CHAPTER
9
MARKETING AND
PUBLICITY
Marketing and publicity people are an artist's
link to the media. They fulfill many
of the same functions as their record company
counterparts. However, they are gener-
ally able to focus their energy on a specific
artist or project because they have smaller
rosters of clients and fewer corporate business
tasks. Being independent also allows
marketers to specialize in areas. This chapter
covers two main areas: the more tradi-
tional role of independent Publicity and some
of the diverse possibilities of
Alternative Marketing.
PUBLICITY
INDEPENDENT PUBLICIST · PRESS AGENT
· PUBLICIST · PUBLIC RELATIONS
JOB OVERVIEW
The publicity staff strategizes campaigns and
coordinates all publicity efforts,
including national media, television,
syndicated radio, and tour press.
SPECIAL SKILLS
To succeed, you should have good phone and
organizational skills, an outgoing
personality, enthusiasm, self-motivation,
creativity, and the ability to write.
"Creativity is the most important part of the
job," says Sarah McMullen. "It is
manifest in the ability to write a great pitch
letter and the ability to verbally sell and
inspire the journalist, who thinks he's heard
every kind of angle known to man, into
writing about your artist."
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