songs don’t break because of a single moment. They break because of movement; momentum across platforms, conversation inside communities, repetition in culture. That doesn’t happen by accident. It’s designed.

We work with major label projects, six-figure touring acts, managers, and development artists ready to scale. Whether you’re building from zero or levelling up, we create strategy that meets you where you are and pushes you further.

We think in momentum. In audience behaviour. In moments that travel.

Sometimes that means a sharp DSP plan. Sometimes it’s lighting a fire on short-form. Sometimes it’s shaping narrative before the release even lands.

Every move connects. Every move compounds.

From single-track launches to full career architecture, we build campaigns that turn attention into audience and audience into opportunity.

This isn’t about chasing trends. It’s about understanding how culture moves and positioning your music inside it.

If you’re ready to build something that grows beyond release week, let’s create it.

Services

Release Strategy & Planning

Paid Media That Converts

Audience Growth & Engagement

DSP Placement & Playlist Momentum

Social & Short-Form Culture Mapping

Creative Direction & Campaign Architecture

Meet The Founders

Culture Architects Behind the Movement

Jelal Edmonds (Lazy J)

Founder. Builder. Culture mover.

Jelal Edmonds launched New Levels in 2020 with a clear vision; create real opportunity for artists from communities often overlooked by the traditional industry.

Raised in Western Sydney and of Māori, Lebanese and Samoan descent, Jelal built New Levels from grassroots energy into a globally recognised independent force, spanning genres and shaping some of Australia’s most exciting contemporary artists.

With a catalogue exceeding 2 billion streams, his work is driven by instinct, community, and an uncompromising belief that culture should be built, not waited for.

Petrina Convey

Strategist. Architect. Long-game thinker.

With over 20 years across global campaigns and artist management, Petrina has worked behind some of the world’s most recognised artists, including leading Asia Pacific marketing initiatives for artists including SZA, Travis Scott and Khalid, while also contributing to the rise of Australian breakout acts such as The Kid LAROI and Ruel.

Her experience spans major-label systems and independent movements alike, giving her a rare ability to bridge culture and commerce at scale. She specialises in aligning releases, brand, revenue, and ownership, turning momentum into long-term value.

At New Levels, Petrina ensures every move builds forward.