Getting Coverage
ARE YOU PLANNING ON RELEASING MUSIC AND HOPING TO GET COVERAGE, TRACTION AND ATTENTION? Here are some specific tips.
Make music that spreads far.
If you share your tune with ten people who you trust to actually listen to it and ten days later it’s got under 30 views/listens, you’ve likely created something you’re pleased with, but it doesn’t spread far. You’ve made a song that doesn’t drive listeners to share with their spouse, their co-worker, their neighbor. If your sound doesn’t spread at that small organic level of uptake there is little that a media organization will be able to help you with. If your music doesn’t make at least a modest spread when you share with a decent size cross section of people it’s time to go back to the drawing board; it’s not time to write a press release.
Make your story easy to tell.
Read/listen through the articles, interviews, reviews that prompted you to take that next step and listen to the artist. What did you read/see/hear that made you want to take that next step. Was it a photo? Was it a story? Was it a quote? Was it a description? Review your own media offerings (your press release, your press kit, your social media presence, your photography) and see where you are coming up short. You will come off false if you carbon copy your heroes. But look at the fundamentals, was their story specific or universal? Was their photo strange in regards to background, attire or more. When you’ve had an artist you’ve shared with your friends, what did you tell them before you pressed play? What would you hope someone would say about your work? Now say that in your materials.
Take interest in the publications you hope to be covered in.
I understand that there are artists who don’t listen/read/review the media they are covered in. I never got there as an artist. I believe that being aware of a host, editor, music director’s personal preferences, idiosyncrasies and favorites can help you pitch your music. Your interest in coverage is likely a career oriented view. There is nothing wrong with that, that’s how it should be. But getting there will involve becoming personally aware and connected with the spots you are angling on for coverage. This knowledge will save you time, you’ll know who to pitch what to. Be strategic in what you pursue. There is an ecosystem to this. There are likely 10,000+ aspiring artists pursuing the ears of the most elite writers/hosts/bloggers in the music space. Look for the outlets with the emptier inboxes, the more animated ears and with pre-existing coverage on new artists.
Trap, don’t hunt.
Stole this one from Dessa. Don’t put all your eggs in one basket. And don’t yell at that basket if they don’t cover what you’ve shared. Make your way by finding a number of outlets that might have interest. When one comes back with nothing, you still have other irons in the fire. Don’t let your publicity plan to bang really hard on one inbox of one major media voice and hope that they will for sure listen. Diversify your pursuits, treat each with a sober awareness that they won’t all turn into great coverage for your next project.
Maintain a good email list and don’t act like that’s all that matters.
Keep track of who should be receiving your information. . .if someone’s new position suggests they don’t need to receive music press releases anymore, cut em off of the distribution list. Keep this all up, do some of the housekeeping directly with them i.e., “I see you leveled up to being a food editor, loved your most recent piece and farm to table. . .do you still want my press releases coming to your inbox?” Your email list helps for rare blanket announcements. . .your coverage will come from more pointed pitches.
Be Easy to Write/Talk About
This is different to me than “make your story easy to tell”. If someone needs a radio edit, send that de-shitted track over fast. If someone needs a photo in a different size, fix that up and check the attachment before you send it. If you can control your schedule such that you can be available on relatively short notice. . .do that. Get a nice chain of command going if possible with your full group so that you can say yes or no quickly to opportunities (and try to say yes when it is a fit for you).
Be Easy to be a Fan Of
When someone digs one of your songs, make sure that they can find more of your songs, invites to your shows, videos and a well curated social media presence. If I dig your song, go hunting for you and the most recent posts/announcements are from 2020 I’m going to figure you’ve cooled off of the music thing, taken your talents to Miami et cetera. Make sure that when your potential fans want to go deeper, they have a place to go.
Find Places You and Few Others Fit
Be imaginative about where your take off could start. It could start from a sports magazine, from a cooking blog, from an article in one of those magazines in airplanes. Imagine why you might be a fit there and pitch (that doesn’t mean boiler plate press releases).
Make Your Shows Something People Won’t Forget
The likely way you’ll first see any kind of money in the music game is from a live show. If you can fill shows long after you’ve stopped begging your best friends to come, most of the other things on this list are immaterial. Develop a live show that can be enjoyed without knowing your music beforehand. Develop a live show that might get people 50% of where they need to be to feel like they had a good night out. You aren’t going to hit right away with a solid 45 minutes. But video tape yourself performing at home or your space: are you entertained, are you distracted, are you bored, are you engaged visually?
Do It All Over Again
Don’t believe that an absence of coverage, of interest of fans is a nail in the coffin. It’s an invitation back to the drawing board. And if you don’t like sitting at the drawing board you aren’t necessarily built for this anyway. Going back and creating something else, and tweaking your musical work and your promotional efforts should be a welcome invite to a lifelong creative, if it feels like a step backwards you don’t have your priorities placed in the proper order.