Welcome to EvO:R Entertainment
The EvO:R-Pedia Musicians Tips Section
Welcome to the EvOR Tips Section. We call this section EvOR-Pedia because it is like a complete
reference library for Indie musicians...Just about every tip has been used successfully so you won't find false
promises and a series of books to buy after reading each tip.
This section was painstackingly put here by musicians, for musicians
so that artists that followed can take this knowledge and use it's full power.
It's not always who you know, sometimes you just have to read the road signs.
Founder of EvO:R
Behind-the-scenes Marketing for Indie Bands - A How To Guide
By James Moore
Yes, you can choose to hire a PR firm or shell out for a publicist if you have the funds. Alternatively,
if you’re willing to work at it, you can certainly generate a ton of press yourself. Let’s go through a
few methods rarely described elsewhere.
Be personal and/or stroke the ego.
DON'T ALWAYS GO THROUGH THE MAIN CHANNELS.
That could well be the most important thing you do in your music career.
How do you get ahead in this world? Do you wait in line for everything?
How about when the line is 1,000 people long? Some artists take longer than others
to realize it but you must, and we’ll repeat this often, BUILD RELATIONSHIPS.
If someone knows nothing about you and you offer him or her nothing in return, there
is about a 1/100 chance they will cover your music. That works fine if you want to send
1,000 emails to get potentially 10 reviews and burn a lot of bridges in the meantime.
Being personal means more than just copying and pasting the person’s name into your
pre-written email template. Of course, the press release or album information part
of your email can be pre-written. The rest should be original and engaging. Anyone
who runs a podcast, or writes for a music publication, is bombarded by bands on a very
regular basis. You have the opportunity to either make someone’s day or aggravate them.
Ask yourself what typically makes your day as an independent musician? It could very well
be that one email you get from a fan who appreciates your music. Maybe they have a particular
favourite song and they tell you why. You think “This person actually listened to me”. This
is the same feeling you want the independent press to get when they read your emails. If you
write the typical “Check out my band” email, it’s the equivalent of people posting their
advertisements on your Myspace wall.
What can you do to build the relationship?
What we’re trying to say is: If you are a metal band and you go to the Google listing
of Top metal websites (http://www.google.com/Top/Arts/Music/Styles/R/Rock/Heavy_Metal/)
you may be tempted to immediately go to their contact sections and follow their submission
policies verbatim. For some of these websites, that would certainly be the best route.
Sometimes going by the rules doesn’t pay. You may submit all of your CD’s to a popular
publication year after year and never get a review – or any coverage at all. This is
when you change your tactic. The media are not so intimidating. They are just groups of
individuals! Therefore, when you can, contact them INDIVIDUALLY. This is how you get
into 'the fortress'. When I say the fortress, I refer to a popular music website, magazine or publication.
Contact INDIVIDUALS. The media is a lot less scary when we realize that they are all just
collectives of individuals. Independent music media is even easier to crack. Many of the
reviewers don't get paid much (if at all) and they are music fans like you. How intimidating
is that? That means they have something in common with you. Use that to your advantage.
Tactic 1) EMBRACE THE EGO:
Try looking up articles on YOUR favourite bands, or most importantly, bands that are similar
in style to your own - and contact the person who wrote the piece. Reviews on niche bands give
you something unique to talk about. You can relate to the writer about being one of the few
people to discover the band. Even better, congratulate them on discovering the band in question!
Say something personal about the review/article - why you liked it, what you like about the band,
etc. Be natural. Ask a question such as "Have you heard such-and-such a band? I think you'd love
them." This gets a conversation started. Keep in mind these writers typically get no feedback
from their reviews and articles so positive feedback or a pat on the back will get their attention.
In the title of the email mention who the email is attention to and how you found them.
For example “Attn Sean – your Queens of the Stone Age review”. Guaranteed that will get Sean’s
attention. It looks much better than “Attn reviews – Please review my band!” Count on those to
go to the delete box more often than not.
In the SECOND paragraph, you mention your band. Don't be pushy. Provide a website link, or
better yet, have a digital download of your album sent to their email address. (Bandzoogle
and HostBaby should have this capability. Use it! It will save you money.)
Here is a template for you to get an idea. Keep in mind the idea is to be honest and actually
communicate with this person. Change your wording every time! Try to genuinely relate to the writer.
HEADER: “Attn Sean – Your Queens of the Stone Age review”
BODY: “Hi Sean, This is James from the rock band Broken Jaw Dance Party. I found ________ Magazine
through your rather excellent review of Queens of the Stone Age’s album “Lullabies to Paralyse”. I
thought it was well done and agree with your favourite track choices (mine are “Little Sister” and
“Burn the Witch” as well). I’m curious as to what you think of their latest release “Era Vulgaris”.
To me it’s a stronger album. Also, have you heard (insert band name here)? Given your musical
preferences you may get into them. Check them out and let me know what you think.
I’ve sent you a digital copy (email the digital copy of the album to Jame’s email address. It
should arrive as a free download that he can access easily) of Broken Jaw Dance Party’s new
album “Curbstomp Disco”, as I think you’d enjoy it. Queens are a big influence of ours (give
a short story of how you got into them, or keep it simple) and a review would be appreciated
Thanks for your time and once again, great job on the review!
Broken Jaw Dance Party
(include email and phone number contact in signature)
This is a promotional idea to be used responsibily. Be honest! Put some time in a read
the writer's work. Then, just maybe, they'll take their time to listen to yours.
Author info: James Moore is a Canadian music consultant and author of the music promotion e-book "Your Band Is A Virus".
Official Link: www.yourbandisavirus.co
Amazon Kindle Link:
Back to the Musicians Tips main page
A Message from the founder of EvO:R
The Independent Music world has become so fragmented that anyone entering into this arena will be lost without
having a chance of survival. What every independent musicians needs is information, understanding and a
path that leads to success. Sure, you can buy a few books from authors that never played a note or loaded
a single amp into a moving van. Pipe dreams are all over the Internet.
At EvO:R we pride ourselves with sections dedicated to Independent Music News
called (The EvO:R Street Journal),
Musicians Success Stories and Tips called (EvO:R-pedia) and a
Musicians Testimonial Section called (The Goods) dedicated to Internet based companies that deliver on
All this news and information and we don't charge a single penny. We also respect your online privacy by refusing to
track your browsing habits while on our website. We simply want to deliver the BEST news, information and success
stories for the Independent Musician.
Thank-you for visiting EvO:R and tell the world that we are out here..
Founder of EvO:R