UNDER THE LABEL

publicity
& press

WHO

Press agents,

public relations counselors/directors, and staff publicists.

WHAT

Getting the word out about an artist; looking for press opportunities.

Record Label
Social
Multiple Artists

THE BASICS

THE BASICS

The Publicity and Press department of a record label (also known as PR) is in charge of getting the public to talk about a new or established artist. 

 

They work with the media, looking for press opportunities for an album release or tour information. They look for interviews, feature stories, and they are responsible for getting the artist opportunities to be a guest or appear on television or radio shows.

 

Publicists are also known as press agents, public relations counselors/directors, staff publicists, etc. Other roles include assistant/junior publicist and tour publicist.

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JOBS

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PERSONAL PUBLICIST

They work outside of the label, working closely with the artist. They take care of the overall image of an artist, and the label publicist focuses on creating demand for the records and tours. 

STAFF PUBLICIST

They perform administrative tasks and get the word out about an artist in the media. They work closely with the personal publicist.

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DIRECTOR OF PUBLICITY 

Their role is overseeing all department processes and matching staff publicists with artists.

A DAY IN THE LIFE OF A PUBLICITY COORDINATOR

Publicity Coordinator @  Warner Music Group

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THE TASKS UNDER THE PUBLICITY DEPARTMENT

Whom they work with and what they do 

PROMOTION

- Promoting clients’ work to broadcast media for airtime on radio and TV shows

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MARKETING

Design campaigns for new releases

- Create talking points and material for press releases

PUBLICITY

- Organizing publicity events such as interviews and appearances 

- Write press releases

- Create pitches

- Track media coverage

PRESS & MEDIA

Maintaining a network of music industry contacts, journalists, and editors of music magazines

- Creating a connection between labels and media

- Creating and sending out press releases and promotional items

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ARTIST MANAGER

- Have active communication to ensure the schedule for the artist.

SKILLS

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TIME SPENT

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CHECKLIST

Is a degree required?

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Is a degree recommended?

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The recommended majors for publicity are public relations, marketing, advertising, journalism, and communications.

HOW TO GET STARTED

Many public relations companies/firms offer development programs/internships for students and recent graduates.  This may lead to work in publicity and press at record labels, PR firms, entertainment companies, etc.

 

One could gain experience on their own by contacting local bands and offering to write their media releases to build a portfolio, make connections, and break into further opportunities.

 

Those aspiring to become a Director of Publicity traditionally follow the career path below and sometimes pursue opening their own PR firm.

                                                Junior Publicist                                          Assistant Director

                                               Assistant Publicist       →  Publicist     →  Director of Publicity

                                                    PR Intern

GLOSSARY

Media Kit/Press Kit

Pre-pack of promotional material that provides information about the artist (introduction, releases, articles, etc.).

Lead time

Time spent pitching before the music release or feature.

Boilerplate

A boilerplate is a short paragraph at the end of a press release that provides journalists with information on the associated company.

Media

Communications or outlets to deliver information (radio, TV, etc.).

Written by Ixe
Published August 13th 2021
Copyright © 2021 Coda Collectiv.