Artwork by Kagem Tibaijuka. Flickr single image attribution in description

[Intro]

“I’ve always loved music”, says Ben Harris. The PR started Run Music in 2006. “The idea with Run Music is to only work with music I’m passionate about”, he says. Whilst many of us do love listening to music, the numbers tell another story. Record sales have sounded out of tune for years since the internet came onto the scene. How can music PRs find breathing room for their careers, if things don’t seem to be going well? Keep reading as vox-popPRcareers investigates whether music’s decline affects your chances of building a music PR career.

[Verse 1]

Louise Minter is an account executive at Blurb PR. When asked about one of the initial challenges facing entry level PRs, Louise says: “Music is one of those things where it is all down to people’s opinions.” This elevates the importance of being diplomatic. Louise, a University of Central Lancashire graduate tells vox-popPRcareers: “Singer-songwriters have more emotional involvement in what they are doing. You have to be quite gentle with the artists about what they should be looking at.”

Having a can-do attitude is key to overcoming days when you are tired and don’t feel like grafting. Lou Thomas, 29, head of press at Trailer Media says: “You have got to like music to do music PR. There will be lots of evenings where you have to go out and you may just want to sit on your sofa and watch Coronation Street.”

[Verse 2]

The International Federation for the Phonographic Industry (IFPI)’s 2009 report is sobering news. It says almost 95 per cent of music downloads worldwide are illegal. If the public is in love with downloads on the other side of the law, doesn’t this dilute chances for PRs to work with artists who have budgets? Tony McDonagh of Manilla PR says: “There are more avenues available to get exposure now.” One half of the husband and wife team, Manilla PR has represented indie groups like The Lights and The Ruskins. “There may not be the same mass exposure of previous decades but the media is more specialist and sophisticated to reflect what the consumer wants”, McDonagh adds. Concerning the potential of the internet for music PRs, Ben Harris agrees. “The progress of technology means there is more work as there are more musicians making a bigger quantity of music more cheaply,” Harris explains.

Does online PR matter for music though? Mal Smith, 43, of Delta PR says: “People still seem to value a quote from a major music magazine. [But] there is an argument about social networks.” Lou Thomas observes: “Big one for us at the moment is Twitter because everyone wants to be on Twitter.” Mal Smith adds: “It will probably go that way, but if everybody is doing that you are going to be lost in ‘The Long Tail’. Are you just going to get a fog and haze of information that does not amount to anything?”

Is touring the new MySpace for PRs? Flickr image attribution at bottom of feature. Artwork by Kagem Tibaijuka

Whilst social networks are popular, a ‘mixed media’ approach is also being taken. Dave Hill from Tenacity PR says: “Based on one artist we are working with at the moment, they have their own internet set up which is very admirable. They have kept one foot in their heritage and gathered new fans who want to use that technology.” Even though MySpace has been beaten to the finishing line by facebook in terms of the number of members, it is still relevant for up and coming artists to be noticed.

Carlien van Heerden, an account executive from Lander PR says: “It is an important tool because everyone has a MySpace. If a band doesn’t have a MySpace, it is one of the first things we will send them.” Liam Walsh, founder of Ask Me PR thinks MySpace is a reincarnation of something retro that music PRs were familiar with before. Liam says: “What I liken to it is like having an electronic press kit. In the old days, it would be videos, photos. Basically, that is what MySpace is. It has moved on from an epk.” MySpace allows fans to listen to music from the artists as well, like a sample sale at a fashion shop. Louise Minter of Blurb PR adds: “How many people have listened to your track is a really good idea of where you are going.”

[Verse 3]

In 2008, The UK digital music market was 16 per cent of the total digital music market worldwide, according to the IFPI. Physical sales are still falling, however. Louise Minter says: “No one is buying albums, but they are buying individual tracks.” For a niche market, Dave Hill explains: “Working with album releases, we would tend to work with artists of a certain generation, with their audiences happy to buy a CD.” Falling CD sales have affected PRs financially. Budgets have been cut. Lou Thomas says: “Since I started, the budgets available have gone down. There are a lot less press trips.” Liam Walsh of Manchester-based Ask Me PR says: “Record labels are using the excuse that because of falling physical sales, they can’t afford to pay the same fees which really squeezes independent companies like mine.”

The decline has put a bigger emphasis on touring. This is something aspiring PRs could look into. Dave Hill says: “I am pleased to say and not in a smug way that a very large percentage of our work is based on people who play live.” Lou Thomas adds: “The live thing is where people make their money now. Albums have become your promo tool and you make more money selling out shows.” With singers like Beyoncé having a 97 per cent ticket sold rate in 2009 for her current tour, this is a growth area in the industry that can be taken advantage of.

[Verse 4]

What knowledge is needed to be a successful music PR? Mal Smith advises: “An encyclopaedic knowledge of music. Go to libraries and read the history of music.” Carlien van Heerden mentions work experience. “Try and do as much work experience as you can”, the 24 year-old Brighton University graduate says. Lou Thomas agrees: “I think work experience, work experience, work experience. It’s the best thing you can do because a lot of jobs won’t be advertised.” Louise Minter notes of graduates: “They need to be able to adapt, but also come up with ideas for campaigns to try and find something different because everyone is looking for something different.”

[Outro]

The internet and falling physical sales have not made the music PR’s job redundant. It has spiced up the industry. The promotion of artists now is more fluid. Graduates can be part of this movement. Mal Smith says: “The amount of money you can get for an album has been halved. One way to get around that is to start your own PR company.” The only way you will be out of tune with your career is if you do not follow your passion for a career in music. Play it by ear and see what happens.

(Flickr image attribution: Beyoncé: Blue Chiou:) at Flickr)