Often, people will ask me how PR translates to sales.
“Will it help me sell out a show?”
“Will it help me sell more albums?”
“Will it give me more fans?”
The answer is yes.
…and also no.
Public relations is a term that means so many things depending on who you ask. But at its core it’s about relationship building, image, and branding. And those are the things that ultimately drive fan behavior and sales.
So, yes, when it’s done properly it help with all of those things.
Here’s how you can bring in a larger crowd to your next show using PR:
Craft a Killer Press Kit
First impressions count! Put together a professional press kit that showcases your band’s bio, high-quality photos, and press clippings. Make it easy for promoters, venues, and media outlets to see why you’re a must-book act! This will also come in handy when you’re running a PR campaign.
Build Relationships with Local Press, Influencers, and Superfans
It isn’t just about national coverage. Your local newspaper, radio station, and influencers have a lot to offer. Offer them exclusive interviews, behind-the-scenes access, or free tickets to your shows in exchange for coverage. Your local community will usually be some of the first superfans you create and they’ll advocate for you harder than most national outlets at the early stage of your career.
Everyone loves a hometown hero. Why shouldn’t that be you?
Leverage Social Media
You knew it was coming. Social media, love it or hate it, is your gateway to getting more people to your shows (and just about everything else.) A few ideas: sharing engaging content like teaser videos, band rehearsals, fan shoutouts, and ticket giveaways to keep your audience hyped and eager to buy tickets.
Giveaways are also another favorite of mine, especially if you make it into a game like a scavenger hunt or dropping clues throughout the week and choosing a few winners for show tickets or other merch.
Get Creative With Collaborations
My favorite thing! Indie musicians and experts agree: that collaboration is what propels your career.
Team up with influencers, music blogs, podcasts, playlists and other musicians to expand your reach and tap into new fan bases. Collaborate on cross-promotions, guest features, or joint events to amplify your presence and sell more tickets together.
Offer Early Bird Discounts and Special Offers
You may think that as an indie band you don’t have a ton to offer in the way of discounts or specials, but creativity is what sets you apart here. If you don’t feel like you have the reach or ability to do discounts, why not offer bundles or VIP packages?
Create a sense of urgency and FOMO to encourage fans to take action.
Engage Your Fans Offline
Don’t forget the power of face-to-face interaction! This is what has helped me the most in my fifteen years in the industry. (and I’m an introvert, so I get the resistance!)
Networking events, other people’s shows, and hanging at the merch table after your set are all great ways to build your connection with fans, other artists, and people in the industry. You can even host pre-show meetups, fan meet-and-greets, or acoustic sessions to connect with your fans and offer one of a kind experiences for fans.
Maximize Event Listings and Gig Platforms
Listing your gigs on popular event platforms like Bandsintown, Songkick, and Eventbrite, and leveraging local event listings, music calendars, and community boards is a quick and easy way to make sure your music is getting in front of everyone’s eyes.
Final Thoughts
Remember, selling out shows isn’t just about the music—it’s about building a buzz, connecting with your fans, and creating unforgettable experiences. It’s about making an impact and giving people a memory that will last forever.
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If you’re gearing up to release music in the next six months, now’s the time to start planning and getting in touch—I’ve got experience in everything from one-off release strategies to full PR campaigns, and spots fill up fast! Just fill out this form and let me know what you’re working on.