Developing an Effective
Music Media Campaign
By Wayne Arthurson
Autarky Communications
NOTE:
This article focuses on planning and executing a successful Media campaign. The
first step in this process is creating a Media Kit. To find out how to do that,
go to the Outer Sound University article entitled
Creating a Media Kit
.
WHO TO GIVE IT TO
Now
that you've got a nice little media package with your bio, music product and all the
other crap, you gotta use it. The media is just sitting there, waiting to be used, so
do it.
The first thing is to get to know who is who and what they cover. This is an integral
part of media relations. In your little city or town, there are two basic types:
broadcast (TV and radio) and print (newspaers, magazines, zines, etc.). These two
categories are further broken down into subcategories such as major meteropolitan daily
newspapers, commercial radio and TV, university or college radio, independent
alternative magazines/newspapers, punk rocks zines put out by some guy in his garage,
etc. etc.
Forget about any commercial TV stations because unless your drummer's been arrested for
a triple homicide, your band doesn't mean squat to them. Read all the print media and
see what they cover and how they cover what they cover. Get to know the name of all the
music reviewers for all print media in your town, the name of all the program and news
directors for the radio stations that fit your brand of music. You know what radio
stations play what, so just phone them up and ask the receptionist the name of
program and/or music director. Read the zines and anything else that covers music and
find out who the editors/publishers are.
MAKE SURE YOU GET THE PROPER SPELLING OF ALL NAMES AND THE PROPER TITLE.
Now you've got your list, write it down somewhere where you can find it. Use a
computer or something that can type it out. Keeping a good file of media contacts
is a basic tool in media relations. Without it you're just wasting time.
GETTING IT TO THEM
Now take that list and deliver one media kit to each person. Do it by mail if you've
got the postage, or by hand. You may not get past the receptionsit, but if you have the
person's name and title, stick the kit in a large envelope and write that on the front.
It will be delivered to them.
Now don't deliver these things two days or even just a week before your event, CD
release party or whatever. Give at least two to three weeks before any upcoming gigs or
CD release events.
Why?
This is why... To be honest the media gets piles and piles of stuff and it's up to you
to get attention for yours. Give all media contacts about four to five days to get
through all the crap on their desk so they can find, look over and hear your stuff.
Some may call you for more info or to do a story. Great! But remember this important
fact about the media: they work to a deadline. If they don't get their stories in by
deadline, they get fired. So you get a media call and you're not home, call them back
as soon as you
get the message. Don't put it off for rehearsal or supper. Call them ASAP. IF you make
it easier for them to do their job, they'll remember you.
FOLLOWING UP
Now once you've given your contacts four to five days to see your stuff, call them
directly on the phone. Don't let the receptionist give you the run around; you have to
make that personal contact. If they're not in, leave a complete message with name,
number and reason you've called. If they don't call back, call them at least twice the
next day. Keep trying. You'll get through. If they happen to be out of the office at
the time you call, pick another time during the day and call then. Never say die!
When you do get through, introduce yourself and ask them if they've received or seen
your package. Always confirm this. If they haven't, get a time when they'll be in and
tell them you will drop it off in person. Screw the receptionist this time, tell her
you're expected and hand deliver the package.
If they have your stuff and have had time to go through it, or at least know of its
existence, ask them about doing a possible story, a preview or a review. Here's a
brief conversation:
You: Yes my name is so and so and play for such and such and we sent you a
media kit last week. I was wondering if you've had a chance to look it over?
Them: Yes. I did get. I know it's on my desk. Just a sec... Oh here it is.
Right. CD release, right?
You: That's the one. So I was wondering if you plan to do a story, some kind
of preview of our show or a review of the CD. We're a local band and we're trying to
get as much awareness as we can get about our release and anything you can do would
help us out.
That's a basic beginning, you can take it from there. Suck up if you want but
be professional about it. If they want to do an interview over the phone, do it.
If they want to set up an interview at a later time, that's fine. Show up at least
10 minutes before.
Always be on the time with the media. Always. Even if they're late, be on time. When
you
get big and famous, you can do what you want. But for now, be on time. Hell, always be
on
time with everyone you do business with: managers, A&R folks, club owners, studios,
anybody. If you make an appointment for a specific time, arrive 10 minutes before that
time. If for some reason you're going to be late, call them and tell them you're going
to be late. Forget this rock and roll business of I'm a musician, I have
the right to be late or whatever. Be on time. As one of the REM guys said
(I'm paraphrasing): "It's amazing how far you can go in the music business
if you show up to your appointments on time."
HOW TO DEAL WITH THEM
Once you've done your interview or you've had a brief talk with a reporter about your
media kit, don't forget to confirm if they're coming to the show. At the very least
you should get this out of them. If they don't do a story on you, get them to see
you live so they know that you exist. On the day before the show call them back and
reconfirm they're coming. At the gig, if you recognize them, saunter over and say hi.
If you don't know what they look like, ask the manager or doorman if any media guys
have come. They usually know who they are. Get them pointed out for you and then go
say hi. Introduce yourself and thank them for coming. Very important. Show your
appreciation. Don't suck up but like the rest of your audience, appreciate that
fact that they've come to see you play. If you read their column or hear their show
on a regular basis, say so but find something specific you like about it. Be honest
about it, but don't suck up too much. Whatever you do, don't, and I mean DON'T, tell
him he sucks or anything similar. Even if they've written a bad review of your CD,
don't slag him off. Don't try to be his best friend, thank him for coming, but that's
it. You can even try to joke about it: "Thanks for coming, Bob, I appreciate it but
try to stay out of sight of our drummer. He's pledged his life to hunt you down. HA
HA. Just kidding." It's a bit of dig but you haven't called him an asshole. He won't
mind, he's a professional and he'll see that you are too.
Now if you plan on touring or releasing your CD in other cities, repeat the media
plan for each city you want to hit and take it from there. Give yourself more time
for mail, but getting some coverage should be easier. In another town, you're from
out of town and there's one thing I've learned in the music business, out of town
bands get more press. Also confirm any out of town appearance dates with the respective
media in the respective towns to coordinate story publication with your appearance.
One final note: If any media does any sort of positive story, preview or review of you,
call them up and thank them. For print media, thank the writer; for broadcast media,
thank the producer or the reporter. They'll appreciate it. They really will. Nobody
ever thanks them, so they'll remember you when you do.
Wayne Arthurson
is an award-winning writer with 10 years experience in journalism, public
relations, media relations and communications. His first novel,
OBIT, a political
satire, was published in 1996. Wayne is the full-time drummer for SMAK an
Edmonton-based punk rock band, the part-time drummer for The Numbers
, an Edmonton-based
mod band and is a founding partner of Ashtray Records. SMAK's first CD,
King Size, will be released this spring.
Autarky Communications
a publishing, promotion and communications company for
organizations, independent record companys, bands, etc.
Suite 412, 10405 Saskatchewan Drive
Edmonton, AB
CANADA
T6E 4R9
autarky@freenet.edmonton.ab.ca
(403) 432-1460
