This article was written in collaboration with media outlets to give you precise information on the best way to contact them, and to avoid as far as possible a lack of feedback or the famous “this track doesn’t fit into our editorial line”. For independent artists and musicians, getting media coverage is key to making yourself known and expanding your audience. There are several ways to get in touch with media and other industry professionals (email, DM Instagram, Groover), but for the media to be really interested in your music, you need to know how to present yourself effectively. In this article, we’ll give you practical tips on how to reach out to the media and put the odds in your favor to get the responses and shares in the media you need.

1. Make sure you’re part of a given media outlet’s editorial line

Before contacting a media outlet, it’s essential to do some in-depth research to understand its editorial line and its target audience! Your music should match the style and interests of that specific media outlet. If your music is alternative rock, for example, it simply won’t be suitable for a medium that specializes in classical music. Make sure to target media with a natural interest in your music genre, and you will be more likely to get press coverage, or else you will save them valuable time 🙂

2. A well-crafted bio

A concise biography is an essential part of your presentation. It should tell your story in a few sentences, highlighting your achievements, your musical style, and what makes you unique as an artist. Media outlets like to get a quick overview of who you are and what you do. Be sure to put some effort into your artist biography, because it will come up a lot: on Spotify, in your press kit, for concert announcements… and of course to introduce yourself to the media!

👉 More details on how to write a good artist biography

3. A pitch for the piece

When presenting your track to the media, be sure to include the following:

3.1 Music style

Briefly describe the musical style of your song. For example, is it pop, hip-hop, rock, or a mix of several genres?

3.2 Similar artists

Mention a few similar artists to give an even clearer idea of the style of your music. This will help the media situate your sound in the music landscape.

3.3 Emotion and mood of the song

Express the emotion or mood your song evokes. Media likes to understand how your music can resonate with their audience.

3.4 Song release date

Specify the release date of your song. This will let the media know if they can publish your music at a convenient time.

👉 Checklist of things to remember before the release date of your song

3.5 Is the track part of a project?

If you have more tracks to come or if your track is part of a larger project, let the media know about it. This could spark further interest.

4. Why are you contacting this curator in particular?

Explain why you are contacting this specific media outlet or curator. Show that you have researched their work and that you think your music matches their audience and interest. Media outlets are more likely to respond positively if you personalize your message.

5. What do you expect from this media outlet?

Be clear about what you expect from the media or curator. Do you want an article, an interview, or just a mention on social networks? The more specific you are in your expectations, the easier it will be for the media to respond favorably to your request.

Best tips from Tenho Mais Discos Que Amigos!

One of the most important Music, TV, Film and Pop Culture portals in Brazil, TMDQA! with 5 million page views per month. Let’s discover their precious tips:

• What are the best practices & tips for contacting music media in your opinion?

I think the most important thing is to send all of your material in a very organized way. Press releases, photos and useful links should be easy to find. If the person who receives your material wishes to write about your music, finding stuff about you and your release shouldn’t be a hard task.

• What are the mistakes to avoid?
  • Writing good descriptions for you/the band and the single, music video or whatever it is that you’re releasing is pretty important, so don’t do it in a hurry!
  • Also, do your research and find key features on every publication you want your music to be highlighted on. This way you can write a tailor-made pitch to every different outlet, and people will know that you actually got to know those websites and playlists.

• How do you avoid that famous “this track doesn’t match our editorial line”?

This relates to the topic above. If you’re willing to be featured on a playlist, listen to it first so that you will know if it makes sense to be on that list or not. Also, it will save you some time and money if you realize it doesn’t match your genre and you will avoid getting a denial because the song you sent has nothing to do with the editorial line of that website, magazine, etc.

👉 Contact Tenho Mais Discos Que Amigos!

Best tips from Tonspion

Tonspion (=”sound spy”) is the biggest German music blog with over 250.000 music lovers/month on their website with a team of editors for each genre. Discover their invaluable advice:

1. Be realistic, send your best work to the media and commit to continuous practice and improvement.
2. Act local, think of building a name for yourself in your city or region.
3. Check if your musical style matches with the general style featured on the blog, before you send music, otherwise it might be a waste of time.
4. Be unique, originality is the key to standing out in the digital music scene.
5. Come across as professional or easy to work with.
6. Avoid sending generic and uninformative promotional emails. Music journalists and bloggers are overwhelmed with submissions.
   To stand out, provide them with comprehensive press materials, ideally organized in a Dropbox folder. Additionally, avoid sending high-resolution images directly through email to save time and resources.
7. Avoid spammy practices.
8. Please send us your music near to the release date or on the release date. We usually don’t plan our posts weeks ahead. If we hear something good, we usually want to write about it immediately.
9. We have our own formats, how we introduce new artists and new music and that is non-negotiable. We have no capacities to fulfill wishes or expectations. The money is all for the time we spend on listening to the music. It is not an ad. So I would not suggest there are options to discuss that with us.

👉 Contact Tonspion

Best tips from Rockit

With over 25,000 music reviews under its belt, from box office hits to indie bands playing out of passion, Rockit magazine is here today to offer its advice on how to approach the media in the best way as an independent artist:

1. Study who’s in front of you
   When you ask a media outlet to invest its most precious resource and time in listening to and forming an opinion about your music, it should be because you believe your music will interest them. Otherwise, it would be a waste of time for both parties.
2. Generic email or personal email?
   There’s nothing wrong with sending an email to the “generic” address listed on the media’s website, but it significantly reduces your chances of being heard. It’s not always possible to listen to everything when inundated with requests every day. A piece of advice (even if it’s not in our favor): seek direct contacts, find out the names of the editors of a newspaper, who handles what, and try to contact them directly. This underscores your commitment and usually leads to nice rewards.
3. No spam
   Nobody likes spam, and everyone recognizes it today. Copy-pasting the same message to all media outlets is pointless, and it might even annoy some. Messages should be personalized, and simply changing the recipient’s name in the first line of the email (especially if, as often happens, you get it wrong!) is not enough.
4. Check the best communication channel
   There are many communication channels, perhaps too many. So, when in doubt, email remains the best way to initiate contact. It has the right amount of formality, offers the opportunity to reply at one’s convenience, and is a tool used in everyday life.
5. DM or not DM?
   There is no universal policy. It depends on how each media outlet uses various platforms. One would tend to say that it’s not the best channel for self-promotion, but it’s also worth mentioning that there are genres and entire generations that use it as their preferred form of communication, interaction, and discovery. Therefore, we recommend taking the time to study the usage habits of a particular media outlet on a specific social network and trying to determine on that basis whether contacting them via direct message is a good idea or not.

👉 Contact Rockit

Conclusion

In summary, presenting your project to the media is a crucial part of getting media coverage. Make sure you’re well-informed about the media outlet you’re targeting, present your music in a concise and engaging way, and clearly articulate your expectations. By following these steps, you will increase your chances of attracting media attention and getting people talking about you. Remember that perseverance and creativity are also essential for success in the independent music industry.

– Translated by Kole Wright –

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