This interview was part of the research and update for my dear friend Bryan Calhoun’s Music Business Toolbox—an invaluable resource for independent artists navigating the complexities of the modern music industry. Bryan’s work has been a game-changer for countless musicians, and I’m thrilled to contribute my insights to this project. (Fun fact: I had the honor of helping Bryan with the PR for the initial rollout of the Toolbox!)

In this discussion, I sat down with Monika Julien, a Drexel University professor and seasoned music marketer, to explore the evolving world of music PR in 2025. We covered everything from how the media landscape has shifted to what artists need to succeed in a rapidly changing environment.

1. Public Relations vs. Publicity: They’re Not the Same

One of the foundational points we discussed was the distinction between public relations (PR) and publicity. These terms are often used interchangeably, but they mean very different things.

• PR is how you interact with the public through social media, fan interactions, or events. It’s about the consistent image and story you’re projecting to the world.
• Publicity is more targeted—connecting media outlets, playlists, blogs, and influencers with your music or project.

Key takeaways:

• PR builds your reputation over time, while publicity highlights your latest project.
• Both are essential, but publicity can’t succeed if the PR foundation (your story, branding, and fan connection) isn’t strong.

2. The Publicity Landscape Has Radically Changed

Traditional media is no longer the dominant force in music publicity. Ten years ago, getting featured in a major newspaper or magazine might have been a game-changer. Today, playlists, blogs, and social media influencers have become the new gatekeepers.

Key takeaways:

• Many newspapers and magazines have reduced or eliminated their music coverage.
• Niche blogs, once the go-to for emerging artists, still matter for credibility, but they’ve diminished in influence.
• Playlists are now the top priority for many artists, offering more exposure than traditional press.
• Influencers on platforms like TikTok and Instagram can often provide a more considerable boost than media placements.

3. When to Hire a Publicist

As I mentioned in the interview, “Hiring a publicist too early is like trying to build a skyscraper without a foundation.” Artists often rush to hire a publicist before their brand or audience is fully developed, leading to wasted resources and unmet expectations.

Historically, hiring a publicist was often the first step after recording music. Now, it’s clear that this should come later, once an artist has built their brand and audience.

Key takeaways:

• Don’t rush into hiring a publicist if your brand or messaging is unclear.
• Publicists amplify what’s already working—they can’t create momentum out of thin air.
• Artists should first build an engaged fanbase and a strong online presence.

4. Publicity Is a Long Game

Monika and I agreed that publicity rarely delivers overnight success. It’s a gradual process of building credibility over time.

Key takeaways:

• Start with smaller wins, like regional blogs or niche playlists.
• Share and amplify those wins on your social media and website.
• Gradually work your way toward larger opportunities as your momentum builds.
• Publicity takes persistence and consistency but can yield long-term rewards.

5. The Role of Publicists Has Expanded

Publicists in 2025 are doing far more than they did a decade ago. Beyond pitching media, their work now includes helping artists refine their branding, establish their social media voice, and craft cohesive narratives.

Key takeaways:

• Many publicists today act as branding consultants, helping artists clarify their story before even reaching out to media.
• Social media has become inseparable from PR. An artist’s online presence often determines whether media will cover them.
• A good publicist acts as a bridge between the artist and their team, ensuring messaging is consistent across all platforms.

6. DIY Publicity: A Growing Option for Artists

Monika and I agreed that DIY publicity tools like SubmitHub and Groover have made it easier than ever for artists to secure placements without hiring a publicist. These platforms provide direct access to blogs, playlist curators, and other tastemakers.

Key takeaways:

• Research your targets carefully. Not every blog or playlist is the right fit for your music.
• Write personalized pitches. Generic mass emails won’t get you far.
• Treat every interaction professionally, even on DIY platforms.

“DIY PR isn’t just a budget-friendly option,” Monika said, “It’s also a great way for emerging artists to learn the ropes of the publicity process.”

7. Building Authentic Relationships Is Essential

One of the most valuable takeaways from our conversation was the importance of authentic connections—both with media and with fans.

Key takeaways:

• Engaging directly with your audience creates loyalty that lasts longer than a press clip.
• Building trust with media and curators takes time but pays off in the long run.
• Every interaction, no matter how small, contributes to your overall narrative.

In a world filled with endless content, meaningful connections are what set successful artists apart.

Final Thoughts

As Monika and I discussed, the future of music PR lies in fostering connections—whether with fans, media, or collaborators. Publicity is no longer just about getting the biggest headline but creating moments that resonate and build loyalty. Artists focusing on authenticity, engagement, and storytelling will thrive and weather any and all changes in the buisness.