Behind The Music: Davide Pulito (The Metallist PR)
From the Underground, For the Underground: Pulito,“The Metallist,” Is the PR Guy Who Actually Gets It
Let’s be honest: most musicians don’t daydream about press releases. And yet, in today’s industry, the right kind of promotion can be the difference between your latest release gathering dust or catching fire in the right circles.
That’s where Davide Pulito steps in — and immediately stands apart.
Based in Italy, Davide runs a tight but powerful PR company with one goal: getting heavy, dark, and genre-defying bands in front of the audiences who actually care. But he’s not some suit chasing trends. He’s one of us. A musician himself, rooted in alternative, prog, groove metal and dark ambient, Davide speaks the language of distortion and decay fluently — because he’s lived it.
“I think bands feel they can trust me because I’ve been on stage, in the studio, struggling with the same questions they are,” Davide says. “It’s not about selling something fake. It’s about finding the right audience — the one already looking for what you’re making.”
It’s not hard to believe him. When Davide talks about his work, he doesn’t pitch or posture. He listens. He gets genuinely excited about the bands he works with. He brings their music to zines, labels, and curators with the conviction of someone who believes in scenes, not just sales.
Through his PR work — the main company The Metallist PR and its "dark electronics" PR division The Dark Channel — Davide has become a quiet powerhouse in niche scenes that too often go overlooked. Industrial, industrial metal, dark ambient: for these artists, mainstream PR doesn’t just fall short — it completely misses the point. Davide doesn’t.
“I’m not trying to get bands into Rolling Stone,” he laughs. “But if I know a small Polish zine that lives for exactly this sound? That’s gold.”
For musicians wondering if PR is worth it, or if it’s just another music industry grift — Davide is a reminder that it doesn’t have to be. When PR is done by someone who understands the texture and truth of underground music, it doesn’t feel like PR at all. It feels like a trusted comrade helping you be heard.
“It’s about connecting real artists to real listeners,” he says. “That’s always been the goal.”
In a space often full of ego and over-promises, Davide’s work is refreshingly grounded. But more than that, it’s effective. Ask any of the dozens of bands who’ve gotten label attention, new fans, or festival invites after working with him. He’s not promising magic — he’s providing muscle.
And if you’re reading this as a musician yourself, wondering if it’s time to reach out for help? Davide has some advice.
“Make sure your project is ready. That you’re clear on what you’re doing and why. Then? Don’t be afraid to ask for support. You don’t have to go it alone.”
In a world full of noise, having someone who knows how to cut through — and cares enough to do it well — makes all the difference.
Full And Exclusive Interview: Davide Pulito on PR, Passion, and Building a Scene
Beginnings and Turning Points
Q: Can you tell me if there was a particular moment that pushed you in the direction of starting your own PR firm?
A: Hi Christine, and thanks for this opportunity. I think that the turning point was in February 2020, when we had the first episodes of the COVID-19 pandemic in my country (Italy) and in the other countries where I was working. At that time, I was working as an export area manager. From one week to another, I did not get any emails or phone calls from clients anymore. Companies closed, and business was stopped. I found myself with a lot of time at disposal, so I started creating a database with the first 100 media outlets. After one month, I had the first client. From that moment, my business as a PR agent expanded very quickly.
“From one week to another, I did not get any emails or phone calls… so I started creating a database.”
Q: What do people often tend to misunderstand about what a PR firm really does?
A: Many people don’t understand that PR isn’t a fixed science. For example, if I have 1000 contacts, it doesn’t mean that I receive 1000 reviews. There are many reasons... first of all, doing a review, an interview, or publishing a song on a radio station is something that people do as a hobby. It is not their job, so they do it based on the free time they have. Also, there are hundreds of new releases every week. It takes time and patience to get results.
Learning from the Inside
Q: What was your first experience with PR like from the musician’s side, and how did it shape your expectations—fair or otherwise—of this industry?
A: With my previous band, Revolutio, I released an album in 2018 via a label. The number of mistakes they made was countless and at 360°. First of all, they asked us to write the press releases. We were unaware that usually, it is a label or PR doing such things, so we studied how to do it and delivered what we were asked for.
