The Entertainment Bureau

In an industry that’s constantly shifting, independent music artists must wear multiple hats to succeed—creator, marketer, content producer, and entrepreneur. The democratisation of music distribution through platforms like Spotify, Apple Music, and Bandcamp has opened doors, but it’s also increased competition. Standing out in 2025 isn’t about simply uploading a track and hoping for the best. It’s about strategy, visibility, consistency, and, crucially, infrastructure.

If you're an independent artist trying to cut through the noise and make a sustainable income, it’s time to think beyond the track itself. Your success hinges not only on your talent but on your ability to market that talent effectively. And in this ecosystem, a dynamic website and strong, consistent social media presence aren’t optional extras—they’re your lifeblood.

Let’s break it down.

1. The Harsh Truth: Great Music Alone Isn’t Enough

You may be a lyrical genius or a production wizard, but if people don’t know you exist, it’s all for nothing. The music industry is saturated with quality. The real challenge is getting heard. Visibility is currency, and your digital presence is the investment.

The artists who are winning—without label backing—understand that making music is only one part of the job. The rest? Marketing, engagement, branding, and building an online ecosystem that pulls people in and keeps them there.

2. Social Media: Consistency Over Virality

Let’s be clear: chasing viral moments is a fool’s game. They’re unpredictable, short-lived, and rarely lead to lasting fan engagement. What builds a real, monetisable fanbase is consistency.

Why Consistency Works:

• The Algorithm Loves It: Platforms like Instagram, TikTok, and YouTube reward regular posting. The more you post, the more you appear in people’s feeds.

• Audience Expectation: Your fans want to hear from you. Weekly live sessions, song snippets, behind-the-scenes content—it all adds to your narrative.

• Brand Familiarity: Familiarity breeds trust. The more people see your face, your sound, your vibe, the more they’ll engage when you do have something to sell.

What to Post:

• Process Content: Studio sessions, lyric breakdowns, beat-making timelapses.

• Performance Clips: Even 30-second clips from a rehearsal or gig build credibility.

• Personality Content: Let fans know who you are. Share your thoughts, routines, influences.

• Fan Interactions: Reply to comments. Do Q&As. Repost fan-created content.

In short: show up, speak up, and stay visible. The artists who post regularly, no matter their follower count, tend to outperform those who drop in once every blue moon with a new release and expect a wave.

3. Dynamic Website = Digital HQ

Now let’s talk about your website. If your site hasn’t been updated in months, looks like a digital flyer, or serves as nothing more than a glorified About page with a contact form, you’re missing a trick. A static website works against you. It forces you to drag traffic in with every new release or campaign—labour intensive and largely ineffective unless you’ve already got a huge fanbase.

What is a Dynamic Website?

A dynamic website is regularly updated with content—news, blogs, tour info, merch drops, mailing list pop-ups, video embeds. It’s integrated with your social media, email list, and streaming platforms. It gives visitors reasons to return and keeps your brand active even when you're not dropping new music every week.

Why You Need One:

• Ownership: You don’t own Instagram or Spotify. You do own your website. It’s your digital real estate, immune to algorithm changes.

• Monetisation: You can sell merch, offer music downloads, sell tickets, promote Patreon or subscription offers—all without the middleman taking a cut.

• Professionalism: A slick, regularly updated website shows you’re serious. Industry professionals look you up. If they land on a dead-end site, you’ve lost them.

• SEO: Blogs, gig updates, and embedded YouTube content help boost your Google ranking.

4. Revenue Streams: Think Bigger Than Streaming

Making real money as an independent artist means diversifying. Relying solely on Spotify or Apple Music royalties is a fast track to frustration.

Here’s how you should be monetising in 2025:

a. Direct-to-Fan Sales

• Bandcamp Fridays: Fans love supporting directly. Sell limited edition tracks, acoustic versions, or unreleased demos.

• Merchandise: T-shirts, tote bags, posters, lyric books—if it reflects your brand, it can sell.

• Bundles: Package your EP with a t-shirt or handwritten lyric sheet. Higher perceived value, better margins.

b. Live Performances

• Local gigs, virtual concerts, and house shows still bring in money and fans. Use Eventbrite, DICE or even your own website for ticketing.

