Becoming a Music Publicist: Inside the High-Energy World of Big Picture Media

Imagine a career where you collaborate with your favorite bands, champion their music, and help shape their journey. That’s the life of a music publicist. At Gallery Space Media, we launched our platform to connect with artists and highlight every facet of the music, arts, and entertainment industry, from venue owners to sound engineers. Last summer, we sat down with Kalie Tomlinson and Becky Kovach of Big Picture Media, a powerhouse PR firm founded in 2007 with offices in New York City, Los Angeles, and Boston. Specializing in buzz-building services for bands, festivals, films, and brands, Big Picture Media boasts an impressive roster, including 311, Awolnation, Insane Clown Posse, The Offspring, Sum 41, and The Mars Volta. Explore their current artist lineup here.

Discovering a Passion for Music Publicity

For Kalie Tomlinson, the spark to pursue a career as a music publicist came from an unexpected source: a tabloid article about One Direction. “I was reading about some stunt they were involved in,” she recalled. “It didn’t add up. I thought, ‘I could do better than this.’” That moment ignited her drive to create authentic PR for the artists she loved, leading her to Big Picture Media.

For both Kalie and Becky, being a music publicist fulfills a dream of getting paid to advocate for artists they admire. “Our job is to be our artists’ biggest fans,” Becky said. “If you lack that passion, it shows in your pitches or press releases. Your excitement grabs attention.” This genuine enthusiasm is the foundation of a fast-paced career defined by what they call “controlled chaos,” as they manage 10-15 clients with overlapping album cycles, tours, and projects.

Mastering the Art of Organization in Music PR

Staying organized is critical in the high-stakes world of music publicity. “I live and die by a to-do list,” Becky said. “I have lists upon lists and docs upon docs to track everything.” Kalie echoed, “It’s day-by-day—what’s most urgent, what needs to get done?” Their work involves relentless hustling: pitching stories, securing media coverage, and amplifying clients’ achievements. “I can send upwards of 300 emails a day and still have more to do,” Becky noted.

The challenge lies in cutting through the noise. “You’re competing with the 500 other emails journalists get daily,” Kalie said. “Catching their attention is intimidating and tough.” It’s a 24/7 job with little separation between work and personal life. “If a manager calls at 6 a.m. on a Sunday, you can’t ignore it,” Becky explained. Kalie admitted, “My work-life balance in my first year was terrible.”

The Rewards of Working with Iconic Bands

Despite the chaos, the rewards are unmatched. Kalie shared a surreal moment from the When We Were Young festival, where she worked with bands she’d idolized since childhood. “They’d see me and say, ‘Kalie, we know you!’ Being in the press room, helping them, just feet away—it felt unreal.” These highs make the hustle worthwhile. “There’s nothing I love more than going to a client’s show and singing, dancing, and jumping around,” Kalie said. Becky agreed, “People remember how happy you are to be there.”

At Big Picture Media, enthusiasm is part of the ethos. Becky advised aspiring publicists, “Don’t hide your excitement. People remember how much you care.” Kalie added, “We wear our hearts on our sleeves because we love our jobs and clients.”

Breaking Into the Music Publicity Industry

Landing a dream job in music publicity requires bold persistence. Kalie’s advice? “Put yourself out there. Email your local scene, get involved. You never know who you’ll meet or who’ll blow up.” She once cold-emailed a band, professing her fandom, and later repped them. Becky encouraged, “Be okay approaching someone at a show and saying, ‘You don’t know me, but I know you, and here’s why you should work with us!’”

Success as a music publicist demands passion, communication skills, strong writing, and relentless organization. It’s a career of controlled chaos, fueled by a love for music. “We all love our jobs,” Kalie said. Becky’s final advice to aspiring publicists: “You work in music. So many would kill for that. Just enjoy it.”