They told us that their network had over 1500 media outlets worldwide but every time they sent out our press releases, we just got 3–4 publications. Some of the webzines published the same press release written in 2–3 languages in the same document – a real disaster from an editorial point of view.
They provided us with a list of 500 FB groups where we had to spam our videos. In other words, they used us as free employees because they didn’t have funds to do a Google Ads campaign. Eventually, we promoted our videos ourselves—and got better results.
“That was an epic fail, but I promised myself that bands deserved qualitative and serious treatment.”
Boundaries and Balance
Q: How do you navigate the tension between wanting to help bands and needing to protect your own business from being taken advantage of?
A: I would not say that I had cases where bands took advantage of my work. Maybe some of them wanted to, but I am a person who has been able to set the right limits on work, so I have not had these problems.
The Dark Channel and Personal Taste
Q: You also run The Dark Channel PR, which leans into dark ambient and industrial. Does that part of your work feed a different side of you?
A: Yes, we can say so. I started listening to dark ambient one year ago... I needed music to take a break from the many metal releases I deal with. I needed something dark, but also relaxing. A space where I can find myself comfortable, focusing only on me.
Q: You spend a lot of time helping artists get heard, but what do you listen to when no one else is around?
A: Surely dark ambient, industrial metal, but also some of my favourite metal bands like Nevermore, Tesseract, and Metallica. Recently, I became a great fan of the neofolk artist Rome. His deep voice and acoustic guitar not only make me feel relaxed, but they also affect me emotionally.
Trust and Emotional Range
Q: Some of the heaviest bands you promote also come to you with side projects that feel a little more tender or poetic. Why do you think they trust you with that kind of work too?
A: It is probably because the communication with the previous PR campaign was smooth.
A Week In PR
Q: Can you walk me through a typical day or week in your PR work?
A: Sure. My week is usually scheduled a week or two in advance. Among the fixed tasks:
Wednesdays: I search the internet for reviews and radio airplay of bands I promote.
Thursdays: I spend a couple of hours arranging interviews.
Fridays: I create video content for social media.
Outside of these times, I handle press releases, look for premieres, promote songs on Spotify and YouTube. Of course, there are also family commitments—but with good organization, I manage it all.
Challenges and Satisfaction
Q: What are some of the most satisfying moments you’ve had in this line of work?
A: Recently, it was a huge pleasure to promote a song like "Sincerity" by Butcher Babies. The song is phenomenal. It goes straight to the heart and has a lot of energy. Also, when a band wants to work with me again—it’s very satisfying. That relationship makes the PR results even better.
Q: What’s one of the hardest or most frustrating things about music PR — especially in this scene?
A: When bands disappear after the PR campaign without even saying thank you. I work to earn money, of course, but also to be in contact with other people. Unfortunately, some don't seem to care.
The PR Process and Advice
Q: When you take on a new band, how do you start promoting them?
A: First, I make sure I have all the necessary materials. Then, I send a plan with dates and tasks. I like to give transparency and clarity to my clients—it helps the campaign run smoothly and avoids wasted time.
Q: Are there ever moments where a campaign doesn’t go the way you hoped? What do you do when that happens?
A: Definitely. Sometimes the campaign starts too close to the release date, so reviews arrive late. Other times, the album is original but misunderstood by the press. When that happens, I explain my impressions to the band and offer advice for the next album.
Q: What makes a band really good to work with from your perspective?
A: Interpersonal relationships. When a band is honest and cordial, my work benefits. After all, PR means Public Relations. :-)
Final Thoughts
Q: Is there any advice you’d give to a band thinking about hiring a PR person — especially one that’s just starting out?
A: Sure. Do some research. Look at whether the agency has active social profiles, and whether they share results. I also recommend budgeting at least €200–300 for PR—it helps you avoid agencies that offer very low prices and poor work.
Q: Is there anything you want to add?
A: If you deal more with dark ambient, industrial, EBM, or electronic music, feel free to visit https://www.thedarkchannel.net/ and contact us at thedarkchannelpr@gmail.com
