A devoted music-lover, Joelle May left behind the corporate professional world in 2007/2008 and started ModMay Promotions, operating as an independent publicist, executing publicity campaigns, marketing initiatives, and various management tasks for countless artists and bands from Canada, the US, UK, and Australia, as well as not-for-profit organizations, labels, conferences, festivals, and contests in both Canada and the US. Joelle has also worked in marketing and sponsorship, event management and coordination, and regularly contributes as an industry guest speaker, juror, and consultant. She has completed contracts with Folk Alliance International (5 yrs), BreakOut West, Barney Bentall & The Cariboo Express, Project WILD Country, MusicYukon, Light Organ Records, Borealis Records, Nimbus School of Recording & Media, Access to Music Foundation, Epcor Centre for the Performing Arts, Mountain View Music Fest, FolkWest (festival), and countless indie artists. Joelle is a member of Music BC, CARAS, CIMA, and CCMA, has sat as a board member for FolkWest and Folk Music Canada, and in 2016 and 2017, was nominated for Music Publicist of the Year at the Canadian Music & Broadcast Industry Awards.

Starting with Sakamoto Agency in 2017, Joelle coordinated the logistics for hundreds of shows per year, and handled various promotions for artists and the agency itself. In 2022, Joelle helped launch the label division of Sakamoto Agency called Sakamoto Music, and currently operates the label and offers artist services for hire. In her tenure at Sakamoto, Joelle is/was nominated at the BC Country Music Awards in 2025 for Business Professional of the Year, 2023 for Industry Supporter of the Year, and nominated Entrepreneur of the Year at the 2024 Women In Music Canada Honours. With nearly 20 years in the music industry in a variety of roles, Joelle is also an adept writer, having been published in several music magazines in addition to writing artist bios, press releases and her own bio in the third person.