What a relevant read. I’m an active musician and recently hired a PR firm to help us with an album launch. It’s so easy to focus on getting the “cred points” from being mentioned on big music outlets, but it’s almost never effective at actually building fans and helping a band get to the next place. I found your suggestions of targeting podcasts to be spot on, something we have been discussing a lot lately. Any tips on how to best reach out? Cold emailing seems highly ineffective or at the very least unpredictable in its effect.