Latest / The Scene Projects / Brian S. Gross on Effective PR for Content Creators

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Brian S. Gross on Effective PR for Content Creators · The Scene Projects

• 0:02
  This program is part of the Scene Projects podcast network.
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  Scene Project features interviews with independent musicians, comedians, and artists
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  from across the Midwest.
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  Become part of our community and support local art wherever you are.
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  Welcome in to another exciting episode of Real Biz.
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  I am your host, Bubba Starts.
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  And with me today is president of BSG PR, Brian Gross.
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  Brian, welcome to the show.
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  Thanks for having me.
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  Great to meet you.
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  Great to see you.
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  I hope all is well on your end.
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  Excited to be here.
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  Yeah, man.
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  I I appreciate you taking some time for me today.
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  Obviously, public relations, the the unheralded hero of, getting musicians and and stars of
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  really any business out there.
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  I And think you're gonna have some insights today for us that, a a lot of our artists that
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  are, you know, fans and members of our community, don't necessarily think about in
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  the, short or long term of their career.
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  So before we get into all of that, though, I wanna just give you an opportunity.
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  Give us a little bit of your backstory, and then we'll just pick up the conversation from
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  there.
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  Yeah.
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  I started, when I was 17.
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  I was interned at a record label called Deaf American.
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  And three days a week, my senior year of high school, people thought I was crazy.
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  They most of them were working at the pizza shop in the in my hometown, but I decided to
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  drive to Burbank, California three days a week and learn the trick and the trade of the music
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  industry.
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  And so I met some incredible people.
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  I met some incredible artists.
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  Went away to college on a music scholarship, came back, and just sort of just sort of
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  grinded.
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  You know?
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  In the nineties, you could, you went to a lot of shows.
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  You met a lot of people, and it was really face to face as far as looking for the next
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  opportunity.
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  You know, I was writing for papers.
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  I even did a spin of some DJing in college and and whatnot.
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  And so it just it was a hustle.
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  Never mind.
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  I would record some music and just had fun.
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  But, I mean, I was seeing bands, like I said, five, six nights a week and and going to shows
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  and connecting with people and working my way up, but, it all was in PR departments at record
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  labels.
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  Incredible.
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  And, obviously, that's led you to having, you know, your own company now and to be out on
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  your own.
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  A much different world in the nineties compared to the industry as it is now.
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  Yeah.
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  It's such a different world.
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  Right?
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  Never mind the nineties are, what, three to two and a half decades ago.
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  So, you know, you think of at the end of the nineties, what Napster was doing to the
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  industry and how it affected, how piracy sort of blew up in in the February and how the
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  industry had to make really aggressive changes.
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  Then streaming came along, and that has become the major thing to where, you know, I don't
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  care what trade you're in as far as entertainment goes.
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  It's really about algorithms.
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  Right?
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  It's ultimately the algorithms and what people are connecting with that you're trying to tie
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  in whatever form of entertainment, whatever it is you're promoting.
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  At the same end, you know, we went from a lot of print to a little bit of Internet to now
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  mostly Internet with a little bit of print.
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  So, you know, what I'm doing is trying to get articles placed on my clients and reviews and
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  interviews and everything else on a plethora of websites and and platforms and social media and
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  just trying to make things go viral in ways that stick and and garner people's interest and
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  build fan bases.
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  Yeah.
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  While back, they used to call it the record business.
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  Now these kids growing up don't even know what a record is.
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  Well, I mean, the crazy thing is is that's the the only major margin is the actual still
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  physical vinyl, but it's become sort of the collector's thing.
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  Right?
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  Like, I'm a huge David Bowie fan and every once in a while, you know, Rhino will release some
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  sort of really cool piece of vinyl of David Bowie or you've got the record store day, you
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  know, in April every year.
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  So playing vinyl, sure.
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  That that's a little different, but it's become sort of the collecting of vinyl and and artists
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  using that as a as a revenue stream for what it's worth to, you know, to keep their fans
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  and, you know, interested as far as what you can collect.
