Generation DIY: New Release? Big Show? Start The Campaign!
posted in: Features
It’s a new season and that means only one thing: time to release new music, head out on tour, hit the festival scene and, of course, score your band more opportunities to spread your music. Just like a business needs marketing campaign initiatives, so do bands targeting various markets to hook their music to the end-user. As I have mentioned in the past, look at your band as a business and your music as your product”it’ll be the easiest way to separate yourself from the lovable musician looking to connect with your fans and the manager looking to push your band into the industry. Every summer there is an influx of new releases (usually in June “ I know of at least a dozen CDs being released on June 22nd alone), as well as large festivals and tours. Since many of the music fanatics out there are in their 20’s and younger, summer break is the time to target these kids and get them out to your show. This week’s Generation DIY will touch upon how to create and run a PR campaign for your CD release, larger scale local shows or tours. Let the games begin!
So let’s talk about some of the things you’ll need to make a PR campaign really work. First off, have something that you’re looking to promote, whether it is an event, new music, music video, whatever! Second thing you’ll need is a press kit, which will be used to send to radio stations, magazines, newspapers, blogs etc. (we’ll go further into detail on this later). From here you’ll be able to put together a plan as to what you need to do and whom you should hit (remember we’re looking to do something free, so when I say newspapers, radio, I mean college based). I’ve found a few different step-by-step lists online, but we’re going to draw up an effective process that can be modified for each individual’s project.
After gathering all the necessary information on your campaign (event), figure out where you want to publicize this. Traditional media (print magazines, newspapers, TV) can be quite hard to tackle for many young artists, plus it may cost a pretty penny. Let’s go back to our digital roots and pull up our list of blogs, podcasts, social network sites etc. These are probably the best and easiest places to hit. Next make a plan with your band mates (and street teamers if you have them) and find out if you have any connections at any of these media outlets, it will definitely pay off in the end. Get all the contacts for these media outlets and put together a resume that is up-to-date and ready to send off. Your resume should contain a biography, fact sheet, EPK (electronic press kit), a physical press kit, Web site and touring schedule. By having all, or at least most, of this information, you’re showing potential promoters that you’re in it for the long haul and being as professional as possible. Remember, these media outlets don’t need you, you need them, so give them incentive to help you out.
The final piece that we’ll talk about right now is writing up a press release that will be used to promote your event, music release, or music video etc. This is a detailed letter that provides release date of the event/music/etc. as well as information on the event and the band. It’s an overview of your promotion. Write this letter and have band mates, family, friends, whoever read and help make it as clear and concise as possible. This will take you the longest since it will be the piece that promotes your event, so make it good!
The remaining steps are extensive and will be addressed in later posts. For now get this info together and have your work ready to send out. Good luck Generation DIYers. We’ll be back to help get your campaign off the ground!
Keep the hustle strong.