What a music publicist does, and when to hire a music publicist
A music publicist pitches you to the press for coverage the outlet is not paid for. Here is what the job covers, what no publicist can promise, and when hiring one makes sense.
Want this done for you? See our YouTube music video promotion service. Related reading: How much does music PR cost? · EPK for musicians · Choosing a music marketing agency. Or browse all music guides.
Key takeaways
- A music publicist pitches your story to journalists, bloggers and podcasters to earn coverage. They do not book shows, run ads or grow your followers.
- Rough estimates are $500 to $1,500 a month for a small campaign and $2,500 a month and up for a fuller one (Hypebot, 2023). Nobody can guarantee coverage.
- Hire one when you have new music to pitch, a budget and about two months before release. Have your photos, bio and artwork ready first.
- We do not sell publicist retainers. We sell a YouTube campaign and a labelled editorial feature, from $249 per release.
The short answer
A music publicist pitches you to journalists, bloggers and podcasters to earn coverage the outlet is not paid for. Hypebot puts small campaigns at $500 to $1,500 a month and fuller indie campaigns at $2,500 a month and up, as rough estimates. Hire one when you have a new release, a budget and about two months before release day.
We do not sell publicist retainers. Our music marketing service is a YouTube campaign plus a labelled editorial feature, from $249 per release.
What a music publicist does
Berklee describes publicists as people who generate media attention for musical artists and music businesses, often through a large campaign before an album or tour. A guide on Hypebot breaks the work down:
- Find the story: an angle in the music or how it was made that a journalist can build on.
- Pitch the press: reviews, interviews and guest blogs, mostly with blogs and sometimes bigger outlets.
- Shape your brand: help you tell the same story in interviews, on social media and live.
- Sometimes more: blog or influencer playlists, plus print, radio and TV, which varies by firm.
The same guide says a publicist does not book shows, manage your career, run Facebook ads or grow your Instagram, and cannot promise results. Spotify says even its own editor pitching does not guarantee placement, so be wary of anyone who sells playlist adds. On a major-label deal, the label and manager usually handle the publicist, and you still give the interviews and share the coverage.
When to hire one
A 2017 guide gives four signs: new content to promote, a budget, readiness to work alongside the publicist, and active social media. It says album campaigns typically start eight weeks before release, and its author asks for a three-month commitment.
The Musicians' Union adds that hiring is not an afterthought. Have a website, social channels, hi-res photos, a well-written bio or press release and strong artwork ready, so the publicist can start pitching. Our free EPK template and music press release template cover most of that. Its musicians suggest asking before you sign:
- How long have you worked in PR, and which artists do you represent?
- Which radio, magazine and blog contacts do you know personally?
- How long is the campaign, and when can you start?
- What can you deliver inside my budget?
If your release is only weeks away, a publicist has little time to pitch. Our view: a campaign that can start sooner, such as a YouTube campaign set up one to two weeks before release, may fit better.
How the options compare
How the options compare:
| Small publicist campaign | Full indie PR campaign | Blue Leopard Media | |
|---|---|---|---|
| Price | $500 to $1,500 a month | $2,500 a month and up | From $249 per release |
| What you get | A handful of press pieces, usually without strategy or branding help | Brand and messaging help, campaign strategy and typically much more coverage | A YouTube campaign and a written feature with your own digital cover |
| What is guaranteed | Effort, not coverage | Effort, not coverage | A minimum number of Google Ads views: 15,000 worldwide on the $249 package |
| When it starts | Often about eight weeks before release | Often about eight weeks before release | One to two weeks before release; the feature is live within 24 hours of your approval |
| Best for | Testing your story on a smaller release | Genre press, reviews and interviews from people who pitch for a living | Views for your video, and a page about you when people search your name |
Our feature is sponsored and labelled, which is not earned press: the FTC says content that looks editorial must be identifiable as advertising. If you need reviews and interviews, hire a publicist. If you want your video seen and a feature to point to, contact us.
Sources
- Hypebot: What do music publicists and PR campaigns cost? (14 Sep 2023)
- Hypebot: What does a music publicist do? (10 Feb 2020)
- Hypebot: 4 signs you're ready to hire a publicist (6 Jul 2017)
- Musicians' Union: When to hire a music PR company (updated 1 Feb 2024)
- Berklee: What does a publicist do?
- Spotify for Artists: Pitching music to playlist editors
- FTC: Native advertising, a guide for businesses
Frequently asked.
What does a music publicist do?
They pitch your music and story to journalists, bloggers and podcasters, aiming for reviews, interviews and features. Some also pitch playlists, print, radio and TV.
How much does a music publicist cost?
Hypebot's 2023 estimates are $500 to $1,500 a month for a small campaign and $2,500 a month and up for a fuller indie campaign. Each firm sets its own prices.
When should I hire a music publicist?
When you have new music, a budget and time. A 2017 Hypebot guide says album campaigns typically start eight weeks before release.
Can a publicist guarantee coverage?
No. Hypebot's guide says publicists cannot promise results, because journalists decide what to run.
Is a publicist the same as a sponsored feature?
No. A publicist pitches journalists who choose whether to cover you. A sponsored feature is paid for and labelled as sponsored, as the FTC expects.
Keep reading.
How much does music PR cost? What a publicist charges, and what you get
Music PR costs about $500 to $1,500 a month for a small first package and $2,500 or more for a full indie campaign. What it buys, and what no one can promise.
Read the guide MusicEPK for musicians: what goes in an electronic press kit, and who reads it
What to put in a musician's EPK: bio lengths, photos, tracks, video and contacts, what each reader looks for first, and how to fill an empty press section.
Read the guide MusicHow to choose a music marketing agency: the four types, how they charge, and what to check before you pay
How to choose a music marketing agency: the four types, how each charges, what a real report shows, the red flags, and when a label should keep it in-house.
Read the guideA release planned around your date.
A YouTube campaign with guaranteed Google Ads views plus an editorial feature with your own digital cover, from $249 per release, planned around your release date.