Music artistes today are lacking the very factor that can propel their careers and that factor is called Public Relations. PR, as it is known, is very vital in today’s music industry. For an artiste to walk on a red carpet, a publicist is in charge as well as appearances in the various media outlets. PR people lead artistes to the media. They need the press to expose their artistes on TV, radio and every other outlet including magazines and blogs.
In 2011, I did a PR assignment for Sean Kingston and Stevano Ugo during Canadian Music week. Sean was not a regular client but an international client in a country where all media may not be familiar with him regardless how many of his videos are being played on TV in his country. I set up their interviews with media at two locations. The mainstream outlets at the Canadian Music Week venue and the bloggers and magazines at the club pre-party.  Most record labels have publicists but many artistes opt for their own simply because they need someone 24/7 in case of crisis and also certain special interests or features the artiste has or needs. Take for example Jake Zeldin, a teenage rapper known as Lil Jaxe from Toronto, Canada, who is globally known for stuttering very badly. Stammering as we call it here in Nigeria is a medical speech issue that affects many in life. Lil Jaxe is one of them and what makes him phenomenal is that when he raps, the stutter goes away and he becomes a phenomenal rapper. CNN, MuchMTV and several newspapers have all interviewed and written about him. Jake has not only become a rapper, but one that educates others about his medical condition and what he has achieved with it. He once had a marathon radio day where he followed his publicist to four stations in two hours for morning shows. Jake has a cause and even performed on WeDay, a day of activism for children in Canada.
Music artistes that have causes are numerous. Rapper Shawty Lo has diabetes and promotes healthy living for black diabetic patients in his hometown of Atlanta, there are all kinds of things artistes want to do in the community and a publicist has to co-ordinate these activities. Everything an artiste does has to be publicized to the media. I have represented some artistes just for award show campaigns when they are nominated. They need a publicist to coordinate a 30-day media campaign to publicize the nomination so as to generate interviews for the artiste. Nigerian artistes need international publicists who can expose them to the global music scene so as to be heard and be on the BET ciphers, awards and more. Publicity ranges from weekly, monthly to contractual campaign rates.
A good publicist will book you for interviews on major news outlets and they may sometimes have to co-ordinate with your manager and booking agent in case there is a performance involved on a TV show. I have booked clients on CNN, FOX, Breakfast shows, MTV, BET and even several global radio stations to promote albums. In July 2011, I booked Nigerian pop star Wizkid on MTV Canada in a campaign through a Canada based promoter but he was still in the studio at the time in New York and missed the MTV Live appearance. Not familiar with the artiste, fans are ready to hear the music and MTV Canada has screened his music falling in love with “Don’t Dull” and “Pakurumo.” It can be rescheduled they said. Contact me on HipHossip@Yahoo.ca if you need music PR across the globe. I know every media outlet in your country and beyond.