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Why publicity matters for independent artists
Getting your music heard is part art and part strategy. In this episode of mastered. The Business of Music, Jenna talks with Adam Gonshor, founder of CollaboPR, about the practical side of publicity for indie artists.
Adam moved from journalism into publicity after realizing he wanted to help artists shape their narratives.
His experience at a top Canadian major label and now at CollaboPR gives him a clear view of what works and what does not in modern music PR.
Start with the basics: assets and preparation
Adam is firm on one point …
Before you pitch, get your house in order.
That means high quality press photos, a well written bio, streaming links that work, and easy to find music. Put those assets on a single press kit page so media can access everything in one place.
When journalists or bloggers can get what they need quickly, your chances of coverage go up.
How to pitch and what to avoid
Keep pitches concise and specific. Adam recommends focusing on one clear reason why a journalist should care. Highlight what is new, local, or culturally relevant. Avoid sending long, generic emails that bury the story. Personalize pitches when possible and show you know the outlet you are contacting.
Adam also cautions against sensational or controversial tactics. Attention gained from controversy can be short lived and can damage relationships with fans and media.
When to hire a publicist
A publicist is a multiplier. But hiring one too early can waste money. Adam suggests bringing a publicist on when you have a campaign that can be amplified, such as a single with strong assets, an album release, or a major tour. The artist also needs the infrastructure to support the coverage, like social channels that convert interest into streams or ticket sales.
Good publicists focus on long term strategy and relationships. They help plan the campaign, coordinate timelines, and pitch to the right outlets at the right time.
Social media and community building
Adam says social media matters because it is often the first place fans and media check. Use platforms to share high quality content and to build authentic engagement with your audience. It is better to have a smaller group of engaged fans than a large but shallow following.
Local community matters too. Play shows in your market, collaborate with other artists, and find ways to be a visible part of your scene.
Local momentum makes it easier to expand outward.
Practical PR checklist for indie artists
- Put together a one page press kit with links to music, photos, and your bio.
- Prepare a short pitch that explains why a journalist should care.
- Time your PR push around a release or notable event.
- Use social proof like local press, playlist adds, and ticket sales.
- Be cautious about controversy and keep the focus on your music.
- Consider a publicist once you have a campaign and the infrastructure to support coverage.
Final thought: authenticity and patience
Adam’s closing advice is simple.
Be authentic and patient. Publicity is not only about headlines. It is about building credibility and relationships that grow over time.
When your story is real and your assets are ready, media opportunities follow.
Ready to dive deeper?
Listen to the full episode of Mastered. The Business of Music to get Adam’s step by step tips and examples from his years in the industry.
👉 Listen now, follow Mastered, and start building a publicity plan that actually works.
In country music, the Front Porch has long been a place of reflection. A place where you can look at the life you have inside that front door. A place where time almost seems to stand still, where you can get away. It’s also a place where you can go to observe the world as it passes by you. To think about your place out there beyond the driveway.
