The Ultimate Guide to Understanding Music Publicity

Stop me if you’ve thought this before: “Promoting your [art/self/music/whatever] is so pathetic – if the tunes are good and the show is too, then that’ll be enough to get people to notice.”

You know who thinks like that? Here’s an exhaustive list:

• Non-creators or non-musicians,
• People who are rich,
• People who are already well-connected,
• Artists who inevitably stop creating because of burnout.

If you think your music alone is enough to get you noticed, I’ve got some terrible news for you: the world is flooded with noise, and if you want to rise above it, you need to master the art of publicity.

To help with that, we’ve started this ultimate guide that’ll cut through the BS and get you the attention you deserve.

The Building Blocks of Badass Publicity

1. First: Know Thy Self

• Nobody gives a damn about another “talented” musician. What’s your story? What makes you different? If you can’t answer that, don’t bother with the rest. Your story is your hook—it’s the reason people will give a shit about you in the first place.
• Find the angle that makes your journey unique. Tragic backstory? Revolutionary sound? Unorthodox path to music?
• Seek out the contradictions that make you you and lean in. Stop caring about what people expect of you, and just go ahead and flaunt it. Then write that shit down, because that’s going to be crucial for the rest of this.
• Balance relatability with uniqueness. Fans want to see a piece of themselves in you, but they also want to see something they’ve never seen before. There’s this awesome video from Erica Mallett about this very topic that will really help:

// To deep dive on persona and narrative, check out our article On Persona-> 

2. Press Kits: Your Digital Armor

Your Electronic Press Kit (EPK) is your frontline defense. It’s the first thing journalists, bloggers, and promoters will see, and it better knock their socks off.

• Bio: Make it sharp, compelling, and concise. No one wants to read your life story. Hit the high points and make them care.
• Photos: High-quality, professional shots. No selfies. No grainy club photos. Look like a star, even if you aren’t one yet.
• Music: Streaming links and downloadable files. Showcase your best tracks. If they don’t make people stop in their tracks, pick different songs.
• Videos: Music videos, live performances, behind-the-scenes clips. Show them you’re the real deal.
• Press Quotes: Got a good review? Flaunt it. No reviews yet? Get some.
• Contact Info: Make it stupid easy for people to reach you. Don’t make them hunt for it.

// For an example, check out this media kit we did for Canadian author Jay Lang-> 

3. Press Releases: Make Headlines

Your press release is your elevator pitch to the world. It’s got to be punchy, interesting, and newsworthy.

• Headline: Grab attention in a few words. If it’s boring, no one will read the rest.
• Lead Paragraph: Who, what, when, where, why. Get to the point.
• Body: Flesh out the details but keep it tight. Add quotes, background info, and links.
• Boilerplate: A brief summary of who you are. Consistent across all releases.
• Contact Info: Again, make it easy for journalists to follow up.

4. Pitching: Get Your Foot in the Door

Sending out pitches is like cold-calling. Most will ignore you, some will reject you, but a few will bite. Here’s how to increase your odds.

• Research: Know who you’re pitching to. Personalize each pitch. Generic pitches go straight to the trash.
• Email Subject Line: Make it compelling. “New Single Release” is boring. “Indie Artist Drops Fire New Track That’ll Melt Your Face Off” is better.
• Pitch Body: Short, sweet, and to the point. Who you are, why they should care, what you’re offering. Include a link to your EPK.
• Follow Up: Politely follow up if you don’t hear back. Don’t be a pest, but don’t be a pushover either.

5. Social Media: The DIY Publicity Machine

Social media is your DIY publicity tool. Use it wisely.

• Consistency: Post regularly. Don’t disappear for months.
• Engagement: Don’t just post and ghost. Engage with your fans. Respond to comments, ask questions, start conversations.
• Content Variety: Mix it up. Behind-the-scenes, live streams, Q&A sessions, teaser clips. Keep it fresh.
• Trends: You can jump on trends, but there’s no way I’m making a blanket statement about this. You can use hashtags, participate in challenges, and collaborate with others, that’s not generally frowned upon (Disclaimer: unless it goes against your Genre’s Code. More on this to come) but when it comes to trends, it’s best to just be aware of them so you can either: a) actively steer clear, or b) use it on your own terms.

6. Networking: It’s Who You Know

You can’t do it alone. Network like your career depends on it—because it does.

• Industry Events: Attend conferences, festivals, and showcases. Meet people. Make connections.
• Collaborations: Work with other artists, producers, and influencers. Their fans can become your fans.
• Media Contacts: Build relationships with journalists, bloggers, and DJs. They can help spread your music far and wide.

// To deep dive on networking, check out our guide on Mastering Music Industry Networking->

Final Thoughts

Promoting yourself isn’t just a part of your career—it is your career. Without it, you’re just another artist hoping to get lucky. With it, you’re a force to be reckoned with. So, stop hoping and start hustling. Craft your story, build your press kit, nail your pitches, and get your music out there.

The world needs to hear what you’ve got—make sure they do.