Do you actually need a music publicist for your music career? I’m going to say that 90% of independent artists don’t need one, and I’ll explain why in this guide.
The problem is that you are spending too much time doing things a music publicist could do for you — but the other problem is that they can be expensive, and unfortunately, some could even take advantage of you.
And look, I get it. You just wanna make music and focus on the creative side. Who doesn’t.
But the game has changed forever. Just look at people blowing up now on TikTok, YouTube, Instagram and creating their own online movement.
It almost makes the idea of hiring a music publicist seem outdated and “out of touch” with modern reality.
I mean, just think about — do you really think you can just outsource your marketing to someone else? Unless you’ve already reach a certain level of success and notability, it just doesn’t make sense for most upcoming artists.
But regardless, here’s what you’ll learn from reading this guide:
- Learn how a music publicist can help artists, musicians and bands.
- Understand the differences between publicists, marketers, and promoters.
- What to expect in terms of costs.
If you’re one of those people who are going “all-in” on your music career, you can’t afford to mess this up. Hiring the wrong music publicist (or hiring one at the wrong time) can cost you thousands of dollars.
So let’s get into it.
What’s a Music Publicist?
Think of a music publicist as your musical wingman. They connect you (the artist) with the world, wearing many hats to get your name out there and turn listeners into fans.
Sure, killer music is essential, but that’s just the first step. With so much competition, getting noticed can be challenging. But that’s where a publicist comes in. They’re the word-spreaders, the storytellers – making sure everything people hear about you is awesome.
What does a music publicist actually do?
While every music publicist works differently, a typical day in their life includes:
- Sending and responding to (lots of) emails. They handle press requests, pitches, media inquiries, and more. They also write press releases, email newsletters, social media updates, etc., for their artists.
- Managing optics. Publicists believe their artists should always be seen in the best light. They work diligently to curate the perfect brand image at all times. This may involve addressing bad press, negative online reviews, or unfavorable stories.
- Strategies and follow-up. Publicists continuously work with artists, managers, and record labels. They schedule promotional photos and interviews, strategize digital marketing plans for placements, and ensure everyone is working to reach their targets.
What are the responsibilities & duties of a music publicist?
The daily responsibilities of a music publicist include:
- Creating and refining an artist’s brand story, voice, and image
- Developing an artist’s website and social media channels
- Finding new and unique ways to help artists get noticed
- Creating and developing artist press kits
- Managing digital media campaigns and placements
- Building relationships with media outlets and music blogs
- Handling sponsorships and promotions
- Issuing press releases and updates to the media on an artist’s behalf
- Getting press coverage for their artist’s story, music, new releases, etc.
- Acting as the go-between for interviews with media outlets and discussions with lawyers, booking agents, promoters, and more
- Connecting artists with industry insiders who can further their career
- Acting as a soundboard for new music and ideas
- Promoting music online, in-person, and through radio outlets
- Helping artists collaborate with others who complement their music style
- Increasing an artist’s potential for placements on prominent streaming platforms
How much do music publicists cost? Can you afford it?
Independent artists often wonder about the cost of hiring a music publicist. According to ZipRecruiter, full-time music publicists typically earn an average of $60,000 annually. However, this number can vary depending on experience, location, and the services offered.
Here’s what this means for you:
- Agency PR firm: If you work with a PR firm, they’re going to cost a lot – especially if they already work with other established acts.
- PR contractor: If you work with an independent contractor for PR help, it’s going to cost a lot less, but still — they are probably going to charge you a monthly retainer of at least a few thousand dollars per month.
- Consider your budget: If you’re an independent artist, what can you actually afford? If you have less than $1,000 per month to spend on PR it probably is not going to do much for you.
- Explore options: Music publicists also offer tiered packages or project-based rates that might be more manageable for new artists.
Also, consider the opportunity cost — instead of dropping $1k a month on a publicist, you can probably get more reach by running TikTok or YouTube ads.
When should you hire a music publicist?
Not every indie artist needs a music publicist right off the bat. But if you’ve hit any of these milestones, it might be time to bring in some muscle:
- Have you signed a major record deal? Well, those big guys often give newbies limited resources. A publicist can help you get noticed and impress the label before they get impatient.