• Live streaming tips via Instagram badges, TikTok gifts, or YouTube SuperChats are an underrated income source.

c. Licensing and Syncs

• Music for film, TV, ads, or games is often overlooked by indies. Sign up to music libraries and pitch your songs. It’s passive income with real potential.

d. Crowdfunding & Subscriptions

• Platforms like Patreon or Ko-fi allow superfans to support your work monthly in exchange for early access, exclusives, or behind-the-scenes content.

e. Digital Products

• Sell beat packs, sample libraries, or even eBooks and courses if you have knowledge to share. Many producers and artists are turning to education to supplement income.

5. Email Marketing: The Most Underrated Tool You Have

Social media is great for discovery. But email is where the money lives.

An email list is a direct line to your fans—no algorithm interference. And unlike a passive follower, someone on your mailing list is an active fan.

Use email to:

• Announce releases and pre-saves

• Promote merch drops and ticket links

• Share stories, milestones, and exclusive content

• Offer discount codes or early bird tickets

Incorporate email sign-up forms across your website and incentivise with a free download or exclusive video.

6. Branding: Be Recognisable Everywhere

Let’s get one thing straight—your sound is just part of your brand. In 2025, branding is visual, tonal, and experiential.

• Logo, colour palette, font: Use them across your website, social media, and merch.

• Bio and messaging: Be clear about your story and what you stand for.

• Photography and visuals: Invest in a photoshoot. Use consistent aesthetics. Make sure your cover art, profile photos, and press shots all feel cohesive.

A strong brand creates recognisability. Recognisability builds trust. And trust leads to sales.

7. Tools You Should Be Using

You're doing a lot—so let tech work for you. Here are some must-have tools for indies:

• Linktree or Beacons: Create a mobile-friendly hub of all your links.

• Canva: Design flyers, social graphics, and visuals easily.

• Mailchimp or ConvertKit: Manage your email list and automate campaigns.

• ToneDen: Smart links for pre-saves, releases, and ad retargeting.

• Site-Spark.website: Build a music-specific dynamic website with ecommerce features.

• Notion or Trello: Plan your content and track your campaigns.

8. Final Thoughts: Show Up or Get Left Behind

You don’t need a label to make money in music—but you do need a plan.

The blueprint is simple but not easy:

• Be consistent on social media

• Build a dynamic, frequently updated website

• Monetise through multiple revenue streams

• Use email marketing to deepen fan connections

• Treat your brand as seriously as your sound

The artists who make it independently are not necessarily the most talented—but they are the most intentional. They show up, they stay visible, and they treat their career like a business. And in 2025, with the tools and access you have, there’s no excuse not to.

Your music is your product. Your digital ecosystem is your shopfront. If people can’t find you, they can’t support you.

So stop waiting for the big break. Build your presence. Be loud. Be visible. And, above all—be consistent.

Need help with building a dynamic artist website or curating a consistent content strategy? Get in touch with The Entertainment Bureau and let’s turn your music hustle into a business that thrives.

How Can We Help You?

If you're an independent creator—whether you're launching a book, podcast, film, or fashion brand—getting media coverage for your independent project can feel like an uphill battle. But here’s the truth: with the right strategy, you can land interviews, secure features, and attract new audiences without a big PR budget.

About ten years ago, I published a compact guide called How To Promote Your Book: Aimed At The Independent Writer. What started as a small resource quickly opened doors to literary festivals, writers’ groups, libraries and book events across the UK, southern Nevada, and California. I even launched the book at the Love is Murder Literary Festival in Chicago in 2015, and it changed everything.

Why Most Independent Projects Don’t Get Media Attention

Back then, self-publishing was emerging. Writers were uploading their manuscripts to Amazon with little to no marketing plan. I remember asking attendees at one event, “How long after finishing your book did you publish it on Amazon?” Most said, two weeks, or a month. Then I’d ask, “What was your plan to build awareness?” And more often than not, I was met with blank stares.

