Fay has enjoyed a long and varied career in the music industry, having worked in A&R, Press, Marketing, TV and Management; working acts such as Sting, Jools Holland, Black Sabbath, Thin Lizzy. She then went on to form her own company managing acts such as Cradle of Filth – notorious, million-selling, Grammy-nominated; Reef – Top 10 selling singles. Fay has also worked successfully in music for television and film.