Social Media for Musicians
July 8, 2008
Specializing in online PR, you may think I’d tell you that you have to be everywhere and using everything when it comes to using social media to promote your music. You’d be wrong if you thought that.
Social Media Tools for Musicians
Before I get into why you shouldn’t worry about trying to use every social media tool you can get your hands on, let’s start by giving you some examples of social media tools for musicians:
- General Social Networks - You would be hard-pressed to say any general social network is better for independent musicians than Myspace. Still, others do exist, and may be worth checking out - anything from Facebook to even LinkedIn (for those looking to connect with industry professionals, or for those working behind-the-scenes in indie music).
- Music Networks - In addition to general social networks, music networks exist specializing entirely in building the band-fan relationship. Examples would be Purevolume or Unsigned.com. Read more
Do or Die: The Band-Fan Relationship
July 7, 2008
Recently on my book marketing blog, I talked about why author publicity is more important than book publicity. The same is true in music promotion - the image of the band or artist far outweighs the publicity of any specific album, song, or product, and it relies on the always-important band-fan relationship. Read more
Band Newsletters, Blogs, or Both?
June 24, 2008
Two common music marketing tools for bands and other independent artists are blogs and newsletters. Given that their purpose is to do essentially the same thing - keep fans up-to-date on your goings on, do you really need to use both?Unfortunately there’s no simple yes-no answer here. While on the surface, they do the same thing, there’s more to it. Which you use (or both) really comes down to the artist’s commitment. Here’s why:
Blogs are about much more than simply posting about your recording updates or about your latest show. Blogs are about engaging your audience and building relationships.
Blogs generally need to be updated often to maintain readership - you should be posting more than once a week or once per month - schedules that may be perfectly fine for newsletters (which are one-sided communication where you talk to your fans instead of talking with them). Read more
Artist Resource: Unsigned.com
June 23, 2008
Resource: www.Unsigned.com
Full Disclosure: The company running Unsigned.com is a past client of mine.
The Web gives artists and bands seemingly unlimited resources for promoting your music directly to fans. Unsigned.com is one of those resources you may want to check out.One of the best things? Unlike sites like Myspace where the major label artists encroach on your territory, Unsigned.com is exclusively for unsigned and indie label artists. Read more
“Requested Materials” - Really?
June 20, 2008
I receive a lot of press kits from bands wanting to be featured here (and I’m just talking about print kits - let’s leave online submissions out of this). I hate to think of how many larger sites and print pubs are getting. It’s hard enough sorting through it all, but what really makes me insane is when I get a press kit with “REQUESTED MATERIALS” stamped, written, or whatever on the envelope.I almost always think the same thing - “Yeah f*cking right - I didn’t request this sh*t!” Generally, it either goes into the trash without being opened, or it goes to the bottom of my review pile (and to put it simply, I’ve got at least a year’s worth of artists I already want to interview before I’ll even likely look at them again). Read more
How to Write a Press Release for Your Band
January 7, 2008
At some point during your career as an indie band, it’s likely that you’ll need to learn how to write a press release. A press release can be used to improve your media relations, by sending newsworthy information about your music to newspapers, TV, and radio stations. The idea is to only send a press release when something is truly newsworthy, in the hopes that media outlets will pick up the story, providing you with free publicity. Here are a few things that might be considered newsworthy as an indie artist:
1. You’re releasing a new CD.
2. You’re about to go on tour.
3. You’re opening for a huge act.
4. You’re putting on, or performing in, a benefit show for a charity.
5. You’re making a donation to charity as a band (ex. donating a portion of CD sales)Now learn how to write a press release by following the outline here:
Contact:
Your name
Your address
Your phone
Your emailFOR IMMEDIATE RELEASE
Put an Informative Title for Your Release Centered Here in Bold (Not CAPS)
Include a More Catchy Sub-Title Below (not bolded) if NeededCity, State - Date - Start the first paragraph of your press release here. Don’t try to make your press release sound catchy, like an advertisement. It should read more like a story printed in a newspaper, and the first paragraph should answer the questions of Who?, What?, When?, Where?, and Why?
The second paragraph of your press release should provide further detail necessary to the reporter, such as more specific location information, particular cities you’ll be visiting while on tour, etc.
The third paragraph, if needed, can include more information, especially that pertains less to your music. This might include some background on a charity that you’re working with or donating to.
