It's Called The Music Business with Fearless Records publicist Jenny Reader
Standing out from the crowd is harder than ever these days. There was a time when there was a formula to being a successful band: practice hard, get some shows, get an audience, record some demos, land a record deal and let them promote you to the media, thereby helping to get your music to the fans, who will hopefully make you megastars. Well now, the whole system has gone out the window.
With the advent of the internet, making your music and getting it out to the world has never been more accessible or affordable. With the right amount of talent and media savvy, you too can become a rock star. Sounds simple? Not so fast.
You may have a voice, but amid an even vaster ocean of wannabes these days, how on earth can you make yourself heard? It’s now not just down to the publicist or the label to speak for you-bands have to do what they can to set themselves ahead of the pack. As an ex-magazine-editor-turned-publicist for Victory and now Fearless Records, I have seen things from both sides. It’s not just what you are shouting about; it’s who wants to listen. And they are out there. Having a good bio and knowing how to write a good press release can help you find them.
WELCOME TO THE JUNGLE
A bio is the first thing many people will read about your band. Consider this your front of the house-it needs to be clean, appealing and pretty impressive for people to want to come inside. A biography should contain a brief history of the band, and pertinent achievements to date; any info that might sell you to whoever might be reading, like media, booking agents and potential fans. It should feature the most up-to-date info on the band, whatever you are currently working on, be it a new album, EP, tour or project.
There are a lot of bad bios out there. Believe me, I know the difficulties making your pop-punk band stand out from the slew of identikit artists out there, but think laterally. Focus on what makes you special, and don’t be afraid to make it personal. Have an interesting story of how the band formed? Tell it! Have you toured a lot? Mention some bands you’ve toured with, and any impressive stats (sold-out shows, ticket sales, etc.). Had some good reviews? Include a quote. Although the opinion of the critic may not be what it once was, as the internet increasingly allows fans the power to be their own critics, but a good write-up from a name publication can make a difference in how seriously people take you.
The trick is not just to shout about yourself, but to get others to shout for you. A thumbs-up from a relevant magazine can help to increase your profile. Oh, and don’t underestimate the power of the spell-check and a second pair of eyes. Nothing says unproffesionel like bad spelling and grammar.
KNOW YOUR AUDIENCE
Many journalists will tell you press releases are generally a waste of time. It’s not that they don’t want to be kept up to date with your spoken-word side project, it’s just that they write for a death metal website and your logo just isn’t indecipherable enough for their readers. Note to self: Keep it relevant!
Effective targeting is your best ally when trying to get your music into the stereos of the people who care. If you hit everyone, hoping someone will pick up on you, you are for the most part wasting your and their time. Research which media outlets cover your type of music, and give them a reason to listen. If you want your CD reviewed, find the right websites and review sections in magazines and newspapers that cover your type of music, and the person in charge of the reviews section. Think a mass-mailing is a better option? I can already hear the sound of a hundred mouses clicking “delete.”
GET TO THE POINT, DAMNIT!
You don’t want people having to wade through a mass of information just to get to the juicy bit. Trust me, they won’t bother. So make it easy on them-get your band’s who, what, where, when, why and how into your first paragraph. Sum up your news in one sentence, and make it your first. If your opening gambit is strong, you can get into more detail later, and trust that it might have been saved in the recycle bin.
The same goes for the subject header, if sending your news by e-mail. Make it interesting without being irrelevant, never title in all CAPS LOCK, and be careful with the language you use, otherwise your missive will be on a one-way street to that junk mail folder. On this note, of course, you might want to avoid naming your band “Replica Rolex.”
GREEN IS THE NEW BLACK
The music industry and the ways people consume music evolve, so people are adapting. Mailings don’t have to be the time- and money-consuming process they once were. Most people still understandably want to listen to your music in their own time, on something other than computer speakers, but this doesn’t mean sending your CD to every magazine out there with your press release is a good idea. Save people’s time, and the trees.
The good news is that it is easier than ever to leap that gap between dreaming and doing. Hiring a decent publicist-and there are plenty out there-is still very beneficial to help you stand out, but don’t be afraid to master the art of self-promotion. Learning how to get the word out about your band will always pay off in the end. Good luck!
“Understand the difference between what is newsworthy and what is not. There are thousands of bands who are doing the exact same thing as you, so do your very best to keep it true but also keep it unique. There has to be an interesting story to tell. People do not want to read about the album that you recorded in your basement that is going to be ‘amazing.’ Remember that writers are pitched hundreds of times a day. Always ask yourself, ‘What is it that we are doing that will make us stand out from the rest?'”
DAYNA GHIRALDI
Big Picture Media
“It’s all about angles, but choose one or two and leave it at that… Don’t overload a press release or bio with too many or else you slip into hype and hyperbole. If you have a really compelling story behind the recording of the album (your album was recorded in a forest or your producer also produced Kanye West and Chiodos), or a song (your girlfriend left you and took your chinchilla), or your band (you found each other at a high school bake sale), then stick it in there. There’s nothing more frustrating than reading a press release without any meat, because that doesn’t give a journalist a jumping-off point to concoct a story. But be sure to ground it in fact and not over-dramatize, because nothing kills a story more than a hint of bullshit.”
REY ROLDAN
Another Reybee Production
“Many people new to composing press releases and bios get so caught up in florid, �ber-creative descriptions of a band’s sound that they forget the fundamentals. Who, what, where, when and why are the essential factual ingredients that editors and journalists need to consider your story, so make sure you’ve included them. Making sure you cover these elements in a clear, concise, non-gimmicky way will boost your credibility with the people you are pitching and increase your chances of confirming stories.”
HEATHER WEST
Western Publicity
