First, thanks for asking.
The variety of instances my job as a publicist will get confused with that of a supervisor, marketer, or reserving agent is ridiculous.
And I get it.
There’s not plenty of info on the market about what it’s a publicist really does, and relying on what business you’re in and the way massive of an artist you’re working with, your duties can differ to a fairly large diploma.
For this text, we’re going to be focusing totally on publicists for indie artists, however know that a lot of the duties are the identical, just a bit extra flexibility and fluidity when a publicist is working with an indie artist (ain’t that all the time the reality!) vs a significant label artist.
So first, right here’s what a publicist doesn’t do…
We don’t ebook your reveals.
We don’t handle your profession.
We don’t run Fb adverts.
We don’t improve your Instagram followers.
We don’t work miracles.
I do know, it’s plenty of stuff. However right here’s the deal: a publicist’s job, in a nutshell, is to inform your story in a manner that makes individuals wish to pay attention and to do this by means of the press.
The rationale we get confused with advertising and marketing so typically is that individuals appear to suppose PR and advertising and marketing are the identical. Whereas they’re related, and in a perfect world, the 2 campaigns would work in unison, advertising and marketing is extra about numbers and gross sales, whereas PR is about displaying the world who you actually are and why that ought to matter. PR is what will get individuals prepared for advertising and marketing, and advertising and marketing is what will get individuals to purchase. Make sense?
Additionally, we don’t work miracles. Simply since you pay us doesn’t imply we will get your model new band into Billboard. We’re flattered you suppose we’ve magic powers however please, don’t be too upset that we don’t.
Right here’s what a publicist really does:
We enable you construct your model.
That is trickier than you suppose—however a publicist will work with you to essentially hone in on what your model is, and how one can convey that by means of all channels—your social media, your press interviews, and even into your reside reveals, excursions, and the alternatives you safe. The clearer you’re in your model, the extra options your publicist is ready to safe. Which suggests, we wish to enable you get crystal clear.
We form your story.
It’s not sufficient to easily have nice music—you additionally want an ideal story, and your publicist will assist form that. Generally it’s one thing apparent—in case your album has a powerful theme of falling out and in of affection, we’ll discover the distinctive spots inside that and play that theme up.
But when your tune or albums are feeling too broad, we would dig deeper into the tune and the method to faucet right into a extra fascinating, workable angle. I’ve labored campaigns with themes on the whole lot as common as like to as niched down as bringing consciousness to local weather change.
There’s a spot for the whole lot, it’s only a matter of discovering yours.
We get you options in press retailers.
That is the obvious factor we do—we safe you options in numerous retailers (often blogs, however generally others—extra on that in a minute). We do that to get your music on the market and to unfold that message and model we’ve simply labored so exhausting to create. That is the place your critiques, interviews, and visitor blogs are available.
Generally, we do Spotify too.
We all know how a lot you wish to land on a preferred Spotify playlist. However pay attention, it’s not straightforward. These gatekeepers are tucked away fairly tightly and getting in is not any straightforward job, even to your most seasoned publicist. Nonetheless, if a weblog or business influencer has a playlist, we’ll attempt to get you on it. It is probably not the Spotify official, however these streams add up.
And generally we additionally do print + TV (however not everybody does).
As a US-based publicist, I used to be stunned once I briefly lived in Canada to search out out many of the publicists there are doing print, radio, and TV options for his or her music shoppers in addition to digital retailers. Some PR companies do that, some don’t—however I’ve observed it does are inclined to differ so much on the place you’re. So, if print/TV is one thing you’re keen on, don’t overlook to ask your publicist in the event that they do this.
As a publicist, our job isn’t all the time straightforward—there are plenty of sudden hurdles that may come our manner, and it may be plenty of strain to attempt to make our shoppers glad—and it’s what we wish greater than something, to make them glad. To assist them succeed. To inform their story and unfold the message of their music and assist everybody else see them because the wonderful artist we do. So yeah, it’s plenty of work. Nevertheless it’s completely price it as a result of we’ve the best job on this planet. Working with you.
Angela Mastrogiacomo is the founder and CEO of Muddy Paw PR, the place her artists have seen placement on Different Press, Substream, New Noise, and extra. She’s additionally the proprietor of music weblog Infectious Journal.