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  Right?
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  Like, you know, yeah, we had CDs and cassettes and everything else, and people like to do that
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  now.
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  It's almost sort of novelty to create those types of items.
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  But it's still, you know, now just focused on the streaming world and the social world and
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  YouTube and everything else.
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  Yeah.
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  It's just absolutely such a different world that people have either had to adjust or leave?
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  Feels like it's happened so fast.
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  Right?
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  That the the speed at which things deteriorated and reemerged as something completely new and
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  that the Internet really took over.
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  It just happened so fast that people that couldn't adjust just completely got ran over or
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  left out in the cold.
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  Yeah.
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  I think it's a combination of speed and also just technology.
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  Right?
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  Like, we've jumped from plat different types of platforms.
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  You know, I always say as a Gen Xer, like, you know, we started with Pong, and we're gonna end
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  with having to know AI.
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  Right?
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  You find me a generation in history that had to make a larger, faster adjustment to a wider
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  span of technology.
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  So it's it's a combination of speed, but it's the introduction of technologies that have
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  worked and that have failed that we've had to deal with for, you know, multiple decades.
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  Because, yeah, you you wake up and you're like, man, I've gotta deal with it.
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  I've gotta know this AI stuff pretty well in order to move forward.
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  And now, you know, AI is creating art in itself.
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  So that's a whole other battle taking place in whatever platform, whatever you create
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  artistically that you're dealing with.
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  Right.
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  Now it's building its own social media platforms that humans aren't invited to.
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  We've heard some interesting news just this week.
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  Things are escalating quickly.
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  And a world, I think, where we go back to a very visceral and the reason that records have
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  I mean, they've taken more market share now because nobody buys CDs anymore.
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  I don't know if people are even really printing CDs hardly at all.
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  I mean, maybe some independent artists, but I don't think it's really part of the, you know,
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  the record music industry as a whole, you know, among the bad investments that the record
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  industries and the big players have made, I highly doubt they're getting back into printing
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  CDs, you know, millions at a time.
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  But speaking of AI, how has that influenced what you do as a public relations manager?
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  And are you you know, how does it affect your life?
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  Not just on, like, the creation maybe of PR and press articles or, you know, announcements and
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  things that you would make, but in the way that you're crafting certain things knowing that a
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  lot of the search engine is all AI SEO now.
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  And, really, it's a different world than it was even a decade ago with Google SEO.
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  Yeah.
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  My myself and my team definitely use AI.
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  We definitely use it when, we feel it's a necessity or it it only helps with what it is
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  that we're doing on our day to day.
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  At the same time, we're looking at AI and its potentials and what we can do with it, how we
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  can use it to better, you know, our relationships with media, to better our
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  relationships with clients, to garner more clientele.
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  Very open minded.
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  I think there's twofold in AI.
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  It's fear of it or embrace, and and maybe a little bit of both.
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  But, ultimately, it's it's growing.
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  It's going somewhere, and it's gonna be part of our daily life in a larger scale.
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  And ultimately, how you embrace it and how you use it and how you, you know, make your life
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  better with it is the ultimate, you know, task at hand.
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  So it's definitely something that I embrace, not fear.
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  I think, you know, I make the joke that my generation grew up on a lot of bad sci fi
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  films.
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  So, like you know?
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  And some good ones.
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  But, like, we just have this natural fear of robots and AI that they're gonna kill us.
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  And it's like, I think it's a little I think it's a little much.
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  So for now, let's let's focus on how we use the technology, how we use the space, how we, you
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  know, take on what what's being thrown at us with AI and the speed of AI to to better
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  business, to better our lives, and and so on.
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  Yeah.
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  And the robots may rise up, but I think, you and I will be long gone before that or we'll be
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  part robot by that point.
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  Who knows?
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  Yeah.
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  I mean, there's so much unknown.
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  Right?
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  Like, you could you could really go down a wormhole, both doom scrolling and in your own
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  head if you really wanted to.
