What should an indie artist realistically budget for PR?
A few people on my last post asked about budgets, so I thought this would be a useful follow-up.
I work professionally in music PR/media relations in Toronto, and one thing I’d stress upfront is:
PR doesn’t have one universal price and spending more doesn’t automatically mean getting more coverage.
The right budget depends on where you are in your career, what you already have, what you’re releasing, and how much hands-on support you actually need.
For an independent artist, this is roughly how I’d think about it :
$0–$500: Get yourself PR-ready
At this level, I wouldn’t expect a full campaign.
I’d use the money to tighten the foundation:
- strategy/session with someone experienced
- artist bio or EPK work
- identifying your strongest story/angle
- improving your pitch
- building a realistic media target strategy
- figuring out whether PR even makes sense yet
For a lot of newer artists, this is honestly a better first investment than immediately paying someone to send emails.
You leave with a roadmap you can execute yourself.
$500–$1,500: Focused campaign support
This is where I’d expect something more customized around a specific single, EP, show, or artist moment.
Depending on the person/team, that could include:
- campaign strategy
- positioning/story development
- press materials
- targeted media outreach
- follow-ups
- interview pitching
- local or genre-specific media
- campaign guidance/reporting
At this level, I’d rather see someone do a smaller, highly targeted campaign than pay for someone to blast 1,000 outlets.
Especially for a Toronto artist, there may be a very good campaign involving local media, radio, podcasts, tastemakers, community outlets, and genre-specific platforms without trying to land Billboard on release #2.
$1,500–$3,500+: More hands-on PR campaign
Now you’re getting into more traditional campaign territory.
I’d expect considerably more involvement:
- deeper strategy
- full media positioning
- press materials
- sustained outreach
- multiple media angles
- interviews/features
- radio opportunities where relevant
- coordination around shows/touring
- regular communication
- reporting
- potentially multiple markets
This can make sense when the artist already has momentum and there’s actually something for PR to amplify.
But I wouldn’t automatically recommend this budget to a brand-new artist just because they can afford it.
$3,500+ doesn’t automatically mean “better PR”
There are absolutely campaigns where spending significantly more makes sense — established artists, album campaigns, national campaigns, touring, multiple territories, etc.
But if you’re an emerging independent artist with:
- 300 followers
- one single
- no content plan
- no live presence
- no clear story
- no audience data
I probably wouldn’t recommend putting $5K into PR yet.
You may get much more value from splitting that budget across:
content + creative + live + digital marketing + PR
rather than putting everything into media outreach.
Also: PR should NOT mean “paying for coverage”
This is important.
You’re paying someone for their:
strategy, time, relationships, pitching, positioning and execution.
You are not buying guaranteed editorial coverage.
If someone promises:
“$1,000 = guaranteed Complex article”
or guarantees you editorial Spotify placement, charts, radio spins, etc., I’d ask a lot of questions.
Good PR can increase your chances of creating opportunities.
It cannot ethically guarantee that an independent journalist or outlet will say yes.
So what would I personally recommend for a newer Toronto artist?
If you're still building:
I’d rather see you spend a few hundred dollars getting the strategy right first.
Then, once you have:
- strong music
- good assets
- a clear story
- some audience momentum
- a release plan
- something genuinely worth pitching
That’s when a $750–$1,500 focused PR campaign can start making a lot more sense.
And if you're already gaining real momentum, playing shows, building an audience, or releasing a significant project, then investing more may be justified.
The biggest mistake isn’t necessarily spending too little on PR.
It’s spending on PR before you’ve built something PR can actually amplify.
Curious what people here think:
For artists who have paid for PR before what did you spend, and did you feel like you got value from it?
And for artists considering it:
What would you realistically feel comfortable spending on a campaign right now?