Welcome to Amplify the Noise’s DIY Guide series.
This is your go-to source for free tips and advice on levelling up as an artist.
Amplify the Noise is a passion project, and I work on it out of my love for music after I finish the day job that pays for the roof over my head. There’s so much great music out there that needs to be shared, and if I can help one person find their new favourite band or help a band find a new fan, at the end of my day, I’ve done what I set out to do – “amplify the noise”.
I’ve been wanting to write this article for a while but have put it off to write about music instead. However, I received a request that was the straw that broke the camel’s back. After decades in radio marketing, live entertainment marketing, and marketing in general, I realise a lot of artists have zero to very little knowledge of how to market themselves. While I do not declare myself a marketing guru, I know what could help you get you past the musical ‘slush pile’.
Having a PR agent or company to do this for you is great if you have the budget or if you personally do not have the time or brain capacity for it. However, please do your background work and don’t take the first company on a Google search. Investigate what they’ve done and who they’ve worked with. I work with many great publicity agents and marketers. They provide a world of information about the artist they’re working with, but then there are some who, without a doubt, have just taken the artist’s money as the information is invalid or just plain wrong.
If you are paying someone to do the work for you, I highly suggest you review the work they’re sending out on your behalf. If you’re blessed with label support, review it as well. I can’t tell you how often there is a wrong social media link in a press release even on their level.
If you’re saying, “I can’t afford to hire someone for publicity,” all is not lost. I’m about to give you a concise lesson on how to reach out to magazines, bloggers, etc., including how to reach out to Amplify the Noise!
STEP ONE: Don’t make a request without having the following assets ready:
- Music – I and others will need to be able to listen to your music. Either create a private link through the platform of your choice or add it into a folder (see step two). While I may be stating the obvious, if you’re asking for an album review, make sure the album is complete and ready to be listened to. I have received requests on more than one occasion to review an album that is not complete.
- Bio, better yet an EPK – An electronic press kit (EPK) often includes a bio, music, videos, history of the band/artist if you’ve been around for a while, achievements, and details about any upcoming releases. Think of it as an ever-evolving marketing source of truth aka Bible for the band. Review our DIY GUIDE: How to Create a Strong EPK (Electronic Press Kit) that will guide you in creating a great EPK.
- Media release for current project – You can Google how to write a press release, use ChatGPT, or even review our DIY GUIDE: How to Write a Media Release. The media release for your current project should focus on your current project only.
- Cover artwork – Ensure image(s) are hi-res and include credit if required or necessary. And for the love of a higher being, don’t just use Google to find an image you like and assume it’s a Creative Commons licence. You could find yourself in copyright infringement land and making your life and everyone who shared “your artwork” hell.
- Promo photo – Ensure image(s) are hi-res and include credit if required or necessary.
- Have one to three options in sizes (square, landscape, portrait). Amplify the Noise prefers square or landscape; other organisations may prefer one over the other.
If all of that is ready, carry on to the next step.
STEP TWO: Create a Google Drive folder, Dropbox, or website to hold all of your assets. (Think of it as ‘container’ for all of your assets for the project in one space. Pick one that works for you and load it up.)
- Everything in STEP ONE should be in this ‘container’.
- Remember you want to be seen as a professional so label the assets accordingly and try not to use cute names. (Examples of smart naming conventions: Artist Photo 01 by Photographer, Artist Album Name Artwork no credit needed, Artist Single Title Art, Artist Project Media Release)
STEP THREE: You’re ready to start reaching out, but consider not only your marketing timelines but that of the publication you’re reaching out to. Here’s Amplify the Noise’s ideal timeline:
- Single Release – one to two weeks in advance. For single releases, we aim to publish most articles on release day of the single. The more lead time, the better as Amplify the Noise currently has two writers.
- EP or Album reviews – three to four weeks in advance. We make a conscious effort to work with marketing timelines if you have them. If you don’t, reviews will be published at our discretion.
- If your music is already out, it should be no more than three months old.
- Don’t be discouraged if you’re reading this and it’s been out more than that. You may have just discovered us, just like we have just discovered you.
- We review emails and make assessment on a case by case scenario so fill out the contact form and send us a message anyway. (See below on how to write or not write a message.)
STEP FOUR: Make the pitch
- Reach out to your publication of choice and write a formal request. Be clear and straightforward in your request.
- We manage our queries via our Contact Form. It’s four simple sections:
- Name
- Subject
- We have a pretty aggressive spam filter in place. Clear and concise subject lines like Band Name, Project, and Dates sail through with relative ease. (XYZ Artist – Debut Single – out on XYZ date).
- Spammy subject lines are often found in the dreaded spam folder.
- Be smart; don’t be spammy.
- Email Body
- Make your pitch here
- Include the following:
- Link to your assets from Step One and Step Two
- Two examples below on how to write and not write a pitch
As for the straw that broke the camel’s back…they ruined it for everyone. Any requests that are now received that are subpar are promptly deleted.
If you want someone to take you seriously, your request should be just as serious.