- Is your new album/EP/single dropping? A publicist can help spread the word and build hype to make your release a smash. They’ll know how to reach new fans and keep the momentum going.
- Have you just made a killer music video? The right publicist can find the perfect outlets to get those views skyrocketing and maybe even make it go viral.
- Are you touring or hitting up festivals? A publicist can craft killer announcements and get the local scene buzzing, so you sell out those shows. Festivals can be crazy competitive, so a publicist can make sure you stand out from the crowd.
These milestones indicate when a music publicist can become a valuable asset. If you have yet to reach this stage, DIY PR strategies can still be effective.
What to consider before hiring music publicist services?
Hiring a music publicist can be a great way to boost your music career, but it’s important to be prepared first. Here are five key questions to ask yourself to ensure a successful collaboration.
Do You Have a Stand-Out Factor?
What makes your music unique? Is it your captivating live shows, catchy hooks, or powerful lyrics? A clear understanding of what sets you apart helps a publicist target the right audience and media outlets.
Do You Need Help with Things a Publicist Can Do Best?
You don’t need a publicist for everything. If you’re just starting out and focusing on local gigs or an independent release, DIY PR strategies can be effective. Building local media connections, creating engaging social media content, and using online music marketing services are all great ways to build a foundation. This DIY approach also gives you valuable PR experience.
Have You Defined Your Brand Identity?
What’s your musical personality? Do you have a powerful stage presence, a distinct visual style, or a unique sound? A strong brand identity helps you connect with your target audience. A publicist can help refine your brand and ensure consistency across all your online platforms.
Do You Have a Strong Online Presence?
Having a well-maintained website and actively engaging on relevant platforms like Instagram, TikTok, or YouTube are essential for connecting with fans, promoting your music, and potentially attracting industry attention. Publicists often look for a pre-existing online fanbase to build upon.
Is Your Budget Realistic for a Publicist?
Publicists offer valuable services, but their fees can vary. Be clear about your goals and the type of coverage you seek. This helps you find a publicist who aligns with your vision and budget.
How to find a music publicist
The internet is your friend when searching for a music publicist. Utilize keyword strings like these in your search:
Research Publicity Firms, Consultants, and Companies
Type in keyword strings like:
- [Your genre of music] music publicist [your zip code]
- Music publicist [your zip code]
- [Your genre of music] music publicist
But thanks to the magic of Zoom and remote work, location doesn’t have to be a limiting factor. Focus on finding a publicist who excels in tasks you struggle with or lack time for. The right publicist can handle those responsibilities effectively, no matter where they’re located.
By focusing on a publicist specializing in your music genre, you’ll benefit from their targeted expertise and connections within that specific music scene.
Review Their Client List (Make Sure It Aligns With Your Brand)
A potential publicist’s client list can be a gold mine of information. See who they represent. Do they have artists with a style or genre similar to yours?
Finding a publicist who specializes in your music niche is ideal. They’ll understand the specific challenges and opportunities you face, and have the targeted contacts to help you succeed.
Understand How Much a PR Campaign Costs
Music publicist fees can vary widely, ranging from a few hundred dollars per month to several thousand dollars for a single campaign. Here’s a breakdown of the factors influencing the cost:
- Publicist experience: Seasoned publicists with proven track records typically command higher fees than those starting out.
- Campaign scope: A targeted campaign for local media coverage will cost less than a nationwide push for major publications and radio airplay.
- Campaign duration: Shorter campaigns focused on a new release will generally cost less than long-term campaigns building overall brand awareness.
- Services included: Some publicists offer comprehensive packages encompassing press kit creation, media outreach, and social media promotion, while others may focus solely on pitching press releases.
What can a publicist do for your music career?
A good publicist can do a LOT for your career, but only if you hire them at the right moment.
Refine Your Brand Image and Strengthen Your Reputation
Publicists ensure that music artists have a polished public image and always put their best foot forward.
They may start by helping you craft the perfect origin story so that you, not just your music, resonate with people. They’ll shape and refine how you present yourself to the public using this brand story.
A good publicist also shares advice on everything from an artist’s latest song or music video to how their website should look to attract more views.
Pitch News and Stories to Media Outlets
As the go-between for music artists and media outlets, a good publicist knows how to pitch your music and your story to the world. They’ll reach out to the media and tell them why you’re the next big thing.
