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Be Your Own Record Label: The Essentials of PR and Promotion

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Read part one of this series: Be Your Own Record Label: Everything You Need to Know About Distribution


Pressing a record is one thing; distributing it is another. PR and promotion are the last part of this holy trinity and, like distribution, it takes a ton of time and effort. 

The following tips are based on my personal experience running a label and being in bands, trying to get the word out about music I put money and time into. Feel free to tell me your methods that have worked better in the comments below! Maybe we can help each other out.

5 Music PR Tips That Won’t Cost You a Cent

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You can do plenty of things to further your media profile and your PR campaign without spending a ton of money. In fact, there are some methods that won't cost you a cent. Some are no-brainers, and others are may be services you didn't even know existed. You can be economical when it comes to your music PR before you hire an actual PR agent to do all the heavy lifting. Here are a few ideas to get you started.

A Publicist's 12-Week Guide to Running Your Own Album Publicity Campaign

Sometimes it takes a whole team to run one album campaign... unless you know what you're doing! (Image via Shutterstock)

One of the major issues for any DIY band is getting your music heard, am I right? Maybe you feel like all your tweets are going to a black hole with not a like or retweet to be found. Or maybe the Facebook algorithms are keeping fans from even seeing what you post. And then there are all those great blogs that you think should cover you, but you don’t know how to gain their attention or even when and what to send.

Overwhelmed yet?

I’m not going to paint a pretty picture and say all you have to do is follow the simple steps below and you’ll have instant success. You won’t. Promoting your music to people who don’t know (or care) who you are is really hard work. You have to be patient. You can’t give up easily when you start to discouraged. And most of all, you have to be ready to work.

Below is a simplified map of a 12-week publicity timeline for an album or EP release based on how we carry out our campaigns at my firm, Green Light Go Publicity.

3 Types of Bands That Don't Need a Publicist

This up-and-coming drummer probably doesn't need a publicist... yet. (Image via Shutterstock)

Most bands need a publicist. Even the biggest band in the world requires a person whose dedicated job is looking after, curating, and protecting their press image and their media profile. Someone has to shepherd the story, be the liaison between the band and the media, and serve as the conduit of information. It's not the kind of thing that can or should be done directly once you've reached a certain level as a band.

That said, there are certain types of bands and artists that do not need a publicist or PR efforts yet. Here are three of them.

Music PR Campaign Didn't Work? Here Are 5 Publicist-Approved Moves to Try Next

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So, you launched a PR campaign for your latest release. It didn't work – or it didn't yield the results that you were hoping for. You didn't get a ton of press hits or you didn't get any cool, hip, or positive coverage. It's done. It's in the rearview mirror. Now's the time to refocus your energies and think about what you need to do next based on your budget and where you are in your career. Here are five things to try if you had a failed campaign.