Over the past week, I’ve spoken with several publicists, artists, and managers about what community outreach means for the independent artist.

As publicists and marketers, we get it. It’s easy for us to explain the value of giving back to clients and what community outreach and philanthropy does for their careers. But publicists can’t make clients care about serving others, volunteering and donating time and money to charity.

I realized this point a couple of weeks ago while in the final stages of co-planning the Hip-Hop 4 Haiti National event in Washington, D.C. When our committee invited a popular D.C. artist to perform at the food and clothing drive for Haiti relief, he declined by stating that he could no longer “do anymore free shows. I have to get paid,” he said. At that point, I felt that somewhere down the line, a publicist or manager had failed that artist.

The Conversations

Modest cameo performances for charity yield greater compensation, which have a higher return on investments than any amount of money an independent artist would make for one show. With this in mind, I asked several people the same question, when there is no money involved, what’s the value of community outreach for independent artists?

Maria J. AKA The Postergirl performed for Hip Hop 4 Haiti National Day in DC on 2/3/2010.

“Independent artists must understand that although they are emerging into a mainstream that may garner them success, the individuals such as fans, family, their community, can be an uplifting force,” said Vivian Brown, public relations and operations director of Platoon Records and publicist for recording artist Max Pain. “They must keep those connections firmly grounded. Artists should strive to contribute to the growth, enjoyment, and education of their fans and their families through participation in local events and outreach programs.”

Artists and celebrities, no matter how widespread their reach, have a tremendous amount of influence. When one artist vows to support Haiti earthquake relief, poverty or education, that effort is a silent challenge to others in his or her community. It becomes a ripple, bandwagon effect.

“We in hip-hop have a great responsibility onstage as well as offstage,” said Queen YoNasDa (LoneWolf), hip-hop artist and creator of the national Hip-Hop 4 Haiti movement. “Being raised by a motivational speaker/activist, my mother Wauneta LoneWolf, and an incredible and respected leader, Hon. Minister Louis Farrakhan, it was in me early that in everything I do I have a responsibility to speak and live truth. Everything I do has a rippling effect. That’s why I feel it’s my duty to give back to the community.”

Soul singer Brandon Best of Largo explained, “Community outreach is actually a symbiotic relationship. It helps the artist reach a crowd they normally wouldn’t reach. But some indie artists actually have pull and can bring attention to a worthy cause.”

Grammy-nominated Kyonte' with Natasha Brown and his PR Manager Rashad Wilson

“Community outreach is extremely important,” said Patrice Cameau, publicist and owner of Commun D.C. “It’s your way of service, because everyone has to serve in some way. Artists have fans and people who adore them, so it’s their duty to do certain things. At the end of the day, it’s great PR.” 

Most artists depend on grassroots support — people who will attend performances, purchase and download their music and become additional mouth pieces on the street. Declining charity performances and appearances because of monetary compensation will only cost the artist in the long run, and the cost could be greater than money — fans, relationships, opportunities, and a strong foundation for success.

Natasha Brown is the owner of Think Brown INK, a communications firm based in Maryland. Follow Natasha on Twitter at www.twitter.com/NBrownINK or www.twitter.com/ThinkBrownINK

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