Good music PR doesn’t come cheap. If you are only just beginning to attempt to get your music to a wider audience, chances are hiring a PR firm to help you on your way is out of the question, unless you have a considerable amount of savings. However, there is the possibility that you may never be in a position to hire a firm unless you have a good amount of PR behind you already. It’s a bit of a catch-22.
First, let’s identify what exactly a music PR firm does. When hired for a campaign, which can run anywhere from weeks to months, a PR firm will work to get your name and your music into the hands of reviewers, blogs, publications, and event organizers to get you the exposure you need to be successful. A good PR firm will recognize your art and audience and attempt to connect the two by opening the right doors through an intimate and full understanding of the music industry.
How Much Does PR Cost?
A better question might be “how much does good music PR cost.” Firms run the gamut in terms of quality, credibility and reputation, and finding one that will benefit often means paying significantly more. As with any other field, there are always people out there looking to make a quick buck, and PR being a speculative investment, it puts the artist in a difficult position to argue services were not delivered.
By speculative, I mean that music PR firms are compensated by the work that they put into your campaign, not the results. This means that a firm may work tirelessly getting your music into the hands of top influencers and tastemakers, but if for whatever reason things stop there that’s just the way it goes. Furthermore, results may take a long time to come to fruition. Just because your music video was posted and promoted in July, it may not receive the boom it needs to elevate it above others in your genre until October. Or later!
Long story short, for a month-long campaign you can expect to pay somewhere in between $1000 and $3000. A firm asking this kind of compensation will go to great lengths to get your music out there. They have a great reputation within the industry and they are well connected with the right people. Firms asking a low price will often put in the least amount of work, and you can expect your music to drop without all that much of a splash. For more comprehensive and longer term campaigns, expect to pay even more.
What To Expect
Transparency and Communication
A music PR firm should be honest and forthcoming with developments in your campaign. You should always be kept up to date with who they have contacted and the progress they have made. If you find yourself being left in the dark, you may need to reevaluate your relationship with the firm.
Hard Work
Music PR representatives are your boots on the ground and they are paid for the effort they put into your campaign. They will be in constant contact with people in all levels of the music industry through long distance correspondence and face-to-face meetings. Expect a PR firm to be represented by extroverted, motivated, enthusiastic and energetic people.
Results
Not necessarily instant, but if a music PR firm has done their job effectively you should see some results eventually. If nothing happens, and you have witnessed no change in your online footprint, your firm has dropped the ball and failed you. As mentioned before, it may be hard to recoup any monetary losses as PR is speculative in nature.
What Not To Expect
Immediate Gratification
Think of a PR campaign being like growing a plant. It will take time, work and constant nurturing to keep it alive, and if all these things are tended to and you have a little bit of luck as well, the plant will flourish. Do not expect a flower to sprout up overnight.
Cherry Picking Publications
There will no doubt be publications that you hold above others in their field that you will want to review your album, or mention you in an article. Even after your firm contacts them, the ultimate decision is up to the publication whether to mention your band. Don’t take it too personally.
Hands Off Approach
Although the PR firm will be doing a lot of leg work for you, don’t expect to just sit back and wait for the results to come in. You will need to make yourself available publicly by playing live, creating new material, engaging with fans and presenting yourself like a commercially viable artist. The campaign can only be as good as the product it’s selling and, like it or not, you are the product.
Conclusion
The old saying “you get what you pay for” really does apply to music PR marketing. You can expect a minimum effort for a minimum investment. However, always be careful and attentive to your campaign to make sure you are not being taken advantage of. When selecting a music PR firm, look for experience, credibility, transparency and an understanding of your art and the kind of artist you want to be. This relationship can be hugely important and fundamental to your making (or not making) it in the music business.
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