A music publicist, also known as a “spokesperson” or “representative,” is a communications professional who manages public and media relations for a musician or band. A music publicist typically collaborates with a musician’s manager, booking agent, and entertainment lawyers, though some musicians may hire a single general manager to handle all of these responsibilities at once. The primary responsibility of a music publicist is to ensure that the client’s desired image is maintained at all times. The publicist will help the client achieve this goal by arranging and supervising interviews, issuing media statements, and overseeing the marketing and communications material that is distributed to the public on their behalf.
For journalists seeking an interview with a musician, a music publicist is usually the first point of contact. When a publicist is approached by a member of the media for a client interview, the first thing they think about is the media outlet, whether it’s a website, national newspaper, TV show, or radio show. The publicist will then consider a variety of factors to determine whether the interview will improve the musician’s image and sales. Some of these considerations include the number of people reached by the media outlet, its target demographic, and whether it is likely to generate positive or negative press for the musician. The music publicist will also take into account factors unrelated to the media outlet, such as whether the musician has an upcoming album or tour that could benefit from the interview’s publicity.
Music publicists frequently write carefully worded statements on behalf of their clients about personal matters that have become public knowledge, such as a divorce or the birth of a child. When entertainment publications or shows contact the publicist with a specific question, the publicist may speak on behalf of their clients. It’s up to the music publicist to decide whether to respond with a statement or simply say “no comment.” A music publicist also works with charities and other organizations to determine which causes the musician is best suited to represent.
The nature of a publicist’s job has changed dramatically in the age of the Internet and social media. By writing blog posts, participating in online chats, Twittering, and creating YouTube videos, musicians and groups have been able to communicate with fans and the media more directly and without the use of music publicists. While some musicians still consult with their publicists before engaging in any form of public communication, others use the Internet on the spur of the moment, making statements they may later regret, requiring their publicists to engage in public relations damage control.