Thinking about hiring a music publicist? Here's what you need to know:
- What music PR does: Manages your public image, builds relationships with media, and boosts your visibility
- When to hire: You have momentum, new music to promote, and are ready to invest
- How to choose: Look for genre expertise, track record, and good communication
- Cost: Expect $1,000-$10,000 per month for a solid campaign
- DIY options: Use social media, pitch to blogs, and try tools like SubmitHub
Key steps:
- Set clear goals
- Prepare your brand and online presence
- Research potential publicists
- Plan your budget and timeline
- Communicate effectively during the campaign
- Track results using media monitoring tools
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What Music PR Does
Music PR isn't just about getting your name out there. It's about crafting a story that sticks with your audience and the media.
What Music Publicists Do
Music publicists are the behind-the-scenes wizards of the music industry. They:
- Shape your story
- Build relationships with media
- Manage campaigns
- Handle crises
Take RAYE's album release. Her PR team set up a huge display in front of Polydor's London office. The result? Tons of media buzz.
Stephen James Moore, CEO of Independent Music Promotions (I.M.P), says it's all about the long game: "Permanent write-ups from relevant sources... it's worked for me, my business/brand/book, etc."
PR vs Marketing vs Promotion
People often mix these up, but they're different beasts:
| Aspect | PR | Marketing | Promotion |
|---|---|---|---|
| Focus | Reputation | Sales | Visibility |
| Method | Earned media | Paid media | Mix of both |
| Goal | Shape perception | Drive sales | Create buzz |
| Timeframe | Long-term | Short to medium | Short-term |
Angela Tyler, Founder of MP Co, puts it this way: "Effective PR will help you refine your messaging and bolster your overall reputation, which will help you secure more opportunities."
Types of PR Services
PR comes in many flavors:
1. Press release campaigns
These announce your new stuff - singles, albums, tours. It's all about crafting a killer press release and getting it to the right people.
2. Media outreach
This is the nitty-gritty of PR. Pitching stories, setting up interviews, landing features in magazines, blogs, and podcasts.
3. Social media management
Some PR firms handle your social media too. Ed Sheeran's team created a Snapchat filter for his "Bad Habits" video. Fans could turn themselves into vampires. Cool, right?
4. Playlist pitching
With streaming ruling the roost, PR firms now pitch songs to playlist curators. Getting on those Spotify and Apple Music editorial playlists can be huge.
5. Crisis communication
When things go south, PR firms step in. They manage the story and try to limit the damage to your reputation.
Here's the thing: good PR isn't cheap. Amy Sciarretto, owner of Atom Splitter PR, says: "If you want it bad enough, you'll find a way to get it." Most solid PR campaigns cost thousands. But in today's crowded music scene, it could be the difference between fading away and becoming a star.
Are You Ready for PR?
Thinking about hiring a publicist? Let's figure out if it's the right move for your music career.
Career Stage Check
Where you're at in your career matters:
- Just starting out? Focus on your music and fans first. PR can wait.
- Got some traction? PR might help you reach more people.
- Already established? PR could take you to the next level.
Everyone moves at their own pace. But if you're struggling to get noticed, a pro might be able to help.
What You Need
Before you talk to a publicist, make sure you have:
- New music to promote
- Great photos
- A killer bio
- Recent wins or news
- A clear release plan
Remember, you're in charge of your career. Your publicist is there to spread the word.
Money Matters
PR isn't cheap. Here's a rough idea of what you might spend:
| Artist Level | PR Budget Range |
|---|---|
| New | $0 - $500 |
| Growing | $0 - $1,000 |
| Established | $0 - $1,500 |
Think about where your money's best spent. A bad music video might do more harm than good.
Know Your Goals
What do you want PR to do for you? Some ideas:
- Get more press
- Boost your streams
- Land festival gigs
- Meet industry people
Be realistic. PR won't make you a star overnight, but it can help you get noticed.
PR is just one part of the puzzle. Don't forget about other ways to promote your music, like SEO, to build long-term success.
How to Choose a Publicist
Finding the right publicist can make or break your music PR campaign. Here's how to find your perfect match:
Finding and Checking Publicists
Ask other musicians for recommendations. Nothing beats real-world experience. Hit up music industry events like SXSW or CMJ to meet publicists in person. You'll get a feel for their vibe and see if you click.
Got a shortlist? Time to dig deeper:
- Scope out their website and client list
- Read what past clients say
- Look at their campaign wins
Don't fall for big names or fancy talk. Focus on results.
Music Genre Match
You need a publicist who gets your sound. If you're shredding metal, a pop-focused publicist probably isn't your jam.
Amy Sciarretto from Atom Splitter PR puts it straight:
"If you're a metal musician and the firm you're interviewing with has only worked with country artists, they might not have all of the connections you're looking for."
