DIY vs. Pro PR: Understanding the 3 Tiers of Music Publicity

Music publicity can feel like a mystery—especially when you start hearing terms like "tiers" and wondering what they mean for your career. If you're thinking, Wait, what? There are different levels of PR?, don’t worry, you’re not alone.

For independent artists who wear multiple hats—publicist, marketer, manager, booker—it can be tough to understand exactly what PR does and why it's so crucial. But here’s the deal: publicity is what helps get your name out there, build your credibility, and ultimately grow your fanbase. And knowing which level of PR you need is the first step in making it work for you.

This guide will break down the different tiers of music publicity campaigns so you can decide which one is right for your next release.

#1: Starting Out With PR ($500-$1500/month)

This is where most emerging artists start. If you've never had PR before or are looking for a smaller amount of press for a low-key release, this tier is for you.

What You Get:

• A few pieces of press coverage (blog features, small interviews, playlist placements)

• Exposure to independent music sites and niche outlets

• A chance to refine your branding and messaging on a smaller scale

When to Choose This Tier:

✅ You’re releasing a single or an EP and want to test the waters with PR.
✅ You already have a strong brand and messaging and just need a little extra exposure.
✅ You plan to release multiple songs throughout the year and want some light press for this one.

Reality Check: This is the most budget-friendly option, but that’s because you’re not getting the full PR package. Most publicists at this level won’t provide deep branding or strategy support—just basic press outreach. If you’re expecting major media placements, this isn’t the tier for you.

#2: Indie Artist Powerhouse ($2500+/month)

This is for serious independent artists who are ready to level up. If you’ve been grinding for a while and are ready to pour resources into your next release, this is where you should be looking.

What You Get:

• Personalized branding and messaging assistance

• A full PR strategy, including press angles and campaign planning

• Hands-on support with pitching and securing coverage

• A better shot at mid-tier and larger music outlets

• Ongoing campaign adjustments based on what’s working

When to Choose This Tier:

✅ You’ve been struggling to gain traction and need expert help refining your brand.
✅ You want to secure more substantial press coverage, not just a few small blogs.
✅ You’re ready to make PR a core part of your long-term music strategy.

Reality Check: You don’t need to be famous to invest in this level of PR. Many artists choose this tier when they realize their DIY efforts aren’t cutting it and they need professional support to break through the noise.

#3: Major Music Publications ($2k+)

At this level, PR is baked into your label deal, and you have an entire team handling it. You’ll still need to be involved—doing interviews, sharing coverage, and participating in PR efforts—but you won’t be hunting for your own publicist.

What You Get:

• High-level media placements (major music magazines, TV, radio, podcasts)

• A dedicated PR team managing your press schedule

• National or international exposure, depending on the campaign scope

• Coordination with your label and management team

When to Choose This Tier:

✅ You’re signed to a label and PR is already included in your deal.
✅ You want to bring your existing PR team with you to a major release.
✅ You’re getting heavy industry backing and need press support at the highest level.

Which Tier is Right for You?

PR campaigns are about building awareness and visibility —bringing more fans into your world and establishing credibility in the industry. The tier you choose will shape how that plays out, but the most important thing is making PR an intentional part of your overall music strategy.

So, ask yourself:

• What’s my goal for this release? Do I want a little extra buzz, or do I need serious media coverage?

• What’s my budget? Be realistic about what you can invest and what results you expect.

• Do I have the foundation in place? If you don’t have strong branding, a defined sound, or a clear narrative, you might need more than just press outreach.

No matter what stage you’re at, PR can be a game-changer. The key is choosing the right level of support to match where you are in your career.

🚀 Ready to take your music PR to the next level? Let’s make it happen!