Behind The Hits: Big Picture Media's Becky Kovach On The Hustle & Heart Of Music PR
Publicists are the music industry's unsung heroes. Overworked and overlooked, these powerhouse performers encourage your favorite artists while ensuring their projects are as widely seen as possible. They work their fannies off. Publicists must establish and maintain industry connections between travel and cold-emailing so that artists can live their dreams. Still, they remain in the shadows of their collaborators, unseen by most who are impacted by their work. Daunting press cycles, ruthless PR fires, and the constant role of being an artist’s advocate are no small feats, but publicists do it all with a smile. The next time your favorite rock band, like Silverstein or The Used, lands a major magazine cover, you can thank Big Picture Media's Becky Kovach.
Still, most people don't understand what publicists do. Sometimes, publicists like Tree Paine, who represents Taylor Swift, generate a reputation (pun intended) based on their work for their artists. However, they usually fly under the radar; you might not know it, but Big Picture Media represents most of your favorite rock musicians. From Sum 41 to Papa Roach, the Big Picture Media team covers a star-studded array of artists. They aren't doing it for the glory, though; instead, Kovach and her colleagues are driven purely by passion.
"If you don't put all of your heart into what you are doing, people will notice and talk about that," affirms Kovach. "I always say that letting your passion show is important because that's what people remember."
Publicists spend a lot of time cold emailing and drafting press releases, but they do so much more than that. They're responsible for shaping an artist's entire narrative. It's crucial for publicists to love what they do; otherwise, the lack of passion will show through in an artist's campaign. Kovach started at BPM as an intern, wanting to break into the industry somehow- just to get the chance to work with artists she loved organically.
"I very much wanted to be on the journalism side of things. I've always been a writer, and I wanted to combine my love of music and my love of writing by working for magazines and newspapers. I had a friend who was interning at Big Picture Media, and she was like, 'You should check out this company. They work with all of these bands that I know you love.' Sure enough, I checked out the roster and got in touch. I fell in love with what Big Picture Media does. I was very fortunate that Dayna offered me a job right out of school, so I started shortly after I finished classes, and I've been here for 11 years," she explains.
Many who aspire to work within the industry don't initially set out to do PR, just like Kovach. Her journalism to PR pipeline is rather common; everyone needs a point of discovery. Moreover, her love of storytelling and music helped her find her footing, eventually finding the perfect place for her to build skills. "I was assisting two of the senior publicists at the time, and I learned from them how to be a good publicist. Over the years, I've worked my way up from assistant to my current position."
The thing about PR, especially music PR, is that it's not just a job; it's a lifestyle. Most industry positions are all-consuming. Even if you're in a 9-5 position, like Kovach, you may travel constantly to work festivals or tours. Sometimes, she works on PR campaigns across rigorous time zones. She has to think ten steps ahead of her roster, navigating crises and praising successes. Primarily, though, publicists focus on relationship-building- they must establish trust with artists, fellow media, and other industry insiders. The right people must already be paying attention by the time an album cycle begins.
This ever-changing field may seem daunting to newcomers. However, it's exceptionally fulfilling for those who love music and storytelling. Few other career paths allow you to combine these two skills, and once you find your niche, it's game over. The rise of social media has permanently changed the landscape of music PR, but perhaps for the better. Securing magazine covers is no longer a music publicist's biggest goal. Instead, they've learned the art of adaptability, strategizing viral moments and crafting compelling social narratives before a single drop.
Kovach promotes persistence and authenticity for those wanting to dip their toes into the bright blue waters of music PR. She also reiterates the importance of finding a team that resonates with you. Each PR company will have different core values. "The company has always been on the smaller side. It's fluctuated between 5-10 people over the years. No matter what, it's always been a tight-knit group that's always had each other's backs. We're a group of all women in a typically male-dominated industry. We know how important it is to lift each other up & support everything we do."
While "the dream was always Rolling Stone," Kovach found the perfect place for herself within an intimidating industry. She leveraged her passion and drive, articulating ideas in a new way that transcended her initial plan. Eventually, new dreams emerged, thanks to her time with Big Picture Media.
Publicists rarely get the spotlight, but their impact is undeniable. They shape narratives, save reputations, and help break out future stars, all while working tirelessly behind the scenes. There’s something special about helping someone tell their story, and publicists like Becky Kovach do it with relentless passion.
Breaking into the industry may seem daunting. Many doors feel locked, and persistence is key. But for those willing to put in the work, success isn’t just possible; it's inevitable. It doesn’t happen overnight, but for those who love music and storytelling, it's worth the wait—just ask Becky Kovach.
