In the current age of digital music marketing, it is not uncommon for many bands and artists to find scam messages in their DMs, receive oddly worded emails and see ‘get rich quick’ type content being recommended online. While there are many legitimate service providers offering PR and marketing for bands and musicians, there’s also been a significant rise in services being offered with ‘to good to be true’ promises of major success. Below are a few tips on what to look out for before hiring a marketing or PR service.
Research Checklist
When considering hiring the services of a music PR company, or any other industry professional, take the following steps to help obtain as much information as possible before parting ways with your hard earned cash. It is important to note that not meeting the individual criteria below is not itself a sign of a scam service. Use these tips as a guide to help establish if a company is the right fit for you, in conjunction with your own needs and goals.
Online presence
Does the company have a professional and active online presence? Information about who they are, what they do, and contact details for those involved should be easily found on their website and/or across social media platforms. You should be able to put faces to names as to who you would be working with.
Testimonials & Examples of Work
Examples of work with previous and current clients is a useful way to help gauge not only the legitimacy of the company, but also if they are the right fit for you. For example, if a PR company’s client list is predominantly comprised of indie rock bands they may not be the best fit for a deathcore outfit – however, this is not always the case. Testimonials from clients can provide an insight into a company’s working relationships, though it is also recommended to reach out to a few past clients to see their experiences. Sometimes working relationships and expectations are not always met so bear this in mind. One or two bad reviews among many good reviews is not necessarily a cause for concern.
Communication
If you choose to reach out to a service to learn more, take note of how affective their communication is. Are they informative and forthcoming with information to answer any questions and concerns you may have? Are responses professional and prompt, or are you left waiting weeks for a reply?
Service Information
Have a look at the descriptions of the services provided from a company. Do they make unrealistic promises – for example, do they claim to obtain 1 million new streams in a month for their clients? Also consider the wider context of music promotion. Effective music marketing involves strategies across PR, marketing and social media management among others. Any claims that only one service is needed to be successful may be a sign to steer clear.
As stated above, these points are guidelines to help you assess if a company is right for you and your needs or if it is potentially dubious. These are not hard fast rules and circumstances may vary depending on your goals and the type of service you are seeking.
Staying Vigilant Online
We’re being bombarded with advertising left, right and center online, especially across social media platforms. From brand ‘collab’ request DMs to messages from supposed A&R asking you to apply for a place, many musicians and artists have already encountered scams like these. While some appear fairly obvious, others may not, and when you are emotionally invested in promoting your music as far and wide as possible, it can be easier to fall victim and be misled.
- Impersonalized messages with generic content are common indicator of scam DMs and emails. Brand collabs and industry professionals such as A&Rs will usually contact you via your band/ business email. They won’t ask you to ‘apply’ for a slot, nor will they ask you for money up front without a contract. If you do progress to the stage of receiving a contract, ensure to have it checked over by a legal professional.
- As mentioned above, unrealistic promises are often stated especially around marketing and streaming pitching services. Third party pitching services are best avoided, read more on this here. Buying any form of streams or followers, at a minimum, violates terms of service across most platforms and may result in your profiles being removed.
- Consider the messaging these companies are using to promote themselves. Claims of their method being all you need rather than demonstrating the importance of a holistic approach may suggest they are best avoided.
Music promotion is an investment of time, energy and finances. Having spent the time creating your music, make sure to carefully consider which promotional methods and services are best for you. Each band or artist may have slightly different goals and not all companies will align with those. Stay vigilant online and make sure to look into any services thoroughly before you hire them.
Further reading:
Understanding Music PR: Short & Long Term Benefits
Are Ads Right For You?
Promoting Your Music Holistically: PR, Online Ads & Marketing