Electronic Dance Music Publicity Executive

Emily Tan is head of a boutique media relations outfit that bears her name. The firm specializes in electronic dance music (EDM) DJs, producers and artists. Tan’s company engages with venues, producers, DJs, and companies on creative projects. The firm currently works with clients such as the Armada Music, Armin van Buuren, Dash Berlin, Andrew Rayel, Marquee nightclubs in New York and Las Vegas and more.

Besides representing established artists and companies, Tan also helps developing acts such as InFiction and Contra reach their goals and break into the EDM market.

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Long Island, NY
  • Long Island, NY
    United States


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Service lines
  • Public Relations
  • Advertising
  • Event Marketing & Planning
Public relations
Event Marketing


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PR Services for EDM Artist

“We lost a lot of time during the process due to her inefficient workflow and had little to show for it.”

Willing to refer: 
The Project
$10,000 to $49,999
Feb. - June 2018
Project summary: 

EMILY TAN Media Relations was tasked with providing PR services for an electronic dance music (EDM) artist. They pursued promotional opportunities during a compensated six-month trial period.

The Reviewer
1-10 Employees
West Palm Beach, Florida
The Review
Feedback summary: 

The trial ended by the fifth month with only a single digital feature to show. Throughout the process, EMILY TAN Media Relations failed to communicate concrete details about their PR strategy. In the end, a lack of transparency, poor responsiveness, and lackluster results soured the relationship.

The client submitted this review online.


Please describe your company and your position there.

I represent an up-and-coming electronic dance music (EDM) artist who is also a DJ and music producer. As his rep, I’ve managed and developed his career for the past six years, supporting him on his performances, music releases, and social media presence.


For what projects/services did your company hire EMILY TAN Media Relations?

We needed a PR representative who had experience promoting EDM artists. After corresponding with EMILY TAN Media Relations, we agreed to a six-month paid trial that we could cancel at any time. 

What were your goals for this project?

Our main objective was to further promote our artist through magazine, newspaper, and radio/television appearances. We wanted to build out our brand in the music industry.


How did you select this vendor?

We found Emily (Owner, EMILY TAN Media Relations) by searching on Google for EDM PR companies. Her LinkedIn profile listed several appealing past clients as well as some highly-coveted artists. 

However, beyond her Facebook page and a few self-published interviews, we couldn’t find any independently published reviews of her work by artists. When we asked her to give us a sense of what we could expect from the collaboration, she insisted that any evaluation would occur after payment.

Ultimately, we agreed to a six-month paid trial since PR agencies specializing in EDM artists are few and far between. We accepted her rates without negotiation.

Describe the scope of their work in detail.

Emily was responsible for sending us an overview of all of her services following our initial talk so that we could determine the best course of action. We gave her PR assets, including social links, graphics, and music samples, and she told us that she had several ideas brewing for early promotional initiatives. 

Eventually, she started to tell us that she was pursuing exclusive digital/print interviews with prominent DJ publications and blogs as well as other opportunities. However, we didn’t receive the interview questions until much later and didn’t see receive any confirmation of publication until the fifth month.

What was the team composition?

Emily was a one-person operation. 


Can you share any outcomes from the project that demonstrate progress or success?

What started as a hopeful relationship ended poorly. Emily brought a lot of initial energy to the project, promising that she had ideas and opportunities for our artist. However, her inconsistent communication, lack of a concrete PR strategy, and refusal to be transparent made the situation intolerable. 

One of the most frustrating things was that she never delivered any outlines that she agreed to, so it was difficult to know if she was actively pitching our artist. When confronted about her correspondence, she would give excuses or empty promises. She would also ask for assets that we’d already provided multiple times. 

Eventually, she claimed that we did receive a feature in one magazine and promised to send us copies but never did. We had to check online to see if our feature was published. This was after having paid $10,000 over the course of five months. 

How effective was the workflow between your team and theirs?

We lost a lot of time during the process due to her inefficient workflow and had little to show for it. After some initial resistance, we convinced Emily to provide weekly reports on her progress and initiatives, but she never gave concrete plans or insights into her PR strategy. Her emails were littered with slick buzz words to make us believe that she was pursuing big opportunities on the rise, which we never saw. 

It was also exasperating that she would never communicate beyond once a week, even if we replied to her message within minutes. When she did respond, she would focus on the opportunities that she found for other clients and imply that we were being a nuisance by asking for concrete, measurable progress details. Her invoices were, in contrast, regular, and she would insist on payment before providing any semblance of service.

What did you find most impressive about this company?

Although she claimed that she was in the process of closing other opportunities for us, we opted not to continue working with her because we saw minimal results by the fifth and final month of the engagement. I would not recommend working with EMILY TAN Media Relations nor would I work with her again.

Are there any areas for improvement?

In addition to my comments above, she shouldn’t market herself as a registered business when she’s really a freelance agent.

Overall Score This was a painstaking rip-off.
  • 0.5 Scheduling
    Although she initially resisted, we got her to agree on weekly reports on her progress and completed work.
  • 0.5 Cost
    Value / within estimates
    $10,000 later and a lot of time spent on back-and-forth, we received nearly zero results.
  • 0.5 Quality
    Service & deliverables
    She accomplished nothing. We’re sad that we had spent so much time, effort, and money only to receive empty promises.
  • 0.5 NPS
    Willing to refer
    I would never recommend them.
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