WHAT’S INCLUDED IN OUR CAMPAIGNS?
Press Outreach
• Premiere
Our outreach begins by offering new, unreleased content to national and international publications such as Stereogum, Pitchfork, Paste, NPR, Brooklyn Vegan, PopMatters, Nylon, The Fader, Consequence and other publications for exclusive premiere coverage.
• General
We follow up by seeking post-premiere follow-up coverage such as reviews, shares, playlists and interviews from a larger list of select music publications.
• Local
Additionally, we pitch to every music-covering publication in your band’s city or town. Often times, local press can lead most directly to cool in-town opportunities that your band can benefit from directly.
Click here to read a blog post that explores the different kinds of press coverage in depth.
Story Development
• We create a bio to showcase the most compelling aspects of your project and your story.
• You are provided info to help you plan new photos and videos to match the strongest mood or aesthetic represented in your music.
• We help you remove off-brand assets from social media and other external-facing platforms.
EPK Creation + Hosting
We’ve heard countless times that our press kits are some of the best in the industry. If you’re curious, shoot us an email here and we’ll send you a sample.
Release Timeline Planning
• We provide info about how to best set up your band’s live show/touring strategy, as well as a time-tested booking email template.
• We create a strategic release timeline to ensure maximum coverage for your campaign.
Social Media Strategy
• We provide best practices for sharing and promoting media coverage.
• We go over a strategy for building your mailing list.
How PR Works
The following is intended to give you a basic idea of how promoting an indie record works. We also do PR for tours and free-standing singles, but most of the time we’re promoting EPs or LPs preceded by one or more singles. Hopefully reading this will help you make decisions for your band and understand the success of bands around you. Even if you determine that you aren’t ready to hire a publicist now, you’re likely going to need to hire one someday, so this is good information to have!
Releasing music is the process by which bands have the opportunity to level up in status and visibility. Leading up to a release, your band is putting out new material – thus creating news. This is one of the only times you can get a bunch of press coverage because you have a story to offer: you’re releasing new music!
When blogs, magazines or newspapers write about your music and you share the coverage, you’re showing your friends, family, musical peers, and people in the industry that your band is one to be taken seriously. Press can also lead to new people discovering your music and generally elevating the perception of your band as active and important. Getting plenty of coverage during the course of your release can set in motion tons of great relationships and opportunities because even more than wanting to work with good bands, people want to work with successful bands.
RELEASE PREPARATION
What really sets our company apart from other indie music PR firms is how we help our bands prepare for their releases.
Included in our two standard plans are timeline planning, bio interview and creation, EPK build and setup, social media information and project management, so all of your external-facing assets match the level of professionalism of your press kit. We invest serious time and energy preparing our artists before a single release is sent, ensuring that the musicians we work with have strong assets that showcase their strengths, achievements, and truly represent the best of what is most important: their music.
TIMELINE
A full release campaign generally takes at least 4 ½ to 6 ½ months.
During the months leading up to the release of an album or EP, we conduct between 1-4 single releases, each of which takes at least eight weeks. This amount of lead-in time helps to ensure that we’re able to secure high profile premiere coverage, since most larger music outlets schedule their coverage several weeks out.
There are many benefits to performing a long, slow campaign, one of which is that more writers and editors will start to notice and recognize your band as you continue to share new music and build your press portfolio.
