Photo: Un Blonde (credit: Louis Longpré)
How to build a media list:
- Keep track of everyone who’s written about you in the past (and stay in touch with them)
- Start by targeting media in your own city
- Refer to similar press campaigns
- Set up google alerts
- Keep contacts updated
- When touring, look up regional press / ask promoters for local press lists or target suggestions (keep in mind lots of those are outdated)
- When looking at blogs, keep your eyes out for recommended blogs in the sidebar
Before reaching out to media, do your research!
- Get to know the person you’re emailing
- What do they like? What have they written about? Have they written articles in the last few months? Are you touring in the city they live in soon? Do they write the kind of feature you are hoping to get out of them?
- Get to know the website or magazine
- Do they do album reviews? live reviews? interviews?
- Do they have special features e.g. new artist profiles, song/band of the day, behind the scenes of music videos, tour diaries, artist mixes, etc
- Do they write about artists of your level?
When reaching out to media:
- Create a relationship of trust with the journalist or writer
- Personalized messages go a long way VS just sending a press release
- Limit the number of emails you send them
- Offer a premiere opportunity
- Don’t email every writer at a magazine/website, target your emails to the writer that best fits the coverage you are looking for
- Never send large attachments, provide download links for them
- Follow up!
Plan your release schedule – there are no rules, but…
- Always good to announce an album about 2.5-3 months before its release
- Lead with your best asset (catchiest single / memorable music video)
- Maximize tour or show announcements by combining with the release of new music or videos
- Release up to 3 singles before the release of an LP (less for EP)
- Stream the record the week before the album comes out
- Space out content
- Always good to save remixes / additional music videos for after the campaign to sustain interest
- Create lots of QUALITY content