A publicist who knows your genre will have the right contacts and know how to sell your music.
Past Work Review
Ask for case studies or references. Look for real results:
- How many media spots did they land?
- Any big-time interviews or features?
- What happened to the artist's streams or ticket sales?
Take Billie Eilish's team. They scored her features in alt music blogs and cool podcasts, creating a buzz that shot her career into the stratosphere.
Good PR isn't cheap. Expect to shell out at least $1,000 to start, with some campaigns hitting $2,000 to $10,000 per month. But if you're ready, it can be a game-changer.
Before you sign up:
- Get a lawyer to check the contract
- Be clear about what you want
- Ask how they measure success
- Make sure their style fits your vision
Picking a publicist is a big deal. Don't rush it. Do your homework and trust your gut. The right match can take your career to new heights.
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Building Your PR Plan
Let's dive into creating a PR plan that'll get people buzzing about your music.
Setting Campaign Dates
Timing is key in the music world. Here's how to nail your PR campaign schedule:
Start planning 4-5 months before your release. This gives you time to decide: DIY or hire a pro?
2-3 months out, sketch your timeline. Make sure your singles, press materials, and other assets are ready to roll.
1-2 months before launch, get your tracks to reviewers. Early access can spark buzz.
Heads up: Some magazines need your stuff 2 months in advance. Plan for it.
Quick tip: Use Dropbox to share your assets with your team and media contacts. It's a game-changer.
Measuring Results
You can't boost what you can't measure. Here's how to check if your PR is hitting the right notes:
1. Set clear goals
Before you start, ask yourself:
- What kind of PR campaigns are you running?
- What does success look like for you?
- Are you after brand awareness, sentiment change, or something else?
2. Pick the right tools
Media monitoring tools can track mentions across platforms. Look for:
- Number of mentions
- Estimated reach
- Sentiment
- Engagement type
3. Keep tabs on the numbers
Check your metrics regularly. It'll help you fine-tune your campaign and level up future efforts.
Real-world example: When Olivia Rodrigo dropped "Driver's License" in January 2021, her team tracked more than just streams and chart positions. They watched social media engagement and press coverage too. This data helped them tweak their strategy for her album release later that year.
Remember, PR isn't just a numbers game. A few killer mentions in the right spots can outweigh a ton of generic coverage.
Crafting a PR plan takes work, but it's worth it. A solid campaign can skyrocket your music career. So start planning, stay flexible, and keep an eye on those results.
Managing Your PR Campaign
Working with a publicist can boost your music career, but it's not a hands-off process. Here's how to get the most out of your PR campaign:
What to Expect
Know what your publicist can and can't do. They're not magicians, but they are your media matchmakers.
Publicists will:
- Get you press coverage
- Set up interviews and features
- Arrange audio or video premieres
- Secure album reviews
- Provide career guidance
They won't:
- Book your gigs
- Get you radio airplay
- Guarantee specific outcomes
Monica Seide from Speakeasy PR puts it bluntly: "Hiring a publicist doesn't guarantee you a TV booking or the cover of a magazine you think you're a good fit for."
Think of your publicist as part cheerleader, part secretary. They'll hype up your music and handle the details of press communication.
How to Communicate
Good communication is key to a successful PR campaign. Here's how to keep things running smoothly:
Be quick to respond. Media folks often work on tight deadlines, and fast replies can lead to better opportunities.
Keep your publicist informed. Tell them about gigs, schedule changes, and any talks with labels or radio stations.
Trust their expertise. If they say a goal might take time, listen to them.
Find a balance in your communication. Don't ignore your publicist, but don't flood their inbox either.
Think before you post. Run big announcements by your publicist before sharing on social media.
"If there's something you want to see happen, let the publicist know - and conversely, listen to what the publicist says when they explain if they think that's an attainable goal or something that might take a while to work." - Monica Seide, Speakeasy PR
Checking Progress
Keeping an eye on your campaign helps you understand what's working and what needs adjusting:
Set clear goals. What does success look like for you? More press mentions? Better sentiment? Be specific.
Use media monitoring tools to track mentions, reach, and sentiment across platforms.
Keep a stats sheet. Record all PR features and track your social media and streaming growth throughout the campaign.
Turn on Google Alerts to catch any mentions of your name or band that might slip through the cracks.
Share your wins. Post press features on your social media. It's good for you and the outlet.
"One of the biggest mistakes musicians make with PR is not capitalizing on the campaign through social media." - Monica Strut, Musician and Digital Marketer
Other PR Options
No publicist? No problem. You can still get your music out there without emptying your wallet. Let's dive into some DIY PR tactics and online tools that'll help you make some noise.
