Thinking about hiring a music PR agency to help boost your profile? Smart move, if you choose the right one. A good PR team can open doors, get you featured in media, build your brand and help your music reach people who’ve never heard of you. But with dozens of agencies promising the world, how do you pick the right partner?
Before you sign anything, ask these seven questions, they’ll help you avoid wasting money and make sure your campaign actually moves the needle.
1. What exactly will they be promoting?
Every PR campaign needs a clear focus – that could be a new single, EP, album, tour, brand collaboration or even a merch drop – but it has to be something specific, with a defined start and end date. Don’t approach a PR agency with vague goals like “get me more exposure”; decide what story you’re trying to tell, and when.
Some agencies offer long-term brand-building campaigns, which can work if you’re clear on the outcomes, but in most cases, tying your campaign to a release or event will get the best results.
2. Where are they based?
If you’re a local artist trying to build momentum in your city or region, hiring someone nearby makes sense. They’ll understand your scene, your market, and they’re more likely to have real relationships with local press, promoters and tastemakers.
That said, if you’re aiming to grow internationally, it helps to work with an agency that has global reach and contacts in other territories.
3. What kind of music do they actually work with?
A PR company might look slick on the surface, but dig into their track record. Do they know your genre? Do they have press contacts in your lane? If you’re a rap artist, hiring someone who only works with indie-folk acts won’t help much.
You don’t need an agency that only does your genre, but they should show they understand your audience and know where to pitch your music.
4. Who else is on their roster?
Check out their current and past clients. Are they similar to you in style and career stage? If the agency only works with major-label artists or legacy acts, you might not be their priority. On the flip side, if they represent a bunch of unknowns and don’t have any success stories, that’s also a red flag.
If you spot someone you know or respect on their roster, reach out and ask about their experience. A quick DM could save you a lot of time and money.
5. How big is their team?
Some PR firms are solo operators, others are small teams, and some are bigger agencies with dedicated staff for press, socials, content and more. There’s no “right” size, but you need to know who’s doing the actual work.
Will you be dealing with one person, or is there a team behind the scenes? Will you get personal attention, or be one of 21 clients on a to-do list? Consistency matters, it helps when the same person sticks with you across your campaign and understands your story.
6. How much does music PR cost and what do you get?
PR pricing varies a lot. Some agencies charge £500, others charge £5,000. It depends on the length of the campaign, how much work is involved, and how established the agency is.
Instead of just asking “how much?”, ask:
- What’s included?
- How long does the campaign run?
- Can I choose specific services?
- What results should I expect?
- Will I get a report or feedback?
A good PR agency will be transparent about pricing, timelines and what success looks like.
7. What can they realistically achieve?
Be honest with yourself and expect the same honesty from them. If you’re just starting out, you’re probably not going to get on the cover of Rolling Stone just yet. And that’s fine. What you want is a team who can grow your reach step by step, help you tell your story, and get you noticed in the right places.
Ask them:
- What kind of placements do you think are realistic for me?
- How will you position my music?
- Do you guarantee anything?
Watch out for agencies who promise the world with no proof. If something sounds too good to be true, it usually is.
And finally…
Hiring a music PR agency can be one of the best investments you make as an independent artist but only if you find the right fit. Take your time, ask these questions, and don’t be afraid to walk away if something doesn’t feel right.
