How To Get Involved in Your Local Music Scene, Pt. 3: Getting Ready to Make Your Pitch

Every musician has a story to tell, and the opportunity to communicate that story to the masses in the digital age. There are countless media outlets – from independent blogs and podcasts, all the way up to nationally- and globally-recognized publications – that could serve as a launching pad to build awareness for your artistry. Even so, most artists – especially those toward the beginning of their creative journeys – don’t know where to begin.

That’s where I come in! As the founder of international music publication, Underground Music Collective, I have received thousands upon thousands of music submissions over the years. With that, I have compiled my near-decade of experience as an independent media creator to offer you some tips on how to make sure your pitch stands out above the rest.

First, define your artist brand.

I know, I know… the word “brand” can be scary for musicians, because it often implies a focus on commercialism over artistry. However, I come with the good news that your artist brand is – and should be – an extension of who you are. It is a reflection of not only your tastes and influences, but your values, wrapped up into a package and amplified through musical and digital storytelling. In short, your brand is… you!

In fact, the best way to attract and connect to your true audience is to communicate your values. To start, think about the messages you want to put into the world. Then, roll it into a clear and concise story that represents the real you, seasoned with your talents, experiences, and accolades. Then, have that authentic story reflect in everything you do – in your songs, in the content you create, and even in the causes for which you stand.

Once you’ve nailed your story – and have begun telling it through a variety of mediums – it helps to have one-stop shop, where media outlets and industry tastemakers can learn everything they need to know about you. That means you should…

Develop an Electronic Press Kit (EPK).

An EPK is a document – sometimes it’s a PDF, but nowadays, it’s most often a page on your website – that represents who you are as an artist. Here, industry tastemakers will have a chance to learn more about you, listen to your music, and digest your digital content, as they decide on whether to work with you.

Here are a few ideas on what to include in your EPK…

• Artist biography

• Your music – streaming embeds are helpful, as it puts your tunes right at the tastemaker’s fingertips. (Note: If your music is not yet available to the public, you can set up a way to them to stream it privately on SoundCloud, a YouTube link, or even a Dropbox folder. Just make sure to let them know that it is for their ears only.)

• High-quality photos and videos that capture your artist brand/aesthetic.

• Prior media features – from blogs, magazines, podcasts, and others.

Once you have all of that in order, you’ll want to start pitching it out. But, before you do…

Identify the opportunities that are right for you.

First, it helps to know where you stand in your career. If you’re just starting out as an artist, the odds of landing a Rolling Stone feature right off the bat may not be in your favor. The good news? There are plenty of quality, independent music outlets out there who are ready to give you and your music a “professional at-bat.” Here are a few ways to find ‘em!

• The Internet
  A simple Google search — i.e.; “Nashville music blog” — will turn up plenty of results, as well as what you need to connect with tastemakers directly.

• Hire a publicist
  It is a PR firm’s job to find quality media coverage and career opportunities for its clients, and any publicist you hire is going to have connections you have not yet made. If you’re just starting out — or, perhaps, you don’t know where to start — this is one of the wisest early career investments you can make.

• Ask your friends!
  Pay attention to the coverage opportunities your musical peers have found. If one stands out as valuable, ask for their advice on how they made the connection. They may even be willing to make an introduction!

Once you’ve identified some prospective media outlets for your work, here’s how to know if a coverage opportunity is right for you…

• Does the outlet fit your overall vibe?
  Do you and the tastemaker(s) share similar values? Can you see yourself building a good working relationship with them? Everyone wants to work with people with whom they get along. Make sure there is a possibility for a strong, supportive working relationship.

• How is the quality of their work?
  You’re going to put a lot of work into your pitch (and all of its components), so you deserve the same in return. Pay attention to the effort behind an outlet’s promotion, communication, and overall quality of work. This will tell you everything you need to know about whether an opportunity will be beneficial.

• Are they a stylistic match?
  While an increasing number of outlets are supportive of all genres and styles, there are still those which cater to certain genres and demographics. Assess whether an outlet typically caters to your style of music, and act accordingly.

You’re almost ready to make your pitch! But before you do, remember: the person on the receiving end of your pitch A) receives countless pitches and B) is a human being looking to build a platform, just like you. A simple “check out my mixtape, fam” simply won’t do here. You need to work to build relationships, and it starts by demonstrating that you understand who is receiving your intro email!

• Find out what they offer
  Some outlets may just stick to music reviews, while others may include playlists, podcasts, and other multimedia content in their offerings. Ask yourself: “What do I appreciate about what they do, and how they do it?” and pitch to a specific opportunity.

• Assess what you can offer
  The rising tide raises all boats! It’s important to think not only of what a coverage opportunity can do to you, but what you can offer the tastemaker in return. Will your social reach help them expand their audience? Can you offer them an exclusive interview or a premiere? Once you’ve decided, be sure to include that in your pitch!

• Ask questions
  If you’re still unclear on something after your research — and you can’t Google it — reach out to someone who can answer your question. It’s always safe to ask how you can get involved, and what a mutually beneficial relationship looks like to them.

There you go! These tips should help you on your way toward more opportunities to connect with industry tastemakers and new fans alike. And, in case you want to take a deeper dive, I do offer a course on how to Perfect Your Pitch over at Underground Music Collective. Feel free to reach out!