In Music, PR plays a big role, it involves a promotional campaign strategy to stimulate interest among the public and the media — The strategic promo can be of a new release, tours, press, or interacting with fans and potential fans. Apart from the time it takes to get your story in front of the relevant media, PR is a low-cost option for getting your music and your brand 'out there'. It is a key element of the area of marketing that deals with communicating with the audience(fanbase). Getting your music or your brand to Radio, TV and Newspapers used to be a difficult thing to do in South Africa. It used to be something you only get when you're signed under a major label, nowadays even smaller artists are headlining Magazines and Newspapers, all thanks to the work of PR Agencies.

And of course you can do this by yourself, that's if you can't afford to pay a PR agency or you're willing to go the whole way. If you'll be doing your own PR, you should be prepared for the work it comes with, publicity is very complicated and intricated. You will be responsible for how your brand communicates with the outside world - you'll be managing multiple channels: web, video, social media, email, radio, and tv in order to communicate your message in different ways. These are all the things that PR agencies do for artists so that they can focus on their music instead of wasting time trying to promote their music.

A PR Agency capitalizes on an extensive network of contacts in the music industry to help tell the story of an artist and establish their brand widely. The agency works with the artist to create both long and short term goals for brand recognition. They keep the artist in the spotlight by conducting a successful music PR campaign, artist interviews, album and live show reviews.

How Music PR Works & Why you should consider paying for PR services

1. The Buzz/Hype

Music PR is all about the hype - When an artist is everywhere, on social media, in the press, on tour; that's what we call "buzz or hype". A promotion campaign strategizes around ways to get the public and the media excited about an artist. So when you pay an agency for PR services, you're automatically buying their credibility. They already nurtured relationships with journalists, DSPs, influencers and the media which makes it easy for them to get your story out there and keep your persona in the public's mind.

2. Press Release (EPK design and press plug)

An experienced Agency knows how to write a perfect press kit. A well designed press kit contains a lot of information about the artist and the music being promoted. This normally includes the biography of the artist and how their music career started, musical influences, etc. A poorly written EPK can cost your brand so bad, that's why you should consider partnering with a PR agency.

3. Social Media presence(Engagement)

Apart from press, radio or tv you can still get your music or your brand to thousands of people. This is made possible by Social Media ,(the fastest growing platform in our generation). Everyone is on social media these days, the digital space has taken over the traditional industry. Almost every artist is using social media to market their work and acquire a fan base, but most are doing it wrong which is heavily costing their brand. You have to know how to use social media in order to create compelling content and attract a new market. You also need to be active at all time, and this is why it's important to have a PR agency managing your social networks. They create content from scratch, post it in a timely framed manner, promote it and engage with the audience on your behalf. PR agencies are responsible of getting you followers, replying comments as well as direct messages.

What Music PR companies do for an artist

1. They plan ahead and they follow their plan - A successful PR campaign juggles lots of deadlines for publications, premieres and tour dates. Since publications work months in advance on articles, it is crucial to plan ahead.

2. They prefer the digital space - because it is more compatible and more cheaper to promote an artist's work on the the digital world. PR agencies use models such Facebook Ad Manager or YouTube advertising to drive the traffic high.

3. They establish their roles - so when you pay for a PR Specialist, you're paying for their time and involvement in developing a winning campaign strategy. The PR agency represents you to the media and works extensively to place your music and your brand in the right media.


Although a PR Agency can manage an artist's work, it is still not considered an artist's manager. The PR firm is not responsible for cutting deals or managing the artist in any way. Sometimes, PR Specialist agencies don't see positive results of a campaign until after the campaign is over.

If you need a PR Agency, Try Creatives Makhado Agency PTY(LTD), the founder of this platform - Represented by a team of experienced PR Specialists and Promoters. Currently, it is the best PR agency in the country.The services are affordable to most South Africans, starting at the least of R300 to the max of R15000 depending on your goals. Contact Us through the portal on www.creativesmakhado.co.za/Contact Or use 0815063086 on WhatsApp/Phone call to learn more about the Rates and Packages, Portfolio of work.