The problem wasn’t talent or passion—it was a lack of strategy. Whether you’re promoting a book, a short film, an album, or an art installation, PR is not optional. It’s how your audience discovers you.

Media Coverage Starts with Knowing Your Audience

Before any successful product launch, you must ask yourself two key questions:

1. Who is my target audience?
   
   
2. Where do they consume their media?
   
   

It’s no good emailing a tech editor about your historical romance novel or tagging pop culture blogs for a poetry collection. Relevance is king in publicity.

I used to illustrate this with a simple story. I’d ask attendees: “When was the first time you asked your parents or an adult for money?” Then I’d follow up with, “Did it work?” Those who said yes often had an instinctive understanding of how to pitch—how to tailor their ask, choose the right person, and use the right words.

That, in essence, is PR.

5 DIY PR Tips to Promote Your Independent Project

Here’s how you can start getting press coverage for your project, even without a publicist:

1. Build a Media List That Makes Sense

Curate a list of bloggers, journalists, podcast hosts and influencers who are already talking about projects like yours. Use tools like Muck Rack, Twitter, or LinkedIn to find contacts. Focus on relevance over volume.

2. Craft a Strong, Newsworthy Pitch

Your project isn’t the story—you are. Why now? Why this? Tie your pitch to current events, anniversaries, awareness months, or cultural trends. Include links, a clear call to action, and be concise.

3. Create a Press Kit

Include a compelling press release, high-res images, your bio, a synopsis (if a book), product details, and testimonials. Journalists are busy—make their life easy.

4. Leverage Speaking Engagements

Book talks, workshops, panels and literary festivals are more than sales opportunities—they’re PR gold. They position you as an expert and create momentum for organic media coverage.

5. Plan Before You Publish

Marketing must begin before your project launches. Aim for a 3–6 month runway. Start building buzz, collecting reviews, securing media leads, and teasing content on social media.

Final Thought: Pitch Like a Pro

Whether you’re an indie author, startup founder or creative entrepreneur, think back to that childhood ask—the moment you learned how to frame a request for the best possible outcome. You already know how to pitch. Now it's time to apply it to your career.

Getting media coverage for your independent project isn’t about shouting the loudest. It’s about knowing who to speak to, how to say it, and why it matters.

Need help crafting a campaign or building media buzz around your creative project? Get in touch with us at theentertainmentbureau.biz – we specialise in helping independent voices get heard.

About 10 years ago I had the great honour to be a Visiting Lecturer at the University of Westminster, teaching undergraduates on its BA:  Public Relations and Advertising course, focusing on its Campaigning and Persuasive Skills module.

There have been many films and TV programmes which explore the subject of Public Relations and all that’s involved in exercising it with Thank You For Smoking (2005) my favourite film which explores a lobbyist for Big Tobacco.  It’s written and Directed by Jason Reitman and based on the 1994 satirical novel by Christopher Buckley.

By chance I watched the first episode of a TV drama that upon first viewing, didn’t hold me.  Too violent and gory, but it was my daughter who suggested I persist as ‘it’s about public relations mum’, she encouraged me.  I’m glad I did.  Poor Ashley!!!

"The Boys," an Amazon Prime series based on the comic book by Garth Ennis and Darick Robertson, has garnered significant attention for its unflinching and often grotesque portrayal of superheroes. Unlike traditional superhero narratives, "The Boys" presents a world where superheroes, or "Supes," are managed by a corporate entity, Vought International. The series provides a dark and satirical look at the world of public relations (PR), highlighting the power and manipulation involved in shaping public perception. Here's an exploration of the various aspects of PR as depicted in "The Boys."

At the heart of Vought International’s operations is the meticulous crafting of superhero personas. Each Supe’s image is carefully curated to maximise public appeal and profitability. Homelander, for instance, is portrayed as the quintessential all-American hero, embodying patriotism and moral righteousness. This carefully constructed image contrasts sharply with his true, sociopathic nature.

PR Lesson: In the real world, public figures and brands often present an idealised version of themselves to the public. "The Boys" exaggerates this concept to show how PR can mask darker realities behind a polished facade.

