Paid Versus Free Indie Music Promotion Services

Keeping up with gigs and practices are already time consuming if you’re an indie artist. So doing the PR and other promotions for your band can seem impossible. But is it really? Learn the benefits and drawbacks of doing your own PR compared with paying a person or service.

Online businesses promise to do ALL the work

One example of an Internet music submission service is MusicSUBMIT.com. Folks here guarantee their people can get you

•       Instant radio airplay
•       Webzine reviews
•       Features on music blogs
•       Listings on music fan sites

Price points vary from $220 for 1,000 submissions to $9.95 for 25 submissions per month. Although it’s pretty much a given that some outlets will pick you up, you have to break down the actual cost and determine if it’s worth it to you. Let’s look at it this way: If 50 outlets out of those 1,000 submissions pick you up nationally, then you’ve paid roughly $209 total. So, the other 950 submissions technically don’t count. But depending on how high profile those 50 outlets are, you may have hit the jackpot. It’s a gamble, and you have to be willing to take the risk.

Local PR reps can be well connected

Recent college grads are always looking for ways to beef up a resume—and they often possess many of the same skills as seasoned professionals. You can find reputable PR grads at local colleges and through LinkedIn. Elance is often another great resource, as well. You can offer different price points for a press release, bio, etc.

Being your own PR professional

If you decide to sell your music to outlets on your own, keep in mind that a time commitment is mandatory. Writing a press release and getting it into the right hands can take several hours per week—not including the time it takes to write the release itself. Here are a few ways to make this easier:

1. Learn the basics of writing a good release. The Public Relations Society of America is the leader of PR; definitely follow their advice.
2. Know who the players are in your industry. If you can, try to meet with them or their assistants at some point—whether it’s virtually or in person.
3. Alternative weeklies, newer Internet radio shows/podcasts, and smaller websites tend to be more approachable. They are more likely to talk about your new mixtape or upcoming show.

Do you already use PR to promote your music? Tell us how you do it in the comments.