Artists, in order to promote your music, there is one key component: the press release. Below, we will reveal all of our tips and tricks to write a perfect press release. So, grab a pen and paper, we’re starting now!
All types of work require certain tools. Whether we are referring to manual labor, computerized processes, and/or human knowledge and thought. A press release is the equivalent to a hammer or powerful software. It’s intended for music professionals to present their work, highlight points, and provide the necessary elements for others to know more about their music. The reason why these are so important is because they condense your into a palatable form. Busy professionals (usually journalists) want to get the gist of your musical project in a matter of minutes. As an artist, this is a key component for accelerating your career.
Before going into more detail about the contents of a press release, it is important to understand who these documents are going to. The importance of choosing your recipients correctly cannot be overstated. It goes without saying that, in order to send this document, you absolutely must have a finished product. It would be very unwise of you to promise the moon when you don’t know how to get your foot through the door.
Now that you’ve got these two basics down, let’s take a look at the content of that famous press release; also known as a “PR”. Let’s note here that the press release is a condensed version of the press kit: it focuses on a specific piece of news/information, whereas the press kit is more like a complete portrait of you and of your work.
What do we put inside a Press Release?
First of all, you should absolutely avoid sending a press release that is too large. Prioritize a short format, at most 2 pages long; because too much information… drowns the information! Clearly, and unlike the press kit, the press release reports on a specific piece of news (the release of an album or a video clip for example), and must be written by the organization or the person issuing this information. This could be you or a communication agency if you work with press officers. Keep in mind that your press release will be picked up, or even (more rarely) published as is, in the media to which it will be sent to. Therefore, all the information it contains must be clearly understood by the reader.
Be precise, avoid embellishments and long-winded phrases, which will make your readers stall if not stop reading as whole. You must also follow the “5 W’s” rule: who, when, where, what, why.
- Like a journalistic article, your press release should start with a heading. For example, a sentence or two to summarize what will be found in the text below. Then, there should be a tagline or a fairly explicit concept that serves to introduce the subject. Write everything in the present tense, end with a punchline, and then conclude with a final sentence. In short, play the role of a journalist! Finally, never use “I”. Write in the third person unless, you are adding quotes to flesh out the information you want to convey.
What does a press release look like?
As far as presentation is concerned, the press release must be able to be read as one. Its title must be relevant, catchy, and highlighted. In the body of this document, you also have the opportunity to indicate: the dates of your next events (such as the release of your project, clips, upcoming concerts …), your contact information (phone and email) if you take care of the mailing yourself, or those of your press officer, as well as those of your management – the label, in which case you would have one.
Also, it is necessary that you provide listening links to your project (or clip), links to your social networks, and that you mention the people with whom you collaborated (it is not mandatory to “n/a” the receptionist of the studio where you recorded – you get the idea…). Finally, add photos: the one of the cover of your project, one of you, and if it’s a video clip, make sure to choose one representative of the universe of the latter.
Obviously, the final rendering of your press release must be airy, clear and direct: avoid all fonts or fancy presentations. Opt for something sober, while trying to bring out your personality, and more generally, your artistic touch. Because it is well known, sobriety is the mother of safety.
Also, don’t forget that on Groover, a whole bunch of professionals are waiting to hear your music.
– Translated by Betty Gonzalez Gray –