Hire professional PR
Introduction
Promotion is all about building a buzz on a record.
Professional PR companies are expensive and can be choosy about who they decide to take on so it's only really worth thinking about if you are planning to put out a track on your own or through an independent label.
Read on for:
How PR works
Why it's important to have strong tracks
The need for market potential
Approaching PRs
Cost
Do you really need it
"Tastemakers and pluggers have the ability to change the commercial potential of a track. They are essential in the promotional campaign of any commercial track.
Phyllisia Adjei
Project Manager
Soul2Streets
How It Works
To get the ball rolling and to start generating some interest, PR companies will target specialist media who are more likely to appreciate your music.
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Radio pluggers will hit specialist shows on national radio such as Westwood, Ras Kwame, L Double.
They'll do the same thing on a regional level and arrange meetings with local specialist shows or dance stations.
Press PR deal with national specialist press like Vibe, Source and Blues and Soul. PR's will use their experience to target specific editors or journalists whose opinions hold a lot of weight.
Online plugging will approach specialist websites like HHSO.com, Blues and Soul.com, Darker than Blue.com, Vibe, Source and Vibinmusic.co.uk
"A tastemaker can give a radio plugger more ammunition in order to get the track onto a radio/TV playlist."
Phyllisia Adjei
Project Manager
Soul2Streets
The Tracks Matter
Image is vitally important but without some heavy tracks to back it up, getting success is going to be much harder.
PRs shape an artist's image and can do big tings in this department but they can't help you if your music isn't doing it.
It's vital that you are able to perform your tracks live because the PR is going to be based around release dates, PAs, getting people to come to your gigs and getting good reviews.
If you don't have a strong stage act this will be much more difficult to achieve.
"There is a school of thought we share at Hall Or Nothing, most things are fixable - the music isn't."
Lewis Jamieson
Hall or Nothing
Market Potential
PR companies make a decision to take on an artist based on career prospects and commercial potential.
It may help if they like you personally or if they're feeling your track but it will usually be dependant on your perceived market value.
Having distribution will definitely help your case as will some proven radio and club play.
PR is usually a long road with a lot of work going into any successful campaign so most PRs will expect you to stick with them and keep them on a retainer should you get signed.
"For us to take an artist on we have to know that there are outlets for the music to be played. The music has to be strong enough that you can get it played on radio."
Jon Turner
Force 5 PR
Approaching PRs
Some PR companies only deal with certain types of music.
Think about which artists inspire you and use their record label's website to find out who does their PR.
Check the PR section of a music directory (see list).
Once you've done your research, you're ready to send your music to PR companies.
Make sure you've included as much relevant info as you can but don't overdo it, keep it short and punchy.
"Most artists we take on have a manager and it's often the manager who approaches us."
Brad Hunner
Anglo Plugging
Cost
PR companies will only take on unsigned artists who can't afford to pay them if they are fully convinced you will have a successful career that they can make money from.
This will usually be due to your perceived market value.Ìý
If a PR does decide to take you on, you will be expected to meet their expenses which will usually be for phone calls, printing and mailing costs.
It all depends on the amount of mail outs and work they do but chances are it will be at least £100.Ìý
Also remember that you'll have to have paid for your CDs or vinyl to be pressed up already and have all the artwork completed.
"There is some money involved, but if we felt strongly about the music it wouldn't matter. However, we won't clog ourselves up with too many unsigned acts."
Jon Turner
Force 5
Do You Need It
Before you start reaching for the blower and dinging up every PR company in the UK , ask yourself if you really need it.
If you are seriously planning to release a single and have the money to back it up then PR companies may provide you with the exposure you need.Ìý
However, if you are a struggling new artist, although in need of it most, you may be able to do without the services of professional PR companies.
You may find that you are able to do successful mail outs yourself and that your regular PAs lead to good word-of-mouth exposure and constant expansion of your fanbase.
The more you do for yourself, the more attractive you are to the industry.
"Word of mouth publicity is the best you can get and although it can't be bought it can be helped along by having the right sort of people working for you."
Ritu Morton
Six07 PR
More... from How to...
Use a street team
http://www.bbc.co.uk/1xtra/1xmusic/promotion/streetp01.shtml
Promote your releases
http://www.bbc.co.uk/1xtra/1xmusic/promotion/promotep01.shtml
Promote live PAs
http://www.bbc.co.uk/1xtra/1xmusic/promotion/gigsp01.shtml
Press Vinyl
http://www.bbc.co.uk/1xtra/1xmusic/distribution/vinylp01.shtml
Use distributors
http://www.bbc.co.uk/1xtra/1xmusic/distribution/distributorsp01.shtml
Start a label
http://www.bbc.co.uk/1xtra/1xmusic/distribution/labelp01.shtml
Music Directories...
The Unsigned Guide
Although concentrating on North West England, this directory contains extensive national listings for record companies, publishing companies, venues, management, media and training. It's priced at £30 and tailored towards unsigned artists.
It can be ordered online from:
Or by calling 0161 907 0029
Music Industry Manual
Specialising in dance music and DJing, this directory lists nightclub venues, equipment, labels, shops, distributors, promotors studios and more. It covers the UK and international. It is the bible for DJs and dance producers.
It costs £45 from:
Music Week Directory
Music Week is the trade publication for the UK Music Industry. Each year it publishes a directory listing thousands of useful contacts in every area of the business. It's free to subscribers, so your local library may have a copy.
It costs £55 and can be ordered online at:
Or by calling 01858 438893
Showcase International Music Book
This is a phone directory for the music industry, listing thousands of record, publishing and other companies. You may find that your library has a copy.
Or buy it for £55 from:
Phone: 020 8977 7711
E-mail: orders@showcase-music.com
(c) 91Èȱ¬ 1Xtra 1XMusic 2006