2014 Schedule
Interactive: March 7–11  •  Film: March 7–15  •  Music: March 11–16

Intergenerational Communication in Media Relations

#sxsw #InterGenPR

Publicists, or artists doing their own publicity, find themselves in a unique situation nowadays having to communicate with multiple generations of content providers (formerly known as journalists, editors, producers and talent bookers) who’ve each grown up with markedly different mediums of contact. The media that Gen X, Gen Y, Baby Boomer, or Generation Next are most comfortable with and responsive to varies decisively. Explore generational differences and similarities in how to most effectively communicate with the various generations of mass media, what platforms to use, and how best to use them in each instance.



Howard Wuelfing


Howlin' Wuelf Media Inc

Howard Wuelfing is the owner of Howlin' Wuelf Media which he founded in 2002 after having been a part of the Publicity team at Columbia Records for some 12 years, that following 4 years at JEM Records.

He's worked with such acts as Jeff Buckley, Swans, Devendra Banhart, mike watt, Midnight Oil, Lisa Germano, Christopher O'Riley, Psychedelic Furs, The Incredible String Band, Cypress Hill, Akron/Family, Petra Haden, Afghan Whigs, Soul Asylum, Twilight Singers, Public Enemy and dozens more.

Before entering the world of publicity he was an active writer who's worked appeared in the Washington Post, Spin Magzine, the Village Voice, Creem, Forced Exposure and Your Flesh among others. He was also an active musician on the original DC punk rock scene playing with the Nurses, Slickee Boys, Underheaven and Half Japanese -- also chronicling bands like Minor Threat, Bad Brains etc. as a writer.

Howard brings his intense love of diverse musics as well decades of practical experience to the undertaking. He works closely with each individual artist, label, or management firm to custom-design a media campaign that best suits their vision and needs taking into account the full range of opportunities available in the 21st century, be it print, online or electronic media.


Heather West

Western Publicity

Heather West has over 20 years experience working with musicians as a talent buyer, radio promotions rep, label manager and publicist. A native Texan, she was raised in Austin and spent a decade in New Orleans before moving to Chicago. Owner of Western Publicity, she works on myriad album projects for labels and bands, festivals like Riot Fest, Ponderosa Stomp and the Internet Cat Video Festival and special performances such as Big Star's Third. When not working, she can be found sipping good bourbon and exploring the vast array of incredible yet inexpensive dining options in Chicago and around the country.

Bob Boilen

Host & Sr Producer



Michael Roffman

Pres & Editor-in-Chief

Consequence of Sound

Michael Roffman resides in Chicago’s Lincoln Park neighborhood, where he completed his Master’s in Writing at DePaul University. Previously, he graduated from Florida State University in 2007, double majoring in English and History with a minor in Film Studies.

In January of 2008, Michael became President/Editor-in-Chief for Consequence of Sound, dedicating his time to curating and creating daily and future content. He also oversees a staff of 40+ writers, contributors, and designers.

Currently, he spends most of his time listening to Explosions in the Sky, treating BBQ like a religion, obsessing over the Miami Heat, and waiting anxiously to own a corgi named Egon.

He is also a contributing writer for Time.com and The Laugh Button.


Amy Yates


Amy Yates Wuelfing has been involved in music journalism since 1985 when she started working on the punk ‘zine Hard Times. After graduating from Temple University, she began working at Caliper in Princeton NJ in the field of employee hiring, training, and development. In that position, she has worked with Fortune 500 companies to help them build effective teams and communicate more effectively. She recently published the book No Slam Dancing, No Stage Diving, No Spikes, about punk rock in the 1980s and 90s.

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