Thank you for checking out The Industry According To. Every Tuesday we speak with a different expert or leader from somewhere in the vast music industry — label executives, artist managers, programmers, talent, artists, consultants, and beyond. To be considered as a future guest, email me at keithblackboxgroup@gmail.com.
Today we welcome in a prominent music industry executive, publicist, and marketing expert who has literally seen it all: Chip Ruggieri. Chip spent the early part of his career doing publicity and A&R for major labels in New York and Los Angeles before launching his own internationally recognized firm in 1996, Chipster PR, where he serves as President and Senior Publicist.
While multi-genre, Chip is best known for his work in rock, with a client base that has amassed over 70 gold and platinum records. If you’ve ever been to a big rock festival — Ozzfest, Warped Tour, or Rolling Rock — chances are a Chipster PR client was on the bill. Furthermore, his work has tied him and his artist clients to major movie releases including Zoolander, Rock Star, and more.
So, let’s dive in.
*Editor’s Note: Answers have been edited for clarity and length.*
THE PR REALITY CHECK
Keith: You’ve been doing PR, marketing, and artist development for decades. What’s the biggest misconception artists and the music industry in general have about PR? What do they think it does versus what it really does?
Chip: The biggest misconception is that PR can carry an entire campaign on its own. It can’t. Publicity is one part of marketing, and it works best when it’s integrated into a broader strategy around a song, an album release, or a tour. In today’s music business, PR alone isn’t enough to drive a successful campaign. It needs to work alongside digital marketing, social media, advertising, fan engagement, and the rest of the marketing ecosystem. When all of those pieces are aligned, publicity becomes much more effective.
Keith: If you were hired to launch a brand-new artist today with no fanbase, no label, and no momentum, but you love the music — what’s your first move?
Chip: I’d engage the tastemakers and the people across the media and radio landscape who can truly move the needle with their support.
STREAMING’S DOUBLE-EDGED SWORD
Keith: Streaming guarantees an artist’s music is available everywhere, that’s the good news. The bad news is they’re now available everywhere with 100 billion other artists, so standing out can feel like winning the Power Ball lottery. Has ubiquitous streaming truly helped artists and the music industry, or has it made it even harder to survive?
Chip: I’ve always looked at it this way: if the songs are strong enough, they’ll find an audience. I think streaming has absolutely helped — as long as the music is good enough.
SMART BUDGET ALLOCATION
Keith: Artist development budgets have shrunk dramatically over the past 20 years. If an artist has $20,000 to spend on marketing, where should it go? And where is that money most likely to be wasted?
Chip: It depends. If you’re not touring, I’d invest heavily in social media, viral marketing, and publicity. I’d avoid spending money on radio promotion or traditional advertising until you’ve built enough awareness — through streaming numbers and audience engagement — to generate a real return.
THE PR AND SOCIAL MEDIA BALANCE
Keith: Social media changed everything. Getting the word out is easier, but the marketplace is more crowded than ever. What does PR do today that social can’t?
Chip: The best PR campaigns incorporate social media as part of the overall strategy to expand awareness and reach. PR reinforces an artist’s visibility, especially around touring, and creates credibility that social media alone can’t always deliver.
FINDING THE REAL MOMENTUM STARTER
Keith: Artists chase influencer playlists, radio, TikTok, podcasts, satellite, press — everything. What’s the real momentum starter?
Chip: A human being who genuinely believes in the project and has trusted relationships with an audience that can help people discover the music.
MUSIC FIRST, THEN THE BRAND
Keith: Artists used to focus on writing, releasing music, and touring. Today, they’re building brands, stories, aesthetics, partnerships, and multi-platform identities. For newer artists, how important is it for them to develop a personal brand — or does it really just come down to the music?
Chip: It still starts with the music. Great songs are the commercial that introduces people to the artist. Once that connection is made, branding reinforces who the artist is.
CRISIS MANAGEMENT
Keith: Many people think PR is just generating press — but often it’s keeping artists OUT of the press when a crisis is brewing. What’s the toughest crisis you’ve ever had to manage (Chip, it’s okay if you need to keep names anonymous)?
Chip: The hardest situations are when an artist passes away and you’re responsible for helping deliver that news with dignity, accuracy, and respect.
RADIO’S ESSENTIAL MESSAGE
Keith: Radio faces considerable pressure for attention and revenue. Some defend radio’s mass reach; others say the problem is perception — that radio is misunderstood, especially its digital evolution and community impact. If you were hired to do PR for the entire Radio Industry, what’s the message you’d want both listeners and advertisers to hear?
Chip: Radio is still incredibly important. For certain demographics, it’s still the most effective and valuable way to connect artists with their fans.
THE STATE OF ROCK MUSIC TODAY
Keith: People have been saying “rock is dead” for decades, yet it keeps standing and in many ways, thriving. You’re in the trenches. Give us your no-fluff take on the real state of rock music today: sales, touring, quality of new music, and media interest.
Chip: I think rock is amazing and stronger than ever. What we need now is one or two true breakout artists to raise the bar again — for ticket sales, merchandising, radio airplay, and the overall profile of the genre.
A STORY WORTH TELLING
Keith: You’ve seen it all — successes, scandals, flops, debauchery, arrests. Give us one story you love to tell.
Chip: Seeing Judas Priest inducted into the Rock & Roll Hall of Fame. I have been closely associated with the band for over 25 years, so witnessing that recognition — and helping them navigate all the changes the music industry went through over those decades — was incredibly rewarding.
THE FINAL WORD
Keith: Last question — blank slate. Say anything you want to any sector of the music industry. What do you want them to hear?
Chip: Rock and roll is alive and well. I’m excited to see where it goes next, and I’m looking forward to discovering the next generation of arena-sized rock acts.
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Keith Cunningham is a music industry and Rock/Alternative columnist for Barrett Media and the founder of Black Box Group, a modern-modeled creative & strategic consultancy built for brands that need strategies with teeth. He’s the former Master of Mayhem at 95.5 KLOS-FM in Los Angeles for over a decade, a nationwide consultant, and has been repeatedly voted one of America’s top Program Directors and strategic thinkers. Keith has built his career by taking multi-million-dollar brands from worst to first and leading Marconi & Gracie award winners along the way. A data nerd with a rock-and-roll heart, he is an advisory council member for St. Jude fundraising, a fantasy football champion, and lover of his daughters & dogs. Reach him at keithblackboxgroup@gmail.com or on LinkedIn or X.