Picture this: you’ve poured the last year of your life and most of your cash into crafting an album that is passionate and full of hooks. It’s made for the radio. You should be on the main stage at summer festivals across the country. And when the time comes to finally send it out to get it to a wider audience...nothing happens. What went wrong? Is your music trash?
Hopefully not! It could just be your methods are in dire need of retooling. When you’re starting from scratch, and don’t have the help of a music PR firm, you are bound to make a few rookie mistakes. Almost as important as your music is the way you package and release it. Who you send it to and how.
The following are some vital things to consider when sending your music out to music blog. By taking these into consideration, bloggers will realize that you understand their position as writers and will treat you with a higher level of respect and consideration.
Preparation
Before sending your music out to bloggers and other music publications, make sure that you have taken the necessary effort to present your material in the most appealing, and easily consumable format possible. Electronic Press Kits (EPKs) are essential. They organize your bio, pictures, previous releases, tour dates and anything else that someone interested in your band would find necessary. With an EPK, bloggers on your sending list will be able to figure out what you’re all about, and they will appreciate the organization.
Another incredibly important thing you must make sure of is that your music is in its best possible form. Avoid sending out tracks that haven’t been fully mixed and mastered, or you’re still on the fence about. Just because you have something now doesn’t mean it’s ready to be shared with the world. Be certain of what you’re releasing and that it doesn’t need any more time in the incubator.
Research
Most blogs specialize in a certain genre of music, whether it be indie-rock, pop, hip hop or jazz, so take time to learn about the different publications on your list of potential recipients. If you’re releasing a hip hop track, you probably aren’t doing yourself any favors by sending it out to a blog that specializes in bedroom indie bands. Also, you’re just wasting time.
Work backwards. Find other artists, or bands in your scene, or just others that you respect and feel some likeness to and see where they’re getting featured. Maybe there’s a few bloggers you didn’t consider, or haven’t heard of.
Also, take note of any submission guidelines publications may have. Your music will go unnoticed, or straight to the trash bin if you fail to comply with how they prefer to receive music. Furthermore, if you take the time and manicure your correspondence, your recipients will see that you’re not just sending out impersonal mass emails. There will be a better chance that they recognize your effort and respond accordingly.
Know Your Story
What makes you different from other bands, or artists of your style? Hopefully there’s something! If there is, include it in your bio. Your music is hugely important, but so is your story. Are you a non-stop touring workhorse? Is your band formed from the debris of adversity or tragedy? Whatever it may be, include it and don’t be afraid to sensationalize it a bit.
Submit Exclusive Music
A great way to get in the good books of a certain blogger is to release exclusive content to them only. This means that their website will see a bump in traffic of people specifically looking for your content. It’s a good deal for them, and a good deal for you. Plus, this is a great way to form a lasting relationship with a certain blog so that subsequent releases will get the same kind of coverage without having to formally request it.
If you’re releasing advance tracks ahead of an album release, 3-4 weeks is usually a good window to send out exclusive material. This way, you’ll be able to be featured, reach an audience and stay in their interests by the time your full album gets released.
First Impressions
Put together a well organized, appealing and reader-friendly EPK. Make sure you proof read it closely and make sure there aren’t any grammatical or spelling mistakes. If something looks amateurish, or hastily put together, chances are you will be disregarded.
Don’t be overly formal, either. You’re a musician, not an applicant for an office job. You want to strike a good balance between thoughtfully and articulately getting your point across, without sounding too stuffy. Be inviting and create interest in your music. If writing isn’t your strong suit, consider getting somebody to help you, or hiring a freelance writer for a fee. It will be money well-spent if you get the coverage you need.
Personalize Your Message
Music blogs are constantly swamped with emails requesting that they review, or do a feature on a new band. You must find a way to differentiate your correspondence and get your email to rise to the top. Music is more competitive than ever, so you will be fighting for the same space on a blog against countless other artists.
First things first, NEVER send a mass email addressed to several different blogs. This will immediately be seen as impersonal, lazy and all in all not worthy of any extra attention. As the artist, you must put in more effort than putting all your hopes into a single click.
As for the body of the email, here are a few key practices to keep in mind:
• Subject Line - Grab the attention of the reader. Make your email stand out in an ocean of new messages when they check their inbox in the morning. If you have something to offer (ie if this is potentially exclusive material), mention it here. Don’t bury the lead!
• Remember/mention names - If you have an individual’s name, that’s great. Otherwise, state the publication that you are reaching out to in the email
• Compliment - If you are submitting music to a certain blog, you’re probably doing so because you are a fan and appreciate the work that they do. Make it known. Mention articles that they have done in the past, or artists that they have supported. They will respect your readership and your overall love of music.
• Don’t bore us, get to the chorus - You might have a lot to say, but people who you’re getting in touch with might not have a lot of time. Be mindful of that, and respect their busy schedule. Include everything you need to get across, but do so in an economical fashion. Don’t be overly terse either. Just trim the fat.
• Include links to your music/EPK - Having hyperlinked text that will instantly take the reader to your music, or vital information will make their job that much easier, and will make your email a more enticing one to read. They will be able to go seamlessly from reading to listening to your music. However, do not include too many links, or your email will become cluttered and indecipherable. Pick some of your best tracks so they will be introduced to only your best material.
• Include a “call to action” - This might seem obvious to you, but it will not be immediately clear to someone reading your email. What is the purpose of your email? What do you want? If it’s an album review you want, make it abundantly clear. If a reviewer is left with some tracks, but no other information, they might just say “cool” and move on with their day. A deliberate call to action might sound a tad intense from your standpoint, but as someone concerned with deadlines it will be refreshing straightforwardness.
• Thank them - Just like you, they’re busy, so thank them for taking time out of their day to focus on your music. Countless bridges have been burned by artists being rude and entitled.
Follow Up
Don’t be impatient, but after a bit of time has passed (enough for a publication to receive and process an email) follow up with them. Send a friendly, short email asking them what they thought. They will most likely be upfront with you. If they are unwilling to write anything about you, they’ll tell you. If they haven’t gotten around to it yet, the follow up email will give your name a little more gravity.
Conclusion
Working without a music publicist and a roll out strategy means that you are going to be doing all the work yourself. It’s hectic, frustrating and may seem hopeless at times, but keeping these methods in mind, and a little bit of luck, you might be able to break through. Keep sending emails, and keep your EPK updated and as appealing as possible, and try not to get discouraged. It’s a marathon, not a sprint!
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