Jonilar on the Role of a Music Publicist, and why an Artist needs one

14 March 2017

A music publicist is a press agent representing a musician or band. Armed with a specific set of skills, including communication and marketing, he or she is able to craft and elevate a musician’s brand.

Music publicists’ training often involves a degree or diploma in a communications-based field. However, in many cases, they are self-trained. Whatever their background is, strong communication skills and an understanding of the digital landscape are key.

These individuals, or the agencies they work for, use their public relations skills and relationships to promote the image of the artist while also relaying news about them to the media, either through broadcast of press releases, or direct representation in interviews.

Other music publicist roles include organizing collaborations with charities and non-profit organisations, ensuring the artist’s public perception remains great. They often work hand-in-hand with (or under) the artist manager. As one of the lead marketers of the artist’s brand, the music publicist helps promote new releases and live gigs.

Today on #GrospoolMusicChat, we had a Twitter chat with Jonathan Nii Laryea, mostly known as Jonilar, a Ghanaian publicist, who went on to give us more insight into the world of music publicity.

Here is a summary.

According to Jonilar, a music publicist role is…

#GrossPoolMusicChat:To mediate your media & public relations.If u dn’t hav a publicist nobody wil hav an idea of what u’re up to as a brand https://t.co/T9AXU6LcTs

— JONILAR | PUBLICIST (@Jonilar) March 14, 2017

Does he usually train those musicians he work with on communications?

Yes i trained/coached all the artiste i work with. They do 30% & i handle 70% . It doesn’t pick up early but its an interesting process😊✌. https://t.co/nWXxCt0Dv9

— JONILAR | PUBLICIST (@Jonilar) March 14, 2017

Also, he says artists should read about certain things to help them out in communication.

Nope its about time they knw. Artiste should read extensvely abt media & public relations.It is the life of evry brand. Can’t do without it https://t.co/0wlMBxSU5m

— JONILAR | PUBLICIST (@Jonilar) March 14, 2017

Would he like to work with any Kenyan artist or band?

Am not too familiar with Kenya & East African music but will love to work with any serious artiste.I know Wangechi,Sauti Sol,Sanaipei Tande https://t.co/o710b3YGof

— JONILAR | PUBLICIST (@Jonilar) March 14, 2017

You can get more of the Twitter chat on the hashtag on by checking his handle @jonilar. The tweets between 1 pm and 3.30 pm on 14th March 2017.

In Kenya, we have a number of good publicists. Standing out, in my opinion, is Anyiko Owoko with her company, Anyiko PR. Others, as mentioned during the Twitter chat, are: Agnes Nonsizi (@agnesnonsizi), Grace Kerongo (of @hotsecretz PR) and Priya Chana (@priyachana), among others.

As a musician, you need to know who they are so that when you’re ready you can contact them. If you’re successful enough, they’ll instead approach you.