Crisis management is a recurring theme in the series. When a Supe’s misdeeds come to light, Vought’s PR team swiftly moves to control the narrative. For example, when A-Train’s drug abuse is exposed, the company spins a story to mitigate the damage to his and Vought’s reputation. Similarly, when Homelander's atrocities are revealed, efforts are made to reframe the narrative or distract the public with other news.

PR Lesson: Effective crisis management involves quickly addressing issues, controlling the story, and sometimes deflecting attention. The show demonstrates both the power and ethical ambiguity of such strategies.

"The Boys" also delves into the manipulation of the media to serve corporate interests. Vought wields significant influence over news outlets, ensuring favourable coverage of the Supes while burying negative stories. This control over information flow is a critical component of their PR strategy.

PR Lesson: The relationship between corporations and media can significantly impact public perception. The series exaggerates this to underscore how media can be used as a tool for propaganda and misinformation.

Vought often exploits social issues to enhance the Supes' images. For instance, the company promotes Queen Maeve’s LGBTQ+ identity and Starlight’s feminist stance to appeal to specific demographics. While these moves are presented as progressive, they are ultimately driven by profit motives rather than genuine advocacy.

PR Lesson: Brands frequently align themselves with social causes to resonate with target audiences. "The Boys" satirises this practice, revealing the potential for exploitation when motivations are insincere.

The stark contrast between the public personas of the Supes and their true behaviours is a central theme. While the public sees heroes, viewers are privy to their morally bankrupt actions. This dichotomy underscores the disparity between crafted public images and hidden realities.

PR Lesson: Authenticity in PR is crucial. When the truth eventually comes out, the fallout can be far more damaging than if transparency had been maintained from the start. "The Boys" amplifies this concept to illustrate the potential dangers of deception.

Throughout the series, the ethical dilemmas faced by PR professionals are highlighted. The show’s character Ashley Barrett, who becomes Vought’s PR head, often finds herself torn between corporate directives and her own moral compass. Her journey illustrates the personal and professional conflicts inherent in the PR industry.

PR Lesson: PR practitioners must navigate ethical challenges, balancing corporate interests with personal integrity. "The Boys" presents a hyperbolic but thought-provoking portrayal of these conflicts.

"The Boys" provides a fascinating and extreme exploration of public relations, offering valuable insights through its satirical lens. It exaggerates real-world PR practices to highlight the power and potential pitfalls of managing public perception. As viewers watch the Supes navigate their carefully crafted public images, they are reminded of the complex, and sometimes dark, reality behind the polished veneer presented by public figures and corporations. In this way, "The Boys" serves as both entertainment and a critical commentary on the power of PR in shaping society’s heroes.

This is a must-watch show for entertainment or if you’re a PR student.  It’s well written, brilliantly acted and the special effects are clever, but it’s not for the faint of heart.  The three main characters for me are Homelander, portrayed by Anthony Starr, Butcher played by Keith Urban and Colby Minifie’s Ashley Barrett.  Be warned, there is liberal use of the C-word too!  I’m watching the first three series for the third time and can’t wait for season four.

Diane

Why should I hire a publicist?

1. Media Exposure: A publicist can help you gain exposure in various media outlets such as newspapers, magazines, blogs, and online publications. They have established relationships with journalists and editors, making it easier for you to get press coverage for your music releases, performances, or other activities.
2. Brand Building: A publicist can assist in shaping your brand image and narrative. They can work with you to develop a compelling story that resonates with your audience and helps differentiate you from other artists.
3.  Industry Connections: Publicists often have extensive networks within the music industry. They can introduce you to key players such as record label executives, music producers, and other influential figures who can help further your career.
4. Increased Visibility: With a publicist’s help, you can expand your reach and visibility beyond your current fan base. They can pitch your music to radio stations and playlists, helping you reach new listeners and potential fans.
5. Crisis Management: In the event of any controversies or negative publicity, a publicist can help manage the situation and mitigate damage to your reputation. They can advise you on how to respond and navigate sensitive issues.
6. Time and Expertise: Managing your own publicity can be time-consuming and requires specific expertise. By hiring a publicist, you can focus more on your music while leaving the promotional aspects to a professional who knows how to maximise exposure effectively.
7. Objective Perspective: A publicist can offer an objective perspective on your music and career. They can provide valuable feedback and strategic advice based on their experience working with other artists.
8. Event Promotion: Whether it’s a concert, album release, or other events, a publicist can help generate buzz and excitement around your activities, ensuring maximum attendance and media coverage.

