Krista Keough is a marketing and communications professional with more than a decade of experience in business development and strategic planning for clients in creative industries. She collaborates with artists, entrepreneurs, small businesses, non-profits, and for-profit organizations to deliver compelling content that connects with their audiences.


Having worked with some of Canada’s most talented musicians, singers, songwriters, and industry professionals, Krista has a wealth of knowledge to share about artist development and music business. She is a sought-after grant writer and has written hundreds of successful applications, accessing millions of dollars of funding and investment for her clients, from all levels of government and private enterprises. For a list of programs you may be eligible for, visit the Resources page for more information.

So much typing!


Business plans or marketing plans (or both!) are often a requirement for grant applications. There are, however, many other uses for these plans. Any artist wanting to grow their audience, release new music, and tour, along with industry professionals wanting to grow their business, will improve their chances for success with a written plan. From start to finish, Krista makes the process easy, collaborating with clients to distill their best ideas into action and help them achieve their goals.

What she said.


Managing deadlines and fulfilling the requirements for submissions takes a special kind of organizational skills. Krista works with artists and industry professionals to apply not only for funding, but for showcases, festivals, and award nominations too. Her experience as a jury member allows her to see the submission process from the other side, making her clients stand out from the crowd.

Shine on you crazy diamond.


From organizing EPKs to editing liner notes, writing newsletters and website content, Krista has your copy covered. As an experienced and persuasive writer, she knows how to get people excited about you, and your ideas.

You got this!


As a trained and experienced educator, Krista is able to create workshops, speak on panels, and give presentations about music business and working in creative industries. She has participated in conferences and events in various capacities and is able to customize a program that fits for your audience.



Krista Keough is a multi-talented, multi-faceted contributor to the creative industries in Nova Scotia. Over the past decade of her professional career, she has worked as an artist manager and publicist for music, on film and television productions, and as an advertising executive, fundraiser, writer, and teacher.

A lifelong lover of advertising, she spent five years working at three agencies in Halifax: Cossette Atlantic, Trampoline Branding, and Impact Communications Group. Her clients included EastLink, The Lord Nelson and The Prince George hotels, Gio restaurant, Bishop’s Landing, Your Father’s Moustache, and the Town of New Glasgow. During her time at Impact, Krista volunteered for Tony Griffin’s 7,000km Ride for the Cure, for which the Irish hurler and Dalhousie student cycled across Canada with the goal of raising $10,000 for cancer research. Instead he raised $1 million, making Krista part of a million-dollar team on her first publicity gig.

A longtime member of the music industry – including ten years on the Board of Directors of Music Nova Scotia – Krista spent five years at the venerable artist management company Jones & Co. While there she worked on every facet of artist management, from publicity to grant writing for funding to tour duties and web development, for Jones & Co’s core roster of Joel Plaskett, Gordie Sampson, Kim Stockwood, David Myles, Mary Jane Lamond, T. Thomason, Dylan Guthro, and Mo Kenney.

The skills she honed at Jones & Co. transferred well to independent contracts, where Krista worked in many capacities including securing funding, running publicity campaigns, and tour advancement for the east coast’s best musicians, such as Hey Rosetta!, Al Tuck, Rose Cousins, Ben Caplan, Jon McKiel, and Ryan Cook. Her business clients include The Feldman Agency, Halifax Pop Explosion, Old Confidence Lodge, New Scotland Records, Laughing Heart Music, and the new start-up Side Door. Krista is a past independent artist manager of best-selling pop artist Ria Mae and multiple ECMA winners In-Flight Safety, and was the festival manager for the 2018 Halifax Jazz Festival.

Krista has worked in and out of the film industry for as long as she’s been involved with music, primarily with casting agent Erin Hennessey – which led to a production assistant gig on the Halifax stop of the White Stripes’ Under Great White Northern Lights tour and documentary – as well as Egg Films, Hatch Post, and RPM Productions. She was a director’s assistant on 2011’s Sea Wolf, a Halifax-shot miniseries starring Tim Roth and Neve Campbell. In 2017, she was a casting assistant, with Hennessey Casting, on the seventh season of the hit CBC series Mr. D.

As a faculty member at NSCC Ivany campus for six years, Krista taught multiple courses in the School of IT & Creative Industries and the School of Business. In 2014, 2016 and 2017, she was nominated for the Music Nova Scotia Educator of the Year award.

A native of Corner Brook, Newfoundland, Krista has a degree in Business Administration from Mount Saint Vincent University. She lives in Halifax, Nova Scotia.