a public relations consultancy
about                  Based in Nashville, TN     Established company in 2004 – one month after                   graduati...
HOMEGROWN MUSIC       Setting The Pace !     Marketing & Promotions!
Developed a new music production system and a virtual software package for music          lovers and beat makers
RESULTS:  30-day publicity blitz 48 online appearancesMore than 3 million total impressions
BOOMDIZZLE NETWORKSLL Cool J’s digital entertainment platform      for aspiring recording artists
RESULTS:   14 blog placements   200+ media pitches8,000+ online appearancesMore than 9 million total impressions
WHAT IS PUBLIC RELATIONS?• PRis the practice of managing the communication between a brand and its publics.• PR   = earned...
SO WHAT?Almost any artist or record labelthat has a stake in the industrywithin the public employs somelevel of public rel...
FIRST THINGS FIRST•    Define your brand•    Outline goals, objectives & audiences•    Determine best strategy•    Identif...
I’M IN THE STUDIO 
RELEASE READYWhile you’re recording, the PR materialsfor your release should be in development.Materials should include:  ...
KIT ETIQUETTEA press kit introduces youand your music to media.Send your kit to mediaoutlets that specificallyrequest your...
BIO BASICS • About you • Style of Music • Creative Angle • Popular Collabs • Direct Quotes • Upcoming Projects • Touring/L...
BAD VS. GOODOn a rainy fall day in Memphis,        If R&B isn’t what it used to be,John and Judy Brown gave birth to      ...
BUILDING THE BUZZ• Instead of printing your press kit, make itvirtual (hosted on online or at your website)in order to kee...
LOOK AT ME NOW 
WHERE YOU NEED TO BE• Internet Radio Stations• Podcasts• Online Music Magazines• Blogs, Vlogs & Audioblogs• Music Director...
WHAT NOT TO DO•  Say or do anything you dont want reported.•  Start an argument with reporters.•  Never say "No Comment."•...
WHAT TO DO•  Stand still, sit up straight, look reporter in the eye.•  Give only the facts.•  Make your point in 20 second...
THE GAGA FACTORCreating relevance isn’t aboutsomething you aren’t, it’s aboutbecome more than you are.Media and fans shoul...
ON THE MAP 
GET AROUNDGrow your fan base organically by word of mouthand find people who genuinely love your music inother cities – th...
KNOW YOUR AUDIENCE•  Define the top five markets   that can help build a buzz   outside of your hometown.•  Track where th...
WE’RE HERE!•  Let key journalists know   you’re headed to their area.•  Plug at least one interview   before you arrive.• ...
UNSIGNED HYPE 
PR FOR THE ARTISTIn today’s world of public relations,artists no longer need to rely solelyon the media to tell their stor...
THANKS TO SOCIAL MEDIA TRADITIONAL PR          PR 2.0 •  Sprayed              •  Targeted •  Scheduled            •  24/7 ...
IMPACT OF SOCIAL MEDIA ON PR  TRADITIONAL PR         PR 2.0  the one–way approach   the two–way approach  •  Press Release...
WANT TO BE IN THE PUBLIC?How much does PR really cost?On average, a three monthPR campaign could rangebetween $1500 - $5000.
PR DON’TS FOR THE ARTIST•  Spam    journalists or bloggers through Twitter.•  Pimp   out your music or events.•  Post   ov...
PR DO’S FOR THE ARTIST•  Keep    your story engaging and relevant.•  Develop    meaningful relationships on multiple level...
LET’S CONNECT            a public relations consultancy*all enclosed content confidential + copyright ©2011 Urbane Imagery
Artist Publicity: Is Your Music Media Ready?
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Artist Publicity: Is Your Music Media Ready?

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Are you an artist, artist manager/representative or label owner who wants to attract media attention? What should your plan look like? How do you reach out to media personnel? What are the first steps to set up tour publicity, and how do you follow through to capitalize on media opportunities?

On Saturday, April 23, 2011, the Memphis Music Foundation hosted a music publicity workshop with Aerial Ellis of Urbane Imagery in Nashville. This presentation included PR tips on press kits and EPKs, how to use a media list, media training and etiquette, strategic record release and tour marketing, and PR through social media.

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Artist Publicity: Is Your Music Media Ready?