In summary, a publicist can be a valuable investment for a singer/songwriter looking to raise their career and increase their visibility in the competitive music industry. They bring expertise, connections, and a strategic approach that can significantly enhance your chances of success.

Having a million followers on TikTok is a significant achievement and shows that you already have a strong online presence and a dedicated fan base. However, investing in a publicist can still be beneficial for several reasons, even with a large following on social media:

1. Media Outreach Beyond Social Media: While TikTok is a powerful platform for reaching a large audience, a publicist can help you expand your visibility beyond social media. They can pitch your story and music to traditional media outlets such as newspapers, magazines, TV, and radio, reaching audiences that may not be active on TikTok.
2. Professional Image and Branding: A publicist can work with you to refine your brand image and narrative, ensuring consistency across all platforms. This can help you attract opportunities such as partnerships, endorsements, and collaborations with brands or other artists.
3.  Industry Connections and Opportunities: Publicists often have extensive networks within the music industry. They can introduce you to industry professionals such as record labels, talent agents, and music supervisors for film and TV, opening doors to new opportunities and partnerships.
4. Event Promotion and Management: If you're planning live performances, album releases, or other events, a publicist can assist with promotion and logistics. They can help secure press coverage, coordinate media interviews, and manage publicity surrounding the event.
5. Strategic Guidance and Reputation Management: A publicist can provide strategic advice and guidance tailored to your career goals. They can help navigate challenges, manage crises, and ensure that your public image remains positive and consistent.
6. Long-Term Career Growth: While TikTok is a fantastic platform for building an audience, a publicist can help you translate that online success into long-term career growth. They can assist with developing a roadmap for your career, identifying new opportunities, and expanding your reach beyond social media.

In conclusion, even with a large following on TikTok, investing in a publicist can be a smart move to take your music career to the next level. They can provide valuable expertise, industry connections, and strategic support that can help you maximise your potential and sustain success in the competitive music industry.

When you're considering hiring a publicist for your music career, it's important to ask the right questions to ensure they are the right fit for your needs. Here are some key questions you should consider asking prospective publicists:

1. What is your experience in the music industry?  Understanding their background and specific experience within the music industry can give you confidence in their ability to navigate the unique challenges and opportunities in music publicity.
2. Can you provide examples of successful campaigns you've worked on?  Asking for case studies or examples of past successful campaigns can help you gauge their track record and see if their approach aligns with your goals.
3.  What is your approach to developing a publicity strategy for musicians?  Understanding how they approach developing a strategy can give you insights into their methodology and whether it aligns with your vision for your music career.
4. What media contacts do you have and how do you leverage them?  Publicists rely on their network of media contacts to secure coverage for their clients. Asking about their contacts and how they utilise them can give you an idea of their reach and influence within the industry.
5. How do you measure the success of a publicity campaign?  It's important to understand how they define and measure success. Whether it's through metrics like media placements, audience reach, or other key performance indicators, clarity on success metrics will help set expectations.
6. What services are included in your fee?  Clarifying what services are included in their fee structure (e.g., media pitching, press releases, event coordination) will help you understand what you're paying for and avoid surprises.
7. How do you handle crisis management or negative publicity?  Understanding their approach to handling challenging situations can be crucial, especially in the unpredictable world of music and entertainment.  
8. Can you provide references or testimonials from past clients?  Asking for references or testimonials can provide insights into their reputation and client satisfaction.
9. How do you tailor your strategies to different artists and genres?  Each artist and genre may require a unique approach to publicity. Understanding how they adapt their strategies to different clients can help determine if they can meet your specific needs.
10. What is your communication style and how often can I expect updates?  Clear communication is key in any professional relationship. Make sure you understand their communication style and how often they will provide updates on the progress of your campaign.

