PR in 2025: How Indie Musicians Can Use Publicity to Fuel Growth

Public relations might sound like a luxury for major label artists — but in 2025, smart indie musicians know that effective PR is one of the most powerful tools for building a music career.

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Bob Bradley, an Orange County-based musician and music publicist with over 20 years in the game, is helping artists take control of their story. In his recent book Public Relations for Musicians, Bradley breaks down how independent artists can craft and manage their own campaigns, even on a DIY budget.

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Below, we've distilled some of his most relevant advice for the modern indie artist.

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Why PR Still Matters — and More Than Ever

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Musicians today have unprecedented access to fans through streaming, social media, and direct marketing. But here’s the catch: everyone else does too. PR is how you rise above the noise.

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Bradley notes that PR isn’t an exact science — it's about building credibility, communicating consistently, and reinforcing your brand across channels. A great feature won’t launch your career overnight, but done consistently, strategic PR builds the foundation for long-term success.

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1. Control the Narrative: Your Message Matters

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The core of any PR campaign is your message. Whether it's a new single, a tour, or your origin story, what you choose to say (and how you say it) shapes how the media — and fans — perceive you.

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Pro tip: Bradley recommends keeping press outreach concise and focused. With editors getting hundreds of pitches daily, clarity is currency. Your press release should answer: Why now? Why you? Why this matters?

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Multiple stories over time are completely acceptable — even encouraged. Just make sure each message is intentional and well-crafted.

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2. Press Is the Start, Not the End

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Getting coverage is only the first step. The real magic comes from how you leverage it.

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Bradley reminds artists that “PR isn’t just about exposure — it’s about building reputation.” Blog features, playlist inclusions, podcast interviews — they all shape how the industry sees you. And that perception is crucial when trying to land gigs, attract labels, or pitch for sync placements.

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It also creates professional leverage: If you’re being written about, streamed, and talked about online, you’re instantly more appealing to managers, agents, and partners.

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3. Why Media Coverage Still Opens Doors

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In an era of algorithm-driven visibility, media coverage does more than stroke your ego. It signals credibility.

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Whether it’s a write-up in a genre blog, a local paper, or an indie zine — getting featured shows you’re active, interesting, and part of a larger story. These articles can lead to more press, especially when you include previous coverage in new pitches.

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And don’t forget about backlinks: they not only boost your SEO but direct new fans to your key channels like Spotify, YouTube, or your artist website.

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4. Use Press to Power Live Shows

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Touring is back in full force in 2025, and press remains a valuable tool in driving attendance.

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Bradley recommends pushing for event previews, show announcements, and post-show recaps in local media outlets. Even a simple calendar listing or blog post can boost turnout. If a photographer or journalist attends, you might score

shareable content and a review — great for your socials and future promotion.

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Got multiple dates? Multiply your outreach. Each show is a fresh opportunity to make noise.

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5. Press Begets Press (Seriously)

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Momentum builds upon itself. According to Bradley, “Once a few reputable outlets write about you, others are more likely to follow.” That’s why it’s smart to reference past press in your new pitches — especially if the outlets are recognizable.

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And always include hyperlinks. You’re not just making the journalist’s life easier — you’re reinforcing your legitimacy.

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The Bottom Line: PR Is Power

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Independent artists can absolutely run successful PR campaigns in 2025. With the right message, strategy, and follow-through, press becomes a growth engine — not just a headline.

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Bradley’s book Public Relations for Musicians is a practical guide for any DIY artist looking to boost visibility and tell their

story more effectively.

For more information or to connect with Bob directly, visit BradleyPublicity.com.

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Want more tips like these?

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Visit the Octiive Artist Blog for the latest insights, tools, and strategies for building a successful independent music career in 2025 and beyond.

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