At the end of the day you’re a musician first and a marketer second. It’s always okay to bring in some outside help, but knowing the most common marketing mistakes musicians make will help you set yourself above the crowd by embracing the new opportunities available to you for promoting your music.
Licensing is one of the few ways writers, labels and publishers are still making money. As a result, with the decline of recorded music sales, the marketplace has become very competitive since everyone including the MAJORS are competing, often for the same placements. This makes it very important to have a great representative, and/or be willing to put in the time and energy it takes to make contacts in this world…preferably both.