Target niche blogs
Below is an excerpt from the Music Growth Talks podcast episode #28 with James Moore. James is the founder of the Independent Music Promotions agency and the author of highly acclaimed book on music promotion called Your Band Is A Virus. In this podcast James shares a lot about getting press. How do you craft your email? How to catch a journalist’s interest? What platforms to focus on? You can listen to the full episode here. Read another excerpt from this show, published last week, here.

Often times, music blogs receive thousands of emails a day, so it’s easy to get overlooked. Sometimes, there will just be an intern skimming through the blog’s inbox. In order to give yourself a better shot at getting more effective press, look into the many niches available out there.

A good example is fashion magazines and fashion blogs. They tend to have big audiences and also a lot of artists appeal to that demographic. Skateboarding or snowboarding publications are another good example of niche blogs. There are also general publications, entertainment publications, even gossip ones — each genre’s going to work for certain types of artists. For any message that you have, you should be scouring your music for what you are about and to whom you appeal. Some of it is going to be political blogs or counter-culture blogs, anti-authoritarian type stuff, which are more newsworthy. It’s really specific to the artist and that’s part of the fun creative process.

But the main point is that these publications are not getting 10,000 music submissions a day. You’re going to stand out more because, first of all, you fit in with their niche. That’s what they’re looking for. It’s not just that you fit in with the general music niche because you have a new EP out. That’s not very unique. But if you have a fashion hook and you can get hold of them, or if your music appeals to snowboarders because you’re some type of punk band and so on, you can provide them with a reason as to why you fit in with that niche. They may be only getting two or three music submissions a day. You could potentially get a much bigger publication this way. I think when you do something like that you’re really separating yourself from the massive influx of artists who only do the lazy thing such as look up the hundred most influential music blogs and send them an email. It really makes you stand out when you put in that effort of sending them your music submission.

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