Press for Independent Musicians: Strategies for Gaining Exposure
Learn proven strategies and practical steps to get press for independent musicians.
Press for Independent Musicians: A How To Guide
by Philip Kinsher via Disc Makers Blog
If you’re an indie musician trying to gain exposure, build credibility, and attract a loyal fanbase, the good news is you no longer need to rely on record label support. You can accomplish this by generating your own press coverage.
This article will help you learn how to get press for your own music. From crafting a compelling press kit to identifying the right media outlets and crafting an effective pitch, we will provide you with the tools and strategies you need to gain more visibility and grow your career. These strategies will help you on your journey, whether you’re simply aiming for local coverage or looking to break into national and international media.
Let’s dive in.
Why press coverage is essential for indie musicians
Whether you’re just starting out or have been making music for years, understanding how to promote your music and navigate the world of music press can mean the difference between being heard and being lost in the noise.
Boosting credibility
For indie musicians, press coverage is more than just getting your name out there; it’s about establishing credibility. Imagine a reputable media outlet featuring you and your music. Think about how that would validate your work in the eyes of fans, industry professionals, and potential collaborators. This credibility can open doors to new opportunities, including booking shows, securing collaborations, and attracting labels or management teams.
Attracting new fans and industry attention
In addition to boosting your credibility, press coverage can significantly enhance your visibility. A feature in a popular blog or magazine can introduce your music to thousands of new listeners who may not have discovered you otherwise. This can lead to a building a fanbase, more streams and downloads, and, ultimately, more revenue.
Moreover, press coverage can attract the attention of industry professionals, including booking agents, record labels, and music supervisors. These connections can lead to opportunities such as live performances, licensing deals, and even record contracts.
In short, press coverage can be a powerful catalyst for advancing your music career.
Crafting a consistent image and message
One of the often-overlooked benefits of press coverage is the ability to craft and maintain a consistent image and message. When you engage with the media, you’re given a platform to define how you want to be perceived by the public. Whether it’s through interviews, features, or reviews, you have the opportunity to communicate your artistic vision, values, and story in a way that will hopefully resonate with your audience.
Consistency in your image and message helps build a strong artist brand, which will make it easier for fans and industry professionals to understand who you are and what you stand for. This can lead to a more loyal fanbase and a clearer, more memorable presence in the music industry.
Now that we know why you need to generate press, let’s look at how to do so.
Key components of a press kit
The first thing you need is a press kit. A well-crafted press kit is your ticket to gaining media attention. It’s the first thing journalists, bloggers, and industry professionals will look at when considering whether to feature your music. Here are the key components of an effective media kit:
Biography: Crafting a compelling story
Your biography is more than just a list of your achievements; it’s the story of who you are as an artist. A compelling bio should give the reader a sense of your journey, your influences, and what makes your music unique. It should also be concise and engaging, highlighting the most-important aspects of your career while leaving room for curiosity.
When writing your bio, consider including key milestones in your career, such as notable performances, releases, or collaborations. Most importantly, be sure to convey your personality and artistic vision. This will help you stand out from the crowd.
Music samples: Including your best tracks
It all comes down to the music. That’s why your samples are the heart of your press kit. These samples should showcase your best work and give the media a clear sense of your sound and style. It’s essential to include high-quality recordings that represent you at your best. Although you can certainly submit a full album, an EP, or a few singles, it’s vital that the very first song is your best song, or at least the one that gets the biggest response from your fans. After all, media professionals are busy, and if they don’t love that first song, they’re unlikely to listen to others.
In addition to audio files, consider including streaming links to platforms like Spotify, Apple Music, or Bandcamp. This makes it easy for journalists and bloggers to listen to your music and share it with their audience.
Photos and videos: High-quality visuals and video content
High-quality visuals are crucial in making a strong first impression. Your press kit should include professional photos that capture your personality, image, and style. These images will be used by the media in articles, interviews, and social media posts, so it’s essential that they are visually appealing and reflective of your brand.
In addition to photos, consider including video content such as music videos, live performance footage, or behind-the-scenes clips. Videos are a powerful way to engage with the media and potential fans, offering a more dynamic and immersive experience of your music.
Press releases: writing and formatting tips
Now we come to that classic staple of press kits: the press release. This is an essential tool that artists have used for decades to announce new music, tour dates, or significant milestones in their careers. A well-written music press release should be concise, informative, and formatted in a way that makes it easy for journalists to extract key information.
When writing a press release, start with a compelling headline that grabs attention. The opening paragraph should summarize the most-important details, followed by additional information in the body of the release. Be sure to include quotes, links to your music, and contact information for further inquiries. Formatting should be clean and professional, with no spelling or grammar errors.
Creating an engaging EPK (electronic press kit)
An electronic press kit (EPK) is a digital version of your press or media kit that can be easily shared with media outlets, industry professionals, and potential collaborators.
Benefits of an EPK
The benefits of an EPK are numerous: It’s cost-effective, easy to update, and accessible from anywhere. With an EPK, you can quickly respond to press inquiries and make your promotional materials available to a global audience.