For More information, please visit Your URL, or contact Your Name at Your Phone, or via email at Your email address.
About Your Band
This section of the press release is called a boilerplate. It would be the same on every press release that you send out about your band (until, of course, it needs to be updated). Use the boilerplate to provide a short bio of the band.Always end a press release with ### centered at the bottom of the page, to let the reporter know that they’ve reached the end of the press release.
Does Your Band Have an Elevator Speech?
January 7, 2008
Most business owners have what’s known as an “elevator speech.” Does your band have one? You should! So what’s an elevator speech anyway?
Definition: An elevator speech is a very short and concise description of who you are and what you do, which you should be able to convey to a total stranger in the time it takes to ride an elevator.
Don’t think of an elevator speech as a sales pitch, saying how great you are. Think of it as being similar to the opening paragraph in your band bio. You should be able to say what your music sounds like (not “well, we’re completely unique and don’t really fit into a genre”), who your band sounds like, and what set you apart from the thousands of other bands who probably sound a lot like you.
Your elevator speech should last no longer than a minute, but I’d generally recommend having 2 or 3 versions. Write and familiarize yourself with the one-minute version for when you come into contact with someone who has a little more time to listen to you. Then, create a 30-second version for when someone asks about your band, but you’re in a more rushed scenario. Finally, create a 10-15 second version that you could spit out if you’re just in passing.
Don’t just wing it when someone asks about your music. Be prepared. And don’t think that you can just write up an elevator speech and memorize it. The key is to be natural and passionate about what you’re saying. If you can’t get into it, neither will the person you’re talking to.
Is Your Band Newsworthy?
January 7, 2008
If you’re a musician, chances are you’d jump at the opportunity for some good press. But how do you get it? How can you convince newspapers, radio stations, magazines, or other media outlets to not only feature you, but even so much as mention your name? That’s easy: just make yourself newsworthy!
Most media outlets aren’t interested in running a general profile of your band or talking about your music. If you’re just looking for reviews, read no further. I’m talking to artists who want “real” press, mentions in stories not entirely related to indie music, in major sections of your city’s paper for example. For those artists who truly want to go above and beyond, here are a few tips to making yourself newsworthy in the eyes of the media:
- Find your cause. Pick one cause, whether it be the environment, homelessness, fighting a disease, etc., and support it as a band. Play shows (or better yet, organize your own) to benefit the cause financially, or to raise awareness. Putting together a running series of benefits is even better yet.
- If you live near a major metropolitan area, where often many schools can’t afford strong arts programs, contact the school and offer your time to give free music lessons to students who may be interested in whatever instruments you have the ability to teach them.
- Get involved with your local community. The key here isn’t just to do one thing, but to be regularly involved. Work together at a local soup kitchen, help organize a bus trip available to community members, help to clean up an unkept park. Keep busy as often as possible. (Can you imagine a hardcore screamo band going to visit people in nursing homes with no family just to brighten their holidays a bit? Now that’s newsworthy! It’s a complete contrast to the preconceptions that people likely already have.)
The real key in making yourself newsworthy is to stop thinking about yourself. The media loves a good heartwarming tale once in a while, and let’s face it, people don’t exactly expect these things from bands. Be the complete contrast of the “punk kids” who don’t have any respect, and you’ll be surprised at how people just might start changing their tune towards you. Getting involved with helping others is better for your music, and better for you, 99% of the time over running some stupid publicity stunt. Don’t just say that you’re different. Actually BE different. Then tell the local media about it!
Designing the “Perfect” Press Kit
January 7, 2008
The “perfect” press kit can get your gigs, radio airplay, media mentions and more! But what makes a “perfect” press kit? Here are the basic dos and don’ts for making your kit the best it can be:
DO make your kit adaptable. The kit you send to the local clubs’ booking agents may not be the same kit you should send to a major commercial radio station. Pieces of your kit should be interchangeable, so you can add and remove pieces when you want to.
DO keep the packaging generic. Your name, logo, and contact information are more than enough. Don’t include photos that might become outdated too quickly or anything relating to a specific album. This way, you can get better printing prices by printing in bulk, and keep the packaging consistent from one album release to the next, with only the interior items changing.
DO include a cover letter, and make sure it’s addressed to the correct person!
DO include your contact info on everything. That includes the packaging, CD case, CD face, and anything inserted into the kit.
