How to run an effective music PR campaign on a shoestring budget
Believe it or not, it’s still possible to have a successful release when you’re tight on funds. These expert tips cover crafting your unique story, leveraging social media, and building crucial industry connections.
by Angela Tyler of Muddy Paw PR
Are you about to release your next single or album and feeling a little overwhelmed? So many artists I’ve worked with over the last fifteen years often get to this crucial step in the process — releasing and marketing their music — and suddenly, everything becomes overwhelming. But simply releasing your music with no plan is a surefire way to make sure it doesn’t reach anyone. You need a plan, and you need a strategy.
The good news? You can do that even on a shoestring budget. Here’s how.
Find your unique story
If you were a product, and really, your music is, we’d call this identifying your UVP. Your Unique Value Proposition. All this means is that you have one extraordinary, fully unique thing to you, your music, and your brand, and identifying that will be the key to unlocking things like press interest, sponsorships, booking opportunities, and more.
So what’s yours?
Whether it’s the journey that led you to music, the struggles you’ve overcome, or the message behind your music, a compelling story is what’s going to create a captivated audience.
This part takes time. So be patient, but take care in crafting it. Finding the right messaging that resonates with you and your audience is the key to everything that comes next.
Leverage social media
I know, I know. If you’ve heard this once you’ve heard it a million times. For all its aggravating quirks, social media is still a goldmine for indie artists. If it’s feeling intimidating or downright discouraging, try to remember the platform’s original purpose: to connect.
Before it was about algorithms or the most pristinely edited photos and videos, it was a place to find people like you. That’s all. At its core, that’s still what it is, and if you show up and make that continued and consistent effort to truly connect, you’ll see that’s still what it is.
Focus on creating engaging content. If you’re stuck, here are a few ideas I work with my artists on: behind-the-scenes videos, live performances, personal anecdotes specific to each song, sharing un-recorded lyrics, photos and videos of the places and things that inspire you and re-sharing work from people you admire.
Don’t just promote; engage. Respond to comments, participate in other people’s content, and join conversations relevant to your brand and genre.
Create a stunning press kit
A well-crafted press kit is essential. All your basics like a well-written bio, professional high quality photos, and your latest music should make it into your press kit.
If you’re working with a publicist they’ll help you create this but otherwise, you can use free tools like Canva to create something eye-catching without spending a fortune.
One quick tip: Investing in a friend or professional who can write a strong bio or take great photos is worth it. Don’t skimp on these things! Bad photos or a poorly written bio will end up turning off potential partnerships.
Build Relationships with the media + influencers
Please hear me when I say press isn’t dead!
Recently I had a young band come up to me and say “What’s the point of blogs or digital media anymore? It’s all about TikTok.”
It broke my heart!
Of course TikTok and short-form content is super important (see the point above). Fans are crucial for a successful music career and they often come from short-form content. BUT just as crucial is an industry that backs you, feels your legitimacy, and understands you. That can only be obtained from press.
Press isn’t just about a great review or having a quote for your EPK. It’s about validating your music on a platform larger than your own and the industry that swarms around those things. People mistakenly think press is just about getting new fans but it’s not. It’s about getting in front of the industry.
Plus, it’s not just blogs anymore. Podcasts, playlists, and of course, influencers are a huge part of any press campaign. Odds are you already had a few in mind when you started reading this. Maybe they’re local influencers or bloggers or small playlists. If you’re still a growing artist, start with other growing brands by researching media and influencers who align with your message. Then, reach out with a personalized pitch.
Highlight what makes you and your music unique and why their audience would love it. Don’t be afraid to get creative here! When we worked with Cassie Fireman we did a partnership with an influencer that featured inspirational content for women. It fit in perfectly with Cassie’s message and overall brand, and you can see in the video and quote they chose that it really resonated.
Other times you might reach out to a music reviewer to do a live listening reaction video like we did with Tyler Miller or Downupright. It’s all about building a relationship with that person and their audience. It’s not just about a one-time feature but fostering a lasting connection.
Embrace your local community
So many artists overlook the incredible talent surrounding them. Local media outlets are often more accessible and open to featuring local talent, and for emerging artists especially this can be a really important way to begin to establish press and relationships.
Reach out to local radio stations, newspapers, and even community festivals or events. Even playing your local coffee shop or collaborating with a local brewery or clothing brand can inspire creative collaborations and new fans.
Local support can build a strong foundation and often leads to wider recognition, so don’t be afraid to start here.
Collaborate with Other Artists
Collaboration is a powerful tool and one I see a lot of artists either overlooking or misusing. It isn’t about what someone else can do for you but what you can do for each other. It’s about coming together for a shared love and passion and working together to make it happen.
Partner with other indie artists for joint projects like one-off singles or openers on shows, cross-promotions, or even co-hosted events. This not only broadens your exposure to new fanbases but gives you support in a notoriously cutthroat industry.
Plus, it’s a lot of fun and a great way to network.
Utilize Free and Affordable Tools
There are SO many free tools at your disposal. From graphic design tools like Canva to email marketing tools like Mailchimp or Mailerlite, you have a lot of options for getting your message out there on a shoestring budget.
Check out Planoly or Later for social media scheduling, and free/lowpay tools like InShot or even Canva for Reel and TikTok creation.
One very important thing publicists know is how to manage their time and create systems to streamline and replicate success. Using these tools and creating systems for your success will help you reach your goals a lot faster.
Keep Pushing Forward
Persistence is key. The music industry is tough, and success doesn’t happen overnight, despite how it might sometimes feel on social media. Keep working towards your goals, refining your strategies, and learning from your experiences.
Keep pushing forward, no matter what. And don’t forget to celebrate even the smallest successes and use any setbacks as learning opportunities.
Your passion and dedication to your craft are what will set you apart. Don’t give up. I’ll be cheering you on from the sidelines!
Angela Tyler is the owner of Muddy Paw PR. She believes every artist has a unique story that can transform lives and build community. With over a decade of industry experience, including speaking at major conferences like SXSW, her campaigns offer personalized press and marketing strategies. Muddy Paw PR clients have secured placements on Earmilk, American Songwriter, and more, signed to labels, played top festivals, and significantly increased their fanbase and audience engagement. When she’s not working in music, she’s hanging out with her 15-year old senior pup Sawyer and probably binging reality TV.