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  I I choose not to.
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  It's too much.
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  Let's see what happens.
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  Let's take it as it comes.
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  Let's focus on our day to day.
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  Let's enjoy going for a walk at this point.
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  Right.
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  And so much of what we do with my company I mean, for the most part, I'm a one man show.
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  Without AI, I would have never been able to achieve what I have in a year's time both on
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  the video editing side where we use a program called podcast.ai that takes all of my long
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  form and is able to edit that down.
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  I would have paid tens of thousands of dollars to video editors to get what I've accomplished,
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  and I would have never been able to achieve 350 plus thousand views on YouTube without that.
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  So I have no platform really without AI.
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  It's also helped me in the design of pitch decks and different things of reaching out to
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  companies.
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  And, you know, I'm still being very limited on how I use.
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  In the music business now, you have, you know, programs like Suno that are cranking out demos
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  and music.
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  That's better than anything that I've ever put on tape, Brian.
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  So, you know, is it changing the world?
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  I don't think it's ever going to replace the creative, like, the process.
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  It it can't feel.
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  Right?
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  So it can't do at the basic element of what music is, especially to me as a songwriter
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  that, like, it can't get my feelings out of me and onto a page.
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  And that song and that feeling, and it's never going to experience the joy of that either.
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  So I don't feel threatened by it, but it's definitely a tool that you need to learn how to
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  use.
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  The time to fight it was a decade ago, not now.
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  It's here.
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  Everyone around you is using it, whether they're, you know, just creating silly photos
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  and and writing a trend and, you know, candy canes and whatnot.
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  But, you know, me, I'm choosing to use it to advance my business in every way possible.
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  Yeah.
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  I think the last fight that was ever won in technology was sort of Betamax versus DVD with
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  the hint of LaserDisc in there.
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  Otherwise, you can't fight these technologies, these platforms, everything else.
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  You do have to embrace it in some aspects.
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  I think to your point, yeah, we all found it very useful in some capacity to where it makes
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  our daily lives a lot easier.
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  And to those that say, well, it's replacing person x, y, and z, ultimately, that person is
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  also figuring out how do I use AI?
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  What do I do?
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  Or or where do I shift my focus in my career and my life goals, ultimately?
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  There's a personal aspect of public relations where I have day to day you know, I have daily
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  contact with my clientele to answer questions, this and that.
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  Could've could AI replace the publicist?
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  Of course.
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  I'm not in denial.
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  But, ultimately, it's, to your point, the personal aspect of songwriting.
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  I have the personal aspect of my career and my my contact and my relationships to better those
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  around me so they feel comfortable in their decision making.
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  Ultimately, trusting something of AI in in major decisions in your, you know, career is
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  quite the gamble.
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  And I think it could be a bigger gamble than it is with someone with x amount of experience in
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  life having done the same thing, sort of the ten thousand hours mindset.
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  So I just think it's really important to be very open minded.
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  There's you know, I'm not gonna be naive and say it'll never replace me.
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  That's ridiculous.
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  But for now, I have a career.
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  I have a business.
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  I have clients.
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  I help them, guide them with their careers and what they have going on.
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  And there's a personal aspect that I provide that is key and important to the fundamental
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  growth of my clients and their careers.
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  Yeah.
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  And and both on the client side and your relationship with the media companies that
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  you're working with to for placements.
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  Right?
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  And IEI is never going to be able to replace that.
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  And if anything, it actually gives you more time where you're not, you know, behind in
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  probably your days of writing press releases have been long gone, and you have team members
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  that do those things, you know, or are using it to craft those.
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  But it frees up your time to focus on the relationships even more.
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  And that's what it's done for me.
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  Early on, last year before I started using podcast.ai, I was record an episode, and then I
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  would have, like, three, four hours invested into editing and trying to make sure.
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  I wasn't even able to create at the the level, not just of quality, but of quantity that I
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  needed to get out there and do it.
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  So I was falling further and further behind because I'm not a video editor, right, to do
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  that.
