Music Publicity 101: Your Next Release

I think PR today is more of a content coordinator or content facilitator because content right now is so fragmented across so many different mediums. Our job is really to generate awareness for what our clients are doing.

Today’s guest on #HowWeListen Live: In Conversation  is Nancy Lu a seasoned New York-based publicist with over a decade of experience, she describes her journey from healthcare consulting and tech startups to establishing her own PR firm, Fancy PR. 

Nancy discusses her initial reluctance to pursue a career in the arts due to the instability perceived by her immigrant family background and societal expectations. However, her passion for music and involvement in the music scene in Washington D.C., where she made significant connections and wrote about music for pleasure, eventually led her to shift her career path toward her true passion.

Nancy explains the complexities of modern public relations, which has transcended traditional media to include various content platforms, making the role of a publicist more about content coordination and opportunity creation. She emphasizes the importance of understanding and personally connecting with artists to effectively communicate their stories and project visions. This approach not only enhances campaign strategies but also aligns with her belief that resonating with an artist's work can significantly improve a publicist's efficacy.

Throughout the conversation, Nancy discusses the strategic aspects of PR, such as managing expectations, defining the scope of work with clients, and the importance of strategic planning in campaign success. She touches on the challenges faced by independent artists and the role of publicists in amplifying their existing momentum rather than building it from scratch. Nancy also addresses the critical need for more inclusivity in the industry, praising initiatives like incubator programs aimed at underserved communities.

During their conversation Marc and Nancy also explore how the digital age has changed the expectations and methodologies in PR, requiring publicists to be more creative and integrated in their approach to media and content. They discuss the importance of data and analytics in shaping PR strategies and the continuous need for adaptation to the ever-evolving media landscape.

The conversation wraps up with Nancy advocating for a realistic and informed approach to PR, where understanding the artist's current standing and potential trajectory is crucial for effective publicity. She stresses that while AI may assist in streamlining processes, the creative and human aspects of public relations remain irreplaceable, underscoring the artistry behind crafting impactful public relations campaigns.

Fancy PR

The Fancy PR Story – Founded in 2013, Fancy PR is a boutique full-service public relations agency committed to storytelling. From crafting artists’ narratives to placing high-impact stories and driving cultural conversations, they love what they do. As an AAPI woman-owned Business, we’re moved by diversity, equity and inclusion in the arts and believe in the power of fans and building community.

Show Notes:

#HowWeListen Live: In Conversation

Fancy PR

00:10 - Byta.com

02:44 - from Health Care to Tech to Music

04:24 - Wanting music but no one to look to

07:00 - DC and music connections getting started

10:15 - Moving to NYC and Girlie Action

11:36 - Post intern and Vitalic Noise

13:17 - move to Fancy PR and getting started

14:39 - Is PR today all about being a content coordinator or content facilitator

16:22 - Define the scope of work

17:30 - strategy for small vs bigger artists

20:37 - Onboarding a new client and transparency, goals

23:25 - PR usually works on retainer

24:39 - Live events are now key

26:00 - #1 set up foundation of awareness…

30:00 - Integrate your publicist into the team, share the stats

31:00 - Byta.com

32:00 - “The Report”, delivering good and bad news

36:00 - Timelines, when to pitch & when to go back

38:30 - The cold call

39:00 - Do not paste a press release into a DM

40:30 - Where do new artists need to start

42:55 - Make it personal, its not just about the music

46:00 - Don’t be a clown, unless you are a clown

48:00 - Timelines, scheduling 

50:00 - Too early, too late

50:30 - Do you need a PR?

54:30 - AI, Publicists are humans

56:00 - Byta.com

Episode Credits:

Artwork by Jen Pmphrey

Hosted by Marc Brown

Series coordinated by Jamie Ford

Produced and edited by Colin MacKenzie

Music by Fin Productions and Oliver Lyu