Do-It-Yourself PR
Doing your own PR isn't a walk in the park, but it's doable. Here's how to kick things off:
Social Media Mastery
Your social media is your direct line to fans. Use it smart:
- Show off your personality with engaging content
- Chat with fans regularly
- Use hashtags that'll get you noticed
Post often and keep your fans in the loop about what's new with you.
Pitch Perfect
Getting media attention is key. Here's how to do it right:
1. Research
Make a list of publications and blogs that cover your genre.
2. Personalize
Craft your pitch for each outlet. Show them you've done your homework by mentioning their previous work.
3. Follow Up
Don't be shy about sending a polite nudge if you don't hear back.
"Doing your own PR is not an easy task. It's not impossible, but it's not the kind of thing you can half-ass and expect to get a good return from." - Adam Bernard, music industry veteran
Build Relationships
Networking is huge in music. Hit up industry events, team up with other artists, and connect with music bloggers and podcasters. These connections can lead to PR gold later on.
Online PR Tools
The digital age has given us some killer tools for music PR. Check these out:
SubmitHub
This platform puts you in touch with music bloggers, playlist curators, and radio stations. It's a great way to get your tunes in front of the right people.
What's cool about it:
- You get direct feedback from curators
- You can target submissions by genre
- It's perfect for blog and playlist placements
If you're on Spotify, you need this free tool. It lets you:
- Pitch your music to playlist curators
- See how listeners are engaging with your music
- Jazz up your artist profile
Eye-catching visuals are a must for social media promo. Canva makes it easy, even if you're not a design pro.
TikTok
Don't sleep on short-form video content. TikTok can help you reach new fans, even if you're not a natural on camera. Use it to share behind-the-scenes stuff, tease new music, or create fun challenges around your songs.
Wrap-Up
Hiring a music publicist can boost your career, but you need to time it right and be ready. Here's what you need to know:
When to Hire a Publicist
Don't jump the gun. Wait until you've got some momentum:
- You've played shows and created local buzz
- You have an album or EP ready
- You're ready to invest in your career
Laura Goldfarb from Red Boot PR says:
"Many bands aren't used to having a light shined on them, praising certain parts and members, while exposing the flaws of others. Make sure everyone is on the same page before moving forward, and that you have each other's backs."
Getting Ready for PR
Before you start calling publicists:
1. Know Your Brand
Figure out your style and how it fits with your music.
2. Clean Up Your Online Presence
Make your social media and website look professional and consistent.
3. Set Goals
What do you want from PR? More press? Better image? Be specific.
4. Plan Your Budget
PR isn't cheap. Be ready to spend for good representation.
Picking the Right Publicist
When you're choosing:
- Do your homework. Find pros who work with artists like you.
- Check their past work with similar artists.
- Find someone you trust and can work with easily.
Monica Seide from Speakeasy PR warns:
"I'd steer clear of anyone who makes promises to you. The only promise a publicist can make is that they'll work hard on your behalf."
Running Your PR Campaign
Once you've got a publicist:
- Stay in the loop. Respond quickly and keep them updated.
- Don't expect overnight success. It takes time.
- Keep an eye on progress. Use tools to track your media coverage.
Remember, a publicist can help, but your music and brand are the foundation. Brittany Brave, author and PR expert, puts it this way:
"Your campaign is as productive as you are. And you're ultimately responsible for staying on top of your product. Your publicist's job is to talk about it."
FAQs
What does a PR do in the music industry?
A music publicist is like a megaphone for artists. They make sure the world hears about their clients' music and achievements. Here's what they do:
They're the bridge between artists and the media. They pitch stories, set up interviews, and get album reviews to boost an artist's visibility.
When it's time for a new album or tour, publicists are the masterminds behind the PR campaigns. They're also the firefighters when things go wrong, managing crises and protecting the artist's reputation.
But that's not all. They're also content creators, whipping up press releases and artist bios. And in today's digital age, many publicists are social media gurus too.
Josiah Soren Garrett, who wrote "Music PR Essentials", puts it this way:
"Music public relations is a form of promotion for solo artists and bands. It aims to attract media attention and get publicity for your music through press releases, interviews, album reviews, or concert and tour announcements, just to name a few."
Let's look at some real-world PR magic:
In 2021, RAYE's PR team went big. They set up a huge installation in front of Polydor's London office for her album release. It got people talking.
Ed Sheeran's team got creative with tech. For his "Bad Habits" single, they launched a Snapchat filter. Fans could turn themselves into vampires, and it was a hit.
But here's the thing: PR isn't a magic wand. One artist-turned-producer said it best: "If you want it bad enough, you'll find a way to get it." Before you bring in a publicist, you need solid music, regular gigs, and some local buzz. PR can amplify your success, but it can't create it out of thin air.