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  But I could pay a fee to a company that developed a software that allowed me to go from
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  I can do, like, maybe three episodes a week and actually get them out to I can do 30 episodes a
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  week.
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  And what these episodes are are not just content.
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  It's the relationships.
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  It's growing that network in this community that we've built that have allowed me to excel.
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  And I think, yeah.
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  I mean, for me, it's I don't try to get too deep into the, you know, maybe the ethical
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  practices of it.
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  But the the the long and short of is that these major companies that are out there are going to
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  be using this stuff.
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  So me not using it is having a very small effect on the in, like, a positive direction.
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  Right?
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  Like, me not using it is not moving the needle at all back in the other direction, so I might
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  as well jump in and try to advance my life so that maybe I can have impact on the world in a
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  different way.
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  Yeah.
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  I agree with everything you just said.
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  You you have to see the potential and the growth and and the positives of the usage of
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  the technology to better your relationships, to better your business, and everything else.
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  That's just the way it is.
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  If people wanna be afraid you know, it it almost weeds itself out.
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  Right?
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  Like, ever ever since humans existed, the weeding out of the the haves and have nots and
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  those who can and cannot is pretty pretty straightforward.
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  And here's just another aspect.
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  People are gonna live in fear of this.
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  There's nothing you can do about those people.
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  But for those who embrace and are excited and and educate themselves and really deep dive and
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  and look for the opportunities, they're gonna find success one way, shape, or form.
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  Awesome.
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  Awesome.
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  So what is a, you know, what is a PR manager you know, what is your main function in your
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  day to day?
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  I mean, I know you're at the top of your company, and what you do is a lot different
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  than someone who's just starting out whether intern or, you know, kind of entry level with
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  you.
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  But just for our people who don't really understand public relations and what that
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  means, what is it that you guys do?
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  Yeah.
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  I deal with all aspects of media.
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  So the big four are online, print, television, and and radio.
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  And within radio, I would throw podcasts.
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  And in this world where we have over 5,000,000 podcasts, you know, there's an aspect of I'm
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  pitching my clients to these media outlets.
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  Media outlets are coming to me either for my clients or with other needs that I try to
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  fulfill.
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  And it's just it's the relationship between my clients, myself, and the media that I'm working
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  on every day, building out more more relationships with media like yourself, you
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  know, keeping my clients happy for lack of a better term, accomplishing helping them
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  accomplish their goals.
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  But it's the day to day sort of grind.
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  And I don't care what level of of you are as far as a publicist goes, there's a daily grind
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  of communication, of assistance, of putting out fires, little bit of everything.
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  And that's what we do.
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  But so publicity, being a publicist working in public and media relations is unlicensed, so
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  anyone can wake up one day and decide they're a publicist.
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  But, ultimately, it's the relationships and what you do.
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  I always say it's not brain surgery, but it takes a lot of work.
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  It takes a lot of effort.
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  There's a little bit of that first first man in, first man out, or last man out, and and
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  woman.
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  But it's it's that twenty four seven, you know, emergencies on the weekends, you know, events,
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  travel, everything that goes along with, you know, like I say, in its simplest form, keeping
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  your clients happy and keeping the media that you deal with, you know, happy and wanting to
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  continue to work with you.
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  And I think some of our, you know, artists will be familiar with, you know, a press release and
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  having someone that can maybe place you onto a TV show.
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  But for a client of yours, I mean, how on a day are you talking weekly or monthly?
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  Obviously, when they have bigger things going on, maybe a new release or an award show or
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  something of that nature, you have a lot to talk about.
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  But how often are you contacting and staying in touch with your clients?
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  Oh, daily.
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  Daily, ma'am.
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  Every day.
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  Every day, there's some sort of contact.
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  Even if it's just a text or an email, there's constant contact daily.
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  I find the most important aspect of my job is staying in contact with those that I work with.
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  People don't wanna be ignored.
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  People don't wanna wait.
