Alysha Light of Flight PR

Tools of the Trade is a feature to help highlight the many tools that help make advertising and marketing folks successful. The tools can be anything that helps people perform at their top form, from a favorite drafting table to the best software program to a lucky pen, a vintage typewriter or a pair of headphones.

Next up is Alysha Light, founder at Flight PR.

What is one tool you use all the time at work, and how does it inspire your work?

That would be music, the greatest tool ever created. For work, I listen to a very eclectic mix that runs the gamut from ambient music to non-English lyrics, classical, hip-hop, post-grunge alternative rock, and Ethiopian jazz. I use various apps like Spotify, Pandora, Apple Music, and YouTube to discover and play music that helps me focus and get into different mindsets throughout my workday. And yes, I’m the type of person who actually subscribes to each of these apps. People think all streaming services are the same, but they each have their strengths and benefits, so I like having all of them in my arsenal.

Why is it your favorite?

I came out of the womb loving music. It’s my favorite tool because it’s versatile and powerful in setting the right mood for different tasks. It’s also a way to connect and bring people together. I started hosting these virtual “five-minute dance breaks” during the pandemic with my friends and colleagues. We’d call each other on video or FaceTime: I pick a song, and we dance to it. The other person picks a song, and we dance to it. It’s fun and silly, it get those endorphins going, and it’s always fun to see what song people chose that day and why.

How did you acquire your tool or hear about it for the first time?

I’ve always been a music lover, but I really started honing my work playlists in earnest during the pandemic. I discovered platforms like Colors and really got into NPR’s Tiny Desk which introduced me to new artists and styles. A game-changer was when I started using Brain.fm, an app specifically designed to play music that enhances focus.

How does it help you be successful?

Music helps create the right atmosphere for different work modes. For example, to start the day, I’ll listen to Thievery Corporation, Khruangbin, or French Cafe stations on Pandora. The instrumental or non-English lyrics help me focus without distraction. I turn to Latin music, like DJ Gina Fu’s salsa sets, when I need to bring on the feel-good vibes.

For strategic thinking and game-planning, or when I’m in war mode, I listen to Fela Kuti, a Nigerian artist and activist who pioneered Afrobeat. His songs are powerful, melodic, and long—one song can easily be 10-15 minutes. His music will keep you in the zone for hours on end.