The Do-It-Yourself Guide to Music PR from PRNEWS.IO

12 mins read

Most musicians and artists don’t start their careers with a passion for business or public relations, but generating media interest in your music is a crucial part of success and fame. That’s why so many musicians hire a music PR expert or agency: they can provide you with an “in” with music media personas and help navigate the increasingly complex media environment. 

But not every musician can afford to collaborate with a professional PR firm, especially early in their careers. The good news: in this rapidly developing music landscape, you don’t necessarily need their full PR service. With a few of your own efforts, clever strategy, and some outsourcing partial help, any band can perform their music in front of journalists, radio hosts, and influencers that can help them reach their core audience.

Build Positive Online Reputation & Remove Negative from SERP

That’s why I’ve created this article, a do-it-yourself music PR guide on how to boost yourself in the public relations music industry.

What Is a Music PR?

Music PR, or public relations music-oriented, is a form of promotion for the band’s music, tours, concerts, or artist brand in general, that attracts media (and ultimately public) attention. A music PR agency works to get exposure for a band’s music through interviews, album reviews, news relays, video promotion, press releases, tour announcements, radio airplay, and everything in between.

PR is often seen as a “free promotion” since you don’t have to actually pay and sponsor the ads — except that it’s never really free. You still have to put a lot of effort and time to get the media attention.

Today’s Music PR Trends

The music industry has become global in a way it was never before. The global music community has never been more tight and connected, and fans and artists alike are using the opportunities of this new era to enjoy and share the songs and tracks they love.

Online Platforms Rule

Online platforms and social media like Youtube have provided emerging artists opportunities to showcase and perform their work to the world. This website is the second most popular social media platform and visited the site after Google. The music industry is significantly growing in the Asia-Pacific and Latin America region, as the artists are actively using every opportunity to break out to the global audience.

More Investments

The industry grows, so the recording labels continue to extensively invest in music artists. With that, the record companies are the largest investors in the music ecosystem.

It’s Harder to Build a Big Loyal Fanbase

You’re now competing with artists with hundreds of thousands of fanbases and tons of sponsored money who are already touring and have far more support. But there’s still an opportunity to show your creativity about how you promote yourself. But if you’re a new or niche artist, building an audience is a hard challenge, requiring patience and persistence.

Young Generation Is Discovering Music Everywhere

For the past three years, young people has been mentioning Spotify, friends, festivals, or magazines as their main sources of music discovery. Plus an enormous number of streaming platforms serve as a musician library.

Now Fans Have Direct Access to Artists

Beyond sharing their music directly with fans, artists can have direct, one-to-one, or one-to-many communication with their fanbase. People are just as interested in consuming every bit of information about their favorite artist as they were in the dawn of pop music, but now they can go to the artist directly.

Journalism Still Matters

Yes, they are still important. As long as music exists (and theoretically, it should forever), the audience will be writing and talking about it. As a musician, if you’re looking to connect to an eager audience excited for new music, it’s worth building relationships with the media outlets and journalists who are fans of your work. And don’t forget, that a journalist’s work is to find a new, intriguing angle or perspective on an artist’s story, which benefits the artist and their fans.

Additionally, not all musicians want to tell their own story; some would rather ask for help to do other services the work for them. If you are one of them or promote the musician, check the PRNEWS.IO service. Experts of this service will write, pitch, and distribute your stories at a fixed price to famous media outlets. With their huge experience, skilled journalists, and impressive contact base, they know how to write pieces of news to be appealing, catchy, and captivating to be published in authoritative newspapers and magazines. 

How to Become Your Own Music PR Manager

PR managers can provide important industry access and connections, but there are many music PR activities that you can do yourself if you’re an independent artist or not ready to collaborate with a PR manager. Here are the most important steps for building publicity around your musician art:

1. Create a good press release

A compelling press release is the core part of any campaign. With your press release, you need to not only sell the idea of your music but also convince a journalist to cover you.

How to Write Press Release – Guidelines, Formats, Free Samples 

So follow these rules:

Position yourself

The first thing your press release should contain is a short, one-sentence highlight of who you are and what you’re trying to tell. Consider this as the “headline” of the press release. 

Use high-quality photos

It is very important that you attach high-quality, professional band photos to the release.

Let your achievements do the topic of the news

A band describing themselves as amazing has no prove it — you need to be able to show it in a more objective way by using your achievements or concerts’ records to show that you’re worth covering.

Create the press release’s structure carefully

It’s important that your press release tells the journalist all they need to know as quickly as possible.

It’s a good idea to start the press release with the next points:

  • Artist name
  • Title of release
  • Release date
  • Record label
  • Links to your key social media accounts 
  • Spotify/Bandcamp profiles
Band Press Release Template

2. Pitch your press release

When reaching out to journalists, make the email as personalized as possible — don’t simply send out a generic spam email.

Start with the writer’s name and reference some of their work featuring similar bands. This not only shows that you know the writer and that you’ve put some effort into contacting them, but it also shows that your information is relevant to their interests.

But if you don’t have time to do it, order this service at PRNEWS.IO to pitch and distribute your content.

3. Follow up

How and when to follow a writer is fairly subjective, but I suggest to send a follow-up letter in a week. Youhave to be persistent enough to ensure that they’ve actually read it, but not pushy enough to annoy or pull away from them.

4. Manage/create a professional email address

No one is going to email you if your email is [email protected] Create a simple and boring email account, something like [email protected] 

5. Be active on social media accounts

Just putting your music on all the different channels and platforms is not enough. You also need to build a strong presence on the major social media platforms: Instagram, Tik-Tok, Facebook, and Twitter. These social media platforms provide an opportunity to publish your music, interact directly with fans, and build your personal brand.

6. Build up your PR contact base

Your database of media contacts is your biggest opportunity and tool. Or perhaps, it’s your second biggest tool, because the first is the relationships and the reputation you have with those people in that database. Enhance your network and enrich it with contacts: perfectly, you should be able to know everything you need about a media contact just by looking at your contact list — including media type, covered genres, your previous contacts, and more. 

7. Get your music on many platforms

The goal of any PR activity is to generate public interest in your music, and the first step to doing that is making sure that your music is on as many channels as possible. Journalists often have their own format and platforms that they prefer to discover and explore new musicians, so your presence on all the different channels ensures that your music can reach any writer. 


For practical tips on how to pitch media, check out this guide. Have questions or personal experience about your music PR activities? Share them in the comments below.

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Daria Nartya

Hi! My name is Daria. I’m a content-manager, SMM, English, Ukrainian, Russian translator, have a master's degree in Finances, but I can't do somersaults. My copywriting goal is to help businesses get their message across to the audience and receive the most out of it. Feel free to contact me: [email protected]

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