Generating Buzz: Music Industry Promotion and Publicity

As a mainstream public relations practitioner and communicator, I receive quite a few inquisitive looks, misinterpretations and negative comments when I begin discussing the topic of public relations within the music industry. Most people who are uninvolved with the inner workings of the recording industry are completely unaware of how records and concert tickets are sold and promoted, much less how artists and recording labels actually generate their revenue. The general public is often guilty of assuming that music naturally sells itself and positive artist publicity simply "falls from the sky." Entertainment industry public relations practitioners and recording industry professionals, however, know that the previous assumption could be nothing further from the truth. 

In the past, the recording industry did rely heavily upon sheer album sales and marketing-based promotion to support their growing revenue streams. This, of course, was long before the highly competitive, digital music market had emerged, and music was still solely distributed by local, homegrown record stores and corporate retailers. In today's overpopulated, every-man-for-himself music market, basic marketing and advertising methods will simply not generate enough album and tour sales to support the recording industry's shrinking digital profit margin. 

The truth be told, talent simply isn't the measure of success anymore. With all of the opportunities for exposure and publicity that digital distribution and the Internet has afforded the music industry, it has also become somewhat of a double-edged sword, rendering a very limited music market overrun with innumerable, self-made hopefuls garnering for the same portion of the market as the legendary music icons. In most cases, the only way to "stand out of the crowd" is to generate enough "buzz" surrounding the artist and their music through innovative public relations methods and grass-roots efforts. 

Through the use of the Internet and social media, public relations practitioners and publicists have more weapons in their "exposure arsenals" than ever before. Although many artists have successfully handled their own public relations and marketing efforts, most large-market recording labels have learned to rely on the power of exposure and third-party endorsements garnered by experienced, entertainment industry public relations firms. With the evident decrease in album sales, recording labels have no choice but to turn to the avenues of media relations and social media marketing. 

However, not all media relations and public relations efforts are created equal. The key concepts that lead to success within music industry public relations, for example, are quite different when compared to techniques used within mainstream public relations work. Effective media relations within the music industry are dependent upon a keen knowledge of the inner-workings of music industry publications and news outlets. Public relations practitioners must be familiar with journalists covering music industry beats to determine whether or not their particular client or story is suited for that respective journalists' news assignment and expertise.

The real secret to generating music industry buzz is learning to harness the influence of social media by engaging influential bloggers and fans. By reaching out to professional music industry bloggers, freelance bloggers and fan sites, public relations professionals can garner coveted third-party endorsements through album and concert reviews, as well as engage loyal fans that will generate album buzz through word-of-mouth marketing. With an engaged fan base and loyal social media following, music industry buzz can be generated surrounding a new album release within a matter of mere days.   

With the right buzz, recording labels can quickly build a loyal fan base, generate positive publicity surrounding an artist or album release and, last but not least, increase record, concert and merchandise sales significantly. As a result, it seems clear to me that public relations-rooted promotion is the obvious choice for a struggling music and recording industry. The recording industry should harness the power of both traditional and new media to their benefit, not their eventual deficit. It is for these reasons that I strongly advocate an industry-wide shift from marketing-based promotional and publicity methods to promotional techniques that are strongly rooted within the public relations discipline. 

A Promotional Tug-of-War: PR vs. Marketing

Since we have addressed the annual advertising phenomenon known as the Super Bowl, we can now move on to the "good stuff," music industry public relations of course. What else could it be? Ever since the rise of PR's popularity and increased usage, there has been an air of tension brewing amongst the public relations and marketing/advertising disciplines. Although some seasoned professionals from both arenas have looked past the petty competitiveness and recognized the potential for collaboration, the two professions remain generally at-large with one another, and most still perpetuate a subtle distaste for each other.

Is this deep-seated disfavor rooted in a fear of professional legitimacy? Possibly. Do some professionals think that the success of one discipline will eventually equate the demise of the other? Most Likely. Do some professionals from each arena believe that their profession is superior to the competition? Definitely.

Before you jump on the criticism bandwagon, this post is not intended to determine which professional discipline- marketing or public relations- is superior or more effective than the other. It is, however, meant to determine, or merely suggest, which promotional discipline is most adept at addressing the current state of the music and recording industry. I am, as you know, of a public relations educational background, therefore I am slightly partial to the public relations discipline, however, I am fully aware and respective of the many positive aspects that the marketing profession contributes to the public relations disciplines' many deficiencies, and vice versa. No profession is perfectly self-sufficient. We thrive through collaboration with other neighboring and complimentary professional disciplines. For example, where would the music video production business be without the original musical contribution of recording artists, engineers and producers? Nowhere, that's where. Continuing on...

Although the two promotional professions are very similar in purpose, they are, in fact, quite different in approach. The marketing and advertising profession, for example, is largely devoted to acquiring effective "paid-media" opportunities such as Internet, television, radio and print advertisements that promote a specific business or organization, as well as any associated products and services. This type of promotional approach has proven to be effective for various types of businesses and organizations, although it is extremely costly and, often times, difficult for many small businesses to afford.

In contrast, the public relations profession is primarily dedicated to garnering "earned-media" mentions such as newspaper articles, press releases, press conferences, trade magazine articles, interviews, industry-related publicity, public service announcements, word-of-mouth advertising and charity affiliations. This is not meant to insinuate that the public relations profession does not dabble in "paid-media" opportunities, however, it is based- in theory- on the utilization of "earned-media" promotional and publicity tactics. Now, you might be beginning to understand the ensuing competition and dissension between the two disciplines. After all, they are, indeed, both dedicated to the same purpose: promotion.

When two competing professional disciplines scramble after the same profit margin, desired commodity and end result, the potential for opposition is unavoidable. Think about it. They both want the same thing; all promotional efforts from both disciplines boil down to one, single commodity, audience and consumer approval. There is, however, one fundamental difference in the way these two disciplines measure their definition of success.

Traditionally, the marketing discipline has been primarily dominated by sales and figures. As a marketing professional, if you don't meet your sales quota for the month, you are, as they say in the business world, "history." Public relations, on the other hand, is largely dedicated to building and maintaining strategic relationships so that organizations, as a result, are able to either progress or preserve their positive reputation, as well as garner coveted third-party endorsements. Word-of-mouth advertising, often embodied in the form of third-party endorsements, can be witnessed within any issue of a local newspaper, Internet blog, social media platform, trade-appropriate magazine or consumer review. 

Complimentary mentions and business plugs composed by unbiased, non-affiliated third party personas are, without a doubt, publicly perceived as more credible than self-promoted advertisements. Ponder this for a minute. Would you believe something, for example, that the brand Taylor Guitars says about their own products or would you, instead, believe something that a credible, seasoned studio guitarist said about the guitar itself? I thought so... we'll go with the unbiased third-party endorser. Similar to the previous example, these so-called "third-party endorsers" are in no way coerced to provide their product testimonies (unlike paid celebrity endorsers), they are, in fact, willing participants in the promotion of a credible, reliable brand that they have personally come to trust through experience.     

As a result, it depends on what, in particular, your business or organization is looking for when it comes to promotion. Do you want "the sales" or "the reputation?" The money or the relationships? Personally, I believe that increased sales win the race, but a sound, positive reputation wins the marathon, every time. Again, this is just my personal opinion, and not a corroborated scientific theory. It basically all boils down to one thing- you have to decide what's best for you and your organization. Whether that decision delivers you short-lived fame or eternal glory is entirely your prerogative. 

In my next post, I will suggest which promotional discipline- marketing or public relations- is best suited for the current condition of the music industry.