If you are a musician struggling to get ahead in the industry your not alone. There are so many musicians that have been playing for years and so many that are just starting out that struggle to get paid gigs.
Something that seems to be very common with musicians is hiring a PR agent thinking that they will launch your career to stratospheric proportions. Unfortunately, this is not true and it leaves the musician disheartened and deterred when they launch to crickets.
Sure you get a mention here and there but after that, you realise you have wasted thousands of hard-earned cash for a few irrelevant blog mentions and a few local radio spins.
The average cost of a PR campaign is roughly €3-5,000. The truth about PR is that they have a database of people in media relevant to the industry they specialise in. What most PR companies do is construct a press release and send it out to their database in the hope someone will pick it up, and if they don’t its no skin off their nose as they will be paid regardless.
The best and only time a musician should hire a PR agent is when they are already in media demand. Then you strike when the iron is hot. If you are already in demand then a PR company takes the reigns and can guide and potentially explode your career from there. It takes a lot of work to get to that level but trust me, you are wasting your money otherwise.
Some DIY PR tips are:
- Have a hook or angle – There’s no point in putting your music out there in the hope it will get picked up unless you have a unique selling point. If you release your music with no hook it is pretty much like throwing spaghetti at the wall and seeing if it sticks. What makes you unique? What’s your story? What makes you tick? Who are you? Why do you do what you do? What’s your identity? Answer these questions to yourself on a piece of paper and use it in your bio of your EPK.
- Have a good quality EPK – Make sure you have a great story or hook in your bio as stated above. Include who you have worked with, what your future plans are, what gig/tour dates you have coming up and make sure you have good quality high res images. If someone picks up your press release or EPK and wants t use your image, you need to make sure its hi-rez.
- Create a list of people you want to reach out to – Create a google doc, an excel, a piece of paper, Evernote, Notion or whatever you want to use and write a list of people you want to reach out to in festivals, venues, press, blogs, radio, media. Make sure you do your research and address them in the email by name before you reach out or they may not pay any attention to the email. Remember people get 100s of emails a day. You need to stand out and come across professional.
- Be social on social media – Make sure if you are launching a single, EP or album that you are consistent on your social media platforms for three months leading up to the launch. Do a weekly lives, daily posts and make sure you engage with everyone that leaves a like or comment as they will be your fan for life. If you communicate on a personal level and engage with your community and tribe they will remain a loyal fan.
- Networking – Go to as many industry conferences as you can, got to other peoples gigs and become known in your industry.
- Participate in local events – Get involved in your local community they are your community and will support you if you support them. You may get gigs via word of mouth, they might book you for an event. Help launch your music and even buy your music. Build your community on your doorstep first.
- Do a publicity stunt – If you are launching you could do a skydive for charity. That will garner some press attention. Your imagination is your limit.
- Keep track and do follow up emails – When contacting press, radio, venues and festivals, make sure you keep track and follow up with an email or call.
- Write your own press release – Keep it short and include the who, what, where, when and how.
If you pay heed to those points you are on the right track to self-promoting your launch. I offer coaching services for musicians and can guide you if you feel overwhelmed or stuck. I offer a program called The Music Business Program that has everything you need form A-Z to grow your audience, make money and have a long-lasting music career.
Click here to get in contact or for more tips and advice on the music business.
Antonia K. Moore 