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Toronto Music PR Firm AB Co. Closing Unexpectedly

Sari Delmar
Geoff Stairs

Sari Delmar

Founded by Sari Delmar when she was still in her teens, AB Co. counted the Montreal Jazz Festival, Sony Music Canad and Canadian Music Week as clients.

Sari Delmar, who started Toronto PR company AB Co./Audio Blood Media Inc. eight years ago when she was a teenager and built it to a staff of 15 including a New York office, has announced that she will be shutting down the business. 

Last April, AudioBlood, whose clients at the time included Universal Music Canada, PledgeMusic, Sony Music Canada, Canadian Music Week and the Montreal Jazz Festival, rebranded as AB Co., implemented its first advisory board, and expanded into the U.S. 

"The decision was made for a number of reasons but the over arching reason is I think it's healthy to know when a big change is needed in your life and your teams," Delmar said in a statement to Billboard. "The company brought us through our late teens to late twenties and was founded on very youthful principles. It only makes sense that we may outgrow and change our vision for the future as years pass. It's just as important in business to know when to begin a venture as it is to know when to end one in order to begin anew."

In a long letter, sent out via email and posted to her social media accounts, Delmar calls the decision "very hard" and both "a personal and professional one."

AB Co. will move out of its Toronto and New York offices around Aug.15 and all active campaigns wrapped up by Sept. 15. Delmar will continue to manage HIGHS and be involved with Women in Music.

"I am so incredibly proud of the amazing work we were able to do together over the last 8 years," she writes. "Myself and a lot of the team have grown up with this company and as we grow in to the next chapter of our lives, it only makes sense that some things must shift. We have accomplished way more than I ever expected when I started out at 18 years old and I owe a huge amount of our success and growth to all of YOU.

"From starting out in my bedroom on Salem Ave. in Toronto calling media about some of my very first clients (Sneaky Dee's, Dinosaur Bones, Canadian Music Week, Black Hat Brigade, Amos the Transparent, Make Your Exit, Clothes Make the Man to name a few), to getting to lead a team of 15+ staff, travelling the world for various conferences, moving in to our amazing office at Queen and Dufferin, and then eventually to NYC last year, the heart and soul of this company has been about community and supporting great talent. 

"I am so indebted and appreciative to all the amazing clients gave us the opportunity to stay true to that intention and honoured by the many staff who spent hours invested in this dream of mine."

She continues by thanking her team and reminiscing about AB's famed rooftop parties, all-night holiday parties, and working for five years on Canadian Music Week, the country's premiere music business conference and festival. She then thanks everyone from journalists to artists and sponsors.

She also gives a shout out to California punk-pop act The Matches for writing song "Audio Blood," which inspired her in her youth and "helped establish our founding principles."  

Delmar, who started in the industry with Audio Blood Zine before launching Audio Blood, wrapped up the announced with this: "And most importantly, thank you to my team of staff. You have each taught me so much about myself, pushed me to exceed my personal limitations, and to become the best leader I could be. These lessons will prove valuable and crucial as I forge ahead in life. Whether you worked here for 5 months or 5 years, you were a very important piece of this puzzle."

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