Once a media outlet drops your name in the press, people who may have never heard of you will be streaming your music and buying tickets to your events.
Find Unique Angles for Press Placements
Press placements refer to ads, sponsorships, and promotional materials made for digital media. A publicist determines the best place to buy ad space, such as on a website, social media platform, podcast, etc. Then, they’ll run music publicity campaigns to boost your exposure and drive sales.
Many music publicists also handle social media for their clients. They’ll work with influencers in your niche to promote your music to millions of potential fans.
Create Your Music Press Kit or Electronic Press Kit (EPK)
A media kit is like a music artist’s portfolio. It should provide a highlight reel of information for people to get to know, showcase, and promote your work.
A publicist can help you put together an EPK that contains your:
- Biography and brand story
- Most impressive/favorite songs
- Accomplishments and awards
- High-quality promotional photos and videos
- Press and reviews
- Social media links
- Contact information
A press kit is essential for communicating your value to music industry insiders, festival promoters, booking agents, and more.
Leverage their Established Network and Music Industry Connections
Publicists connect musicians with the right people they need to know — people musicians wouldn’t have access to meeting or even working with otherwise. These insiders have the power to open doors for your career.
Increase Visibility and Exposure for New Music Releases
A publicist’s work making placements, forging connections, and pitching news to the media boosts your exposure. They’ll get more eyes and ears on your new song, music video, or album release to make every launch a smash.
Public Relations vs. Marketing/Advertising in the Music Business
PR and music marketing play vital roles in your career, and they certainly have some overlap with publicists.
Marketers and advertisers will go hard on social media and paid ads to help you build brand awareness and gain visibility for your songs, albums, and music videos.
PR professionals and music PR firms will focus on building your brand’s story, image, and music. They’re more concerned with your overall public image and how you present yourself.
A music publicist’s job description covers all those duties and more, as we discussed earlier. So you’re better off working with a music publicist who can tackle the entire scope of your career rather than just one small slice.
What is the Difference Between a Publicist and a Promoter?
A promoter is laser-focused on one thing: getting your music out to the masses.
While this sounds great, again, it’s just one piece of the puzzle.
Promoters won’t help you with press releases, media kits, fine-tuning your image and story, boosting your social media presence, etc. But a publicist will.
Can a Publicist Help You Get Placed On Spotify Playlists?
While the core process of getting playlisted on Spotify remains the same for both independent artists and those with publicists, a publicist can significantly increase your chances of success.
Here’s why:
- Crafting compelling pitches: Pitching is crucial, and a good publicist knows how to create persuasive arguments that highlight your song’s strengths and align it with the right Spotify playlists.
- Industry connections: Publicists often have established relationships with music curators and playlist editors, potentially opening doors that might be harder for an artist to access independently.
- Targeted strategy: A publicist can help you identify the most fitting playlists for your music, increasing the relevance and effectiveness of your pitch.
Here’s the overall process (for both artists and those with publicists):
- Make the pitch: All artists submit pitches through Spotify for Artists. Choose a stellar track and pitch it weeks before launch (or at least seven days beforehand).
- Choose the right tags: Accurate tags are essential. Carefully select tags reflecting genre, mood, style, language, recording type, launch city, and any relevant stories behind the song.
- Keep sharing: Generate momentum by sharing your music with your fanbase after submission. The more listeners, followers, and subscribers you have, the stronger the signal to Spotify’s algorithms.
Important note: Avoid “Pay for Play” schemes. Getting on Spotify playlists is free and relies solely on the quality of your music and the effectiveness of your pitch.
So, is a music publicist worth it? Maybe, it all depends.
This guide hopefully gave you a roadmap for deciding when a music publicist can become a valuable asset. Reaching those career milestones – major label signing, new release, tour, etc. – often signals the right time to start your search. A good publicist can help you leverage that momentum and push your music further.
Remember, though, success rarely happens overnight. Even superstars like Lizzo hustled for years before achieving recognition. So focus on building your brand story, growing your online presence, and most importantly, creating amazing music.
When the time is right, you’ll be a strong candidate for a publicist, with a solid foundation already in place. Then, with the right music and the right partner, you can take your music to the next level!
