A good publicist can cost you about $3,000-$4,000 per month. You need about a million extra streams per month to justify that expense. Good publicists should be out of the question unless you have a $20,000+ per month marketing budget. You might find someone that does it at a more affordable rate, but they likely don’t have any better connections than you have yourself. Considering that, learn how to do it yourself. The connections you create will be worth it, in the long run.

Most press a publicist lines up for you will not generate any streams for your music. The press will likely increase public perception, but you should not be competing for the public’s attention in the first place. You do not have the budget to compete with major labels and other media companies' attention. Do not invest your hard-earned money into perception boosters. Perception doesn’t turn into fans.

When investing money, focus on opportunities that will move the needle forward and generate streams/fans. Needle movers include playlists and organic collaboration. Anything popular on YouTube has a chance to create fans. Invest in good content.

Press is a powerful tool for SEO and validation, but it doesn’t create fans. Get in blog articles for SEO and algorithmic support, but don’t pay for them. Nobody cares who is on the cover of Rolling Stone anymore. Those days are gone.