How to exploit the music media and get the widespread exposure you deserve

It’s a sad fact, but most independent songwriters, musicians and bands never get around to pursuing the big-time media coverage they talk so much about. Sure, they say they’re serious about getting exposure through hundreds of college and alternative radio stations, music magazines, newspapers, websites, blogs, podcasts, and e-zines. I hear the same thing from people who are supposedly marketing a music-related product or service.

These people appear to be sincere about getting the profitable exposure and attention that comes with a well-executed media plan. The idea of program directors, editors and writers calling to get an artist’s latest CD or promo package seems to genuinely turn these people on.

Reality: Guess what? These same people talk so much they forget one important thing: Actually putting their words into action and making the media exposure dream a reality!

So after a while these artists stop talking and simply get comfortable living in the obscurity of what one music commentator calls “Media Limbo.” Which means thousands of music fans never hear about the great musical stuff they have to offer.

Don’t make this same mistake!

There are many ways to get the media exposure you want. But first you have to leap over a few hurdles that are currently keeping you from getting to that enviable position.

Before we address those topics, I must point out that this series of articles do not cover who to contact. There are many excellent music industry directories available to help you gather names and addresses. In addition to the resources listed previously, you may want to hunt down the Musician’s Guide to Touring and Promotion (www.musiciansguide.com) or, Online Music PR Hot List (www.thebuzzfactor.com).

What we deal with in this chapter, though, is how you go about contacting the media.

Key question: What good is having a hot list of radio station program directors and music magazine editors if the approach you take to reach them does more harm than good? That’s the problem we’re going to overcome in the following pages. So let’s start off with one of the biggest mistakes you’re probably making right now:

You’re not sending messages that inspire media people to act

Having been involved in music for a couple of decades now (one music commentator highlights), I can tell you without hesitation that most music marketing communications – fliers, bios, cover letters, websites, email messages, ads and more – are weak and ineffective.

That is, they don’t perform the only function that any marketing communication should ever do: Get the person receiving it to act by calling you, emailing you, listening to your new songs, or coming to your event. At the very least, the message should pave the way for your follow-up email, direct mail piece, or phone call at a later date.

Bottom line: Simply getting your stuff in the mail is not your ultimate goal. That’s where most so-called music marketers go wrong; they throw useless information into the world and hope it sticks on something.

But that’s not how you’ll be dealing with the media from now on, because now you know that it’s your job to send marketing messages that grab attention and motivate the people receiving them to act!

How to get the best results with your music news message

Make no mistake. The only goal you should have when you design and create a flier, gig calendar, artist bio, press release, fact sheet or advertisement – whether you’re sending it to a media person, club owner, industry pro or fan – is to get the person receiving it to respond. And preferably to respond NOW!

But first you must know what it is you want them to do and then inspire them to do it (in a firm, yet polite and professional manner).

That’s why, before you contact anyone in the media, you must ask yourself the following questions:

Who will receive my music news message?

The type of person getting your marketing materials will determine how you motivate him or her to act. Music fans are inspired by the emotion your music creates within them, the image you represent, and the people they’ll hang out with at your gigs. Music industry pros (managers, A&R reps, entertainment lawyers), on the other hand, are persuaded to act if the potential to make money and earn a better name for themselves is present.

But media people are a different breed. So what motivates them? What would get a music editor, influential blogger, freelance writer, or radio station program director to get excited enough to contact you right away?

Which leads to the next question…

How should I persuade media people to take action?

In a nutshell, media people are motivated by these four things:

1) Amusing and entertaining their specific audiences. The first duty for a writer, podcaster or radio show host is not to give your music career a boost. It’s to do his best job to retain and increase his audience.

2) Being the first one in their region or niche to “break” a new, up-and-coming act. When media types ear the reputation of being on the cutting edge, it makes them feel good. They love to be on top of trends and ahead of the cultural curve.

3) Not missing the boat on something that is generating a buzz. While some editors and program directors like being on the leading edge, they still want to play it safe by turning their readers/listeners (and their paying advertisers) on to something that has already proven itself popular.

4) Exposing something that is witty or creative enough to grab their attention. Many hundreds of acts over the years have inspired the media to action with either a funny band name, unusual album title, or other promotional gimmick.

Acts such as Dread Zeppelin, the Dead Milk Men, and Mojo Nixon come to mind. Do you have a clever gimmick? If you do, just make sure the novelty aspect will create a reputation you can live with for years to come.