X-Press Volume Special 28

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MUSIC GEAR & TECHNOLOGY GUIDE: ISSUE 28, DECEMBER 2012

Blow Your Own Trumpet A Musician’s Guide To Publicity & Airplay With 14 years’ industry experience behind her, Stacey Piggott’s wealth of knowledge makes her one of our country’s most experienced music publicists. Over the years she’s worked with, nurtured and help build the careers of some very successful bands, including the likes of Henry Rollins, The Jezabels, The Waifs and Bon Iver, and has represented some of the country’s most-loved music events like the Falls Music and Arts Festival. Having recently revealed some of her industry secrets in the form of a book, Blow Your Own Trumpet: A Musician’s Guide To Publicity & Airplay, Piggott shared a few of her tricks of the trade with JENNIFER PETERSON-WARD. What prompted you to share your insiders knowledge with the world in the form of a book? I come into contact with a lot of grassroots independent acts who are looking for a publicist, and there seems to be a running theme of them all not really knowing what a publicist does, how to find the best one for their needs and budget, or what they should expect to get at the end, should they engage one. They all also feel they need to spend exuberant amounts of money to get media coverage for their music, and have a sense that they are not able to contact media direct and therefore need a third party from the beginning to start to build a buzz around them. I found myself writing the same email over and over again to explain the various ways an artist can do their own PR, and identifying the points when they actually need to get a publicist. I started to pull together a word document, so I could just email out the attachment each time and it started to become quite a big file. At the same time I had mentioned these conversations to a few of my clients and all of them started telling me stories of what they did themselves before they employed their first PR, what they learned the hard way, and what worked for them. Their stories were all so different and their opinions on various elements of their experiences were contradictory in some cases. I just thought those stories, from those people who have been where these acts are now, and who the readers may know of or be fans of, would be the perfect way to illustrate an individuals ability to create their own pathways to take, to reach their career goals, rather than just me dumping my ideas onto a page. It is for grassroots acts who don’t really have a grasp on what a publicist / radio plugger does, independent and self managed artists who want some ideas on how they can save money and do their own publicity, music business students who want a more rounded view on the publicity side of things and anyone who is interested in the stories behind the artists who are included I guess. Education in any sense is empowering, it allows choice, and choice provides options to problem solve.

CONTINUED ON PAGE 51 The Jezabels (Photo: Chris Turner)

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