DO include a well-written bio. A full bio should be no shorter than a half of a page. Always describe your music first. People don’t want to wait until the end of your bio to get a hint about what you sound like.
DO include a photo. An 8″x10″ glossy is best. Some media outlets prefer black & white for printing, so you should keep some available, and always ask before you send your kit.
DO include positive press quotes if you have them. You don’t need to include full articles – it’s actually usually preferable if you don’t. Just pull the best quotes.
DO include a business card! It makes it easy for them to staple it to a rolodex or keep it in their card file.
DO include a list of your equipment, when you’re targeting a venue for a gig.
DO include a quality CD of at least 4 tracks. Anything less than that probably isn’t worth media attention. Also be sure to highlight the one track that you most want them to listen to. Larger venues and media outlets only have time to listen to one, and if you don’t tell them exactly which one to listen to, by marking it on the CD packaging and the CD itself, they’ll choose whichever track they want. It might not be the one you want presenting your first impression.
DON’T include a demo CD that’s hand-written. It’s just unprofessional.
DON’T send out a kit to a generic address. If you don’t have a specific contact name, call first and get one!!!
DON’T include ANYTHING that doesn’t have your full contact information on it.
DON’T print a photo on regular copy paper. It won’t scan well enough to be used by websites, newspaper or magazines.
DON’T make your kit too extravagant. Your kit needs to be professional, so that it doesn’t drag your image down. But, it can’t make your image on it’s own. You need to let your music speak. I’ve received incredible-looking kits that were entirely original, but whose recordings sounded like crap. Guess how far it’ll get you. At most, you’ll just pay far too much for postage.
DON’T just shove a CD and a sheet of paper in an envelope and call it a press kit.
DON’T include quotes from fans. The person receiving the kit doesn’t know if the “fan” is your girlfriend or your best friend. They’re not going to care what an anonymous person has to say. If you don’t have quotes or reviews from professionals, don’t include any!
DON’T say, in your bio, that you’re “unique,” or that you’re unlike anything out there. You’re really not. Every band thinks they are. But in reality you do sound at least a little bit like something else out there. By explaining how your music is like a combination of two genres very different from each other, you’ll get their attention. By showing that you pull together the best of several major artists, you’ll get their attention. By saying you’re completely unique, in their mind you’re saying that no one’s been interested in your style before, so you’re unmarketable.
Your press kit is like your calling card. An unprofessional kit will find it’s way to a trash can before you CD is ever even listened to. A professional kit, whether flashy or not, included with a quality demo may just be your ticket to that great gig, interview, or deal!
Ten Band Publicity Tips
January 7, 2008
1. Create a great website.
Make sure your band’s website is easy to navigate. Include a collective band biography, and information on each band member. Include plenty of mp3 samples, and video clips if you have them. Add links to, or copies of, any press quotes or reviews. Exchange links with music-related businesses and other bands, to help build traffic to your site. Include a sign-up form for your mailing list, and a link to purchase your CD and merch. It’s essential that you have your own domain if you’re striving for a professional image, so don’t use free services that use your site as an ad-board or that make you use their long url. If your band name isn’t available as a domain, find out why. If it’s being used by another band, you’ll need to come up with a new name. Otherwise, you’re very likely violating someone’s common-law (or even registered) trademark, unless you can prove you were using the name first. It’s usually not worth the hassle now, and it’s definitely not worth the hassle later if someone waits until you’ve finally made it big in order to sue you.
2. Design a professional press kit.
You should have copies of your press kit ready to be sent out immediately, if someone requests one. Make sure you can adapt the press kit to fit the audience, and don’t forget to include your contact information on absolutely everything!
3. Make nice.
Make contacts with area venues’ booking agents and managers, radio station DJs and Music Directors, and the Music Editor of your local newspaper. Just call and introduce yourself. If you have a big event coming up that you’d like to promote, ask them specifically how much notice they need, who you should address your press kit to, and whether they would prefer if you contact them via phone or e-mail in the future. Apologize if you accidentally called them “on deadline,” and make note of their schedule, so you don’t do it again. Also ask where you can get a copy of their editorial calendar, when you call a newspaper or magazine. That should give you details on deadlines and let you know if they have any specially-themed issues coming up that you may fit into well. Put the media and professionals first, and they’ll love you.
