This article originally appeared on PowerPublicity.
Publicity is a powerful tool to increase awareness of your music, build your image, and grow your brand. While many emerging artists know they need publicity, they have misconceptions about how publicity works and how it fits into their overall marketing plan. Some even think that publicity is the magic component to catapult their career into mainstream success. We hate to tell you, but it does not work that way…at all. These misconceptions can prevent you from running a campaign on your own or with your publicist. Here are seven music publicity myths that musicians believe.
Myth: Publicity will boost my albums sales
There is no direct correlation between publicity and album sales. The main purpose of publicity is to generate awareness for your music and brand. While publicity does not directly lead to sales, no one will listen or purchase your music if they do not know it exists, right?
Myth: Publicity is going to make me famous
It takes more than a few media placements in order to become “famous.” Becoming a well-known mainstream artist takes a good, strategic marketing plan, money, hard work, and time. It also takes three to six months to see solid results from a publicity campaign.
Myth: Publicity is going to build my fanbase
While publicity exposes you to new fans, you have to interact with potential fans using effective online and offline strategies such as performing, online marketing, and social media. Some journalists or bloggers will also not consider featuring you unless they see you have some recognition or a following. Focus on building your online presence before starting a publicity campaign
Myth: My new single is so hot that all the blogs will cover it!
Although you may think your new single is the second coming of Notorious B.I.G.’s “Juicy” or Pick Floyd’s “Dark Side of the Moon,” the media is not going to feature you or your new single just because it’s “hot.” Every outlet is not going to like your music and, more importantly, you need a compelling story to go along with your “hot” new single.
Myth: Sending my music to every outlet increases my chances of getting publicity.
This actually has the opposite effect. Your music is not appropriate for every outlet. It does not make sense to send your music to a punk rock blog when you are a trap rapper. You are more likely to get publicity if you target outlets that actually would be interested in your story.
Myth: Major media placements are more important than smaller placements
Smaller media placements that expose you to your target fans are just as impactful as major media placements. As an emerging artist, you are not gong to automatically land on the cover of Billboard( or be featured at all) or get to perform on Late Night with Jimmy Fallon. You have to grow your recognition by receiving smaller media placements first. As you receive quality, media placements in smaller outlets and increase your awareness, major outlets will begin to take an interest in you.
Myth: Hiring a publicist guarantees I will receive media placements
While a good publicist should be able to deliver results, receiving media placements are at the sole discretion of editors, journalists, or bloggers. If a publicist guarantees that they can deliver specific results, RUN!
This article is an excerpt from the free ebook “The Power Guide to Getting Publicity for Your Music.” Download your free copy here.