Regardless of where you are in your music promotions campaign, public relations is just as important in your promotional strategy as digital music promotions is. While digital music promotions is how you market and expose the music digitally, public relations is ultimately how you create a following. PR is the difference between being heard by the masses or being heard by a few, and the right PR muscle to successfully intensify exposure for your project will eventually lead to more sales.
Of course, the intensity of PR strategies that you implement in your campaign would depend on what phase of the campaign you’re in. If you are in the beginning phases of pushing a particular project and have yet to create a buzz or secure the support of DJs, then there is no way that the project would merit having national publicity unless you have an absolutely unique angle or story or a great track record. On the other hand, if you’ve been consistently building your fanbase and have the numbers to back it up and the support of DJs to show for it, then regional or even national publicity could go a long way in your campaign.
Despite where you are with your project and how it is progressing along, you still need PR whether it is just online publicity, exposure within the DJ community, or even regional or national publicity, your project still needs exposure in a major way. With just four simple tips to follow, you can generate positive publicity for your music promotions campaign regardless of how much buzz or credibility you have.
1. Press Releases. You need them. Get familiar with them. Besides being a natural way to distribute news for your campaign, press releases give you instant visibility in the search engines. With a well written press release, not only can you secure write-ups and reviews, you will also notice how Google and other search engines improve your searchability. The key to digital music promotions is all about optimizing online visibility.
2. Social Media Press Releases. You don’t just need a press release, you need one that is optimized for social media. If you don’t know what that is, then get to know it. Let’s face it. Media is no longer what it used to be and is now replaced by social media and citizen journalism (i.e. blogs).
3. Social Media. Don’t just create a profile page on social media networks- strategically use them to create conversation. In addition, create conversation with the right type of people in your social networks. If you’re an artist or record label and your ultimate goal is to increase your exposure, then people in your social networks should be journalists and writers, DJs, and other record labels and artists. Word of advice- Myspace is no longer the king of social media- it has been replaced by the new kings- Twitter and Facebook.
4. Email Lists. Build an extensive email database of people who would be interested in what you have to say and that includes media, DJs, industry tastemakers, and potential fans. Don’t have enough emails? Well, that’s where email blasts services come into play, but make sure they are credible and are able to generate positive results. Word of advice- organize your database into relevant groups. Although an email blast is one way to increase exposure, it’s also the easiest way to kill your exposure. You don’t want to make the mistake of sending a press release meant for media to your fanbase who would have no use for it. Likewise, you don’t need to send your mp3 to journalists if it’s meant to get DJs to break your single.