Social MediaandMusic PR:

The Current State of Play as Told by Publicists and Artists

By Alex Burton, Get Fresh USA

Social Media and Music PR:

The State of Play as Told by Publicists and Artists

The music industry is a tumultuous place. Its troubles are nosecret and as jobs are axed, spending decreases, and execu-tives fight the advancement of the digital age, everyone hopesthat solutions will be found to bail out a sinking ship. But recordcompanies aren’t the only part of the industry that need toadapt to changes in technology. Social media has providednew and unique opportunities for instant communication, rapiddissemination of information, and creative approaches to busi-ness.To get a clearer picture of this changing landscape and how it’saffecting the broader music industry, I interviewed a number ofartists and publicists about social media and how they use it. I’vegathered my findings into a three-part essay, which you are read-ing now. Part one will deal with publicists, part two with artists,and part three with my conclusions and ideas about how to moveforward.

11/02/2009

Introduction by Jesse Cannon

If you thought the music industry washard to navigate 5 years ago, todayyou probably feel like someone hasdosed you with LSD. With so muchchanging so fast, it can be a full time job just to keep up with a cursoryknowledge of how to navigate the op-tions music promotion. The followingessay explains the changes that havehappened in social media and howpublicists and artists are adapting tothem. Read on to help yourself get aclear perspective of the current stateof social media in music PR, its fu-ture, and how to get your headaround it.

Social Media and Music PR:

The State of Play as Told by Publicists and Artists

Jesse is editor of the popular music portal Musformation.He also runs Cannon Sound Foundation in Union City, NJ and has produced and engi- neered music for the likes of The Cure, Animal Collective,Saves the Day, Dillinger Es- cape Plan, and more.