Early bird gets the worm, and that is true for almost all online media people itching at the chance to break a story. It's the same with music, too; journalists and bloggers take pride in "discovering the band" before anyone else, which is why they are quick to jump on premieres or new releases, and how you pitch your release matters to us.
Just the other day I received a press email that felt more personal and concise than most. The subject line read, in all caps, "FIRST LISTEN // (Name of Single)." The publicist had snagged my attention. Click!
Pro tip 1: Don't overthink the subject line. In this case, shock and awe won't work to your advantage.
Aside from the attention-grabbing subject line, the publicist began the email with, "I'd love to hear your thoughts," a resounding, simple introductory sentence addressed to a respected colleague, and guess what? Simple and respectful works.
There's a place for shock and awe, but if you're an artist or band starting out, you have to prove to the established music media that you know how the system operates. It's called earning your keep.
Following the introduction was a three-sentence paragraph that read like a personal sales pitch without the slimy, used car salesman talk. The paragraph described the intent of the email (to premiere a video for an up-and-coming artist, including a brief rundown of the publications the artist was already featured in), what the song was about, or message, and the artist's intent behind the message(in this case, the artist had hoped that his message would bring about change within the global political landscape).
Pro tip 2: ALWAYS include the streaming link at the bottom of the text, not the top, and keep your body text short.
The email ended with a link and a clear call-to-action (LISTEN HERE). Thoughtful accessibility matters. You never want to make a blogger or journalist's job harder than it already is (we've developed a thick skin from all of the rotten apples people throw at us for publishing a soft review or an over-analyzed essay). Chances are if you're reaching out to an independent outlet, they are more willing than not to cover your music, so don't give the writer a reason to skim and ditch it.
Burying your streaming link inside the artist's drawn-out life story may lead to confusion about what exactly you want the journalist to do, or even worse, what your artist (or you, if you're the artist) stands for. Have a clear purpose, in both the art and your request.
If you are an artist with an interesting backstory, you can include a formal biography with a photo and social media links at the end of your personal sales pitch. Leave it up to the journalist to snip or clip what details they feel are useful in crafting a nicely-written premiere article that you can re-share for years to come.
That brings us to...
Pro tip 3: Familiarize yourself with the blog's content, and aim your sights at RGBs (Really Good Bloggers).
RGBs are the ones who write more than your run-of-the-mill hype blogs posts, or copy-and-pasted user submission material. Before you begin shopping your releases around, you should already know what websites and blogs you want reviews posted to. You put blood, sweat, and tears into mixing your band's first album - make sure you have something to show for it.
Musicians and bands who are doing their own PR often go the "spaghetti on the wall" approach, emailing hundreds of blogs in bulk with an identical email. That's annoying and spammy. Don't do this.
Get to know the writers at each publication, and personalize each email accordingly. Add a line in your introduction about how you enjoyed reading their latest coverage on a festival in your genre of sound, or better yet quote a line from a review and relate it to the message of your release.
Even if the blogger decides to pass on you for the moment (they could have too many requests, or maybe they aren't looking to expand content for your specific fan base), you never know what a well-crafted email could hold down the road if it resonates and has a clear purpose. The writer may admire your attention to detail and offer feedback in lieu of a review. A few more email exchanges and you could be well on your way to landing a featured article.
Summary:- Presentation is key. Your email should read as professional and accessible.
- Give the journalist just enough detail (which should be interesting and relevant) to craft a premiere around.
- Know your audience. Before hitting "send," do the research. This will greatly improve your presentation of the music.
Enjoy this FIRST LISTEN // We Are The Future by UK artist Samuel Jack:
Independent Music Promotions' (www.independentmusicpromotions.com) revolutionary music PR campaigns are the most effective in the industry. Submit your music to us today.
