Most artists I know are secretly terrified of this one marketing strategy because it puts them in a spotlight outside of their element. Many feel safer keeping things private. [watch my "how to remain private" video for more info] I understand your position—being in the spotlight is nerve-racking for me too when the environment isn't right. But if you want to understand why this marketing tactic can give you explosive results when done right, tune into today's episode of the Music Money Makeover Show!
Why do artists dodge publicity?
The truth about most artists is that they are afraid to be vulnerable in the public's eye. When you don't express who you are, where you're going, what you stand for, and even what your music stands for in a place that is not yours, you restrict the amount of growth that could allow you to achieve your vision of becoming the artist you want to be. Even though it feels better or more comfortable to utilize your own social media platforms, the public loves when they see others recognize your efforts, your journey, and your story outside of your personal platform. This makes your fans feel like not only you're getting recognized, but they're getting recognized as well.
Here’s what artists don’t understand about publicity
Publicity is often seen as more authentic and credible because it's mediated by journalists, bloggers, and influencers rather than controlled directly by the artist. The number one reason artists avoid this pillar of marketing is fear of rejection—specifically, fear that others won't accept their story when they request coverage from these platforms. Even though you might want to keep your storytelling on your own platform, appearing in other places makes you look bigger to both the public and your fanbase, as they see you in a different light than your usual channels.
The Goal of Publicity
Your marketing isn't getting you faster results because you're missing key pieces of your overall goal. The goal of publicity is to position you as an artist in a way that attracts positive attention, builds credibility, and fosters a connection with your audience—all while amplifying your reach without direct advertising. Publicity saves you from spending all your money on advertising because it simultaneously advertises, promotes, and publicizes while helping people relate to you enough to stream your music or buy tickets and merch. In short, publicity is the art of making people talk about your music and brand through trusted third parties and creating buzz that money alone cannot buy. Ignoring this step in your marketing is a misstep you shouldn't make because if you get this right it will set you apart from all the other indie artists.
What do I need to gain publicity?
Money and resources aren't actually the main barriers to gaining publicity - it's often the lack of a compelling story and clear pitch. Many artists think they need a huge budget or insider connections, but what you really need is:
A unique narrative that sets you apart from other artists
Clear understanding of your target audience and what matters to them
Consistent, professional communication with media outlets
Without these foundational elements, even unlimited resources won't guarantee successful publicity. The good news is that these are all things you can develop and control.
How many media outlets should I pitch my story to?
The number of media outlets you pitch to isn't as important as pitching to the right ones strategically. Quality always trumps quantity - it's better to have meaningful coverage from 5 relevant outlets that reach your target audience than superficial mentions from 50 random ones. Start with a focused list of 10-15 carefully selected media outlets that align with your genre, style, and target demographic.
Think of it like this: each pitch should be personalized and thoughtful, showing that you understand what that specific outlet covers and why your story would resonate with their audience. If you get 1 out of 15 once you finish one re-pitch to the other 14 with the proof that you have already secured one media outlet. Publicity begets more publicity!
What’s the best way to contact media outlets?
The most effective way to contact media outlets is through personalized, professional email pitches. Your initial email should be concise, compelling, and clearly demonstrate why your story matters to their specific audience. Remember to follow up thoughtfully - wait 5-7 days before sending a polite reminder, and always maintain a respectful, professional tone even if you don't get an immediate response.
Here’s what you can do!
Ready to start gaining publicity for your music? Here's your action plan: First, craft your unique artist story and identify 10-15 targeted media outlets that align with your genre and audience. Next, develop a compelling pitch that highlights what makes you newsworthy and different from other artists. Finally, start reaching out with personalized emails that show you've done your homework on each outlet.
If you implement a strategic publicity plan
You'll experience increased credibility and industry recognition will happen so you can attract better opportunities and collaborations
Enhanced visibility across multiple platforms will happen so you can grow your fanbase exponentially without heavy paid advertising
Stronger media relationships will happen so you can maintain ongoing coverage and build lasting industry connections
What’s it going to cost you to avoid publicity
You’ll miss out on exponential growth opportunities and stay stuck at your current level while watching others surpass you
Losing credibility and authority in your genre because you're not being validated by trusted third-party platforms or other influencers
You’ll either remain in obscurity, constantly spending money on ads and launching new projects that don't convert, or take the leap into strategic publicity that can transform your career trajectory
At the End of the Day
Publicity isn't just another marketing tactic - it's the key that unlocks sustainable growth and industry recognition. While it might feel uncomfortable at first to put yourself out there, the potential rewards far outweigh the temporary discomfort. Remember, every successful artist you admire had to take this same leap of faith into strategic publicity to reach their current level of success.
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