Liverpool Sound City has brought in Carousel to handle public relations for next year’s festival.

The agency, based at The Greenhouse, MediaCityUK, will also be supporting the spin-off event, Sound City New York in March.

“We were impressed with Carousel’s creativity and experience. We also liked the fact they really understood Sound City. We’re looking forward to working with them,” said Sound City’s Alex Simmonds.

It’s the latest festival to sign up Carousel, which already represents Festival No6 in Portmeirion, the Liverpool International Music Festival, LolliBop and the British side of M’era Luna in Germany.

“We’re really excited to be working with Sound City next year. It’s a unique event and a key calendar date for the music industry with the conference and expo. In 2014 it will potentially become the biggest urban music festival in the country – it’s fantastic to be working with such a dynamic brand and we’re looking forward to being a part of its growth,” added managing director, Gawen Higgins.