Being a musician takes much more than just creating and releasing music. If you want to get your music in front of people, you will need to utilize different promotional strategies to attract new fans and tighten the loyalty of already existing ones. There are many different promotional avenues that you can try out, such as social media, advertisements, and marketing. Today we’re going over one that’s not as common in the routine of an independent artist, but very prominent for larger artists- music publicity, also known as public relations or PR.
What is music publicity?
Music publicity / PR covers a range of promotional campaign strategies, all with similar goals. The goal is to create a buzz and interest from the public, media, and record labels / music companies. Each specific form of publicity can have a more targeted goal, but overall it is to build a buzz and a positive public image. Remember, it’s all about the buzz!
Some common forms of music publicity include getting featured on blogs, getting interviewed by journalists, doing social media “takeovers”, being a guest on podcasts, and more. Publicity can also include much grander campaigns like television appearances, brand deals, creating original trends, events, and more. Publicity can even include less concrete things like regularly keeping up with trends and building a continuous story and/or image around your brand.
In some emergency cases, publicity can include covering your butt when something negative surfaces that affects your image. In this case, you’ll likely need a professional publicist to get you out of the mud.
What is a music publicist?
A publicist is essentially a well-connected person in the music industry that does all that is mentioned above, and even more. Publicists act as a liaison between artists and the media. Their job is to set up a variety of image-boosting opportunities with the media, as well as help plan and execute other promotional media campaigns.
Quoting Spotify, “In a nutshell, publicists primarily handle getting print and online press for artists- placing longer pieces such as interviews and features; securing audio or video premieres and album reviews; pitching journalists on story ideas; and helping their client find their way to inclusion in trend features. And publicists can also help artists with big-picture career guidance, such as determining a compelling narrative, or warn them against potential image-tarnishing pitfalls. In short, publicists offer informed perspective to ensure their clients put their best foot forward.”
Why is music publicity important?
Publicity and press coverage is important because it exposes you to many different people, influences how the public perceives you, and builds a buzz. And if done right, can turn a lot of heads towards you and create a lot of new fans.
It’s all about the buzz, and publicity is one of the best ways to build that buzz. The more press you get, the more your name is buzzing around the internet and communities. This heightens people’s perception of you, gets them more interested, and more likely to support and share your music.
It can also have a domino effect. The more press coverage you have, the more people and companies you will be exposed to. With a strong image from previous press, you’re more enticing and may have a higher chance at getting covered by other people/companies.
When does an artist need a publicist?
A publicist can help at any point of an artists career, but typically it is best to wait until the artist is making enough money to afford hiring a publicist. It is also important to have some sort of sound and brand formed first.
If you are at the beginning stages of your music career, you may want to hold off until you are making some sort of money. But if you have a really solid brand and sound that the press may be interested in, and a decent and growing fanbase, then it may be worth investing in a publicist even if you aren’t making much money yet. Ultimately, it is up to you because a publicist is able to help at any point of an artist’s career.
But, even if you don’t have a publicist, you are still able to be your own. It may be difficult and a lot less effective, but it is possible. There are plenty of resources online that can teach you everything there is to know about music publicity.
Check out the resources below to learn how to pitch to media as an independent artist
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