  1. 1. a public relations consultancy
  2. 2. about Based in Nashville, TN Established company in 2004 – one month after graduating college Driven by passion for entrepreneurs Launched with a non-profit PR campaign created for a class project Services Corporate & Celebrity Clients NationwideSpecializes in Public Relations, Media Relations & Publicity, Social Media Marketing, Crisis Management, Strategic Branding, Non-Profit Management Experienced in consumer brands, fashion/beauty, retail, leisure/hospitality, non-profit, sports and Aerial M .Ellis entertainment industries Owner/Chief PR Consultant Loves music, high heels, and sushi
  3. 3. HOMEGROWN MUSIC Setting The Pace ! Marketing & Promotions!
  4. 4. Developed a new music production system and a virtual software package for music lovers and beat makers
  5. 5. RESULTS: 30-day publicity blitz 48 online appearancesMore than 3 million total impressions
  6. 6. BOOMDIZZLE NETWORKSLL Cool J’s digital entertainment platform for aspiring recording artists
  7. 7. RESULTS: 14 blog placements 200+ media pitches8,000+ online appearancesMore than 9 million total impressions
  8. 8. WHAT IS PUBLIC RELATIONS?• PRis the practice of managing the communication between a brand and its publics.• PR = earned media• PRresults in publicity - 3rd party credibility
  9. 9. SO WHAT?Almost any artist or record labelthat has a stake in the industrywithin the public employs somelevel of public relations.The digital world of media isconstantly changing and theemerging shift in the musicindustry is ever evolving.Todays PR strategy for artistsneeds to take music where it isbeing experienced, discussed, andpurchased.
  10. 10. FIRST THINGS FIRST•  Define your brand•  Outline goals, objectives & audiences•  Determine best strategy•  Identify budget, dates & people•  Implement course of action•  Follow through each time•  Plan in case of emergency
  11. 11. I’M IN THE STUDIO 
  12. 12. RELEASE READYWhile you’re recording, the PR materialsfor your release should be in development.Materials should include: • Virtual Press Kit • Press Release Announcement • Rave Review Announcements • Promo-tour Announcements
  13. 13. KIT ETIQUETTEA press kit introduces youand your music to media.Send your kit to mediaoutlets that specificallyrequest your music. Thekit should include:• Music Samples• Press Photo• Bio• Video  
  14. 14. BIO BASICS • About you • Style of Music • Creative Angle • Popular Collabs • Direct Quotes • Upcoming Projects • Touring/Label Details • Contact Info
  15. 15. BAD VS. GOODOn a rainy fall day in Memphis, If R&B isn’t what it used to be,John and Judy Brown gave birth to then let the revival begin. The soulKilla J. movement created by Isaac Hayes, Sam Cooke and Johnnie Taylor is aRaised in the church, Killa always phenomenon of the past but theirnew he would be a star after he sung legacy lives on through an heir tohis Eye on the SPARROW at the the Soulsville throne. tender age of 3   Tre’V, singer/songwriter andHe went on to when talent shows in producer, is bringing back the truethe city, He is a mix between Kirk essence of rhythm and blues andFranklin, OJ the Juiceman and Brad changing the culture of musicPaisley. forever.
  16. 16. BUILDING THE BUZZ• Instead of printing your press kit, make itvirtual (hosted on online or at your website)in order to keep it accessible.• Ask someone you know to make theintroduction to key journalists and industrytastemakers in their network.• For a feature stories timely to your releasedate, long lead print outlets schedule 2-3months.• Host in-studio listening sessions. This willencourage word of mouth among attendees.
  17. 17. LOOK AT ME NOW 
  18. 18. WHERE YOU NEED TO BE• Internet Radio Stations• Podcasts• Online Music Magazines• Blogs, Vlogs & Audioblogs• Music Directories• Social Networking Sites• Lifestyle Sites• Regional Sites• Video Upload Sites• Newspapers, Magazines and College outlets in all tour Markets
  19. 19. WHAT NOT TO DO•  Say or do anything you dont want reported.•  Start an argument with reporters.•  Never say "No Comment."•  Over use slang.•  Give unnecessary information.•  Verbally bash another artist.
  20. 20. WHAT TO DO•  Stand still, sit up straight, look reporter in the eye.•  Give only the facts.•  Make your point in 20 seconds.•  Prepare responses in advance.•  Be cooperative.•  Let a PR pro to advise you.
  21. 21. THE GAGA FACTORCreating relevance isn’t aboutsomething you aren’t, it’s aboutbecome more than you are.Media and fans should lookto you for inspiration.
  22. 22. ON THE MAP 
  23. 23. GET AROUNDGrow your fan base organically by word of mouthand find people who genuinely love your music inother cities – this is what makes music in thedigital world a truly exciting venture.   
  24. 24. KNOW YOUR AUDIENCE•  Define the top five markets that can help build a buzz outside of your hometown.•  Track where the fans are who visit your website.•  Identify performance opportunities that are established.
  25. 25. WE’RE HERE!•  Let key journalists know you’re headed to their area.•  Plug at least one interview before you arrive.•  Make your performance unforgettable.•  Get honest feedback.•  Bring merchandise to sell and promo items to give away.
  26. 26. UNSIGNED HYPE 
  27. 27. PR FOR THE ARTISTIn today’s world of public relations,artists no longer need to rely solelyon the media to tell their story toattract new fans.They can do it themselves.
  28. 28. THANKS TO SOCIAL MEDIA TRADITIONAL PR PR 2.0 •  Sprayed •  Targeted •  Scheduled •  24/7 •  Snail Mail •  Digital Delivery •  Controlled Pace •  Record Speed •  Single Audience •  Engaging Peers •  Expensive •  Affordable •  One Voice •  Multiple Voices
  29. 29. IMPACT OF SOCIAL MEDIA ON PR TRADITIONAL PR PR 2.0 the one–way approach the two–way approach •  Press Release •  Social Media News Release •  Media Relations •  Video News Release •  Newswires •  Web/Online Newsroom •  Events •  Live Streaming
  30. 30. WANT TO BE IN THE PUBLIC?How much does PR really cost?On average, a three monthPR campaign could rangebetween $1500 - $5000.
  31. 31. PR DON’TS FOR THE ARTIST•  Spam journalists or bloggers through Twitter.•  Pimp out your music or events.•  Post overly-personal content online.•  Bug the media to cover everything you do.•  Take on too much without a strategy.•  Forget writing style.•  Lose sight of the reason you’re doing PR in the first place.
  32. 32. PR DO’S FOR THE ARTIST•  Keep your story engaging and relevant.•  Develop meaningful relationships on multiple levels.•  Maintain business acumen at visionary status.•  Stay current on social media platforms.•  Allow your strategy time & room to grow.•  Walk the talk.•  Track results to show proof of return on investment.
  33. 33. LET’S CONNECT a public relations consultancy*all enclosed content confidential + copyright ©2011 Urbane Imagery

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