These questions can serve as a starting point for evaluating prospective publicists and ensuring that you find the right partner to help you achieve your music career goals.

Good luck in your search and don't be afraid to ask questions.  Publicists are there to help.

The Demise of the Business Landline: Are We Losing the Art of Communication?

In the age of rapid technological advancements and the rise of digital communication platforms, traditional business landlines are becoming a thing of the past. With the proliferation of smartphones, instant messaging, and email, the way we interact with each other has evolved dramatically. However, this evolution comes with its set of challenges, as the decline of voice-to-voice communication may have some unintended consequences. In this blog post, we explore the impact of the vanishing business landline, the reluctance of millennials to use traditional phone calls, and the message we may inadvertently be sending to each other: "I don't want to talk to you."

The Disappearing Business Landline

Once an essential tool for conducting business, the iconic business landline was the backbone of communication for decades. It provided a reliable and direct means of reaching colleagues, clients, and partners. However, with the rise of digital alternatives, such as Voice over Internet Protocol (VoIP) systems and mobile phones, the business landline has steadily declined in popularity.

The Rise of Digital Communication

Today's business landscape is dominated by email, instant messaging apps, and video conferencing tools. These digital alternatives offer unparalleled convenience and efficiency, allowing for quick exchanges of information and the ability to connect with people from all over the world in real-time. As a result, phone calls are often reserved for more critical or time-sensitive matters, while casual interactions have shifted to text-based platforms.

The Impact of Millennials

One of the most significant contributors to the decline of business landlines is the generational shift. Millennials, who make up a considerable portion of the workforce, have grown up in a digital age. They are accustomed to the ease and immediacy of texting and online messaging. For them, phone calls may feel intrusive, time-consuming, or simply outdated. (https://www.euruni.edu/blog/the-mute-generation-why-millennials-do-not-pick-up-their-phones/)

While millennials have been instrumental in driving technological advancements and shaping the modern workplace, their aversion to phone calls has implications for interpersonal communication within a business setting. A reliance on text-based communication might inadvertently lead to misunderstandings, misinterpretations, and a lack of emotional connection.

Losing the Art of Communication

Voice-to-voice communication is a unique art that goes beyond mere words. It enables us to understand nuances, tone, and emotions, facilitating more profound connections with our colleagues and clients. Phone calls allow for spontaneous brainstorming, prompt decision-making, and the building of trust between parties.

By moving away from phone calls and favoring written communication, we may be missing out on these crucial elements. There's a certain warmth and human touch that comes with speaking directly to someone, which can foster camaraderie and understanding that might be challenging to achieve through text alone.

The Message We're Sending

The shift away from traditional phone calls in business may inadvertently convey the message, "I don't want to talk to you." Although this may not be the intent behind the preference for digital communication, the consequences remain the same. Colleagues or clients may feel less valued or important if their interactions are relegated to impersonal emails or messages.

Moreover, the decline of business landlines can impact customer service experiences. Automated phone systems and chatbots, while efficient, can be frustrating and alienating for customers seeking personalised assistance.

The Long-Term Consequences

In the long term, the diminishing use of business landlines and voice-to-voice communication could have far-reaching consequences. As the workforce becomes increasingly remote and global, maintaining strong personal connections is vital for fostering a cohesive and collaborative work environment.

Reversing the Trend

While the demise of the business landline may seem inevitable, there are steps we can take to preserve the art of communication:

1. Encourage Phone Call Etiquette: Emphasize the importance of voice-to-voice communication for meaningful conversations and relationship-building.

2. Use Calls for Complex Issues: Reserve phone calls for complex matters that demand nuanced discussion or for providing excellent customer service.

3. Balance Digital and Traditional: Find a balance between digital and traditional communication methods to suit different situations and preferences.

4. Develop Soft Skills: Invest in training programs that help employees develop active listening, empathy, and effective communication skills.

As the business landline fades into oblivion, it's essential to recognise the significance of voice-to-voice communication. While digital platforms offer unmatched convenience, we mustn't underestimate the value of direct interaction. By striking a balance between modern technology and traditional communication, we can foster stronger connections and maintain the art of communication in the evolving business world.