Serge Entertainment PR
The honest PR people - no spin, no speculation;
only the raw facts and the naked truth
Potent PR
How to pack some punch into your CD release campaign
Many indie musicians invest their life savings on the recording and
production of their CD. And now that labor of love sitting in their hands -
the piece of creative artistry they've spent months, perhaps even years
working and reworking - is finally complete. All those efforts paid off and
you feel pretty darn confident right now. Everyone will just love this CD.
It's going to fly off the store shelves and land right in the hands of
someone who really wants to put some clout behind you....it could happen, but
only if you work relentlessly at promoting your CD!!
The truth is once you have your CD retail-ready, your work has just begun. If
you've drained your financial resources before the promotion of the CD, you
are sunk. Your initial planning should include a budget that will allow you
to spend a good portion of your money on promoting your CD to the
masses.There are some ways you can pack some punch into your CD release
campaign. It's called POTENT PR...and involves all the processes involved in
getting the attention your music, your band and your CD rightly deserve.
PR - what it's all about
Many musicians believe that PR is purely about publicity - getting your CD
into the hands of the editors and journalists and acquiring coverage in every
publication you can. While PR is about that, publicity remains only a small
portion within the scope of PR. PR is reaching your publics - which not only
includes publications, but radio program directors, music supervisors,
distributors, A&R (if you decide you don't want to remain independent),
retailers, fans, consumers...all the people who would be interested in your
music - and creating relationships with those people so they will continue to
support you. One of the best ways to create, build or maintain those
relationships is by throwing a party in support of your CD release.
Your CD release should have a campaign plan just like any major political
campaign. As with all major events or political campaigns, the CD release
party can actually catapult you into the forefront of your market if
meticulously planned and properly implemented. Below find listed some ways
that may help you stand out in a burgeoning market. Hint: Give yourself at
least 2-3 months lead time from your CD manufacturing start date. Problems
occur and you don't want to cut back on your Potent PR time as a result of
manufacturer errors.
Planning the party
Schedule your party at a club you have a good working relationship with or go
all out and rent the premier club in your area. Either venue can work just
fine because attendance at the event boils down to how well you promote the
party. Contact notable musicians in the area and ask them to be a special
guest performer at your party. Prepare a great press release with a tie-in
from history - something with a great hook to interest the media and send it
to your local media. Be sure to list the special guests in your press release
to develop added interest. Invite any influential people to your party
including A&R people (if you want to get out if the DIY market); music
supervisors from TV, multi-media and film projects; print, radio, internet
and broadcast media people; sponsorship contacts at corporations; festival
entertainment directors; booking agents; prospective managers; PR people;
business managers or tour managers (if you don't already have them); and anyo
ne else you think can help further your career. Invitations can be simply
done on your computer. Make it eye-catching, yet professional and if you can,
hand address them to personalize them or use a calligrapher font to save
time. Include an advance copy of the CD and your presskit or specific
elements of it customized for your recipient. If you can't hand deliver your
invitation packages, fed-ex them. It may cost a little more, but will give
your event an air of importance. Plan to advertise your event with print
publications and radio. Like sex, repetition sells so opt for a smaller ad
and run it more frequently in lieu of a full-page ad run once. The place to
refrain from being a spendthrift is on radio promotion. Depending on the
market and airtime, spots can range in price from $20 and up for a 60
seconds. It's important to place as many spots as you can afford during drive
time for maximum exposure. Also arrange an appearance on the radio station
preferably the day of your CD release. Live remotes are also effective. Have
a radio personality emcee your show and give away free merchandise. An added
perk is you receive additional live radio coverage from the DJs during the
week along with the remote. Suggested radio promotion duration: one week
prior to show
The Professional Industry Reception
Industry and media people love to feel important so invite them to a
reception scheduled for 1 to 1-1/2 hours prior to the time the venue doors
open to the general public or host the event at a nearby hotel. Offer free
drinks and a buffet, and perform 3-4 songs just for this intimate crowd. Give
them a small token of your appreciation for attending - a non-musical
promotional gift with your logo on it - an item they can use everyday or
something to make them chuckle. Meet and greet everyone that walks through
the door.
The Final Countdown
Here is an example of a timetable for you to follow in planning your CD
release party. These extra considerations could pack some added punch into
your release campaign.
* Two months out - put some teasers up on your internet site. You can
actually upload a full song in MP3 or post soundbytes in Real Audio. Send out
a press release to your fan base stating the new material will be available
on your site for a limited time only.
- Schedule your CD release party date with the club of your choice.
* One to two months out - Decide on your merchandising. Choose a gimmick that
is representative of your music/band image and make it memorable.
- Design your print ads to appear in one or two music oriented
publications in your locale.
- Contact caterers
- Schedule a new photo shoot/duplication
- Develop your reception levitation list
- Contact your special guest performers for the show
- Develop your bio, fact sheet, radio one sheet
* 6 weeks prior to show - Send out a press release announcing your CD release
party date and your special guests. Your party should tie-in with a historic
event on that date.
