If you're gonna successful in the music business as an artist, you want people to hear your music for sure. But that's not the only way consumers hear about artists. The most committed music consumers not only listen to music, they like to read about it as well. In music magazines, in newspapers, on websites and blogs. Behind that music, every artist has a story or a point of view, or a lifestyle, that also helps paint a picture of who they are as an artist. Publicity is the tool you'll use to tell your story to media outlets, who will get your story out to potential fans.
Typically it's the role of a publicist, working for a label or independently, who makes that happen. To do that, a publicist will need some tools. They'll need those great photos we talked about. They'll need a bio, which is your story told the way you want it told, and they'll need links to your music and your videos. With those tools in hand, it's the job of the publicist to call on all kinds of media outlets, looking for interviews, which are published and then distributed to music fans around the world.
A successful publicity campaign doesn't just shoot everywhere. It's targeted, it's focused. Once you've identified who your potential customers are, a successful campaign will identify the types of publications that might be interested in your story. Those targets might include music magazines, websites, blogs, podcasts, all of them in specific genres. It might include music or concert reviewers at newspapers and TV shows. Publicity is not a one-time only affair.
Sending out that press kit is just the start. You'll need a steady supply of newsworthy items to keep that conversation with press and your fans going. The more active you become, whether it's releasing new music and videos, playing gigs and selling them out, doing interesting things or just making news, you'll need to make a steady supply of activity to fuel your publicity campaign. If you're signed to a label, they'll likely have a publicity staff to handle all of this and of course, they'll pay to make it happen.
If you're not on a label, you might consider hiring an indie publicist, if you can afford it, if you have a great story and a decent level of activity. If you can't afford a publicist, there are a number of online resources that can help you do some of their role on your own. A great artist with great music and a great story gets people talking. Publicity is a great way to get that conversation going and keep it going.