a public relations consultancy

about

Based in Nashville, TN

Established company in 2004 – one month after

graduating college

Driven by passion for entrepreneurs

Launched with a non-profit PR campaign created for a class project

Services Corporate & Celebrity Clients Nationwide

Specializes in Public Relations, Media Relations & Publicity, Social Media Marketing, Crisis Management, Strategic Branding, Non-Profit Management

Experienced in consumer brands, fashion/beauty, retail, leisure/hospitality, non-profit, sports and

entertainment industries

Loves music, high heels, and sushi

Aerial M .Ellis Owner/Chief PR Consultant

HOMEGROWN MUSIC

Setting The Pace !Marketing & Promotions!

Developed a new music production system and a virtual software package for music

lovers and beat makers

RESULTS: 30-day publicity blitz

48 online appearances

More than 3 million total impressions

BOOMDIZZLE NETWORKS LL Cool J’s digital entertainment platform

for aspiring recording artists

RESULTS: 14 blog placements 200+ media pitches

8,000+ online appearances

More than 9 million total impressions

WHAT IS PUBLIC RELATIONS?

• PR is the practice of managing the communication between a brand and its publics.

• PR = “earned media”

• PR results in publicity - 3rd party credibility

SO WHAT?

Almost any artist or record label that has a stake in the industry within the public employs some level of public relations. The digital world of media is constantly changing and the emerging shift in the music industry is ever evolving. Today's PR strategy for artists needs to take music where it is being experienced, discussed, and purchased.

 

FIRST THINGS FIRST

•  Define your brand •  Outline goals, objectives & audiences •  Determine best strategy •  Identify budget, dates & people •  Implement course of action •  Follow through each time •  Plan in case of emergency

I’M IN THE STUDIO  

RELEASE READY

While you’re recording, the PR materials for your release should be in development. Materials should include:

• Virtual Press Kit

• Press Release Announcement

• Rave Review Announcements

• Promo-tour Announcements

KIT ETIQUETTE

A press kit introduces you and your music to media. Send your kit to media outlets that specifically request your music. The kit should include: • Music Samples • Press Photo • Bio • Video   

BIO BASICS

• About you

• Style of Music

• Creative Angle

• Popular Collabs

• Direct Quotes

• Upcoming Projects

• Touring/Label Details

• Contact Info

BAD VS. GOOD

On a rainy fall day in Memphis, John and Judy Brown gave birth to Killa J. Raised in the church, Killa always new he would be a star after he sung his Eye on the SPARROW at the tender age of 3 He went on to when talent shows in the city, He is a mix between Kirk Franklin, OJ the Juiceman and Brad Paisley.

If R&B isn’t what it used to be, then let the revival begin. The soul movement created by Isaac Hayes, Sam Cooke and Johnnie Taylor is a phenomenon of the past but their legacy lives on through an heir to the Soulsville throne.   Tre’V, singer/songwriter and producer, is bringing back the true essence of rhythm and blues and changing the culture of music forever.

BUILDING THE BUZZ

• Instead of printing your press kit, make it virtual (hosted on online or at your website) in order to keep it accessible.

• Ask someone you know to make the introduction to key journalists and industry tastemakers in their network.

• For a feature stories timely to your release date, long lead print outlets schedule 2-3 months.

• Host in-studio listening sessions. This will encourage word of mouth among attendees.

LOOK AT ME NOW  

WHERE YOU NEED TO BE

• Internet Radio Stations • Podcasts • Online Music Magazines • Blogs, Vlogs & Audioblogs • Music Directories • Social Networking Sites • Lifestyle Sites • Regional Sites • Video Upload Sites • Newspapers, Magazines and College outlets in all tour Markets

WHAT NOT TO DO

•  Say or do anything you don't want reported. •  Start an argument with reporters. •  Never say "No Comment."

•  Over use slang. •  Give unnecessary information. •  Verbally bash another artist.

WHAT TO DO

•  Stand still, sit up straight, look reporter in the eye.

•  Give only the facts. •  Make your point in 20 seconds. •  Prepare responses in advance.

•  Be cooperative. •  Let a PR pro to advise you.

THE GAGA FACTOR

Creating relevance isn’t about something you aren’t, it’s about become more than you are. Media and fans should look to you for inspiration.

ON THE MAP  

GET AROUND

Grow your fan base organically by word of mouth and find people who genuinely love your music in other cities – this is what makes music in the digital world a truly exciting venture.   

KNOW YOUR AUDIENCE

•  Define the top five markets that can help build a buzz outside of your hometown.

•  Track where the fans are who visit your website.

•  Identify performance opportunities that are established.

•  Let key journalists know you’re headed to their area.

•  Plug at least one interview before you arrive.

•  Make your performance unforgettable. •  Get honest feedback.

•  Bring merchandise to sell and promo items to give away.

WE’RE HERE!

UNSIGNED HYPE  

PR FOR THE ARTIST

In today’s world of public relations, artists no longer need to rely solely on the media to tell their story to attract new fans.

They can do it themselves.

THANKS TO SOCIAL MEDIA

TRADITIONAL PR

•  Sprayed

•  Scheduled

•  Snail Mail

•  Controlled Pace

•  Single Audience

•  Expensive

•  One Voice

PR 2.0

•  Targeted

•  24/7

•  Digital Delivery

•  Record Speed

•  Engaging Peers

•  Affordable

•  Multiple Voices

IMPACT OF SOCIAL MEDIA ON PR

TRADITIONAL PR the one–way approach

•  Press Release

•  Media Relations

•  Newswires

•  Events

PR 2.0 the two–way approach

•  Social Media News Release

•  Video News Release

•  Web/Online Newsroom

•  Live Streaming

WANT TO BE IN THE PUBLIC?

How much does PR really cost?

On average, a three month PR campaign could range between $1500 - $5000.

PR DON’TS FOR THE ARTIST

• Spam journalists or bloggers through Twitter.

• Pimp out your music or events.

• Post overly-personal content online.

• Bug the media to cover everything you do.

• Take on too much without a strategy.

• Forget writing style.

• Lose sight of the reason you’re doing PR in the first place.

PR DO’S FOR THE ARTIST

• Keep your story engaging and relevant.

• Develop meaningful relationships on multiple levels.

• Maintain business acumen at visionary status.

• Stay current on social media platforms.

• Allow your strategy time & room to grow.

• Walk the talk.

• Track results to show proof of return on investment.

*all enclosed content confidential + copyright ©2011 Urbane Imagery

a public relations consultancy

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