Having a music publicist on your team as an independent artist can be incredibly valuable. Today’s music publicists often double as digital strategists, playing a key role in distributing new releases through exclusive premieres and embeds. They also monitor how fans and industry members discover and respond to artists, maintaining an eye on the artist’s overall brand.
However, paid publicity has gained a false reputation as a quick path to overnight success. Stories of bands skyrocketing with a few well-timed media placements, combined with misunderstandings about the entire process — including marketing, A&R, publishing, and growth strategy — have led many bands to invest in publicity campaigns too early, with unrealistic expectations. Disappointing experiences can make bands hesitant to try again, even when they could benefit from a publicist.
To demystify the process of hiring a publicist, here are some key considerations.
PR is Earned Media for a Reason
Unlike advertising, publicity does not guarantee exposure. Influential print and digital media outlets are limited, so the topics and faces that make headlines do so based on newsworthiness, timing, and mass appeal. While the internet has increased the number of blogs and social media platforms, the principles of newsworthiness still apply.
Not everyone can be covered, and not every artist has a story ready to be told. Coverage depends on whether an editor or writer likes your music, which cannot be forced. Journalists need to connect with a record enough to write about it, which is a hard sell. Objective qualities that help musicians get coverage include writing and production credits, touring and shows, unique traits, affiliations, existing relationships, and traction in other areas (radio plays, sync placements, industry interest, web presence).
For new artists or those experiencing their first campaign, securing coverage can be frustrating. Publicists can’t guarantee media will like or act on the music; that’s the artist’s job.
The Saturated Music Media Landscape
The music PR field is heavily saturated. Editors and writers are often overwhelmed with pitches and correspondence. There aren’t enough writers or hours in the day to cover every deserving song and album.
To break through the noise, hustle during the early stages of your career, send songs regularly, and build relationships with as many journalists as possible. The more connections you have, the more a skilled publicist can do for you.
Building a story takes time. The longer you’re in the game, the more there will be to talk about. Eventually, the ratio flips from chasing coverage to fielding requests. This long-term commitment is when press becomes most effective.
A Music Publicist Can’t Work in Isolation
Publicists use talking points to create more talking points. If you have an empty tour calendar, limited music and video content, low social numbers, or other gaps in your newsworthiness, it’s probably not the right time to hire a publicist. Many artists start PR campaigns without meeting deadlines for album distribution, mastering files, or finished artwork.
Missing elements can derail your success. Your campaign is as productive as you are, and you’re responsible for staying on top of your product. Your publicist’s job is to discuss it.
A publicist is best suited to approach outlets when armed with new music, tour dates, recent accomplishments, and a timeline. Publicists often take on too many tasks, from booking shows to updating websites, which can distract them from their primary role of engaging with media and influencers.
When to Hire a Music Publicist
Publicists are as important as a band’s manager and agent. Together, they form a trifecta of roles that can accompany, not carry, an artist from point A to point B. Persistence, hard work, and talent remain a winning formula in the music industry.
The more you have going on, the richer and more textured the editorial will be. Wait until you have a story to tell and conversations happening around you. The right publication will help spread your story, but they can’t create it for you.
