What You Need To Know Before You Get A Music Publicist
At a certain point in every musician's career, they will need to invest in some publicity. It’s rare that a massive audience will just start showing up at all of your shows, people need to know you’re out there making music in the first place.
Quick Summary
To successfully invest in a public relations campaign, musicians must establish a solid social media presence beforehand. While a campaign can increase awareness, it does not guarantee sales or measurable metrics; instead, it focuses on media placements and brand representation. Musicians should be wary of companies promising specific results, as reputable firms only provide expertise and strategic outreach opportunities. Ultimately, the goal is to educate audiences about the artist's value, fos
What you need is a solid PR Campaign. Like most other investments you’ll make during the course of your career, you get what you pay for. Good public relations campaigns are expensive and require planning and coordination. Before spending your hard-earned money on a promotional campaign for your latest creation, it’s important to get to know realistically what good PR is and what you should and should not expect from a campaign. I’ve answered some commonly asked questions below to help you spend your money wisely.
How Should You Prepare For A Campaign?
While a PR campaign can help grow your social media, having a solid presence in place before starting a campaign is important. For example, bloggers will check your socials before writing about you. This helps them get to know you and also what kind of promotion they can expect from you in return. You will also be asked for professional photos and whether or not you have a professionally written biography.
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What Are You Actually Paying For?
It’s reasonable to want to know where your money is going. And in the entertainment business, it’s important to be able to find people who can actually put their money where their mouth is. What you should not expect, however, is metrics. In other terms, numerically measurable results. You are paying for the effort, strategy and expertise of your music PR professional. Media placements should absolutely be expected, metrics should not be.
What Should You Expect From Music PR?
There are a lot of different ways to promote your music but they do NOT all fall under the umbrella of public relations. So what does? Public relations exist to attract public interest in a positive manner by means of promotional material and information. Basically, a music publicist is meant to represent you and your brand to the media. Generally, blogs, podcasts, newspapers, magazines, and TV shows are what make up media outreach.
Will Publicity Help With Sales?
Nope. There is potential for your audience to grow, which could have the added benefit of helping you make more money but that is not the purpose or focus of a pr campaign. The main point of investing in publicity is to create awareness of your brand and educate your audience about why you’re so great.
What Can Be Guaranteed?
It can be scary to invest in something if you’re not guaranteed a financial boost in return. Naturally, many musicians let this fear guide them to companies that will “guarantee” a certain number of streams on Spotify or a certain amount of viewers per article, instead of toward reputable companies that can help them to create realistic goals and strategies. Anyone guaranteeing that you will get a specific number of streams or views is LYING TO YOU. I’m going to say that one more time in case you weren’t paying attention: unless they are truly psychic, there is no way for anyone to know, let alone guarantee, that a certain amount of people will listen to your music. A legit company will, however, be able to tell you approximately how many publications or streaming channels they can get your music onto based on their experience.
If you're an aspiring musician wondering how to monetize your passion, you can check out the insightful blog post on " How to Make Money with Music ". It's filled with valuable tips and strategies to help you turn your musical talent into a profitable venture.
Understanding Different Types of Music Publicists and Their Specialties
Not all music publicists are created equal, and understanding the different types can help you choose the right fit for your career stage and goals. Independent publicists typically work with smaller rosters and can offer more personalized attention, making them ideal for emerging artists who need hands-on guidance. These professionals often specialize in specific genres like indie rock, electronic, or hip-hop, and have cultivated relationships with niche media outlets that cater to those audiences. Their rates are generally more accessible for independent musicians, ranging from $1,500 to $5,000 per month depending on the scope of work.
On the other end of the spectrum, large PR agencies represent major label artists and established acts with significant budgets. These firms have extensive networks spanning major publications like Rolling Stone, Pitchfork, and Billboard, as well as relationships with television bookers and radio programmers. However, their services can cost $10,000 to $50,000 per campaign, and smaller artists may get lost in the shuffle. There's also a middle tier of boutique agencies that work with mid-level artists and offer a balance of personal attention and industry connections.
Genre-specific publicists are another crucial category to consider. A publicist who specializes in country music will have completely different media contacts than one who focuses on electronic dance music. They understand the unique landscape of their genre, including which blogs matter most, what kind of story angles resonate with that audience, and the best timing for releases within that musical ecosystem. Before hiring any publicist, ask for their portfolio and client list to ensure their expertise aligns with your musical style and career goals.
Timing Your PR Campaign for Maximum Impact
The timing of your PR campaign can make or break its effectiveness, yet many artists overlook this critical factor. Lead times are essential to understand – most major publications work 2-3 months in advance, while blogs and online outlets typically need 4-6 weeks minimum. This means if you want coverage for a summer album release, you should start reaching out to media in early spring. Rush campaigns rarely yield the same quality results because journalists and editors need adequate time to review your music, fit it into their editorial calendars, and craft thoughtful coverage.
Consider the competitive landscape when planning your timing. Avoid releasing during oversaturated periods like the weeks leading up to major award shows when media attention is focused elsewhere. Similarly, the holiday season can be challenging as many journalists are on vacation and publications run skeleton crews. January and September are traditionally strong months for music PR because media outlets are eager for fresh content after the holidays and summer lulls respectively.