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  There's no time for that nonsense.
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  It's just the constant contact that brings sort of that comfort level that I'm right here.
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  I've have you've paid me.
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  I'm not disappearing.
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  So I take pride in that having had my own firm for over twenty six years now where I'm
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  reachable.
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  And in this day and age, you know, we you have to really there's certain places you can go in
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  the world where you can fall off the grid.
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  Otherwise, you're you're available.
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  And so it's really vital that that you're available.
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  I mean, I I remember receiving a client a long time ago of a very of an a list musician who's
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  I'll leave their name out for now, but they had sent an email to someone, and they received an
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  out of office reply.
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  And their response to the third person they were dealing with was, they should never be out
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  of office.
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  Find me a new publicist.
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  And I wound up getting the cake.
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  Yeah.
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  Well, lesson learned.
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  Lesson is don't use out of office.
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  Just it's not worth it.
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  No.
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  No.
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  And I think a lot of people would and I've I've already put on do not disturb several people
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  that I've gotten those replies from in my own email blast.
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  You know?
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  For me, being a relatively small company still, like I said, in a lot of ways, it's still a one
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  man show.
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  End up doing a lot of my own publicity.
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  I've landed myself on the local radio and news stations and some out of state ones where I
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  kind of learned the game a little bit, but it can be a slog reaching out to these people.
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  Do you find it I mean, I feel like it's easier to maybe find who you want to contact,
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  especially if you're working in a new market or kind of out of your home area.
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  Now, of course, someone like you who's been in it for a long time, you have a relatively large
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  Rolodex Fist, if anybody knows what that is anymore.
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  But, but is do you find it that the job is easier or harder?
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  Is it just is it kind of the same as it's always been?
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  It it it fluctuates.
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  It changes.
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  I think the thing I would say about this day and age is attention spans are gone.
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  People are being pulled in a million directions.
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  People's time is of major value, people are everyone's caught up in doom scrolling in some
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  way, shape, or form, they get sucked down the wormhole.
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  But, ultimately, the the the amount of time in the day is is fine.
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  You know, you only have so much of it.
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  So people are constantly being pulled in a lot of directions, and you gotta figure out how to
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  fit in and and handle your business with people in a proper manner to to accomplish what you're
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  looking for.
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  So there's a respect.
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  There's maturity to it.
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  There's how you handle things.
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  But, you know, at the same time, you know, we communicate in so many different ways.
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  DMs, emails, you know, instant messages, the multiple content platforms on your phone,
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  whether it's Telegram, whether it's WhatsApp, whether it's it's you know, all these plat so
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  people like to communicate in different ways.
• 21:11
  I have to adjust to the person.
• 21:13
  You know, it's not about my way.
• 21:14
  It's about their way.
• 21:15
  So whatever that is, that's how I communicate.
• 21:17
  I have clients that I communicate through Telegram, others through WhatsApp, others
• 21:21
  through phone calls.
• 21:22
  You know, others just seriously wanna talk.
• 21:25
  So you have to be very flexible and agile in that regard.
• 21:30
  But there's only so much time in the day.
• 21:32
  I love my favorite quote was Reed Hastings of Netflix saying that the other platforms aren't
• 21:37
  his competition.
• 21:38
  His number one competition is sleep, you know, because it's twenty four seven.
• 21:43
  That's all he's got to get people onto his platform to watch whatever content he's
• 21:47
  delivering to them.
• 21:48
  And if they're asleep, he loses them.
• 21:52
  Yeah.
• 21:52
  What a poignant statement that is.
• 21:55
  As someone who doesn't sleep a lot, he doesn't have a lot of competition here.
• 21:59
  I'm sure you yourself, yeah, what's eight hours?
• 22:03
  You gotta be kidding me.
• 22:04
  I can't remember the last time I had six unsought.
• 22:08
  I got a new kitten at home.
• 22:09
  He he's hungry all the time, it seems like, and he's not afraid to let me know.
