The Future of Music PR
Music PR started off using a traditional process of mailing press kits and securing print media placements to a digitally based approach focused on social media, online publications, and influencer marketing. The future of music PR is currently being fundamentally refined by Artificial Intelligence (AI) and big data, transforming it from a speculative art into an exact, strategic science. AI and big data work hand in hand as AI uses big data to identify patterns and make predictions on future trends. Big data fuels AI by providing it with the massive datasets it needs for AI to learn and function effectively. For Music PR Professionals, instead of guessing what kind of audience will like the music, with AI, we now know who is listening, where they are located, and what else they care about due to data-driven audience insights.
The shift from relying solely on human intuition to using data-driven insights has been the key change. AI tools have analyzed data points such as skip rates and listen-throughs on streaming platforms, engagement patterns found on social media, and global consumption trends. This makes it easier for PR teams to identify the precise geographic locations and the demographics in which an artist’s music is resonating successfully. AI can go through a music journalist’s past articles and draft up pitches that are not basic but are relevant and highly personalized, increasing the potential for placement.
AI should not be viewed as something to replace publicists; instead, it should empower them. It can monitor all media and draft content generation, allowing us to focus on core elements of PR: nurturing genuine human connections, developing the artist's niche, valuable, and personal story, and mastering the complexities of a global media market.
Unfortunately, I do not see AI going anywhere anytime soon, so I would say the best thing to do is adapt to it and learn how to work with the tool to use it to your advantage. AI should not be something that discourages us PR professionals. AI and data can be viewed as a map and a compass. They could guide us and be helpful tools. However, as humans, we are the heart and the voice that tell the story, build the relationships, and secure the vital placements in a personable manner.
Bio: Mariah Britt is a senior at California State University, Northridge, pursuing a bachelor’s degree in public relations. She hopes to work in entertainment PR or music PR.