A publicist is someone who promotes someone or an organization. That is how the dictionary defines the word. You may not realize it, but there are many artists in the music industry who think that all a publicists has to do is make a call to any of the TV networks, major trade magazines, and get them a guest appearance and interviews, even though they do not have a record in the charts, have not had a record in several years, or they are still thinking that they are in the major loop of the music industry. Sorry, but that is not living in the real world. Publicists pride themselves on having access to all media, and a good publicist is only as good as what an artists gives him to work with.
The indie artists are the ones that I really feel for them because it is a tough assignment to take someone that no one knows, and get them media and radio attention. No one knows but the publicists, the job that they take on with an indie artist, veteran artists whose career is not where it once was, or an artists who is over 40 years old who does not realize that their chances of becoming a superstar are not good, and then are those artists who even though they are older, singing great, looking great, great songwriters, and have vocals as good as any young artists who might be celebrating a record in the radio charts, these artists are still going to have a difficult time being successful. Most of the time it is better to be a regional successful artist then to jump into the deep waters of the country music industry.
I am not trying to discourage veteran artists, older artists, or indie artists from pursuing their dreams, but I want them to realize up front, the job that a publicists is up against to further the career of any artist. Publicists need information to send out, maybe a new single release, a new CD project, special personal appearances, any awards received, etc. A publicists is not a booking agent, he is someone who works for the artists’ benefit to access the media in a specific genre, not just country music, AND THAT IS HIS JOB-IT IS CALLED CAREER GUIDANCE. He helps push the artists who have had hit records, for guest appearances on TV shows, especially talk shows. But the one factor that stands above everything else that a publicist does, is when a new artist signs with a PR company, no CD, no track record, and is totally unknown to the music industry, the artist should know that before he needs a publicist, he needs a record that is getting good airplay that will produce personal appearances, AND THEN HE NEEDS A PUBLICIST, A PUBLICISTS WHO CAN AND WILL HELP HIM. A known publicist is not inexpensive, so get ready to pay the price of getting your name out there to the media and the general public if you are new. If you are a veteran or a new artist who has a successful record being played on radio, or already on the charts, then it is time to find a good publicists. A experienced publicists can do wonders for an artists’ career, and the money is normally worth every penny. Then there are those who take the money, give the promises, and nothing happens to enhance the artists’ career. A good publicists has a database built around the entire media of the artist they represent in the field of music the artist is working in.
You cannot and should not sign with a PR firm if you think that all good things are going to happen overnight, because that is not the case. It takes a publicist time to acquaint the media to a new artists, or to re-establish a veteran artist or a legend. Time takes its toll on an aging industry, which makes it difficult for veteran artists, because new PR firms many times have younger publicists who do not know who the legend or veteran artist is. Still there are those artists who believe in what they are doing and want as much success as time will allow them, and if the publicists is honest, he will meet with the artists and explain the facts of life of the music industry, so there is no possibility that the artist will come back and say, “You promised me this and that, and it never happened.” Good publicists will lay the cards on the table and make sure the artists knows the reality of what the publicists can do and cannot do. I guess we can call that laying down the ground rules between artist and publicist. Just as long as everyone is on the same page, that is the honest way. And a publicists is not someone that you call every hour to find out what is happening in your career. Let the publicists get back to you as he makes headway, or if he is having a tough time moving things forward for you, then maybe you and the publicists should have a meeting to talk about why things are difficult in getting PR for you. That meeting should never take place after you have a contract for representation with a PR firm, that conversation should take place before you sign.
Remember, the artist must provide all of the news for his publicists to make things happen. If the artist just sits home and waits for the phone to ring to tell him that he is going to make a guest appearance on the David Letterman Show, (we hope that happens), but you shouldn’t hold your breath. Stay in touch with your publicists, give him news of your special personal appearances, benefits you might be involved in, name artists you are on the same show with, and how your record is doing.
No artist needs a publicists until they have a CD completed for the publicists to listen to. Make sure you have a first-class promotion package for the publicists to review. Have your career in order to make the publicists job easier when he presents you to a booking agency, a promoter, a major record label, TV guest appearances, and interviews, etc. And please, please do not record your CD in someone’s basement or apartment thinking the sound is going to be as good as a well-produced recording session here in Nashville where the musicians make their living playing on recording sessions. Yes it costs more money to record in top grade “A” studio’s, who hire only studio musicians who are the best. What I am trying to get across is for an artist not to record in their bathroom with a tape recorder. Do it the right way or do not do it at all.
Stay a big fish in a little pond until you are ready to show your talents to the people that can promote your talents, and then maybe you might be ready to be a big fish in this large pond we call country music. The radio stations of today can hear a home cut session quicker than you can blink your eye, and 90% of the time they will not play any cuts off of your CD. It’s your choice-so make the right choice. There are very few artists who have been successful doing things the cheapest way possible. Find yourself an investor to help you financially. Don’t rob your piggy bank, don’t take money from your children’s college, or DON’T TAKE A SECOND MORTGAGE!!!!
Give the publicist something to work with. Publicists cannot promote without having the tools to work with, but even if you give the publicists the tools he needs to work for you, that does not mean that you are going to be another Alan Jackson or Carrie Underwood, it just means that you are serious about your career, and if you do your job to help your career, then possibly you might have a chance of getting noticed in this short area of successful country artists.
Yes a publicists can be so important in your career, but do not think that you can just sign with a publicists and the whole world is going to come knocking at your door. If you have perseverance and the passion for the music to have a successful career, then you have climbed a couple of hills instead of mountains, and oh yes, it does not hurt to be financially able to pursue your career. It does take money and I am sure you have heard the stories of artists who have spent enormous amounts of money with no great results. Many come to Nashville with their pockets lined with money and leave with their dreams shattered, and they are broke. Money allows you to present your talents in a first-class way, but does not mean you will be the next superstar. YOU MUST HAVE TALENT. I turn down 3-4 artists a week, because I would be doing more harm to them in signing them, knowing that there is no chance the artist will ever climb the mountain of success that they hoped for. Sometimes these type of artists do not like what I tell them, and they think I am crazy to turn their money down, but in the long run, I know what is the right way.
Please know that there are some great publicists in Nashville, who really know their business and they will want to interview you to see if it is worth your time and their time to work together. Good Luck and if you have talent, then never give up.
Marty Martel©