From Bedroom to Billboard: DIY PR for Independent Pop Artists Checklist

The music industry is unrecognisable to the industry of even just 10 years ago.

You no longer need a major label to get noticed. In fact, it’s kind of going in the opposite direction; labels now look for the next big thing on TikTok – artists that already have a following, and have built their own buzz. Why? It’s a guaranteed hit, and they didn’t have to unload a huge A&R budget on finding them.

Read more: Music Promotion on TikTok

So, smart, strategic DIY music marketing really can turn bedroom producers into international acts – and it happens more now than ever. Billie Eilish and her producer brother Finneas O’Connell are just the latest in a long line of music-makers to do just that.

But how do you stand out in an oversaturated market? How do you get music press, playlists, and labels to pay attention without a big budget?

Let’s put down all the steps to making it work – and highlight just how much work it actually is…

Building a music press kit that works

An electronic press kit (or “EPK”) is like your musical CV. But most artists are still getting this wrong – nobody wants messy PDFs or an email full of SoundCloud links. Here’s how to do it right.

1. Get set up on the cloud

First, set up some cloud storage – Google Drive has pretty generous free options, which should be more than enough to get started with. You can even use the free tools on Drive (like Google Docs, Sheets, Slides, and so on) to create your assets.

Make a shared folder that anyone can view; this is where you’ll show people what you’ve got. You can share it in LinkTree through Instagram and TikTok, too.

2. Write your bio

Keep it tight and snappy – it’s not literally a biography! Use one paragraph to say who you are, your sound, and your key achievements (like airplay on BBC Introducing, credits, awards, and career highlights).

Add another short paragraph that explains what makes you different from other acts. None of this “music is my passion” fluff – because of course it is. Go big or go home. Say stuff like; “more variety and straight up hooks than Madonna’s entire back catalogue, laced with the brooding darkness and poetry of Leonard Cohen”.

Who doesn’t want to hear that!? Get them interested from the off.

3. Get some excellent photos

You could DIY some shots on your phone – if you know what you’re doing, and have a good eye. But you should really invest in a photographer, or at least someone who you know has a knack for taking really good photos.

You don’t need much, maybe three to five great shots. You ideally need live performance shots, studio shots, and a clean headshot. Name the image files properly, with a format like ArtistName_PressPhoto1.jpg or something.

The actual music

So, most journalists are going to need to see you on streaming platforms – Spotify, Tidal, Prime et al. But they’ll want something deeper… Something exclusive. Unreleased tracks, behind the scenes footage and making-of content, demos, and remixes.

Give them access to WAV and MP3 files, fully populated with metadata (track and artist name, genre, BPM – all of it). Don’t neglect your streaming catalogue, though. Show your profiles, plays, and playlist inclusions.

1. Press and achievements

Throw in as many “as featured in…” logos and namedrops as you can. Even small blogs count. On a big name’s playlist? Drop that name – and highlight your best streaming stats, including international audience analysis.

2. Upcoming releases and shows

Give journalists a reason to cover you today – like your next festival run or tour dates, your latest release and whatever’s coming next from you (like music videos and events).

The press kit should work as a way to get media attention. But for building a general audience, you need more; and you need to protect yourself…

Protect yourself – and own your music assets

1. Copyright your music

Register for PRS and PPL. Get a YouTube Content ID. Because AI is coming for your work, and like it or not, you need this in place to protect yourself. We’re going to talk about AI more in the future, because we have to, but for now, get your credit while you can.

2. Build your own platform and fanbase

Once your press kit is up and running, you can use it to make a website. You can populate this with news and show dates, releases, and make it your own branding platform. Start a newsletter and let fans subscribe.

Once you hit 5,000+ monthly Spotify listeners, have a couple of sold-out local shows under your belt, and can demonstrate organic social growth (not bought followers) – you’ll be well on your way to notoriety. Make friends with other acts along the way, and build them up like you’d want to be built up yourself; collaborate, trade, and create together. All boats rise on the tide.

3. Avoid predatory label deals

When labels do come knocking, be careful. If you’ve protected your assets, keep them – never sign away your masters forever, and keep your rights. Look up 360 deals; if you’re offered one, be very careful. It entitles the label to a share of ALL your profits, not just from recorded music. At the very least, get a lawyer and accountant involved at this exact point, and only consider this as an option if the advance offered is absolutely massive – not like this offer of $20,000… or even Jewel’s offer of $1 million.

DIY music PR tactics that actually work

1. Pitch the music press (the right way)

Find niche, independent blogs and music writers in your area. Google “best indie pop blogs” and “submit music to [blog name]” – and when you find their contact info, be smart.

Personalise every email: DO NOT send a “Dear Sir/Madam, check out my music!” or do a mass email! Try something like; “Hi [Name], I absolutely love your piece on [Artist]. My new single [Title, link] has a similar vibe – thought you might like it!”.

2. Use TikTok and Instagram

Read our guide to TikTok for musicians – you can use a similar approach for Instagram Reels and YouTube Shorts.

3. Network like a pro

Engage with journalists on social media. Follow their Twitter, Instagram – and get on their radar. Collaborate with other indie artists (doing remixes, shoutouts, or cameos in their Reels and TikToks) – and get on podcasts (search “music interview podcasts” to start researching a good fit for you).

When to hire a Pop Music PR agency

So, as you might be able to tell, self promo is… a lot of work. But for brand new and emerging acts, it’s really the only way – because what they lack in budget, they have in time and drive.

If you:

✔ Have a strong release (album, big single coming)
✔ Need big industry connections (BBC, major blogs)
✔ Have hit a wall with self promotion

Then you need to consider a music PR agency to take the load off. And when you’re ready, we’re here to take you to the next level…

Urban Rebel – pop music PR

Urban Rebel does pop music PR for the most exciting emerging talent and established acts.