When To Hire a Publicist
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The Musician's Atlas 2007 (Musician's Atlas: The Ultimate Resource for Working Musicians)
Price: $19.99
List Price: $49.95 |
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The Musician's Atlas 2007 (Musician's Atlas: The Ultimate Resource for Working Musicians)
Price: $19.99
List Price: $49.95 |
Has your band (or you, as a solo artists) been growing its following and creating a buzz in its hometown? Are you at the point where you're starting to wonder if you can handle the "day job" aspect that goes along with a music career, and if it's time to start assembling a team of professionals? Well, you may be at that point, and you may not be. But hopefully you'll read on and I can help you determine that for you.
I am a full-time music publicist representing both signed and unsigned acts. The signed acts come to me through a record label, and usually have a manager and booking agent in place already. Basically I'm hired to promote the band, landing them newspaper, magazine and online coverage as well as radio and TV opportunities. But I work with unsigned acts as well, the ones who are trying to get the attention of record labels, or just trying to build up their own hype machine when they get too busy to do it themselves. If you're reading this, that might be you.
First of all, you have to determine if you are truly too busy. Many of you have full-time jobs and are part-time musicians who hope to one day be full-time musicians. You play shows in and out of your own town on the weekends and work in the evenings (or at your day jobs....don't worry, I won't tell) to promote your band. This involves writing and sending out press releases or newsletters about your band to your fans and to media types such as music editors, radio programmers and concert promoters. Basically, if you are at the level where your shows are increasing and your fan base is increasing steadily, and requests for interviews are starting to come in, it's time to at least think about hiring outside help.
A good music publicist is not cheap. You can expect to pay anywhere from $500 to $1000 per month or more for an "entry level" music publicist. And most of them have campaigns with a three-month or six-month minimum. But many bands are able to pay this if they are making enough money through touring, or if they have a budget for hiring outside help (many artists today even attract investors for help).
The upside is that hiring a good publicist can help you get to the next level. They have contacts at a national level and in each touring market that you probably don't (other than in your hometown) and can reach out to them with ease about the artists they represent. What's more, they have earned the respect of the people they are pitching to, because those music editors and radio/TV producers equate certain publicists' legitimacy by the roster they represent. And that kind of connection is invaluable if you are trying to accelerate your band's recognition.
Additionally, if you are this level and you have a manager already, often it is your manager who will hire a publicist and deal with them on a day to day basis.
So what should you expect from a publicist once you hire them? You should expect someone who is professional, friendly, courteous, a good writer, and someone who has a wealth of contacts and a track record for landing media coverage. You should expect a weekly or monthly report that details all of the placements, and you should also expect online links to coverage or hard copies of articles that have been published.
What you shouldn't expect is repeated media coverage in your home market. Most bands overplay their hometown, and generally newspapers as well as radio will only cover your band for a CD release show or big event, not for every pub gig you play. For that matter, you make things much easier on a publicist if you give them a big event with an angle, such as a CD release, or a string of tour dates across different markets, even if they are just weekend shows.
Now, if you've read this all and still feel like you have the time, and either the contacts or the sales ability to tackle this yourself, I don't think there is anything wrong with that. This way, you can save money, learn how the business works, and build your own buzz. There are reference guides such as the Billboard Guide to Touring or the Musician's Atlas. Both of these have great contact information broken down nationally, or by touring market.
Good luck, and if I can ever help you, feel free to contact me via my company's website.
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Hey Jack...I'm allowing your post because I believe in free speech. But you are basing your reaction on nothing. I know plenty of respectable publicists and others in the music business....true, we all need to make a living, but I work harder than just about anyone at any position in any field. Yes, there are a few flakes out there, but grouping us all together, is, well, NONSENSE.
I thought your article was very well written, providing a lot of information which musos and artists need to know about gaining publicity and getting their music out there and up to the next level.
The paragraph "You should expect someone who is professional, friendly, courteous, a good writer, and someone who has a wealth of contacts and a track record for landing media coverage" should have allayed some of Jack's reaction. As you say there are plenty of respectable professionals around - the trick is finding one. Like everything in life, there are always a few bad apples, but lumping everyone in this category is simply ridiculous.
Thanks for a great article!
really appreciate your feedback and support Guitarman!
Great article! It makes me sad that there is not a huge string of comments on this like there is on articles about weight loss, Oprah, VH1, etc. As a writer hoping to make a few bucks off of one of these websites, I am discouraged by the lack of comments on what I see as a well written, informed, useful article. Thanks for the info - as a musician who plays in several moderately successful groups in Portland, OR, the information was very valuable to me!
hey Dan, thanks for the kind words man! I'm glad the hub was helpful to you, and good luck with your band
Thanks for the good introduction on hiring a publicist. I write a blog for musicians on how to market themselves and am going to link to this article in a post later this week. Good solid info! Keep it up...
