Interview with Sunita Dhaliwal from The Everyday Agency
How did The Everyday Agency come to life and what mission drives you every day?
The Everyday Agency was born on the dancefloor, starting with both myself and Matt. At the time, it was a fusion of my marketing know-how and Matt’s deep understanding of the music business. When we were originally trying to find a name, we landed on Everyday People after the track by Sly & The Family Stone… However, trademarking this proved to be a bit of a challenge, so we opted for The Everyday Agency.
Our mission is simple: to help creatives in music turn passion into profit. We are literally put on this earth to create, and the world needs more creatives now more than ever. Nothing gives me more joy than seeing others get the chance to share their art with the world.
In what ways do music and cultural events influence your vision as an agency?
They are absolutely paramount; it’s the backbone to our vision. You’ll often see us at events three to four times a week in the summer, soaking in the experience, the crowds, and seeing first-hand the impact music and culture are having. Being present allows us to truly understand what resonates and how people connect through these moments.
What inspired you to collaborate with us and what do you expect from this partnership?
We love your approach, passion, and commitment to the music industry. We’re looking to grow together, share great news and music with the masses.
What is your approach to turning ideas into impactful visual campaigns and narratives?
We always start with the goals. Where are we trying to go with the campaign? Who are we trying to reach, and how, when, where, what, and why? This process helps build the story, and from there, we identify what will connect visually and through the messaging to create the results we’re aiming for.
How do you balance discreet and exclusive communication with the need for reach and impact?
It really depends on the client. If we’re working with a more underground artist or an exclusive venue, we’ll target communications to a niche audience while still maintaining impact. At the end of the day, it’s not always about reaching the most people; it’s about reaching the right people.
Which marketing and event trends do you see as most relevant for the coming years?
The world is becoming increasingly fragmented through technology, and many people are finding themselves isolated in a digital space. Music and events have always been a bit rebellious while also connecting people in meaningful ways. Dancefloors will remain ever-present and increasingly important as spaces to connect, experience, and express ourselves. What will differentiate good marketing from great marketing is how we can humanise brands whilst deepening fan engagement through experience, entertainment, and more.
What has been the biggest challenge you’ve faced as an agency and how did you overcome it?
If you’re in business, you’re in the business of people. People are both your biggest challenge and your biggest advantage. Running an agency means taking responsibility for finding great people – talent, suppliers, and clients actively nurturing those relationships. The biggest challenge is finding your people, supporting them, and growing together to achieve more.
What role do digital tools (like Canva, social media, AI) play in your creative strategy?
We’re continually using digital tools, and with AI in particular, we’re seeing boundaries pushed across the board. These tools allow us to test concepts, ideate quickly, and move at speed. In a fast-paced world, being fast while maintaining quality is one of the strongest competitive advantages you can have.
How do you view expansion into international audiences and what opportunities does it bring?
We live in a world where we can connect with people across the globe instantly, which is incredible. We’re lucky to have that access readily available. If you have the opportunity, build it, find your people, whether they’re local or international. Our client base is worldwide, and we love working with different cultures, mindsets, and influences.
What message would you like to share with our radio listeners and the community that follows us?
Keep creating, keep showing up, and don’t underestimate the power of what you do.
