Behind the Curtains Media works with you as your publicist and PR manager, or as a guide to running your own publicity campaigns
Traditional publicity and PR campaigns remain essential for independent artists because they help build credibility, visibility, and long-term growth in ways that digital marketing alone can’t always achieve. Press coverage from reputable outlets, whether large or small, provides an independent artist with industry validation, which can boost their reputation and create a more authentic narrative around their music. Reviews from small music sites, blogs, and niche platforms allow artists to reach dedicated and loyal music communities. These communities are often highly engaged and actively seek out new and unique artists.
For artists looking for higher-tier full-time music publicists, we can help you find the right fit. For artists interested in learning how to earn their own publicity contacts, Behind the Curtains Media is here to guide you.
We only work with select artists on higher-tier publicity placements and securing podcast interviews. Here are some of the placements we have landed:
Traditional publicity and PR remain important even though music discovery blogs and media outlets are not nearly getting the traffic they had 5-10 years ago. This is why we do small campaigns with our artists:
Longer Shelf-Life: Articles, reviews, and interviews have a lasting online presence, continuing to drive traffic and visibility for years after publication.Step 1) The Press Release:
Enhanced Credibility: Being featured or reviewed by large and small music outlets adds legitimacy to an artist’s work, signaling quality to both fans and industry professionals.
SEO: When you “Google” your band or artist name, you want reviews and accolades to appear.
Press Kits: Positive press provides material for Electronic Press Kits (EPKs), which are vital for booking shows, securing festival slots, and attracting label interest or management deals. We can host your EPK on our Behind the Curtains Media site like this.
Before running a publicity campaign, we create a compelling press release. One example is here:
Step 2) Pitching to review sites
We select the kinds of sites we want to pitch to according to your particular genre, set up a spreadsheet to keep track, and then send personal emails and pitches to reviewers and curators worldwide. Here is what the spreadsheet will look like:
Step 3) is the most rewarding: Sharing an interview, review, or playlist to social media with your fans and followers, even adding it to a press page on your website:
Remember, the top four ways people discover music today are:
- Streaming Platforms and Playlists: Services like Spotify, Apple Music, and YouTube use algorithm-driven recommendations and curated playlists to help listeners find new music. Personalized playlists like Spotify’s “Discover Weekly” or “Release Radar” introduce users to songs based on their listening habits, making streaming platforms one of the most powerful discovery tools today.
- Social Media: Platforms like Instagram, TikTok, and X (formerly Twitter) are hotspots for music discovery, especially through viral content and influencer-driven trends. TikTok, in particular, has become a major platform for songs to go viral, often catapulting lesser-known tracks into mainstream recognition.
- Word of Mouth and Social Sharing: People often discover music through recommendations from friends, family, or social media communities. Social sharing of playlists, posts about concerts, or shoutouts from other artists helps introduce listeners to new music in an organic, personal way.
- Music Blogs, Websites, and Reviews: Blogs, niche music websites, and music reviews still play a role in discovery, especially for indie and underground artists. Listeners who trust specific music publications or critics are often exposed to new music through reviews, interviews, and features.
Contact [email protected] to set up a free 30-minute consult about your goals.
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