My parents are never able to understand what I do,” James Passmore of Plugged In PR says before attempting the same feat of explication for the FT.

We are in his company’s office in Soho, central London. The room contains two desks. The other is occupied by Mr Passmore’s colleague, Mikey Lloyd. There are gold and platinum discs on the wall, a stereo and a cheerful dog called Rocky, named after A$AP Rocky, a US rapper and one of Plugged In’s former clients.

Mr Passmore, 33, and Mr Lloyd, 31, are record pluggers. “We take an artist’s music to radio stations on behalf of record labels or management and try to convince them to support that artist,” Mr Passmore says. The ultimate aim is to get a song on to the roster of 30 to 40 songs that play throughout the day on national UK broadcasters, such as BBC Radio 1 or Capital FM.