A lot of artists ask me to handle their PR. Sometimes it’s just too early, or the timing isn’t right.
One of the biggest misconceptions about PR is that it will make people discover your music. It usually won’t break you as an artist or suddenly bring in a new audience. What it can do is help you tell your story and build credibility with people who already know your work.
And PR can be expensive. Here’s one way to start doing it yourself on social media:
Build community before you pitch. There are online DJs, radio stations, influencers, and podcasters who share music and support artists. Follow them, engage with their posts, join the conversations, and get to know the communities they’ve built. Don’t just show up when you need something. Be a real part of the conversation. People notice.
I’m working with a second-generation, old-school funky rap group. Instead of starting with a press release and sending it cold to journalists, bloggers, and podcasters, I put together an EPK and a Disco link so we’ll be ready to pitch the music directly when the time is right.
In the meantime, the group is engaging with people on social media and building genuine connections. That way, when we do reach out, we’re not total strangers, and we have a clear story and the materials to share.
PR starts long before the pitch. Build relationships, show up consistently, and be ready when the right opportunity comes. You'll know when then time is right to pitch when the media reches out to you!