chapter  3
Overall Music Marketing Strategy
Pages 14

The one exception is radio airplay. The publicist is not responsible for getting songs played on the radio. That job would fall to the radio promoter (described in a later section of this chapter).

For publicity tools, publicists rely on press releases, biographies (bios), tear sheets (copies of previous articles), a discography, publicity photos, and publicity shots. It is the publicist who writes most of the copy for these items and prepares the press kit, although other branches of a record label may actually use the press kit in their marketing functions. Publicists are also responsible for media training the artist, for setting up television appearances and press interviews, sending out press releases and holding press conferences. They target a variety of media vehicles, including:

■■ Late night TV shows (Letterman, Leno, Conan O’Brien, Saturday Night Live, etc.)

■■ Daytime TV shows (Ellen DeGeneres, The View, etc.) ■■ Morning news shows (Good Morning America, etc.) ■■ Local newspapers (weeklies and dailies) ■■ National entertainment and music magazines ■■ Trade publications such as Billboard and Radio and Records ■■ Online e-zines and blogs ■■ Local TV shows (in support of concert touring) ■■ Cable TV shows (including music television channels, but for news and

feature items, not airplay)

Small labels and DIY artists focus more on local media, especially in the markets where the artist performs and has a following. The marketing person for the artist will reach out to local daily and weekly newspapers, and local radio and TV stations for coverage of performances in the local market. Coverage is more likely if the marketer targets the music or entertainment writer or editor for each local publication. By offering up a press kit, promotional copies of recordings, concert tickets, photos, and access to the artist for interviews, the DIY is more likely to find success with local media coverage. Morning and midday television news shows are great possibilities for exposure, but radio interviews are more difficult to land because of the value of morning drive time on commercial radio and the fact that many morning shows are now syndicated. College radio and other non-commercial stations (NPR) are the exception (see section on radio promotion in this chapter).