20 MusicWeek 07.09.12 SECTORPROFILEPR
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over the last decade have certainly led to shrinking budgets for artist PR,” says Sam Shemtob. “This has led some agencies to leave the space entirely.” The Outside Organisation’s Alan Edwards
suggests that, unfortunately, economic decline could be having an effect on the relationships between PR agencies and the music companies they work for. “One of the biggest challenges we face is
striking a balance between the increasing comprehensive and all encompassing services we provide and resistance in some quarters to pay an equitable fee,” he says. “Hopefully there will be some clear thinking on this subject sooner rather than later as the current scenario is in danger of not working in anybody’s best interest and that ultimately means the artist.” Murray Chalmers concurs, describing the task
of getting paid as a constant struggle: “Of course some people and companies are incredible and pay a reasonable rate on time, but others are an absolute nightmare to deal with.” “I won’t name names but it’s very frustrating. I
think we provide a great service, otherwise I wouldn’t do it, but any company needs to be paid and to be able to predict its cash flow. “I’m constantly amazed at how some of the
bigger companies defer payment for as long as possible, or try not to pay at all,” he adds. “The socialist in me finds that absolutely appalling whilst the businessman in me finds it crippling. “I hope that the worth of PR is re-evaluated
and appreciated.” Although these are tough times for the music
industry as a whole, the general consensus in the PR sector seems to be one of bullish optimism, with independent agencies ready to roll with the punches and evolve to meet the needs of clients in
ABOVE Hey dude: DawBell provided PR for Paul McCartney’s latest
international tour, which stopped off at the London 2012 Opening Ceremony
a constantly changing world. “We couldn’t be in a more exciting time for
music PR and it’s just going to get more creative and exciting in the years to come,” says Stuart Bell, predicts continued shifts in digital and warns that PRs will have to up their game and be able to offer more than just the traditional services. “Content is already playing a lead part in the changes and there is no reason why PR teams shouldn’t be getting into production and publishing too,” he suggests. “DawBell now has a six person specific Digital and Social Networks department and are creating our own content to supply to the client and media everyday.
“In many respects, recent developments in the music industry are a return to basics. The artist and the song will always be of paramount importance” ALAN EDWARDS, OUTSIDE ORGANISATION
“The role will expand into general media
management: a one-stop shop for overall profile management and strategic PR, and a service that can complement what a manager, label, brand, promoter, charity and merchandiser does for their acts by taking care of all their client’s media solutions in one place.” Outside’s Alan Edwards’ vision of the future is
similar. While he says that the picture for PR companies will become clearer, their services must emege both subtle and more sophisticated, in such a way that enables them to work across all mediums. “In other industries we work in, the idea of
separating TV, radio and print would be considered laughable. We have been working in all
these areas more recently with Outside Edge, but it’s always been a central part of our thinking right the way back to the company’s inception nearly four decades ago. “Once the imaginary barriers finally come
down and fair and sensible pricing structures are agreed upon, PR will not only continue to play an important part in developing music, it will be the artist and manager’s primary weapon in their armoury.” Indeed, while the ultimate goal of the PR
agency is to find that compelling narrative, the next objective is to tell an artist’s story to the widest audience possible. “It is so important now to encompass the whole spectrum of PR,” says Quite Great Communications owner Pete Bassett. “We will always try and cover online, press, radio and TV for a client. An opportunity presented itself recently. One of our clients, a 16-year-old singer/songwriter called Caleidra was receiving her GCSE results. She had written a song for her GCSE exam and it was deemed so good by her teacher that Caleidra decided to release it in a hurry. We managed to get national and regional TV coverage, along with national press and radio. “Caleidra is right at the beginning of her career
but what a fabulous start. We saw a creative angle to her story and ran with it and the reactions we have had have been amazing.” Stuart Bell summarises with a sentiment that
seems to be shared among his peers. “The role of PR is constantly evolving: It’s why we set DawBell up when we did: we saw the opportunity to create a full publicity service agency that was flexible and could move with the times. “Things are changing on a daily basis, both in
the music industry and the media. As a business, you need to be able to adapt in order to offer your clients the best, most innovative service possible.”
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