Industry Insider: Bob Bradley Discusses Public Image, AI, Content Creation and Burnout

Bob Bradley helps us kick off our newest Interview & Feature column, “Industry Insider,” wherein we bring you, our beloved readers, incredible insight from a wide range of industry veterans. Bob is a well-travelled musician and seasoned music publicist, boasting nearly 17 years of experience in PR and marketing.

He has worked with hundreds of clients across multiple agencies and record labels and was formerly a touring artist signed to Victory Records. While still playing in various acts today, he can leverage his industry knowledge for his bands and the numerous artists who work with him via Bradley PR & Marketing.

Bradley is also the author of Public Relations for Musicians, a concise guide aimed at helping musicians of all genres effectively market their music to the media.

Bob Bradley with bass, photo by Brad Alexander

What’s one thing that artists consistently get wrong when managing their public image?

Bob Bradley: “Artists tend to believe they should match or closely emulate other artists they admire to succeed. In my day-to-day experience, I see a lot of similarities in social media posts, messaging, clothing style, production style, guitar riffs, and so on. It often feels like the artist is copying what another is doing to ‘play it safe’ and guarantee a connection with the audience. That said, while maintaining a solid public image that is appealing and familiar is usually good, it’s also dull to repeatedly see the same old thing.

“It’s a gamble to take the risk of a trailblazer and go outside the comfort zone, which may turn heads and even polarize music fans. I’m not implying that artists should do anything stupid, but I do like it when artists stir the pot and deviate from the timely rules of music, fashion and playing the good ole’ industry game. If the artist is too worried about pleasing everyone, sure, they will have an excellent public image, but that likely won’t take them to the next level.”

How do you think the rise of AI-generated music will impact the careers of human musicians?

“People are freaking out about AI killing off industry jobs and making songwriting obsolete. This will be an issue over the long term, and artists will come to appreciate how AI tools can help songwriters of all types fill in gaps and be better writers overall. From what I’ve heard, most of the AI music out there is awful and a novelty of the moment. While these tools will always improve, it will take original minds to create those timeless songs and develop new styles that people will love.

Do artists today need to have a deeper understanding of data analytics to succeed, or can they still rely on pure artistry?

“Any artist should have a general understanding of the music business, from the essentials of music marketing and publishing to the fundamental legal aspects of the industry. This is likely more difficult for a solo artist or DJ since you have everything on your shoulders. For bands, delegating and letting members lean into their strengths is essential.

“That said, every band has that one member obsessed with business and marketing to some degree. That member should learn about Facebook/Instagram Marketing, advertising, Google SEO, basic copyrighting skills for today’s music scene, etc. I think keeping tabs on any/all metrics from marketing and social media efforts will help the artist understand what works…and what doesn’t. This not only saves advertising dollars but saves time and promotes brand growth.”

How do you see the role of influencers evolving in music promotion? Are they the new gatekeepers?

“I just see these modern influencers as another form of journalism. It’s no different than the more prominent names in print magazines in the 90s and early 2000s, but just in a different medium. Perhaps these influencers get a bit more attention and can sell their shirts online, but at the end of the day, they have their platform and get to review and give attention to artists who are lucky enough to be on their radar. I think any writer or online platform for artist promotion has a barrier to entry, and it’s always been tough to break through. Having a good publicist and marketing team can make this a little easier, but at the end of the day, it’s really up to the writer/journalist/influencer to make it happen.”

Bob Bradley with amplifier

How do you see the relationship between music and visual content evolving in the era of YouTube and TikTok?

“Visual content is king because that’s what the audience is used to and demands. Platforms like Instagram Reels and TikTok have made it the standard for creatives looking to connect with an audience outside of Spotify, Apple Music and YouTube, etc. If anything, the cost barrier to entry has gone down immensely since you can use your phone to make content, and anything requiring video/motion graphics can be made using Canva, freelance sites like Upwork, or hiring friends in your network. As time goes on, your chances of making a new fan from a 15-30 second clip may fair easier than hoping your 4-minute song is discovered on a streaming service.”

Do you think there’s too much pressure on artists to be ‘content creators’ in addition to musicians?

“Absolutely, that’s all we see online these days. We automatically assume that the most successful artists out there are live streaming every day and making music videos once a month. There are so many other ways to find success as an artist. If you really feel the pressure to make content, go easy on yourself and figure out methods within your budget to hire others to make it for you. Ultimately, if you are a fantastic musician and make quality songs/records, keep leaning into that and surrounding yourself with people who can do everything else outside of that better.”

Bob Bradley with bass

How do you feel about the rise of virtual artists (like AI avatars) who don’t exist in the physical world? Could they disrupt the industry?

“Never say never, but for now, this aspect of the industry is just a novelty. The exciting part comes with AI being used to improve and assist in creating music and assets for marketing yourself. I’ve read articles about major labels signing AI / Virtual artists to record deals, and I totally get it. Ultimately, it’s about the music and surrounding brand, and many listeners out there may not care if the “people” involved are real. In the metal scene, look at Gwar, Sleep Token, Slipknot, etc.; for all I know, there could be fill-ins wearing those costumes while the actual members watch Monday Night Football at home. What’s stopping the industry from creating an utterly made-up band, which still has music written by real people, and having that creation take a life of its own? The future is weird but still pretty exciting.”

The music industry is known for its relentless pace. How do you personally deal with burnout, and what advice would you give to younger artists struggling with it?

“I’m probably the worst person to ask about this, as I work a ton and love what I do (most of the time, haha). If you are passionate about your work, whether as an artist or music executive, you tend to make your schedule work to get stuff done and find the downtime to relax when needed. What I find that works, is planning your vacations or “no work days” in advance. Take those weekends off to get outside, as that’s when you come up with the best ideas to come back to work and creative time with.

“For younger artists, I suggest working your ass off, staying up late, and going to shows five days a week to build your network. As you get older, this will pay off as you have a solid platform and network. That way, you will have opportunities coming your way and have value to provide others as well. I also highly suggest balancing your life with exercise, friends, continued learning, and listening to your body if you feel burned out. Taking a day or two off to regain energy is better than burning out and getting sick.”