Best,
Brian
awesome, thanks Brian.....what is your blog?
It was great that you allowed Jack Jones comment to be viewed because it shows your belief in this service. You know what, as one that has managed, booked, promoted, and is doing what your doing, I absolutely 100% agree with you. I will say this though, having worked with many independent artists, to save on costs, they are finding very low key management to help cover all those aspects you mentioned. It appears the traditional ways of management overseeing these avenues has now become management performing these different avenues of need cutting the cost of 10% booking, 20% management, 10% promoting to just one person, hence why many artists at this stage don't hire publicists. ( I know those percentages were meek). With this said, you made something very clear. A publicist will have a wealth of contacts and they handle pertinent tasks in regards to consumer/public relations. Personally, I think publicists aren't being utilized enough in independent artists careers and probably aren't being utilized soon enough either. Great job! Keep up the good work and best of luck in this industry!
G-man we have a budget of $300 per month can you recommend a good publicist?
hey Tosha...thanks for the kind words and I agree with you on all of that as well. Best of luck to you!
Nicely written!
Wow, Sorry G-man you got the slam down from one of the readers here.
I recently was signed in Japan. I am wondering if there would be a need now for me in that area being the label is involved, to hire a publicist..
I have a lot of press, but when I begin touring I indeed would want a real publicist. My question is this: For the money, would there be an accounting way of getting a report from the publicist or company of what they have done and who they have contacted? I am very hands on with my career and I have learned to be that way. Without being that way and relying on others to get jobs done, it can get scary. So again if I hire someone, I would want proof of and who they have dealt with. I would also hope there could be a "trial" period of where a publicist could prove themselves to me first for a nominal fee of who they know, the contacts and perhaps be able to provide references of artists I could actually get in contact with that have been with the company.
To me this is almost like hiring someone to watch a kid or child. My music is the only way I make my living and my career is my baby! I would not want it in an irresponsible hands.
I hope to hear back from you.
Thank you for a very well written article.
hey Janice...thanks for the kind words and congrats on your deal. I can tell you that I always report to my clients on what I've placed or not placed, usually weekly, sometimes monthly, depending on the project. And if they ask for it, I supply a complete contact sheet that detalis phone calls and e-mails, as well as expense reports for mailing. Are you in Japan or is your label there, and where would your music be distributed and where would you tour? Let me know those things and I can give you better advice on what to do from here. We can keep the conversation here so everyone else can read too, but you are also welcome to email me at mike@michaeljmedia.com. Thanks!
Hey G-Man, really enjoyed the article and thought it was very helpful. I'm in a band and we are about to hit the studio to record for what will be our 2nd full length album. We are looking to hire a publicist asap so that they can help get word out now before the album drops, and to also help the band's name get out there. I am having some trouble finding quality publicists and am running out of ideas where to look. Do you have any advice as to where I can find some quality publicists that will represent an up and coming band? Not looking to toot my own horn but our band is really good and with the right publicist I know things will break to the next level, I just need a little help locating the right PR firm. Please help?!?!
sure thing Johnny....e-mail me at mike@michaeljmedia.com and include some links to your band's website or myspace page. Thanks!
Great Article. Do u do Publicity for hip hop artist?
hey J...I don't do hip hop but e-mail me at mike@michaeljmedia.com and I will see if I can help you find a good fit
Thanks for the info. I'm thinking about this as a career option and would like to learn more.
Great article! Although I do agree that the internet provides a great variety of ways that musicians can promote themselves, and conduct business; sometimes it is a good idea to have a few good people to help take care of progression in one's music career. I have worked with performing artists and visual artists regarding public relations/promotion and shows, and it does say a lot when you do have a professional to personally deal with contacting and talking to media companies and professionals to get the word out about a particular artist/musician that caters to the type of audience and personality that this artist/musician want to convey. My advice is for a musician/artist who want to go beyond the internet tools, and get to a more personal level, to find a publicist who is sensitive to their budget, willing to work out a financial arrangement for services, and also a publicist with very good and targeted contacts, that will bring a respectful audience to the artist/musician (or audiences that respect the talent of the artist/musician).
GREAT article. My question is if a publicist can be used for promoting a songwriter or producer or producer songwriter?
Again all the best and thanks again for the feed...
Jack Jones says:
2 years ago
Absolute NONSENSE!! Musicians Beware-MOST people WILL take your money, sit back with their feet on their desks, and do NOTHING for you! Musicians work very hard, and THEY are the ARTIST. Period. Musicians-USE your fan base-your website-and YOU will GROW. After all, ITS ALWAYS BETWEEN the Artist and The Fans. Most of these so-called pubs are lookinnnng for work themselves, becuase the internet has put most out of business. THEY should PAY the BANd 500-1000 to be part of the band. Again-NONSENSE TOTALLY.