Breaking into the music industry used to mean playing by a very rigid set of rules, until people like Mikel Corrente started rewriting them. As the force behind Purple Bite, Corrente has developed a unique perspective on how artists, platforms, and audiences actually connect in today’s increasingly digital and competitive music landscape.
@mikelcorrente / @purplebitepr
Frustrated by the high-risk, zero-guarantee retainers that often leave independent/emergent talent empty-handed, Corrente set out to dismantle the broken PR playbook. Instead of relying on old methods, he’s spent years developing an approach rooted in accountability, algorithmic strategy, and direct access to media.
That philosophy has shaped Purple Bite into a different kind of music PR company. Founded by Corrente more than a decade ago, the company has worked with more than 3,000 artists while building its approach around direct relationships with editors, curators, and other industry decision-makers. Its campaigns combine press coverage, Spotify playlisting, and artist growth, with a money-back guarantee that puts accountability at the centre of the service.
What is Purple Bite offering to artists that most other companies don’t?
Purple Bite operates like a true service-based company, which means every campaign comes with a guarantee or your money back. We set realistic goals based on what we know we can deliver, no empty promises, no BS.
In the first couple of years, when you were reaching out to countless artists just to secure a handful of clients, what was the exact turning point or pitch strategy that finally made indie musicians trust you over established U.S. publicists?
The beginning was brutal because we first had to make a name for ourselves. The real turning point was simply doing great work for the artists who took a chance on us and earning their trust. Some of the projects that changed our trajectory early on were Play Like a Girl, Lauren Ruth Ward, Jesse Jo Stark, Kan Wakan, and BIIANCO.
Over the years, we continued to grow by adapting and listening, not only to artists but also to editors and journalists. That helped us develop a system that works for everyone involved.
What’s the feedback like from artists who are now feeling seen and understood?
Most artists we work with are very happy because they know exactly what to expect when they work with us. That level of transparency is still unusual in the PR industry, where smoke and mirrors have traditionally been a big part of the process. Our artists feel seen and understood because we are honest about what we can achieve.
With AI transforming the way audiences discover music, how do you see the future of PR, and what role does Purple Bite’s personal approach to working with artists play in that evolution?
I believe PR will continue to grow in importance as music discovery moves more toward AI. Fans will increasingly ask their preferred AI platforms to recommend cool new artists or music similar to what they already enjoy. To provide those answers, AI will look to reputable publications and trusted online sources, which will make strong press coverage even more valuable. We are already beginning to see this shift.
At the same time, the personal touch remains extremely important to Purple Bite. We take the time to understand each artist, their goals, and what makes their project unique. Building that trust allows us to create more realistic and effective campaigns while making sure our clients feel supported throughout the process.
When artists sign with Purple Bite, what is the number one piece of advice you give them to maximize their results, and what is the biggest misconception you have to crush on day one?
The number one thing I tell artists is that this is a long process, and consistency is key. Being an artist is one of those careers that many people grow up dreaming about, much like becoming a professional athlete. The biggest misconception is that success will happen quickly. To build a real career, you have to be almost obsessive about your art and remain incredibly consistent, even when you see very little return during the first few years.
Social media has democratized platform access to audiences in a way that was literally impossible 20-something years ago, to the point where some artists would think that they can handle all their PR directly by posting alone. How would you challenge that notion?
I encourage artists to be creative on social media and, once again, to remain consistent. Social media is an incredibly important tool for discovery, but it cannot replace the credibility that comes from strong, recognizable press. Quality coverage can help open doors to touring opportunities, bookings, management, and other important industry relationships.
PR is one piece of the puzzle, and social media is another. There are probably 15 to 20 other pieces involved in building a successful career, and artists need to have almost all of them working together to truly succeed.
Beyond streaming playlists and media write-ups, what is the next untapped territory or platform in music promotion?
Social media management is the area we are focusing on next. We want to give artists an effective way to manage and grow their social media presence without breaking the bank.
As for a completely untapped platform, I am honestly not sure yet. We will have to wait and see what becomes the next TikTok. The landscape changes quickly, so the key is staying open and being ready to adapt when the next major platform emerges.
We have to ask… where does the name come from?
I have always liked the colour purple because it is associated with creativity and ambition. However, there was already a company using that name, so I started thinking of words that sounded good with it, and “Bite” just rolled off the tongue. It may not be the most exciting story, but at least it is the honest one.
You’ve helped thousands of artists since 2015. What do you want Purple Bite to be known for five years from now that it isn’t already known for today?
I’m open to where the universe takes us. When I started Purple Bite, I had a lot of expectations. Some came true, and others didn’t, but I could never have predicted what the PR industry would look like ten years later.
What I have learned is to keep doing the work while remaining open to change, growth, and new opportunities. Five years from now, I want Purple Bite to be known as a company that continues to evolve while staying true to the values that define us by listening to artists, understanding their needs, and adapting to help them succeed.
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