Your campaign timing should also align with your other promotional activities and tour schedules. There's no point in generating buzz in Los Angeles if you're touring exclusively on the East Coast during that same period. Coordinate with your booking agent, social media manager, and other team members to ensure all promotional efforts work synergistically. A well-timed PR campaign should create momentum that carries through to your live performances, streaming numbers, and fan engagement across all platforms.
Red Flags to Avoid When Choosing a Music Publicist
Unfortunately, the music industry attracts its share of unscrupulous operators, and the PR sector is no exception. One of the biggest red flags is any publicist who guarantees specific placement in major publications like Rolling Stone or Billboard. Legitimate publicists cannot guarantee editorial coverage because they don't control editorial decisions at media outlets. They can only guarantee that they will pitch your music professionally and leverage their relationships to give you the best possible chance of coverage. Anyone promising guaranteed placement in top-tier outlets is either lying or planning to pay for advertorial content, which is not the same as earned media coverage.
Be wary of publicists who demand full payment upfront without providing a detailed campaign strategy or timeline. Reputable professionals will offer a clear proposal outlining their approach, target media list, and expected deliverables. They should be transparent about their process and willing to provide references from current or former clients. Additionally, avoid publicists who promise unrealistic timelines, such as major magazine coverage within two weeks of starting a campaign. Quality PR takes time, and anyone promising instant results likely doesn't understand how media relationships actually work.
Another red flag is publicists who focus solely on vanity metrics or claim they can directly boost your streaming numbers. While good PR can indirectly lead to increased streams and sales, any publicist who promises specific numerical outcomes is misleading you about what PR actually accomplishes. Similarly, be cautious of extremely cheap services – if someone is offering a comprehensive PR campaign for a few hundred dollars, they're either inexperienced, overextended across too many clients, or using automated/spam methods that could damage your reputation with media contacts.
Building Long-Term Relationships Beyond Single Campaigns
The most successful artists view PR as an ongoing investment rather than a one-time transaction. Building long-term relationships with both publicists and media contacts creates compound benefits over time. A publicist who has worked with you across multiple releases understands your artistic evolution, knows your story inside and out, and has established relationships with journalists who have covered you before. This continuity makes each subsequent campaign more efficient and often more effective, as media contacts become familiar with your work and are more likely to pay attention to new material.
Consider developing a PR strategy that extends beyond album cycles. Many successful artists maintain consistent but scaled-down PR efforts between major releases, sharing news about collaborations, tour announcements, music videos, or even non-musical projects that showcase their personality and interests. This consistent presence keeps you on journalists' radars and makes it easier to secure coverage when you do have a major release. It also allows you to build genuine relationships with music writers who may become long-term advocates for your career.
Don't underestimate the value of maintaining direct relationships with key media contacts yourself. While your publicist should handle the heavy lifting, personal connections with journalists, bloggers, and radio hosts can be invaluable throughout your career. Attend industry events, engage thoughtfully on social media, and always be professional and respectful in your interactions. These relationships can outlast any single publicist relationship and provide opportunities that extend far beyond traditional PR campaigns. Remember, the music industry is built on relationships, and the connections you make today may become crucial to your success years down the road.
Written by Laurel Daggers
Laurel Daggers is a content writer at AMW®, covering topics in marketing, entertainment, and brand strategy.
Frequently Asked Questions
How much should I expect to pay for a professional music publicist?
While the blog mentions that good PR campaigns are expensive and you get what you pay for, specific pricing varies widely based on campaign scope, publicist experience, and duration. Professional music PR campaigns can range from a few hundred to several thousand dollars monthly. It's important to focus on the publicist's track record and strategy rather than just price, as cheap options often promise unrealistic guarantees.
What social media following do I need before hiring a music publicist?
You don't need a massive following, but having an established, professional social media presence is crucial before starting a PR campaign. Bloggers and media outlets will check your socials to learn about you and gauge what cross-promotion they can expect. Focus on consistent posting, professional photos, and engaging content rather than follower count alone.
Can a music publicist guarantee Spotify streams or playlist placements?
No legitimate music publicist can guarantee specific streaming numbers or playlist placements. Anyone promising guaranteed streams, views, or specific metrics is lying. Reputable publicists focus on media outreach to blogs, podcasts, magazines, and other publications. They can estimate how many outlets they might secure based on experience, but cannot control audience behavior or streaming results.
Will hiring a music PR company directly increase my music sales and revenue?
Music PR campaigns are not designed to directly boost sales or revenue. The primary purpose is creating brand awareness and educating audiences about your music. While increased exposure might lead to audience growth and potentially more income over time, PR focuses on building credibility and media coverage rather than immediate financial returns.
What materials should I prepare before starting a music publicity campaign?
Before launching a PR campaign, ensure you have professional photos, a professionally written biography, and established social media presence. Media outlets will review these materials when considering coverage. Having high-quality press materials ready demonstrates professionalism and makes it easier for publicists to pitch your music to blogs, podcasts, magazines, and other media outlets effectively.
What's the difference between music marketing and music public relations?
Music PR specifically focuses on attracting positive public interest through media outreach to blogs, podcasts, newspapers, magazines, and TV shows. It's about representation and building credibility through earned media coverage. Marketing encompasses broader promotional strategies including advertising, social media campaigns, and direct sales efforts. PR is one component of a comprehensive music marketing strategy.
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