The Perfect Rhythm

The music business is multibillion-dollar industry that continues to grow each year. While the artists are known for everything they do, what people fail to realize is that a lot of what is done in front of the camera, is from an idea someone shared with them. Everything from whom an artist collaborates on a song with, what they wear on the red carpet, and even what events they attend is decided with the help of their publicists.

With that being said, this isn’t the case for every artist in the industry. There are plenty of artists who do make their own decisions but they still require the help of their publicists to help create connections and form relationships with other entities within the industry.

Some of the ideas for an artist come straight from the record label. These groups of people are called the publicity team. What the publicity team does is help create themes and ideas that would help improve or maintain the image of an artist. For example, if there was an artist who was no longer climbing the charts, selling records or making money from their personal brand, it would be up to the publicity team to come up with something to help save their career.

These ideas can vary greatly – from a new hairstyle, a new album concept, or even a new and improved world tour. In this industry, the slightest thing can make or break someone’s career. A publicity team has to make sure that they know their artists in and out and also be aware of all current trends. Being able to obtain this knowledge and understand how to apply it to a specific person is how and why a publicity team is very much needed.

Public relations does not have to always be suits, ties and annual reports. Public relations can also be the mind behind the glam and the success. While they do not get much credit, respect is much deserved. They are just another example to help show how diverse and rewarding it can be to work in the field.

Trenae Dunigan is a graduating senior at Grand Valley State University majoring Communication Studies with a minor in Advertising and Public Relations. Born and raised in Kalamazoo, MI, Trenae plans on moving back to Kalamazoo post-graduation to Intern at the Black Arts & Cultural Center as an Intern. In future years Trenae hopes to move to either Atlanta or Chicago. She hopes to do public relations work for a major corporation one day but could also see herself working for a non-profit. Her ultimate goal would be to be an Artist & Repertoire for a major record label like Sony or Epic Records.