I'm a lifelong fan of hard rock and metal who took a passion for the genre and translated it into a successful, self-run business: ACTION! PR. We're based right here in beautiful Austin, Texas!

Founded in 2005, ACTION! is a boutique music publicity and marketing firm. As one of North America’s top go-to indie publicity firms, ACTION! delivers strategic media campaigns, strong artist development and forward-thinking, wide-reach marketing.

Prior to launching ACTION! PR, many years of networking led me to Pennsylvania, where I became the publicist at tastemaker underground label Relapse Records and orchestrated heavy-duty media campaigns for MASTODON on their ‘Remission’ and ‘Leviathan’ albums, and it was that media exposure that effectively put Mastodon on the metal map (AOL Noisecreep, March 15, 2010 / http://noisecreep.com/action-pr-to-host-first-official-sxsw-showcase-on-march-17/). Schultz also worked with High on Fire, Neurosis and the Dillinger Escape Plan during his Relapse tenure before launching Action! PR.

“We approach PR from an A&R-type perspective,” Schultz told Noisecreep about how the company, which specializes in forward-thinking music and pop culture awareness, chooses its clients. “We constantly look for quality bands that are creative and unique. In a nutshell, we combine innovative ideas, progressive promotion and a whole lot of hard work to help our family of artists always stay two steps ahead of the pack.”

With over 25 years of combined music industry experience, ACTION! is spearheaded by artist development veterans Carl Schultz and Veronica Vallado (formerly of Roadrunner Records). The company is responsible for helping guide the careers of respected bands such as THE SWORD, GHOST, EARTHLESS, ELECTRIC WIZARD, KADAVAR, AMON AMARTH, IN FLAMES, THE SHRINE, BETWEEN THE BURIED AND ME, CHILDREN OF BODOM and YOB, to name but a few.

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