Public relations in the music business: how publicists continue to improve a changing industry

2013-05-07This paper examines public relations professionals and how vital they have grown to be within the music industry. ❧ More specifically, this thesis explores a publicist’s responsibilities in the changing industry and effective strategies that have reduced the importance of record companies in an artist’s career. The old model of doing business is rapidly becoming obsolete. ❧ Once the 1990s approached, the industry was more predictable. The Internet’s influence began to grow and dominate causing things to change quickly. An example of this is that artists are now able to record and distribute their own content online without the help of a major label or contracts. Achieving the milestone of a record deal is a concept that is now vanishing. The idea of being “discovered” while paying to a small audience has grown somewhat impossible. ❧ The old music industry used to be all about the middleman, such as a record label, but now the middleman is rapidly diminishing. The industry needs someone who knows how to manipulate the middle machine in addition to mastering media coverage. Successful publicists should simply connect listeners to what they want and provide suggestions that they ultimately adopt. ❧ A s a result of declining music sales, the pressure to offer more of an experience than simply listening to an album release or worldwide tour has soared dramatically. A strong campaign or media influence can make the difference between an album or a single making the charts or not profiting without public knowledge