Legendary Music Publicist Reveals the Secret to Selling a Brand


Alan Edwards has represented some of the biggest names in music including David Bowie, the Spice Girls, the Rolling Stones and Prince, and he has revealed his secret to success.

On a New episode of Mumbrella’s One-on-One podcast“The godfather of modern music PR” has said the secret to working with iconic brands is “storytelling,” not execution.

“You have to look [the artist] “It’s a product and it needs to be analyzed. And I go through that process with each one of them,” Edwards told host Neil Griffiths.

“I feel like Sherlock Holmes for a few days. What is the brand? What do you represent?”

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Edwards shared that he sometimes has to be “impartial” to his clients so as not to get carried away by superficial success like an artist who has sold millions of albums or won multiple Grammys and Oscars.

To support his point, the legendary publicist told the story of his meeting with a former England goalkeeper whose son was dating his grandson.

Alan Edwards (left) and Keith Richards (right)

“His dad said to him, ‘Oh, you know, I played for England. I stopped all those goals,'” he recalls.

“Yes, yes. But what is it? What can I find? And I talked to him and he said, ‘You know, when I’m alone, what I do is I love to paint, I take out my easel and I paint.’”

“And I thought, well, that’s it. That’s what I’m looking for. I don’t care about all the accomplishments on the field. The goalie painting… that was my angle. So it’s always about finding the story.”

Listen to the full episode here.

Edwards’ new book, I Was There: Dispatches from a Life in Rock and Roll, is now available.

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