SPEAKEASY PR & MARKETING
speakeasypr.com
Monica Seide (Founder/President)
Indie Act: All Them Witches (allthemwitches.org)
Speakeasy PR & Marketing was founded by Monica Seide after nearly a decade spent at Warner Bros. Records and a multi-year stint at Nettwerk Music Group. Prior to kicking off Speakeasy, Seide was responsible for a number of high profile campaigns including launching Coldplay’s U.S. career, working with Static-X on their platinum-selling debut album and representing a number of eclectic musicians including Neil Finn, the Barenaked Ladies, Ministry, Old Crow Medicine Show and handling tours for the Flaming Lips, Red Hot Chili Peppers and Mudhoney.
Do you approach indie projects differently?
By nature they’re different. With established mainstream acts it’s easier and is more about scheduling. With many indie acts it comes down to hours of pitching. Since [an indie project] is much more work, I have to be passionate about the project to take it on.
What are the most challenging aspects of an indie campaign?
First there has to be a reason for a media campaign. Some acts don’t have basic tools or the need for PR, at least at the moment. But, really, the greatest challenge is the amount of competition that exists today. There are just so many people putting music out that it’s difficult to gain attention. There are over 150 records released each week (Note: some industry experts say “over 1000” records per week). That’s why you need a solid pre-campaign plan in place—before you do anything.
How did your “case-study” client come to you?
With All Them Witches, the manager and agent reached out to me. The act had a small following and a good draw, but needed more attention to grow a touring base and get industry attention. My job was to get reviews and build awareness.
What sort of contract arrangement did they agree to?
I told them I would need three months to set up publicity for their new album. But they were going on tour and we only had six to eight weeks.
What was the hardest part of the campaign?
The hardest thing was to get people to take the time to listen to their music. But I can be persistent. I set up partnerships with websites using song and video premieres. That led to reviews and interviews on blogs, larger websites and their hometown papers.
What was the ultimate result?
They established a tour base and were signed to a label deal. They’re working on their label debut now.
How long did you work the campaign?
Five months and continuing… You know, PR is a marathon not a sprint. If you put in enough time, good things will grow.
What sort of accounting do you provide?
I provide a bi-weekly or monthly report with online clipping files.
Are acts without managers tougher to deal with?
It varies. The Melvins didn’t have a manager and it worked out fine. You just need someone in the band who can make the decisions.
See MC’s contact list of indie publicists in the Everything Indie & Promo Directory.
