TLDR: Erin Osovets of TheoryX helps take DJs to the next level through PR and Marketing.
There is a lot happening behind the scenes in the electronic music world, people and groups that are all interconnected, all working hard to make sure the business side of the industry functions smoothly. Handling the tasks the artists and DJs don’t have the time or inclination for is an important part of getting the music heard by fans around the world. Public Relations is one of those tasks that is so vital for a DJ looking to make a career out of the music, and one that requires a dedicated and hardworking person in your corner. For many DJs, that person is Erin Osovets. With past and present clients that include BT, Max Graham, John 00 Fleming, Tritonal, Jerome Isma-AE, Super8 & Tab, Robbie Rivera, JES, Black Hole Recordings, Gareth Emery, and many, many more, Erin has the experience and knowledge to take DJs to the highest levels. She’s also a great person to talk to, and I was excited to catch up with her to get a behind the scenes look into the PR business of the electronic music world.
What brought you into the electronic music business?
I fell in love with electronic music after hearing BT’s “Flaming June” in the early 2000’s. At that time in the U.S., it was nearly impossible to see your favorite DJ live unless you were in Miami or NY. I went to Belmont University in Nashville and majored in Music Business and Journalism and somehow Tiesto came to town to play a gig! I think this was 2004. That show solidified that I wanted to work in this industry and after several years of working in marketing and PR at various companies, I started theoryX in 2011.
What’s the best part of your job?
The best part is meeting people from all different sides of the scene and being able to see your hard work come to life through a sold out show, a nice press piece or from grateful fans at a meet and greet.
What aspect of your work do you think would surprise people?
Backstage is not as wild as some would think. Many of my clients don’t even drink that much and usually we just sit around talking about our kids or do work on our phones before the set starts. It’s too hard to party every night!
Do you think PR and marketing for electronic music artists differs from other music industries?
I think working in EDM right now is the most exciting.
The shows and festivals have the biggest and coolest production and the fan base is more flamboyant than in other genres. From a PR perspective, I think it’s easier to promote a client or a track because there are so many media outlets and bedroom DJs and they’re always looking for the next best thing. However, that can be a double edged sword because then there’s way more competition and noise that you have to break through in order to be heard. Some of my favorite tracks don’t get the coverage they deserve because there’s too much being released or it was bad timing.
What advice do you have for artists who aren’t sure whether or not they need to hire a PR firm?
I wouldn’t hire a PR firm until you’ve established your sound and made somewhat of a name for yourself. For example, we don’t sign someone until their social media numbers are significant (and real), they’re getting radio play from the top names and they are touring at least occasionally. If you’re just starting out, we won’t be of much help to you because unfortunately the media cover who they know and a new name really needs the backing of a bigger name. So be your own publicist for a while–make contacts at the blogs, find a writer who likes your sound and start to build relationships yourself. When you’re starting to be noticed and the work load gets to be too time consuming, then it’s time to hire a publicist.
What is one of your favorite “on the job” memories?
It was after seeing two clients (Super8 & Tab and Tritonal) play to huge crowds at EDC Las Vegas. My theoryX partner Lauren and I, along with the guys from Super8 & Tab, went to Marquee and watched Kaskade tear it up for 4+ hours. I was exhausted, hadn’t slept for over 24 hours and was on a 7am flight that morning but it was one of the best sets I ever heard and a memory I’ll cherish forever!
I first met up with Erin for Max Graham’s Interview & Artist of the Week special. Listen now!