As a PR professional working in an agency environment, I’m fortunate to work with a variety of clients from different industries. Each new client brings an opportunity to learn something – whether it be a new product or a technology I’ve not used before, or even learning about the culture of the targeted audience – and it’s this constant learning curve that keeps me engaged and inspired as a PR practitioner.

While all new clients offer an opportunity to learn and grow, every once in a while a client comes along that provides inspiration beyond professional growth. That’s why I was thrilled when Seattle startup Lively joined our agency’s roster of clients. Lively is an innovative new mobile app that is poised to radically change the way fans experience live music. The Lively app allows fans to put down their own recording devices and be in the moment by offering high-quality audio and video for download. With a simple click of a button (after downloading the free app) music fans can access their live music memories, share them with friends and in so doing, support the artists that they love.

I should probably explain why this particular client is so exciting to me personally. Music is one of my passions. I grew up in a family that embraced and celebrated music. A modern-day Family Von Trapp of sorts, we sang our way from state to state on long road trips, finding harmony through song and performing as a group for our church congregation. I’m also a former high school band/choir/musical theater geek, an usher at local music venues, and an avid live show attendee (I have a collection of tickets dating back to 1984 to prove it).

As a show goer, I’ll admit to having recorded audio and video during concerts only to be disappointed at playback because my recordings didn’t accurately represent my memory of the experience. The new Lively app promises to replace my amateur-quality recordings with memories that are true to my experience.

While the Lively app feeds my inner music geek, Lively also appeals to me as a client because it offers an opportunity to engage with an audience I relate to and a culture I innately understand. In addition, Lively is a company that is truly ready to engage with a PR partner – here are a few examples:

Solid business goals: Lively knows who they are, who they need to reach and what they want to accomplish. Having these three things firmly in place allows for clarity when planning a strategy for PR.

Proof of concept: Lively has a product that music fans want. They’ve tested the market, proved their concept to investors, and are positioned to make a noticeable impact on the music industry.

Branding: The Lively team has a clear vision about their image and the brand they want to project.

Website: The Lively concept, brand and mission are all clearly defined on the company’s website. It provides high-quality instructional videos and information for each of its target audiences: fans, musicians and the music industry, itself.

Availability: Although Lively is still building its roster of musical artists, the app is available for download on iOS and Android platforms.

Lively has already shown signs of being an excellent client by working with our team in partnership, being willing and able to share pertinent information and relying on our expertise. They understand what a PR campaign can accomplish and they’re aware of the limits. They respect the work that it takes to build relationships and they’re eager to learn more about what we do and how they can help us to be successful on their behalf. All of these things make me excited to delve deeper into the world of Lively and if we’re successful in our efforts, you might just be excited about Lively, too.

For more information about the new Lively mobile app, visit www.getlive.ly or follow them on Facebook at facebook.com/LivelyLLC or on Twitter @LivelyLLC.