Is this really the right time to hire a music communication agency?
Although working with such an agency can be an extremely rewarding experience for your artist project, there are many things to consider before committing yourself, if you don’t want to waste all your time and marketing budget.
In this article, I present 6 questions that you should ask yourself before using a musical comedy agency.
1. Can you do it yourself?
A large-scale promotional campaign necessarily takes a lot of time, especially when it comes to contacting all kinds of people in the industry.
However, if you start from scratch and are currently moving forward in DIY, there is nothing to stop you from insuring your PRs at your scale to get started.
Of course, it takes time, determination and taking care of your network, but if you are more concerned about budget, then it is certainly your best option.
It’s certainly not for everyone, but it’s far from impossible, especially if you start small in your musical niche, for example by targeting the local and regional press.
This will allow you to gain experience in this very special profession, but also and above all to prepare the ground for the future. The music promotion agency will become really useful when you want to promote at the national level.
2. What do you have to promote? What is your news?
It is a good idea to partner with a music promotion agency to take your communication to the next level.
However, this must be justified and you must have something specific to promote.
Indeed, a promotional campaign must have an object and a purpose. If you haven’t released anything in six months and you’re just doing a few shows here and there in your area, then the agency will have a hard time pitching a catchy story for most media.
In short, you need to have a product to promote, such as a new EP or album, a new clip or single, an upcoming tour, etc. This will help guide communication to give meaning to your story.
So keep in mind that the recency of your product is crucial to the success of your promotion.
If you contact a music communication agency a few weeks (or more!) after your album is released, then it will be far too late for us to do anything with it.
The media want to be the first to share something new about your music project.
If it has already been several weeks or even several months since your product was released, it is no longer relevant and should not be the subject of a promotional campaign conducted by an agency.
Always take it several weeks and if possible several months in advance.
3. Does your news have enough potential? What are your expectations?
We’re not here to throw money out the window.
Even if you are very topical, is the use of a music promotion agency totally justified?
Be realistic. Do you think your product is likely to attract media attention?
And for good reason, if you are a starting artist and you release your 1st EP, chances are you will have trouble getting into the big medias.
As I have already said, it is better to use a communication agency when you have already generated a minimum of buzz around your musical project through your own efforts, so you don’t have to start from scratch.
If you are a little more advanced in your career, you still need to have realistic expectations for this campaign.
Always keep in mind that by using the services of an agency you have absolutely no guarantee in terms of increased visibility.
The agency cannot force anyone to talk about your musical project. Even if it is the best agency in the world, there is no guarantee that your music will be listened to and discussed.
That is the reality of the market.
Accept the fact that you are paying for the agency’s efforts (and not for media coverage), that there is no guarantee and revise your expectations downwards if necessary. Otherwise you may be extremely disappointed.
4. Do you have the budget to do this?
An agency is expensive. Very expensive.
Even if one of the aims of this promotional campaign may be to generate more sales, concerts and therefore income, the investment is not to be taken lightly.
Indeed, we have just seen that promotion must focus above all on a new product with high potential. So, before thinking about press relations, it is crucial to ensure that the production and distribution of this product is already optimal.
If you have to allocate amounts initially planned for production or distribution to pay the agency, it is probably best to think twice.
No marketing campaign can help you sell a poor product. All the steps are important.
So make sure you can finance the entire process, while avoiding putting all your savings into it. The return on investment can be disappointing, so it is better to minimize the risks if you are not sure about yourself.
5. Do you have enough time to take part in the promotion?
During a promotional campaign, the music communication agency is far from being the only entity that has to make an effort.
And for good reason, its role is to obtain for you passages that may require your direct involvement: emails, radio, TV, blogs, exclusive videos, etc.
If you are not able to respond to these requests in a timely manner, then this whole process will be pointless.
Not to mention the fact that you will have to promote in return a minimum of content that puts you in the spotlight, at least on your social networks.
6. Have you chosen the best music promotion agency for your project?
Working with a good agency can be an excellent investment for your career. However, it is not always easy to distinguish trusted and quality companies from dishonest or start-up agencies.
Since working with a com’ agency can be expensive and unpredictable, you must at least take the time to choose the best partner to put all the chances on your side.
So, I invite you to ask these different questions when choosing a music communication agency:
- How many clients does the agency currently serve? Does she have enough time to devote to your project?
- How many people work in the agency?
- On which media have the artists of this agency recently appeared?
- Which media would correspond to your musical project according to the agency?
- What musical projects have worked with this agency in the past? Are they of the same musical style as you? Were they at the same stage as you?
Feel free to contact different agencies before making your final decision.
Now that you have reached the end of this article, you should have a clearer idea of whether or not it is justified to use a music promotion agency.
In short, there is no point in investing huge sums in a promotional campaign if the results are non-existent or minimal.
Take your time, compare the offers, think carefully and develop a minimum of your project as an independent before you start.