Sweet Talk Publicity Adds Three to Team

The Nashville firm has brought on Abbey Frederick, Hailey Johnsen, and LillyMarie Smith in new roles.

Updated on Nov. 9, 2026 in Country

Photograph of a quiet tree-lined Nashville street with a weathered red brick townhouse, wrought-iron guitar-shaped railing, and warm late-afternoon light. — Sweet Talk Publicity, a Nashville firm representing The Band Perry, Locash, and Nate Smith, has added Abbey Frederick, Hailey Johnsen, and LillyMarie Smith to its team. AI Illustration. Upload story photo >

Sweet Talk Publicity, a Nashville-based company, has added Abbey Frederick as Account Executive, Hailey Johnsen as Junior Account Executive, and LillyMarie Smith as Publicity Coordinator. The firm, founded by Jensen Sussman in 2008, represents country and Americana artists including The Band Perry, Locash, and Nate Smith.

Why it matters

The hires expand the firm's staff as it continues to handle publicity for a roster of country and Americana acts and the Pilgrimage Music & Cultural Festival. For Nashville's music community, the additions reflect ongoing staffing within the city's publicity sector.

The announcement covers three hires, with Frederick previously working five years in luxury fashion and Johnsen and Smith coming from Las Vegas and Belmont University backgrounds respectively. The release does not specify total staff size or client billings.

The players

Sweet Talk Publicity

A Nashville publicity firm founded in 2008 that represents country and Americana artists and the Pilgrimage Music & Cultural Festival.

Jensen Sussman

The founder of Sweet Talk Publicity who established the Nashville firm in 2008.

The details

Frederick launched her career in Los Angeles at MadaLuxe Group before working in New York City and relocating to Nashville. Johnsen started at Las Vegas agency Wicked Creative supporting hospitality clients before joining Sweet Talk, while Smith is a Belmont University graduate.

2008: Jensen Sussman founds Sweet Talk Publicity.
November 9, 2026: The team expansion is announced.

Market Landscape

Nashville remains a central base for country music publicity, where independent firms compete to represent artists and festivals. The additions to Sweet Talk Publicity reflect staffing within that concentrated local market.

For fans, the hires mostly affect behind-the-scenes promotion rather than how or where they can hear the artists. Changes in publicity staffing typically show up as tour announcements and press coverage rather than new listening or ticketing options.

The takeaway

Staff additions at independent publicity firms often signal steady demand for artist representation in Nashville. Readers following a particular artist can watch that artist's official channels for the promotional campaigns these teams run.