Resources for Musicians

BAND AIDS

Going Public – How do you know when your band is ready for prime-time publicity?
Cory Swindle explains:

On the highway of music, bands might know where they want to go, but do they know the best route to get there? Music publicity, done well, can be a driving force in creating a spotlight on the road ahead. Music promotions should develop strategies to deliver fans to venues, increase tickets sales and create a positive image for the music. The promotional side is hard work and requires persistence with enthusiastic flare, which can be attacked by bands alone or with the help of a professional publicist.

What can you do for me?
Music publicity is pushed by working relationships, strong writing skills, communication specialists and industry knowledge. A publicist is trained to take an artist to the next level. If presented properly, a band can land interviews, calendar listings and features in publications ranging from the local college paper to Relix. A publicist can work the angles, highlight the details and open doors that are generally shut to the musicians. "The main thing about publicists is that they aren't magicians, but people that have relationships with editors and writers and can get them on the phone and get their records listened to. A publicist can never promise more than that; we're showing art and art is subjective," says Ken Weinstein, co-president of New York publicity giant Big Hassle Media.

Promotions tips for the challenged
Talent may be waiting outside the door of opportunity, but publicity can be the key to a band's success. With time and untapped resources, bands can tackle publicity matters alone.

Website. If you don't have a website and you want to be heard, get one! Have a computer-savvy friend develop an original, user-friendly site. Use the site for promotional opportunities, include a downloadable photo (300 dpi), biography, and tour dates for the media. Keep the site updated and refer people to your site as often as possible.

Press Release. Do you have a new CD, upcoming tour or any newsworthy information to report to the world? A press release will alert the media of your latest and greatest happenings. A one-page explanation with wit and creativity should be delivered to the appropriate media 2-6 weeks in advance of their deadlines.

Media List. Did you know that venues have media lists of local contacts that will help you get your upcoming show in the papers? Call ahead of time and capitalize on this important free opportunity.

Street Teams. Your greatest supporters can be your secret weapon! Put your fans to work with flyers, stickers and contacting as many people as possible to promote what they love.

Internet Radio Submission. Internet broadcasting is spreading as a way to listen to music. Submission can be free and a great way to open the door to new listeners.

1st Class State of Mind
A publicist can enhance the promotion of a band. "What we'll do is sit and listen and explore who they are and try to manifest their vision, not make up our own vision for them," says Carrie Lombardi, president of publicity at Boulder-based Madison House Publicity, which represents, among others, String Cheese Incident and Keller Williams. Artists can take steps such as food and donation drives, or pair with charitable organizations to gain recognition for being more than just the average band. "I think that writing and communication can really be an invaluable tool in building a musical vision and career," Lombardi continues. "It gives words to the music but it wouldn't be anything without the music."

Right Time, Right Place
A music publicist can be the final ingredient in the completion of a band, large or small. According to Ariel Hyatt, president of Ariel Publicity, a New York-based firm, "The band needs to be great live and have strong recordings, and of course a solid, growing fan base, as well as a street team, a booking agent and some type of management. All of these things work together to make the wheel turn." In a band's timeline there is no correct time to hire a publicist, but identity and quality should be present for maximum benefits.

Finding your special someone in the publicity world can take research and time, but the payoff is someone who will understand what you want and where you want to go. "I believe hiring a publicist is like hiring another band member. Your publicist will be your voice when you are not on stage and will be calling a lot of shots and answering to the media on your behalf when you are unavailable," says Hyatt. The karma between publicist and band should be positive and understood from the beginning. Develop a relationship with someone who will be your greatest fan and invest in time. According to Hyatt, the five most important qualifications to look for in a publicist/artist relationship are:

1. Does the publicist have a good reputation with clients and have you seen their work?
2. Do you like the personalities/vibes of the people at the PR company?
3. Are they great writers?
4. Do they have a clipping service that reads all publications and tracks all of the articles written about your band?
5. Are they team players?

Giving a gentle nudge
Publicity, done well, can actually push fans to your music. "It pushes fans that like to read about their music, which are few and far between in reality," says Weinstein. "Publicists are go-betweens and it's about hopefully finding the best writers to write about music in the best way."

Music publicity can be tackled either by eager musicians with determination or by veteran publicists with experience and enthusiasm for the artists they believe in. The final push to deliver the music to the listeners is in the hands of the artists, however. Never lose sight of the fact that no amount of publicity or packaging (unless you're N'SYNC) can save a mediocre band. Whichever route you choose, in the end it's still all about the music.