In an industry crowded with quick fixes, algorithm-chasing, and increasingly automated promotion, Music With Depth has built its reputation on a different idea: that meaningful music careers are shaped by authenticity, long-term visibility, and stories that resonate beyond a release cycle.
Founded by musician, author, and publicist James Moore, the company positions itself as the original “guaranteed” music PR and promotion agency, with a philosophy rooted in real human connection rather than empty metrics.
In this interview, Moore discusses what those guarantees look like in practice, why permanent press and SEO matter more than fleeting attention, and how his experience as a lifelong artist informs the way he helps musicians stand out without compromising who they are. Check out the exclusive Interview below:
1. Music With Depth PR describes itself as the original and only “guaranteed” music PR and promotion company. What does “guaranteed” mean in practice, and how do you define success for a campaign?
Stephen James Moore: A catalyst for me launching the agency was personally being very disappointed after hiring a major PR firm to promote one of my albums back in 2010. They ended up coming through with 3 features. I believed in the album and went to work reaching out to bloggers, magazines, and news outlets. I ended up landing over 50 features for the same release, along with 3 nominations and 1 win at the Alberta Metal Awards (Best Song). I found early on that press coverage was one of the most difficult things for artists to obtain, likely because it takes a lot more effort than just adding a song to a playlist.
So, when I decided to launch, I put a heavy focus on the importance of building relationships with journalists, bloggers, and editors. This allows me to guarantee press in each campaign as well as podcasts, radio play, and playlist adds. Success to me is having ample ammunition to utilize towards long-term growth; in other words, a lengthy list of permanent coverage and social proof.
2. Your company emphasizes telling real human stories with no AI shortcuts. Why is that philosophy so important to you, and how does it shape the way you work with artists?
Stephen James Moore: It’s important to me because it is the perfect contrast to what is currently being shoved down our collective throats right now, which is lazy AI slop. Authenticity, human passion, and real stories are just as critically important as they have ever been, and AI has very little place in creative spaces. Nobody will ever respect an AI artist, as it constitutes plagiarism. I want to inspire people, and in order to do that, we need to continue doing what we love and reject the notion that we must give up our most sacred gifts for no good reason.
3. You’ve said Music With Depth works with “music with depth.” How do you define that phrase, and what qualities do you look for when deciding which artists to take on?
Stephen James Moore: It spans all genres and subgenres of music for me. I simply have to resonate in some way with what the artist is putting across and get the sense that their music is lighting them up. I look for charisma, a unique energy or ethos, and a feeling that I can be helpful on their path. As long as they are being themselves and communicating their spirit, I typically can connect.
4. Music With Depth PR highlights a practical, SEO-focused approach to promotion. Why do permanent write-ups and long-term online authority matter so much in today’s music landscape?
Stephen James Moore: When I released my book and launched this company, I spent around two years doing as many interviews and features as I could. The result was being listed very prominently in Google, and having all my business come to me instead of me doing outbound communication. Artists regularly want to work with me based on the permanent press I landed for myself 10 + years ago. So, I highly value press because you will not see that effect from a playlist. I use the exact same tactics to promote my artist clients.
5. You’re both an award-winning musician and the founder of a respected PR company. How has your experience releasing 15 albums influenced the way you promote other artists?
Stephen James Moore: It’s something unique, being a lifelong musician and running a PR agency, because this is yet another strong contrast with much of the industry. Most agencies are run by non-musicians, and often non-creative types, and I often feel the advice given from non-creative people can be questionable or downright wrong. They run the risk of weakening the artist by encouraging them to change their art to please the algorithm or otherwise focus on the wrong things. My experience as a very serious, passionate artist puts me right there with the spiritual fire the artist puts into their work, so I tend to do the opposite. I encourage artists to release that controversial song or that 12-minute opus, or not to release a string of singles and go for the absurd double album. Be bold and dare to stand out. That’s what I do in my own art, so I take it seriously.
6. Your book, Your Band Is A Virus, has earned strong recognition in the music industry. What are the most important lessons from the book that independent musicians still overlook?
Stephen James Moore: Mountain thinking is a big one. I come across so many artists who just want to fast forward to the end goal but feel too entitled to take any of the thousands of micro-steps in between where they are and where the desired destination is. You’re not going to go from the basement to the Grammy’s in most cases. Grow with other independent entities and take things step by step.
7. Music With Depth PR has been recognized by outlets such as Two Story Melody, Prowly, and PRNEWS.IO. How have these endorsements affected the company’s growth and reputation?
Stephen James Moore: It all amounts to powerful SEO and elevated online presence. It’s important to reference and hyperlink to successes like these to ensure that people who have not heard of you before see all the accolades. Referencing them everywhere also gets the endorsements and features to work for you by bringing in new interest, new enthusiasm, and respect for what you’re doing.
8. You’ve spoken about building online authority with the long term in mind. What are some common mistakes artists make when they focus too heavily on quick wins like temporary playlists or inflated streaming numbers?
Stephen James Moore: Well, I’m often approached by labels, artists, or their teams who brag about, say, a million streams. I immediately Google the artist, and often, there are no real-world conversations about them. Instantly, I know a good portion of the streams are fake. What most don’t know is that even Spotify’s algorithm constantly scours Google for articles, mentions, hyperlinks, or embeds of your music in tangible places such as blogs and magazines. Press matters greatly because it doesn’t go away. It just builds authority.
9. Your campaigns combine media outreach, radio, podcasts, playlists, social sharing, and targeted marketing. How do you decide which mix of tactics is right for a particular artist or release?
Stephen James Moore: I carefully build my list of contacts over time, so I’m always connecting with new curators and outlets who are interested in a particular genre. I focus on the subgenres each artist touches on as well as their niche(s) and themes, then decide from there who to reach out to for optimum response.
10. Personalization seems central to your process, from subgenres and themes to niches and location. How do you tailor a campaign so it feels authentic to both the artist and the audience you’re trying to reach?
Stephen James Moore: I focus on telling their story in proper context, linking them to their core influences and contemporaries, highlighting the inspiration and deep meaning behind their work, and letting them communicate why they were nothing short of compelled to bring it to life.
11. Music With Depth PR says its mission is to “be the change you’d like to see in the world.” How does that mission translate into the artists you champion and the stories you help tell?
Stephen James Moore: I think it amounts to being honest and not holding back. As long as you are speaking your truth in your art, that is a spark that should inspire others. It doesn’t mean being a perfect human being or achieving some sort of world peace. It often means being raw or brazen because that can be what lights someone up. Be fearless, vulnerable, and real, and encourage others to let loose and do the same.
12. Looking ahead, what do you think will separate truly effective music promotion from the growing number of superficial or automated services in the industry?
Stephen James Moore: Authenticity and telling the truth. We will always need this.
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