The role of music publicist in today’s industry [Op-ED]

There are so many wonderful and exciting musicians creating art in Australia right now. For us, having the opportunity to work with some of them in championing their music is one we relish each day when we rock up to the office.

At Beehive PR, our team has cultivated a roster that reflects not only our diverse personal tastes, but the thriving music community here in Australia producing world-class music (not to mention some international artists who have released some epic records this year).

Working with the likes of Psychedelic Porn Crumpets, Hideous Sun Demon, Madness, Jeremy Loops, Rackett and Birdz (just to name a few) has not only brought us some killer music, but it’s given us the chance to watch these artists do their thing impressively on the Australian and international stages alike. What a trip!

THE GREAT

The brilliant part about our job is that we are able to inject our love for music into a fast paced professional setting. At the core of it all we’re passionate music fans, so to be able to listen to as much music as we do daily, and to work with new and established artists from the beginning of a single or an album’s journey, is awesome.

It’s such a unique and incredible feeling that comes with receiving new music we know has potential written all over it and when more people switch on to the quality of it and hear what we’ve been hearing? It’s amazing.

Of course, our interactions are not just limited to the musicians. We are responsible for establishing and nurturing relationships with their management, label and on the more day to day front, the media.

At the end of the day, we’re all in this industry together, and each one of us at Beehive believe that these relationships are just as important as landing top line campaigns.

To make this work each and every time, respect has to be of the utmost priority. When we do the right thing by the editors, the radio MD’s, the journalists, the videographers, the photographers, we find that respect and trust is mirrored back at us.

To make this work each and every time, respect has to be of the utmost priority.

When it comes to the Australian music scene, in our experience, everyone genuinely wants to see local artists succeed.

We cannot praise these individuals enough who work late into the night and through countless weekends, often without pay, to run the blogs and radio show that champion the music of young Aussie bands. Australian musicians are beyond lucky to be creating in this environment.

THE GRIND

There are, of course the classic misconceptions about publicists: it’s an easy ride, statistics are all that matters, quantity over quality of work. If an artist doesn’t get playlisted on Spotify immediately, then the publicist hasn’t done their job. We would be quick to set those assertions straight.

With more music being unleashed in the online realms each week, the spots for rotation, major outlet placement, playlisting and radio coverage is increasingly coveted. We work with everyone to help you be as competitive as possible and put your best foot forward but with everything in life, challenges present themselves in different ways – it’s how you tackle them that determines the outcome.

There are, of course the classic misconceptions about publicists.

When it comes to the work we do, we approach things with an open mind and positive attitude – publicists need to be adaptable, we thrive on this element of our job.

Challenges, when we run into them, usually centre around timing and establishing the realms of expectation with the artist. If an artist submits a single with no tour dates, music video or radio edit if required, how much are they expecting to achieve?

In helping us to help you, we stand in the best position to help open more doors for you and your music, not just for the specific campaign you’re working on at the time, but down the line too.

Having these conversations with the artists and their team from the outset are crucial; to go and release music without a stacked arsenal of creative and media-ready assets can be incredibly detrimental.

There’s a saying, ‘You never get a second chance at a first impression’, and we have found that to be so true when it comes to publicity.

Keeping things as real as possible is also another part of our ethos that we don’t budge on. Especially when it comes to working with emerging artists from the ground up, remaining realistic is the best way to manage expectations and direct the best results possible to the client.

There’s a saying, ‘You never get a second chance at a first impression’, and we have found that to be so true when it comes to publicity.

The expectations we have of the artist are simple; champion ambition and an inquisitive nature. Ask questions constantly and learn more about the industry you’re creating within.

Artists should always be encouraged to follow their ambition and level up with each release; absolutely shoot for the stars, but don’t be afraid of setbacks – treat them as learning experiences.

It’s not always easy manoeuvring through the music industry in today’s climate. The goalposts for success (maintained success at that) are continuing to change and with those changes, all the players – from the artists through to management, publicity and consumers – have to adapt.

Content is being consumed more than ever before; when engagement is honed down to what content is most likely to stop someone scrolling on their device, we really need to think about how we tailor our approach when it comes to making sure our artists are making the most of their online and public presence.

It’s not always easy manoeuvring through the music industry in today’s climate.

We are here to help usher the music into the public spotlight and with that in mind, we’re also here to help the artist realise their music’s absolute potential. The song is the most important part, but everything else is in the eye of the beholder. This is where we come in.

Just like 99% of the music industry, our work hours extend far beyond your normal 9-5, think more 24/7/365 and you’ll be in the ballpark.

We are in contact with our artists and management strategising, pursuing pitches and updating accounts on weekends, at nights and even across different time zones, particularly when it comes to our international clients.

Our work hours extend far beyond your normal 9-5, think more 24/7/365 and you’ll be in the ballpark.

TO SUM IT UP

As we come to the end of another year, there have been so many highlights for us, both in terms of learning more about the ever-changing terrain that is the music industry and being involved in helping some of the country’s best indie bands continue to chart their path to success.

For each late night, there’s a great win on the other side to balance it out and that’s what gets us through each low moment.

Like coming off stage after a great show, seeing our peers and clients win reminds us of why we work in music – that’s a payoff in itself!

This article originally appeared on The Industry Observer, which is now part of The Music Network.