4. Create a mailing list.
Always have a mailing list sign-up sheet with you, when you play shows. To help increase sign-ups, try give-aways. For instance, you could give the first 5 sign-ups a free CD, and the next 20 a free sticker. Have a sign-up form on your website, and make it very easy for people to unsubscribe if they want to. You don’t want to get yourself labeled as a spammer. Finally, make sure you don’t constantly crowd your fans’ e-mail boxes. Pick a set time, such as weekly or monthly, to send your updates. Only send additional e-mails if you’ve got sudden and important, like you just got a major gig for the next night. For a great mailing list service, check out Constant Contact.5. Form a street team.
Get your friends, family, and fans to help support the band by distributing flyers before events, wearing your merch to help advertise the band name, passing out your business cards to music-related businesses or potential fans, or by having them recommend you for airplay, reviews and feature stories to websites, radio stations, and local papers.
6. Sign up with mp3 websites and artist communities.
Join sites like www.PureVolume.com, www.MySpace.com, or www.Artistopia.com, where you can generally distribute mp3s and short band bios for free! While you may not want to be a total publicity whore, “selling” yourself to every website and music community under the sun, you should at least choose two or three that you want to target. MySpace is fine if you’re just trying to reach your fans on a more personal level. If you’re looking for broader exposure, join sites that feature new bands on their main pages either monthly or weekly. Ask how you can get considered for one of those spots! Also, try to find out some of the site’s stats to let you know how valuable they are to you publicity-wise.7. Create an EPK.
Every band should have an electronic press kit as a last resort. Many venues, media outlets, or music magazines only want to see a hard kit. However, there are a growing number that will accept your EPK. If you have the option, choose your EPK for the sheer fact that it’s cheaper than mailing a bulky kit. It’s also great, because you can include your EPK’s url on your business cards. And if a venue or media outlet “loses” your press kit, send them a card with a link to your EPK the second time around. Make your EPK easy to navigate. It should be available directly from your own website whenever possible, rather than an EPK service. It’s simply more professional, and allows you total control over the look, so you can keep everything streamlined. Have an online version, and create a printable .pdf version that you can include a download link for. It should include all of the same information as your press kit. If you prefer not to make all of your mp3s available to the public, at least make them available here. You can password-protect the EPK if you need to, but it’s usually preferable that you don’t.8. Design knock-out business cards.
They’re small, simple, and not too expensive. So, why don’t more bands use business cards? Who cares! Give yourself the professional edge and just do it already! Choose a contact person for the band, if you don’t have a manager. Include a day-time phone number, cell phone number, e-mail address, and web address. Include your EPK link if you have one. If you’re really not ready to commit to your business cards, try the free card offer from VistaPrint. They print a logo or something similar on the back, and you won’t have complete control, but it’ll give you something to start passing out to broadcast your name and web address.9. You need killer merch.
Your fans are just dying to be your walking billboards! If you don’t give them the opportunity to buy your merch, they can’t publicize you to their full potential. And let’s face it, a little extra income never hurt an indie band before! If the thought of order and stocking your merchandise, running an online store, or dealing with shipping makes you wanna run and hide under your bed, try services like www.CafePress.com, where you design your merch, set up a free online store (or one for a small fee if you want to customize it more), and let them deal with printing on-demand, shipping, and paying you you’re profits - no upfront costs for you. Another worthwhile service is www.PrintMojo.com, where you pre-order your merch, and they print it up and stock it for you, and you can run your store from their site. They handle billing and shipping. The only catch is that you pay for your merch up-front when you order it, but the print quality can be better.
10. Get involved with a non-profit organization.
There’s no better way to build good publicity for your band than doing benefit shows! However, they do take some work. You can’t just do a show and expect the media to care. You have to tell them about it! Learn how to write press releases and compile your own media contact list. While you could participate in benefits for various organizations, it’s always better publicity-wise if you actually organize them. So, take some initiative! Don’t just jump on any charity bandwagon that comes around. If there’s a major natural disaster, everyone wants to help. It’s great that you do too, but it’s not really news if everyone’s doing it. Choose a charity that truly means something to your band, and that you can try to help year-round. Set up a series of shows to benefit the organization, instead of just one. It shows you really care about the cause, and with several shows, you’ll actually be doing more for the charity. By building a relationship with them, they may even be able to help with promoting the event.