• 22:15
  Brian, any tips for our, you know, artists who are listening, who are a big part of our fan
• 22:22
  base as well.
• 22:23
  Any simple kind of PR tips that they can do on their own to prepare for needing a publicist
• 22:31
  and being into that world and to becoming a client of yours.
• 22:35
  Well, I'll go I'll give them a larger statement, and this is what I tell my clients
• 22:39
  and a lot of people these days.
• 22:41
  Less thinking, more doing.
• 22:43
  Take risks.
• 22:44
  You know?
• 22:45
  Publish publish your materials.
• 22:47
  Write your songs.
• 22:48
  Don't overthink it and put it out there.
• 22:50
  There's three things that happen nowadays as far as entertainment goes.
• 22:56
  People will love what you do, which is great.
• 22:59
  People will hate what you do, which creates an even larger reaction for you to work with, or
• 23:04
  nothing happens.
• 23:06
  And of those three, the worst thing is nothing.
• 23:09
  So and the beauty of that is take those risks.
• 23:12
  You know, you know, don't sit on something and go, should I, should I not?
• 23:16
  Just do it because one of three things will happen with your music, with your performance,
• 23:22
  with whatever it is that your art is.
• 23:26
  I just try and tell people not to overthink because while you're thinking, someone else is
• 23:33
  doing.
• 23:34
  And so that's the thing I stress the most to people in this day and age.
• 23:38
  And whether it's you you have the budget and the time and the need for a publicist, you'll,
• 23:42
  you know, talk to someone like myself or a professional if you're looking to build and
• 23:47
  grow, and you'll have a better idea of, yeah, I need someone or, you know what, I need more
• 23:52
  time and and whatnot to then hire a publicist.
• 23:55
  But but that being said, man, take risks.
• 23:58
  You have to.
• 23:59
  You know, we look at David Bowie's career and we applaud him and we we miss him and this and
• 24:03
  that, but there's plenty of times where David Bowie couldn't couldn't sell a record.
• 24:08
  You know?
• 24:09
  There were periods where nobody cared.
• 24:11
  You know?
• 24:11
  There were periods that he feels he wrote his worst material.
• 24:15
  And I think we put so much pressure on an artist in this day and age to be perfect right
• 24:20
  now every single time.
• 24:22
  It's not possible.
• 24:22
  It's impossible.
• 24:24
  So don't be afraid to take the risks.
• 24:26
  We've seen it and we see when artists make horrible albums that we don't like, and we've
• 24:30
  seen artists that makes beautiful albums that we cherish forever.
• 24:33
  But if they didn't you know, it's the old beams in butthead.
• 24:37
  If you don't know what sucks, you wouldn't know what's good.
• 24:39
  I mean, it's still a great statement.
• 24:41
  I don't care who the sources was from, but, you know, take the risk.
• 24:46
  Yeah.
• 24:46
  It is better to be prolific in this age than to be perfect because you're not going to be
• 24:51
  getting it, and somebody's always going to hate it no matter how perfect you think it is.
• 24:56
  So Totally agree.
• 24:58
  Brian, where can everybody find you if they're in need of a publicist and wanna work with you?
• 25:03
  And I'll let you get out of here.
• 25:05
  Yeah.
• 25:05
  It's at b s g p r on, on x, Twitter, and Instagram.
• 25:10
  Bsgpr, and then bsgpr.com, is my website.
• 25:15
  Awesome, Brian.
• 25:16
  Well, I appreciate you hanging out here.
• 25:18
  Always love talking some Bowie and, talking about a a a game that a lot of people don't
• 25:23
  know.
• 25:24
  But you don't really need PR unless you're out there doing something.
• 25:27
  So just do it.
• 25:29
  There was a famous company that used that slogan a long time ago, and it still rings
• 25:34
  very, very true.
• 25:36
  They don't need any free press on my show.
• 25:38
  Brian, appreciate you hanging out with me today, and thanks for being part of the scene.
• 25:43
  Thank you so much.
• 25:44
  Appreciate the time.