An EPK can also be a more dynamic and interactive tool than a traditional press kit. You can incorporate multimedia elements, such as videos, audio tracks, and links to your social media platforms, making it a more engaging experience for the recipient.
Tools and platforms for creating an EPK
There are several tools and platforms available to help you create a professional EPK. Websites like Sonicbids, ReverbNation, and Bandzoogle offer templates and hosting options specifically designed for musicians. These platforms make it easy to create an EPK that includes all the essential components, such as your bio, music samples, photos, and press releases.
Alternatively, you can create a custom EPK using your own website or a PDF document. The key is to ensure that it’s easy to navigate, visually appealing, and includes all the necessary information that media outlets will need.
Researching and targeting media outlets
Now that you have the materials you need to get press, you need to decide which media outlets to approach.
Identifying relevant media outlets
To maximize your press efforts, target media outlets associated with your genre and style. This will help you get featured and ensure that your music reaches the right audience.
Start by making a list of blogs, magazines, radio stations, and podcasts that cater to your genre. Look at where similar artists are being featured and consider reaching out to those outlets. Local media is also a great place to start, as they are often more open to covering indie musicians and can help you build a strong regional fanbase.
Music blogs, podcasts, and local media
Music blogs and podcasts are particularly valuable for indie musicians because they often focus on emerging artists and niche genres. Many bloggers and podcasters are passionate about discovering new music and are more likely to feature indie artists than larger media outlets.
Local media, such as newspapers, radio stations, and community blogs can also be an excellent resource for gaining press coverage. These outlets are often eager to support local talent and can provide valuable exposure in your home market.
Building a media contact list
Once you’ve identified the relevant media outlets, it’s time to build a media contact list. This list should include the names, email addresses, and social media handles of journalists, bloggers, and editors who cover music. It’s important to keep track of these contacts and your interactions with them so you can build and maintain relationships with the media.
Using social media and industry networks
Social media platforms like Twitter and LinkedIn are just generally invaluable for musicians, but they can also be used to connect with journalists and bloggers. Use these platforms to follow the writers and editors who cover your genre, engage with their content, and build relationships over time. Industry networks, such as music conferences, showcases, and networking events, can also be great places to meet media professionals in person.
Crafting your pitch & follow-ups
Once you’ve identified your targets, it’s time to pitch your music to the media.
Personalizing your pitch
A generic email blast is unlikely to catch the attention of a busy journalist. Instead, tailor your pitch to each outlet and individual. Reference their previous work and explain why your story would be a good fit for their audience.
Highlighting what makes your music unique
Your pitch should clearly communicate what makes your music unique. Highlight any aspects of your music, story, or brand that set you apart from any other independent artist. This could be your sound, your influences, your background, your fashion sense, your live performances … whatever makes you who you are. The more distinct and compelling your pitch, the more likely it is to grab the recipient’s attention.
Including a clear call to action
Your pitch should also include a clear call to action. In other words, tell the contact what you want them to do. This could be a request for a review, an interview, or a feature. Be specific about what you’re asking for and provide all the necessary links and information to make it easy for the recipient to take action.
Timing your follow-ups
Follow-ups are an essential part of the pitching process. If you haven’t received a response within a week or two, it’s perfectly acceptable to send a polite follow-up email. Timing is key; be persistent but not pushy. A simple reminder or a gentle nudge can often bring your pitch back to the top of a busy journalist’s inbox.
However, be mindful of their time and workload. It’s okay to follow up twice, but if you still haven’t heard after your second nudge, just assume it’s a no and move on.
Maintaining professionalism and persistence
Professionalism and persistence are crucial in PR. The music industry is built on relationships, and how you conduct yourself during the pitching process can significantly impact your reputation. Always address journalists and bloggers by their name, be polite, and express gratitude for their time, even if they don’t immediately respond.
Persistence is also key. Getting press coverage often requires multiple attempts, so don’t be discouraged if your first pitch doesn’t get a great response. Keep refining your pitch, expanding your contact list, and following up until you achieve your desired results.
Using paid services and PR firms
While DIY PR can be effective, there are times when investing in paid services or hiring a PR firm can be beneficial. PR firms have established relationships with media outlets and can often secure media coverage more efficiently than you can on your own. They also bring expertise in crafting pitches, organizing campaigns, and navigating the media landscape.
If your budget allows, consider hiring a PR firm to help with larger campaigns, such as album releases or tours. Alternatively, you can use paid services like Haulix or other music promotion services to distribute your press kit and music to a wider audience of bloggers, journalists, and influencers. These services can save you time and increase your chances of getting featured in reputable outlets.
Get your music heard
Remember that building a successful music career takes time, and media coverage is just one part of the equation. Keep refining your craft, engaging with your fans, and exploring new opportunities to share your music with the world. With the right approach, persistence, and a bit of luck, you’ll start seeing the results of your efforts.
For help with other aspects of your music career, including physical media, distribution, and promotion, visit Disc Makers: the home of independent music since 1946.
Philip Kinsher is a writer, editor, and musician with a predilection for YA Sci-fi Fantasy books and rock and roll. And golf and pickleball.
