The New Music Business with Ari Herstand This Music Publicist Has Upended the Entire PR Model
Oct 6, 2025
Mikel Corrente, founder of Purple Bite PR, revolutionizes music promotion with a transparent, zero-risk PR model. He discusses the shift from blog coverage to TikTok and playlists in artist discovery. Mikel shares insights on artists' dissatisfaction with traditional PR, revealing how his approach pays publications for genuine coverage while guaranteeing results. He also explores the evolving value of press in today's music industry, emphasizing the importance of realistic expectations and meaningful placements.
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Press Still Adds Strategic Value
- Press value has declined but still helps SEO, fan engagement, and DSP pitching.
- Mikel says market value changed and PR must adapt to remain fair and effective.
From Venezuela To Music PR
- Mikel moved from Venezuela after his parents lost their businesses during political upheaval.
- He studied audio engineering and found PR fit his interests in psychology, music, and philosophy.
Discovery Shifted From Blogs To Playlists
- Blogs and Hype Machine once drove discovery and label interest.
- By 2018–2019 Spotify playlists and DSPs began to replace blogs as the primary discovery engine.
