IN TODAY'S high-speed media environment it's no longer enough for artists to be talented and creative.
Byron Bay based owner of AUM PR and Creative, Chryss Carr, believes artists must also be committed to building their profile.
This is where a company like AUM can help.
Aside from working with individual artists AUM also handles the publicity for many multi-arts festivals including the Darwin Festival, Byron Bay Bluesfest and the Indigenous Music Awards.
Ms Carr said it was completely incorrect for an artist to think that if they did something well and were happy doing it then the world would beat a path to their door.
"The type of artist that succeeds is genuinely talented with a distinctly different edge and is absolutely committed to what they are doing.
"They also need to be committed and motivated in a business sense."
"What we do is basically profile building.
"And there are many commonalities between a visual artist and a musician."
For Ms Carr an artist's commitment can be demonstrated by their willingness and ability to respond in a timely way to requests for things like quotes for media releases, interviews and photo shoots.
"For us as publicists, time is money and if an artist doesn't co-operate in the process then they are hindering our process, which in the end affects the outcome for the artist," Ms Carr said.
To help creative practitioners grab a hold of those often fleeting career opportunities AUM also runs regular PR workshops.
"We are always fielding requests from local artists, writers, musicians and producers for help with marketing." Ms Carr said.
"So we developed these workshops, which are basically Publicity 101, to give them the skills to help themselves.
"It means they will be able to do entry PR to begin building their own career.
The PR workshops take place three times a year with the next workshop slated for May.
AUM also does publicity for international arts retreats.
The retreats offer participants the opportunity to work with renowned artists such as Elizabeth Cummings and Wendy Sharpe in places such as Laos and Peru.
Ms Carr first arrived in Byron Bay on Australia Day in 2003.
"I had a high flying marketing job with the South Sea Island Pearl Company, based in Darwin with offices in Milan and Rome," she said.
"It was a crazy vacuous but interesting journey and I came here to Byron to help a friend go through a healing process."
Once settled in Byron she realised that for new arrivals it can be a difficult task to set up a business and sustain a living in the Northern Rivers.
"Here in Byron it's not just a case of bringing your business here and making it work.
"Byron Bay has a pretty incredible energy and I think you can only succeed here if you resonate with that energy.
"You have to pass beyond the commonly held belief that material success is your only objective.
"And if you can organise your business priorities that way then it will give back to you.
"I have a saying that if you can make it here in Byron Bay then you can make it anywhere."
AUM PR and Creative Workshops: aum.net.au/workshops
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