Days after Kathryn Frazier lost her Altadena home in January’s Los Angeles wildfires, she returned to survey what was left. “On my property, I had four little sheds and [one] was a healing room. There was a 300-pound citrine crystal in the middle and a Reiki table,” she says. “When I drove up there, the entire street was gone. Everything on my property was gone — except for that healing shed.”

Frazier has worn many music industry hats across her 30-plus year career. In 1996, she founded the publicity firm Biz 3, which has staffers working remotely in several states. Its roster of 200-plus clients, who are primarily in the music business, includes The Weeknd, Lil Yachty, Chappell Roan and Victoria Monét, as well as known figures in film, TV, sports and comedy. In 2011, Frazier co-founded independent label OWSLA with Skrillex and others. And in 2018, she became an International Coaching Federation-designated Professional Certified Coach, enabling her to guide clients on professional and, if they choose, personal matters. She also teaches at the University of California, Los Angeles, is a certified reiki master and authored an upcoming book about co-parenting.

“All of the tools, routines and perspective that I’ve been cultivating for the last 30 years literally felt like I had the world’s biggest, best insurance policy for emotional and mental health when something devastating or tragic happens,” Frazier says, reflecting on the fires. “And it saved me.”

Frazier used those tools to keep working despite the personal devastation she had suffered. The fires had upended clients’ plans and her expertise was needed to, for example, help deal with the cancellation of The Weeknd’s Los Angeles show and postponement of his sixth album, Hurry Up Tomorrow.

“A lot of times, you have to keep going because it’s your livelihood,” she says. “And of course all my camps were so loving and like, ‘Please take what you need.’ But there was a certain drive in me [to be] of service to others, whether it’s in a philanthropic way or [the way] I’ve dedicated myself to helping [their] art. It does take you out of yourself in a healthy way. It’s like walking on a tightrope, but because of all the years I’ve been doing this, my tightrope is a wider path, almost like a bridge.”

How have you coped these last few months?

I’ve done a lot of surrendering, a lot of acceptance. For the first month, did I [use] all my tools? No, I was waking up every day in fight-or-flight [mode], just trying to emotionally process. Grieve. Get my family set up so we have somewhere to live. You’re really, truly kind of starting over. And then also taking care of business. The day I woke up from the fires, I had the launch of The Weeknd’s album campaign with a magazine cover. And I just didn’t stop. It was a really big test of how I operate or show up when shit hits the fan. And all the tools absolutely served me.

Why did coaching feel like a necessary next step in your career?

I was becoming very disenchanted with the industry and felt really empty. Then I started to see a lot of people suffer — and not even people I work with. A lot of addiction, a lot of mental health stuff, a lot of just being worn. Resentment, anxiety, depression, all of it. I had a bigger calling, and why not be able to help people [spread their] art? Whether it’s me doing their press or marketing or getting someone into a better headspace. That’s why labels and managers want me to see their artists. And I always encourage people to have [their artists] see me when they’re just beginning so that they don’t go off the rails. Versus bringing me someone who’s totally at the bottom and struggling and now has to cancel a hundred-date tour or something. It’s preventative medicine.

How big is your coaching client list?

I have a waitlist that I operate from. But because my coaching clients travel so much, I can always get people on the list. I coach a lot of large artists. I coach [senior] executives. And I also coach people who have nothing to do with any of that. The one thing I find is it doesn’t matter who they are or what their position is in life. The inner self-talk tends to be the same. The obstacles tend to be the same.

Since you’ve started coaching, have you seen a shift in how the music industry supports the wellbeing and mental health of its artists and executives?

I still constantly hear of people or see people being pushed and propped up, and I don’t think the music industry is negligent. It’s more that people don’t know where to go or they don’t have the resources. They don’t know what to do with a drug-addicted client. Like, “Who do I call? Do you know any sober coaches?” Often, it’s not knowing how to have the hard conversations when you see someone struggling. Many times over the years, I have gone up to artists — and again, a lot of them are not people I rep — when I can tell they’re struggling, in particular with addiction, or when I hear that they’re canceling a lot of tours and shows, I’ll be like, “Sweetie, tell me what’s happening. I can see you’re struggling.” And almost every time, they literally fall into my arms. They want to talk. They want help.

How are you working to broaden a community that can help?

It’s what I’m teaching. My course at UCLA is about the music industry, and it has become really popular. The kids call it “the manifestation class.” It’s half “What do you need to do to move forward in music?” Almost all of them are musicians, as well as people who want to be in the industry working. It’s also [half] “How do you navigate your own inner voice?” The negative self-talk, the imposter syndrome, the scarcity mindset, the indecision, compare-and-despair. And then, “How do you navigate and handle the outer voice?” The media voice, the public voice.

Your partner Dana Meyerson represents Chappell Roan. How did you feel about Chappell’s Grammys speech regarding the industry supporting artists’ mental and physical health?

I got tears in my eyes immediately and I had a resounding “Fuck yes” come through me. Because we do need to take care of the people who are actually creating the business of this entire business. And I so applaud anyone with a platform using it in service of helping other humans, especially with their mental and emotional health. It made me very proud that [Chappell is] a part of Biz 3. It made me so proud that I have a business partner in Dana that can recognize amazing talent and also have artists that say something on our roster. Dana has truly done the come-up in this industry and now is the reigning queen of PR, in my opinion. She finds the best, most amazing artists and builds them up to massive success.

Have you thought about helping other music companies establish career and wellness coaching?

That would be my dream. The main thing that would require is a budget. If even the smallest amount of earnings could go into hiring a couple of [personal and professional] coaches that could help your staff and your artists for 45 to 50 minutes every other week, you would have such a different company culture. When I quote unquote retire, it’ll just mean I’m fully coaching, writing books and teaching. And maybe that’s me trying to spearhead coaching divisions at companies.

How has the role of a publicist expanded over the years?

All the big press stuff is still there, but there’s also a lot of paid media. That’s been the most disheartening part for me. I’m afraid for it to go too far because then we stop having editorial, we stop having curatorial voices, we stop having people who are truly discovering what is amazing out there versus what got paid for. So I’m really hoping that doesn’t usurp the true editorial and curatorial.

We’re also seeing an uptick in influencer-based media. How does that affect your approach to publicity?

It changed the scope. There are more conversations with YouTubers that review or do music or certain shows [on] TikTok. I am 1,000% a glass-half-full person — I’m a recovered cynic. I’m like, “All right, what new opportunities are there for us?” There might be some magazines shuttering, but what other interesting way can you get good art out to the masses? Like, I’m not going down with the ship. Let’s keep it moving.