Why LaFynk exists & how we disrupt the industry.
The industry needs to change, or we might die trying. Our goal at LaFynk is to amplify the voices, visions, and stories of Black and POC creators. In the current entertainment industry, we see all of the same strategies being used. This has not been decided by the artists but by other PR agencies—it's the safe playbook that even I fell into when building this company. But now, I believe we have to shake some sh*t up. When I first created LaFynk, it was originally going to be a clothing line that brought in the tone, “simplicity meets confidence.” Looking back, I can’t tell you what that means, but I can tell you that I wanted to connect with creators from the very beginning. So, I scratched the idea of the clothing line completely and dreamed and dreamed until I finally figured it out. I knew that Black and POC creators weren’t getting the recognition they deserved, and then I remember a seasoned artist saying that R&B is dead. That is far from the case. R&B artists weren’t just not getting recognition—they weren’t getting their brands developed or their stories amplified.
I could talk about the lack of representation, overlooked talent, and the very relevant gatekeeping, but these are things we all know. So let's focus on us. Personal experiences drive our company because we create value for people. Understanding people and what they truly want—rather than applying a cookie-cutter strategy over and over again. This has created a real need for authenticity and community in the entertainment industry. In social media terms, it’s not about the impressions; it’s about the engagement. Now, I know I hyped us up by saying we have to shake some sh*t up, but the big shake-up is that LaFynk listens to our clients by representing underrepresented voices. As much as we all want the fresh, shiny new thing, I believe it's about focusing on the people who already contribute to this industry. Local talent is STILL good talent. As a PR agency, we put in the extra effort to seek them out, invest time in hearing their vision for their careers, and make them feel like people, not a cash grab.
One of the biggest ways we disrupt the industry is through storytelling that moves people. It isn’t just about media placements; it’s about strategy that shifts and branding that creates impact. Too often, artists and creatives are left out of the initial strategy, treated as content rather than shapers of the industry. At LaFynk, we’re changing that. We make sure that the voices shaping the future of music are heard, valued, and amplified. PR is more than just promotion—it’s about building narratives that create real impact and turn into legacies. In my opinion, the future of music PR is artist-first and driven by innovative ideas. At LaFynk, strategies don’t follow trends—they create them.
We believe artists and brands deserve to be heard, seen, and valued on a global scale. The future isn’t just about visibility, it’s about impact. LaFynk is redefining PR and entertainment with bold, disruptive, and authentic approaches. Whether you’re an artist, brand, or creative, there’s a place for you in this movement.
Join us as we push the industry forward.
-rashod mcKay jr, Founder and ceo