Are you an artist, artist manager/representative or label owner who wants to attract media attention? What should your plan look like? How do you reach out to media personnel? What are the first steps to set up tour publicity, and how do you follow through to capitalize on media opportunities? On Saturday, April 23, 2011, the Memphis Music Foundation hosted a music publicity workshop with Aerial Ellis of Urbane Imagery in Nashville. This presentation included PR tips on press kits and EPKs, how to use a media list, media training and etiquette, strategic record release and tour marketing, and PR through social media.

2. a public relations consultancy

3. about
Based in Nashville, TN
Established company in 2004 – one month after
graduating college
Driven by passion for entrepreneurs
Launched with a non-profit PR campaign created
for a class project
Services Corporate & Celebrity Clients Nationwide
Specializes in Public Relations, Media Relations & Publicity,
Social Media Marketing, Crisis Management,
Strategic Branding, Non-Profit Management
Experienced in consumer brands, fashion/beauty,
retail, leisure/hospitality, non-profit, sports and Aerial M .Ellis
entertainment industries Owner/Chief PR Consultant
Loves music, high heels, and sushi

4. HOMEGROWN MUSIC
Setting The Pace !
Marketing & Promotions!

5. Developed a new music production system
and a virtual software package for music
lovers and beat makers

6. RESULTS:
30-day publicity blitz
48 online appearances
More than 3 million
total impressions

7. BOOMDIZZLE NETWORKS
LL Cool J’s digital entertainment platform
for aspiring recording artists

8. RESULTS:
14 blog placements
200+ media pitches
8,000+ online appearances
More than 9 million
total impressions

9. WHAT IS PUBLIC RELATIONS?
• PRis the practice of managing
the communication between a
brand and its publics.
• PR = earned media
• PRresults in publicity - 3rd party
credibility

10. SO WHAT?
Almost any artist or record label
that has a stake in the industry
within the public employs some
level of public relations.
The digital world of media is
constantly changing and the
emerging shift in the music
industry is ever evolving.
Today's PR strategy for artists
needs to take music where it is
being experienced, discussed, and
purchased.

11. FIRST THINGS FIRST
• Define your brand
• Outline goals, objectives & audiences
• Determine best strategy
• Identify budget, dates & people
• Implement course of action
• Follow through each time
• Plan in case of emergency

12. I’M IN THE STUDIO

13. RELEASE READY
While you’re recording, the PR materials
for your release should be in development.
Materials should include:
• Virtual Press Kit
• Press Release Announcement
• Rave Review Announcements
• Promo-tour Announcements

14. KIT ETIQUETTE
A press kit introduces you
and your music to media.
Send your kit to media
outlets that specifically
request your music. The
kit should include:
• Music Samples
• Press Photo
• Bio
• Video

15. BIO BASICS
• About you
• Style of Music
• Creative Angle
• Popular Collabs
• Direct Quotes
• Upcoming Projects
• Touring/Label Details
• Contact Info

16. BAD VS. GOOD
On a rainy fall day in Memphis, If R&B isn’t what it used to be,
John and Judy Brown gave birth to then let the revival begin. The soul
Killa J.
movement created by Isaac Hayes,
Sam Cooke and Johnnie Taylor is a
Raised in the church, Killa always phenomenon of the past but their
new he would be a star after he sung legacy lives on through an heir to
his Eye on the SPARROW at the the Soulsville throne.
tender age of 3
Tre’V, singer/songwriter and
He went on to when talent shows in producer, is bringing back the true
the city, He is a mix between Kirk essence of rhythm and blues and
Franklin, OJ the Juiceman and Brad changing the culture of music
Paisley.
forever.

17. BUILDING THE BUZZ
• Instead of printing your press kit, make it
virtual (hosted on online or at your website)
in order to keep it accessible.
• Ask someone you know to make the
introduction to key journalists and industry
tastemakers in their network.
• For a feature stories timely to your release
date, long lead print outlets schedule 2-3
months.
• Host in-studio listening sessions. This will
encourage word of mouth among attendees.

18. LOOK AT ME NOW

19. WHERE YOU NEED TO BE
• Internet Radio Stations
• Podcasts
• Online Music Magazines
• Blogs, Vlogs & Audioblogs
• Music Directories
• Social Networking Sites
• Lifestyle Sites
• Regional Sites
• Video Upload Sites
• Newspapers, Magazines and College outlets in all tour Markets

20. WHAT NOT TO DO
• Say or do anything you don't want reported.
• Start an argument with reporters.
• Never say "No Comment."
• Over use slang.
• Give unnecessary information.
• Verbally bash another artist.

21. WHAT TO DO
• Stand still, sit up straight, look reporter in the eye.
• Give only the facts.
• Make your point in 20 seconds.
• Prepare responses in advance.
• Be cooperative.
• Let a PR pro to advise you.

22. THE GAGA FACTOR
Creating relevance isn’t about
something you aren’t, it’s about
become more than you are.
Media and fans should look
to you for inspiration.

23. ON THE MAP

24. GET AROUND
Grow your fan base organically by word of mouth
and find people who genuinely love your music in
other cities – this is what makes music in the
digital world a truly exciting venture.

25. KNOW YOUR AUDIENCE
• Define the top five markets
that can help build a buzz
outside of your hometown.
• Track where the fans are
who visit your website.
• Identify performance
opportunities that are
established.

26. WE’RE HERE!
• Let key journalists know
you’re headed to their area.
• Plug at least one interview
before you arrive.
• Make your performance
unforgettable.
• Get honest feedback.
• Bring merchandise to sell and promo items to give away.

27. UNSIGNED HYPE

28. PR FOR THE ARTIST
In today’s world of public relations,
artists no longer need to rely solely
on the media to tell their story to
attract new fans.
They can do it themselves.

29. THANKS TO SOCIAL MEDIA
TRADITIONAL PR PR 2.0
• Sprayed • Targeted
• Scheduled • 24/7
• Snail Mail • Digital Delivery
• Controlled Pace • Record Speed
• Single Audience • Engaging Peers
• Expensive • Affordable
• One Voice • Multiple Voices

30. IMPACT OF SOCIAL MEDIA ON PR
TRADITIONAL PR PR 2.0
the one–way approach the two–way approach
• Press Release • Social Media News Release
• Media Relations • Video News Release
• Newswires • Web/Online Newsroom
• Events • Live Streaming

31. WANT TO BE IN THE PUBLIC?
How much does PR really cost?
On average, a three month
PR campaign could range
between $1500 - $5000.

32. PR DON’TS FOR THE ARTIST
• Spam journalists or bloggers through Twitter.
• Pimp out your music or events.
• Post overly-personal content online.
• Bug the media to cover everything you do.
• Take on too much without a strategy.
• Forget writing style.
• Lose sight of the reason you’re doing PR in the first place.

33. PR DO’S FOR THE ARTIST
• Keep your story engaging and relevant.
• Develop meaningful relationships on multiple levels.
• Maintain business acumen at visionary status.
• Stay current on social media platforms.
• Allow your strategy time & room to grow.
• Walk the talk.
• Track results to show proof of return on investment.

34. LET’S CONNECT
a public relations consultancy
*all enclosed content confidential + copyright ©2011 Urbane Imagery