“PR is the art of pitching to the right media at the right time, and I feel I’ve got that covered.”

Cinderella learned everything about PR in her role as Press Promotion International and Local Repertoire and Promotion Coordinator at EMI Music Netherlands, working with amazing artists such as Robbie Williams, Coldplay, Radiohead and Foo Fighters, before establishing her own promotion agency. She takes care of press and online promotion within the company.

She is passionate about reading, writing and music, so working in PR is her ultimate dream job. She highly values building great and stable relationships, is known for her reliability, stamina and trustworthiness.

Cinderella hopes to be able to publish a novel one day – a bestseller, of course – but for now her focus is on getting artists all the free publicity they deserve. Her ultimate dream is to work with Josh Homme , as she’s always been a massive fan of all of his music. They say ‘never work with your heroes’ but hey, one can try.

Photo: Mark Uyl


“As Scooter says: ‘It’s nice to be important, but it’s more important to be nice’.”

As Head of Promotion at Roadrunner Records, Peter witnessed bands evolve from struggling artists to international rockstars. While working for Universl Music Group as a project manager, he was responsible for the marketing of some major names in music, such as Eminem, Rammstein and many more. Within PIMP, he specializes in Radio & TV promotion.

Peter is an easygoing and, yes, nice guy and music is his true passion, both in his work and personal life. He loves helping artists move forward in their career.

He is a die-hard music collector and is at heart a metalhead. His first ever gig was Kiss and he was one of the lucky ones to see Metallica play at the Paradiso in 1984, where, as a 16-year old boy, he sneaked in as the +1 of a then-famous Dutch singer.


We are an established full-service music PR company for both local and internationally acclaimed artists with an extensive network in various branches of the music industry and a vast media network. Through personal connections and relationships with artists, managements, labels and media, we strive to achieve the best exposure in the Netherlands, whether it is for a single release, an EP or album release, a live tour or something else.

In close contact with the artist’s team, we define a personalized PR strategy to gain momentum on Dutch radio and TV, get coverage in magazines, newspapers and online outlets. Free publicity, baby!

“Publicity is absolutely critical. A good PR story is infinitely more effective than a frontpage ad.”

Richard Branson

We provide a PR strategy, varying from setting up a single interview to organizing a full promo day, both short and long term. Core concepts we appreciate are clear communication and mutual trust, for this will increase PR success.

PIMP was established in 2005 by Cinderella and Peter Schaap, partners in life and in business. Two absolute pro’s, who earned their stripes by working for major music labels, in the field of both PR, Promotion Coordination, Project Management and A&R. What makes us tick? Our never-ending love of music.



Set-up a PR strategy & campaign
Generate free publicity, on- and offline
Pitch and manage interviews
Organize and manage press days
Lifestyle PR / photoshoots

  • Weekly radio meeting (plugging)
  • Set up and manage live radio sessions
  • Pitch for playlists / get spot plays
  • Weekly reporting


Set up a TV strategy
Pitch for TV performances
Pitch for TV interviews
On-site management
Report on viewership

Afrojack Albin Lee Meldau Alter Bridge Amsterdam Sinfonietta Anouk Antoon BMG Belle and the Beats Benny Sings Beth Hart Black Sabbath Blackbird Blanko Bruce Dickinson Candy Dulfer Concert At Sea Corey Taylor Daniël Lohues David Kushner DeWolff Delain Duran Duran Elvis Costello Emma Heesters Glassnote Music Gustaph Guus Meeuwis Hannah Mae Helmut Lotti Ilse DeLange Iris Hond Jason Mraz Jeangu Macrooy Jinjer Joe Bonamassa Jorja Smith Karsu Keith Richards Krezip LAKSHMI Lady Blackbird Lainey Wilson Life of Agony Loreen Louis Tomlinson Lov3less Mark Ambor Mascot Label Group Metallica Milo Meskens My Baby Napalm Records Nona Nuclear Blast Paul de Munnik RAYE Roxeanne Hazes Slash Slipknot Sofi Tukker Tears for Fears The Common Linnets The Orchard/Essential Music The Script Tricklebolt Universal Music Virgin Music Group Voltage WENDE WIES Will Knox Within Temptation Yungblud ZIP Records Zoë Tauran

Professional Independent Music Promotion

Schootsteek 2
1319 GB Almere
The Netherlands


Cinderella Schaap

Radio & TV

Peter Schaap