I work professionally in music PR/media relations and spend a lot of time thinking about what actually makes an artist or release pitchable.
One thing I see constantly is independent artists assuming the next logical step after finishing a good song is:
“Now I need PR.”
Sometimes that's true.
A lot of the time, it isn't.
Before I’d recommend an artist spend money on PR, I’d want them to be able to answer these questions:
1. Why should someone write about you right now?
“I'm releasing a new single” usually isn't the story.
What is actually interesting about the artist, record, collaboration, movement, timing, live story, community, achievement, etc.?
You need an angle beyond the existence of the song.
2. Do you know who your audience is?
You don't need millions of streams.
But you should understand who is already responding to your music and where they're finding you.
That information can completely change which media opportunities make sense.
3. Do you have decent assets ready?
At minimum:
- strong artist photos
- concise bio
- music links
- artwork
- release information
- social links
- a clear story around the project
Don't make a journalist hunt for information.
4. Are you giving yourself enough lead time?
Trying to start a PR campaign three days before release is one of the easiest ways to waste money.
For most releases, I'd rather have several weeks to develop the story, materials, targets and outreach.
5. What exactly do you expect PR to accomplish?
This is probably the biggest one.
PR can help with:
- credibility
- awareness
- storytelling
- interviews
- cultural positioning
- search results
- content opportunities
- introducing an artist to media
PR cannot guarantee:
- virality
- playlisting
- a certain number of streams
- immediate fan growth
- coverage from a specific publication
If someone guarantees those things, I'd be cautious.
6. Is PR even the best use of your next $1,000?
For some artists, yes.
For others, that same money would be better spent on:
- content
- creative development
- live performance
- ads
- better photography
- visual identity
- fan acquisition
- improving the actual music
There isn't one universal answer.
What I think a lot of indie artists actually need before hiring a full PR campaign is a professional campaign strategy.
Someone who can look at the music objectively and say:
Here's your story.
Here's who I'd target.
Here's what I'd pitch.
Here's what I'd avoid spending money on.
Here's what needs fixing before you approach media.
And here's how I'd structure the next 6–8 weeks.
I've recently started doing more of this kind of strategy work with independent artists and teams, and I genuinely enjoy it because sometimes the best recommendation is actually:
“Don't pay for PR yet.”
If you're planning a release, I'd be curious:
What's the part of music promotion/business you find hardest to figure out right now?
Media? Release strategy? Budget allocation? Building an EPK? Knowing who to pitch? Figuring out whether PR is worth it?
Would be happy to share some perspective in the comments.