Our Story

Founded by Claire Lim and Paul McCallum, A Badge of Friendship's story began on the stages of the live DIY scene in London. Having moved to the big smoke from Glasgow, the pair dedicated themselves to promoting shows for bands like The Twilight Sad, Jeffrey Lewis, LITE, and Hell Is For Heroes.

In 2008, Claire and Paul decided to enter the world of PR, working with some of the bands they had met whilst promoting shows, and the roster grew from there. A Badge of Friendship have worked with bands like The Duke Spirit, Idlewild, and Right Said Fred, but have also worked with comedians such as Doug Stanhope, and events like inner city festival Restless Natives.

A Badge of Friendship's clients have appeared in NME, VICE, Kerrang!, Rock Sound, Earmilk, Stereogum, Rolling Stone, Billboard, The Line of Best Fit, The Quietus, DIY, on Radio X, Absolute Radio, BBC Radio 1, BBC Radio 2, BBC 6Music, Amazing Radio, and many more.

After a decade on the scene, A Badge of Friendship has moved with the ever changing industry landscape, now offering social media management, marketing consultation and content creation services to prospective clients. The company's social media management roster is diverse, ranging from public figures such as Jay Baruchel (This Is The End, How To Train Your Dragon), Right Said Fred, The End Festival, and comic discovery app Comichaus.

Meet The Team

Claire Lim

Claire Lim



Paul McCallum


Claire began her music industry career as a wide eyed innocent teen before the dawn of social media or smart phones. She used to toil away creating cut n paste fanzines, writing about DIY bands in and around Glasgow. From there, she became a student rep at beggars then moved onto various indie labels and music management companies before her and Paul's control freak tendencies took hold and the pair decided the only way to effect change was to do it themselves and thus A Badge of Friendship was born. Aside from ABoF, Claire likes dressing like a ten year old from the 80s, is obsessed with superheroes, and believes Predator is possibly the greatest film ever made.

Paul's story started on the creative side of the industry back in the late 90s taking photos for Biffy Clyro's first album and directing some of their earlier music videos. Deciding that the touring life wasn't for him, Paul moved down to London and worked in various media jobs, eventually promoting shows with Claire under the guise of A Badge of Friendship. Paul has a fierce passion for good independent music, and is ABoF HQ's resident GOP (Grumpy Old Man). He's also a lover of all things football, well, we say all things but we really mean Celtic and Liverpool, and even then he'll have something disgruntled to say about them!

Ellie Sorensen

Ellie Sorensen

PR Manager

Whilst studying at BIMM Brighton, Ellie made it her mission to gain as much experience in the music PR world as humanly possible. After graduating, she interned at a few places before deciding to make ABoF her home and hasn't looked back since. Ellie's hard work, passion and determination means that she now manages all things music PR - she loves discovering new bands as well as working on bigger campaigns at ABoF. Don't let that friendly demeanour fool you though, the woman behind the glasses is fiercely competitive (seriously, don’t let her lose... ever!) and has an undying love of Alex Turner that she will happily admit to after a glass of wine or two.


Mari Lane

PR & Social Media Management Assistant

Longtime friend of ABoF, Mari, had been in touch via Gigslutz, where she used to be the editor. After a lovely email asking if there were any internships available, Mari came on over, chatted over a coffee and the rest is history! Now Mari assists with the day to day running of various PR and social media campaigns as well as looking after her own bands. When she's not busy at ABoF HQ, Mari is busy running a website, radio show and monthly gig night for Get In Her Ears; a company she co-founded and manages. We're unsure how she doesn't collapse into a heap of exhaustion, but her love of craft beers seems to keep her fuelled up.