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Writer's pictureYvonne Claro

The Power of Publicity and Why Emerging Artists Need It to Succeed

Updated: Nov 27




Have you ever felt like your music is a hidden treasure, buried beneath the tidal wave of new releases? You’re not alone. For example, Spotify predicts that by 2025, the daily number of tracks uploaded will hit 375,000. In a world this noisy, standing out can feel impossible. But there’s a not-so-secret weapon that every artist—especially those just starting out—should have in their toolkit: publicity.


Publicity is what transforms your art from something a few people might stumble across into something people are actively seeking out. It’s your way of saying to the world, “This is who I am, and this is why you should care.” Whether it’s a feature on a blog, an article in a magazine, or a mention in a podcast, the right publicity opens doors to new fans, more opportunities, and the kind of visibility that’s essential to building a career in music.

But here’s where it gets nuanced: not all press is equal. It’s a common misconception that landing a spot in a big-name outlet like Pitchfork or Rolling Stone automatically gives you the upper hand. While these names look impressive on paper, the reality is that, as a smaller or emerging artist, you might not get the level of attention you deserve. Big outlets are often juggling countless stories, and the writing—or worse, the lack of meaningful social media sharing—can sometimes leave your feature feeling flat. No memorable quotes. No buzz. No traction.


On the other hand, smaller outlets can be an absolute goldmine. Think niche blogs, local newspapers, or dedicated podcasts. These platforms tend to dive deeper into your story, paying attention to the details and genuinely connecting with your music. They’re often run by passionate individuals with loyal audiences who trust their taste. Not only does this kind of press generate more authentic engagement, but these outlets are also more likely to promote their coverage across social media, tagging you and helping amplify your reach. Bigger isn’t always better, and as an artist, it’s important to focus on quality over clout.


Now let’s talk about what happens after you land some coverage. Far too often, artists promote a feature once and then let it fade into oblivion. That’s a mistake. Press coverage is an investment, and just like a great track, it deserves to be played more than once. There are so many creative ways to repurpose your press and extend its lifespan. For instance, you could create a TikTok or Instagram Reel showing your reaction to a glowing review, overlaying the best quote from the article with a trending sound. Or, design a carousel post with key excerpts, the publication’s logo, and a thank-you slide—adding a personal touch with your band’s colors or style. Not only does this keep the conversation going, but it also shows your fans (and potential industry collaborators) that you’re serious about your craft.


Publicity is also about consistency. Small wins, like a feature in a local blog or an interview with a regional radio station, might not seem like a big deal at first, but they build momentum. Each mention adds credibility and builds your story over time. The more people hear your name, the more likely they are to check out your work. It’s not about landing one massive feature and calling it a day; it’s about creating a ripple effect that grows larger with every piece of coverage.


Here’s the bottom line: publicity is not optional. It’s essential. It’s how you tell the world who you are, what you stand for, and why your music matters. And it’s not just about being seen—it’s about being remembered. Whether you’re landing a deep-dive feature on a niche blog or getting a quick shoutout on social media, every piece of press is a step closer to building a legacy. Your music deserves to be heard, and a thoughtful publicity strategy is your bridge to the fans, opportunities, and recognition you’ve been working for. So, take a deep breath, craft your story, and let the world hear it. After all, the next chapter of your career starts with you telling it.


If you are building your team, reach out to Cage Riot, as we have many resources to bring to the table. 





Author: Yvonne Claro is the managing partner of Cage Riot Music Group and head of business and publishing development, dedicated to exploring innovations that empower independent artists and shape the future of music.




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