Randy at the closing night of CBGB, October 15, 2006.  Photo by Sheila Look. 

Randy at the closing night of CBGB, October 15, 2006.  Photo by Sheila Look. 


PRIME MOVER MEDIA is a public relations agency established by Randy Haecker (rhymes with “baker”), a communications expert with 20 years' experience in music publicity and events planning. A longtime resident of New York City, Haecker moved back to his native South Texas in 2014 and set up shop in Austin, Texas, a city world-renowned for its vibrant music and cultural scenes.  

Prime Mover Media is ready to assist at every level of a campaign. Whether it’s a new and developing band, an established artist, a music reissue, or the launch of an event or new business venture, Prime Mover Media will develop a multi-platformed strategy to get the word out. Randy has expertise promoting a wide range of music genres including pop, rock, punk, metal, alternative, dance, country, R&B, jazz, folk, blues, classical, cabaret, and Broadway.  His client roster is intentionally kept small so you receive the attention you deserve. By leading the charge in securing print, television, syndicated radio, and web coverage, Prime Mover Media will meet goals and enhance visibility.   


Randy’s vocational calling came early. Throughout his school years, he was entertainment editor of his campus newspapers, a period during which he interviewed such modern rock trailblazers as Depeche Mode, The Cure, Run-D.M.C., and 10,000 Maniacs. After college he continued as a freelance journalist, building the insight and skills which would later serve him well as a publicist. 

Most recently, Randy was Sr. Director of Media Relations for Legacy Recordings, the catalog division of Sony Music Entertainment in New York City. As a crucial player on Legacy’s team from 1998-2013, he helped conceptualize and implement publicity campaigns for projects under Sony Music’s wide umbrella of recording labels, including Columbia, Epic, RCA, Arista, Jive, OKeh, Monument, Philadelphia International, and more. Prior to his 15 years at Sony, Randy was Media Director at EMI Music Group, also in Manhattan. Affiliated labels included EMI Classics, Angel Records, and Guardian Records. His first major label job was on the other side of the U.S., in Los Angeles, where he served as national publicist for Slash Records, a subsidiary of Warner Bros. Records. It was at Slash that he earned his first platinum album for overseeing the press campaign for Faith No More’s 1989 release, The Real Thing. Additionally, Randy has further cemented his credentials by continuing as a music journalist (The Austin Chronicle, Blackbook.com, Popmatters.com, Pop Culture Press, Dance Music Report, Contrast Magazine, Re-flex Magazine, Gear Magazine) and events photographer (Rolling Stone, Spin.com, Rhino.com, Popmatters.com, The Big Takeover). 



Austin has been home to the annual South By Southwest (SXSW) music conference since 1987. The 74-mile stretch between Austin and its larger neighboring city to the south, San Antonio (population 1.4m), is known as the Interstate-35 Corridor. Multiple news sources, including U.S. News & World Report , have written extensively regarding the massive, ongoing population growth in the area. New festivals and business ventures relating to music, film and food are launching at a rapid pace.