How To Find The Right PR Firm as an Independent Musician

If you’ve just released a new album or single, of course you want it to make the biggest impact possible. If hiring a PR firm is on your mind, it’s not a bad idea! A skilled publicist can help you connect with the right audiences, land features in key publications, and help you build the buzz your music deserves. If this whole process is new to you, you’ve come to the right place. Here’s how to choose the right PR firm for you.

How To Find The Right PR Firm as an Independent Musician

Before we dive in…

It’s easy to invest in the things that offer immediate results. You can immediately see the results of a high-quality recording or a new amp, but with something like PR, it’s more of a long game. The music can be the most incredible, high-quality audio that anyone has ever heard, but if you don’t have a strategy to get the word out… how will anyone ever know?

Hiring a PR firm can absolutely help you make the most of your efforts, pushing your music to new heights than you ever could alone. However, there are a lot of publicists out there, many of whom could be a great fit… but how do you find the right one for you? 

Clarify Your Goals Before Reaching Out

PR is not a one-size-fits-all solution, and having clear goals will help you find a firm that’s aligned with your needs. Are you looking to increase your media presence, secure playlist placements, or promote an upcoming tour? Maybe you want to build your brand as an artist or introduce your music to a new audience. If you aren’t quite sure, ask yourself these questions: 

• What do I want to accomplish in the next six months to a year?
• What type of audience am I trying to reach?
• Am I focused on local, national, or international exposure?
• What’s my budget, and how does PR fit into my overall strategy?

Publicists will often ask about your goals during an initial consultation, and being prepared shows you’re serious about your career. Not only does this help you evaluate if the firm is the right fit, but it also gives the publicist a better idea of how to craft a campaign tailored to you.

PR is most effective when it has a focused purpose. Whether you’re launching a new album or building momentum for your next tour, having a solid game plan will ensure your efforts lead to meaningful results.

Figure Out Your Budget

A big part of finding the right PR firm is knowing your budget and planning for it. On average, medium-sized companies charge around $1,000–$1,500 USD per month for an album campaign, with a minimum commitment of three months. Smaller, newer firms may offer rates closer to $500/month, while larger, more established firms can charge $3,000/month or more.

Keep in mind that pricing can also vary depending on what you need. Single releases often cost less than album campaigns, and rates may differ depending on the level of support you’re looking for. To get a clear idea, we recommend you reach out to each PR company directly and ask for their specific rates and services. Once you have this info, you can compare options and make an informed decision that fits both your goals and your budget.

Check Their Network

When evaluating a PR firm, it’s important to check their roster to see which artists they’ve worked with and if those artists are similar to you in terms of genre and experience. If you’re exploring a company that primarily works with emerging artists, that’s who you should expect to see on their roster. Some firms cater to both indie and more established artists, but most will focus on one or the other.

Don’t overlook a company just because their roster is mostly up-and-coming artists, though. If they’ve had good success securing placements for them, that’s still a promising sign!

✨ Note: It’s notably difficult to get major placements like Billboard, Alternative Press, or Spotify Official playlists for emerging artists. If a firm has landed those opportunities for their clients, that’s a great indicator of strong connections, but don’t assume it’s guaranteed for you! Similarly, if a newer firm doesn’t have those big wins yet, it doesn’t mean they aren’t good at what they do. They might still be growing and if you’re in the same stage, that could make them an ideal match.

Request Case Studies

Most PR companies have case studies of past campaigns either on their website or in a PDF you can request. These will show you what the objective of the campaign was (promote a new single, etc), what they were working with at the time, and what the results of the campaign were. This is a really good way to see what a PR company was able to do for the artist during a campaign, giving you a quick snapshot of it all. 

This is a better idea than looking up what they (the artist or band in the case study) are doing now because the PR company only controlled what went on within the campaign at the time. If the artist got a bunch of great placements but then slacked off on socials, etc., and didn’t release anything for a year… that’s not necessarily the PR company’s fault.

Ask These Questions Beforehand

To figure out if the PR firm in question is even a good fit for you, it’s imperative that you ask the right questions before you finally land on your official pick. For example, we’ve come up with some questions to help you out…

• “What is your experience with artists in my genre?”
• “What are some realistic results I can expect from this campaign?”
  • Be cautious of anyone who guarantees big results.
• “What’s included in the campaign?”
  • Get a breakdown of services like media outreach, press releases, and social media support.
• “Can you share examples of past campaigns?”
  • Ask for case studies to gauge their track record.
• “What is your media network like?”
  • Ask about the outlets and journalists they’ve worked with to see if they align with your goals.
• “Do you have experience with emerging artists?”
• “What happens if the campaign doesn’t go as planned?”
  • Understanding their approach to setbacks and challenges is a major deciding factor.

Be Realistic

It’s important you choose a company in the same life stage as you. Just because a PR company is working with major label artists, doesn’t mean they can get you the same placements as those artists. In fact, even if they choose to take you on as a client, you can’t go into it expecting because those 10 playlist features and a spot on a Billboard chart just because others with them have had that result.

If you’re not there yet, you’re not there yet… and no matter how much you pay a publicist, they can’t change that overnight. That’s just the reality of this industry. That said, that’s why it’s so important to consider a company that’s in a similar life stage as you. If you’re an emerging artist just starting out, you might want to consider a smaller company that’s still building their contacts. It’ll be a lot cheaper as a result, and you can grow together. Don’t underestimate how hungry young PR firms are and how hard they’ll work for you.

No matter what, you want to be realistic in your goals. The right publicist should be someone who believes wholeheartedly in your music and your message, has worked within your genre and seen success (whatever that is for their experience level), and will work hard to push your music into the world, as far as it can possibly go.

In Conclusion…

At the end of the day, just be patient… if you’re a fairly new artist with a modest social media following, it’s not realistic to expect to get in Billboard or on a Spotify Official playlist with 3 million followers off the bat, and that’s not the publicist’s fault. At its best, PR should be a vehicle to help you tell your story, engage your fanbase, and reach new fans and opportunities. Finding the right publicist is just the first step in that journey, giving you the fuel to propel your career to the next level.

Take your time, do your research, and you’ll find your perfect fit in no time.

Good luck!