THIS WEEK’S BIG QUESTION: Can PR make or break a band?

How can PR help a band change from wannabe to Spice Girls status?

How can PR help a band change from wannabe to Spice Girls


Andy Prevezer

A&M Records

’Those who pretend there is a science to this are being wise after the

event. Much of the planning in launching a new band is common sense. You

talk with the band, listen to the music and, between you, decide where

to pitch it. No one is going to buy your hype for long if there is

nothing behind it. The PR person’s job is to find the right people to

spread the word for you. You tailor what you have, the rest of it is pot


Tommy Udo


’PR agencies don’t break new bands but getting a demo tape and sending

it to me is a start. What is guaranteed to put me off is getting

hassled. I resent someone phoning me up. A lot of PR people also do

pathetic campaigns where they send a lollipop or something. It’s a real

turn-off. I want basic, plain, dull information, not a hyped up press


Andy Saunders

Creation Records

’If people feel they have discovered a band - rather than having had the

media shove it down their throats - it adds a lot more cachet. If you

really do believe in your band, just send journalists a record and

invite them to a gig. Let the music shine through and let the media talk

it up, rather than yourselves. Then you can retire and control and


Judy Lipsey

Poole Edwards Publicity

’Do have tapes, photos and biographies of the band and send them to

specifically targeted people. With some of our acts, like Peter Andre,

we take them to meet journalists on the teen magazines. Plan a realistic

campaign, don’t expect to get masses of national press in a week, and be

creative. With new, young bands it is up to the press officers to think

of angles. Don’t over hype and send everything to everyone.’

Phill Savidge

Savage and Best

’If a band is good-looking make sure their pictures get used. Start

exposure by introducing pieces in monthly music and style magazines. The

NME and Melody Maker are essential allies at the start of careers for

the kinds of bands we look after. Journalists have to trust you and

believe you understand music as well as, if not better than they do. If

you can place a new band in a clearly defined genre you are off to a

good start.’

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