The worlds of music PR and marketing have merged into a seamless ecosystem, where storytelling reigns supreme and strategy is non-negotiable. In this enlightening conversation, PR manager Ellie Sorensen shares her decade of experience helping independent artists navigate this complex landscape.
Ellie pulls back the curtain on how she transitioned from performing artist to PR specialist, revealing the importance of mentorship and persistence in building her career. With impressive credentials working alongside artists like Idlewild, Nova Twins, and Crawlers, she offers a unique perspective on how PR has evolved from traditional press outreach to a multifaceted discipline encompassing playlist pitching, audience analysis, and brand development.
At the heart of Ellie's approach is the understanding that every artist is fundamentally a brand requiring a cohesive story. She expertly unpacks how to identify an artist's unique values and communicate them authentically across all touchpoints – from visuals and press materials to social media content. Most refreshingly, she challenges conventional wisdom about digital presence, sharing examples of artists who've succeeded by stepping away from social platforms to prioritize mental health and more meaningful audience connections.
The conversation takes a particularly illuminating turn when discussing DSP strategy, with Ellie revealing her effective technique for pitching to Spotify playlists. Her methodical approach includes researching suitable playlists, incorporating key marketing terms, and highlighting an artist's existing achievements – essentially doing some of the curator's work for them. She also emphasizes the value of third-party playlists as crucial stepping stones in building streaming momentum.
Whether you're an emerging artist, manager, or music business student, this episode provides practical wisdom about brand audits, audience psychographics, and creating sustainable careers in an oversaturated industry. As Ellie wisely notes, there are no overnight successes – just strategic thinkers playing the long game of authentic artist development.

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