- Send print ads to monthly publications
* 3-4 weeks to show date - Send presskits/CD/invitations to print media,
radio, A&R, corporations, music supervisors, retailers
- Mail fan invitations
- Contact weekly print publications to schedule ad run dates
- Contact one radio station to arrange radio advertising and
schedule a radio appearance for the day of your party
* 2 weeks prior to show date -
- invitation follow up
- fan follow up
- secure publicity commitments
- contact local retailers to see if they are interested in stocking
your CD on consignment (only if you don't have a distributor in
place)
- Fax or email pertinent info/PSAs about your CD release party (date,
venue, address, showtime, cover charge, phone number) to all concert
calendars in your area (radio, internet, weekly print publications)
- Submit your CD to internet retailers such as cdbaby.com or
Amazon.com.
* Five -Three days prior - flyer everywhere you can without breaching
security - club and mail parking lots are especially good
Schedule your CD street date for the second or fourth Tuesday of the month to
coincide with national record labels. We recommend your CD release party be
scheduled prior to the actual street date. Offer a discounted CD purchase
price at your party to your fans only by sending them coupons or flyers. To
know the CD will be available to them first before anyone else is a coup for
you!
While you are waiting for your CD to be manufactured, you many have spare
time on your hands to implement the following promotion ideas:
* Begin sending CD-Rs to distributors along with your other presskit elements
and a distributor onesheet. A good example of a one sheet is located at
http:/www.redeyeusa.com. Only send your CD to distributors if you've already
established a reputation on your own. Screen all distributors first. Email
them or call them to see if they represent your type of music and if they
accept projects from independent musicians.
* Send your CD-Rs to music supervisors if you feel your music would be
applicable for film or TV. To research projects that may be seeking your
musical genre, subscribe to the Hollywood Reporter or visit the web site at
http://www.hollywoodreporter.com. If you secure a sync licensing deal with
even an indie project, this is an excellent way to expose your new CD to the
masses. Be sure to publicize any deal you secure.
* If you are prone to promoting your CD on a regional or even a national
basis, ready your database. Four weeks from your announced CD release date is
the time to begin your national campaign to print media and radio program
directors.
* Contact a store you want to carry your CD and ask if you can arrange an
instore appearance on the actual CD release date. Most stores will comply and
even provide advertising in conjunction with your appearance.
The Unconventional Presskit
Your mailouts should be designed to fit each recipient. Personalize them with
your wit and wisdom in a brief cover letter. Add a quote that fits with your
music. Try wording it so if they don't attend your party, they will feel like
they are really missing something, but be professional about it.
Along with your CD, the items to include in your presskit:
* CD Release Party Press Release
* Bio - a good written, one-page personification of the background of your
band.
* Fact Sheet - Include info such as hometown, discography, sponsorships,
contest winnings, previous CD sales figures, fan base size, MP3 charting,
distributor, points of note, URL , etc.
* 8x10 photo - 8x10 black & white glossy is still the preferred choice, but
have some color photos or slides on hand for media that request them. Your
band name/logo, contact info and web site should be in the border of your
photo.
* Press clippings - 3-4 from the most popular zines on one page. Scan
them..resize them and put them on one page. Just make sure the text is large
enough to read. Don't forget the back side of the paper can be used, too! Or
use a word processing program and include the best quotes from the most
popular zines.
* Merchandising - this should be a trinket that is a good representation of
your band persona or music. I've seen bands use everything from flashlights
to whoopee cushions to baby sweaters to try to gain attention and trust me,
these items garner just that! Smaller items are also feasible such as
buttons, bumper stickers, refrigerator magnets, gum and matches with your
imprinted logo.
* Invitation - use a brightly colored paper or go strictly professional with
a creme card stock and use colored text.
* Cover letter - Keep it brief. Remember, if you don't ask, you don't get,
so ask each individual for your intended result - an interview? Appearance on
their show? Be straightforward.
* Jacket or cover- this really need be nothing fancy, just something to house
all the fancy contents of your presskit! Or better yet, take some wired
decorative ribbon and secure the contents of your presskit that way.
* One sheet for radio - when submitting to radio, you need not send more than
one piece of biographical documentation along with your cover letter and the
CD. To help the DJs, MDs and PDs, include a few press quotes and your fact
sheet information on the back side of your one sheet.
* Business card - always include your business card with each presskit you
send. Even if separated from the presskit, they usually end up in the rolodex!
Your contact info should be on every presskit element - imprinted or
stickered. Individualize each presskit toward the recipient to receive an
optimum response. And gift wrap it! People love receiving gifts and music is
the gift that keeps on giving.
There is some discussion in the music business that virtual presskits are
increasing in popularity, but after conducting some research, most editors
and journalists still prefer to have presskits submitted via snail mail.
Follow-up 1-2 weeks after mailout dates and send a personal thank you note
for any media coverage secured.
Creative Contests
Use your creative thought process to come up with some innovative ideas for
contests. One idea my clients had tremendous success with is the backyard
barbecue contests. They used the game of twister for the contest at three
club gigs. Each winner of the Twister game went on to semi-finals until they
announced the grand prize winner at the third gig. The grand prize was a
fully furnished backyard barbecue featuring a performance by the band. You
don't necessarily have to invest a boatload of money in promoting the
contest. Press releases, fan mailings and word of mouth can often times do
the trick, but a little advertising in a local music publication can only
help you in the long run. Keep the barbecue expenses to whatever you can
afford - hot dogs are inexpensive and fit into anyone's budget.
Numero UNO (not you, silly, your FANS!)
Your fans are THE most important aspect of your career (aside from the
music). They can make or break you. Stay in contact with them at least once a
month with mailings or telephone calls. Offer them freebies for attending
gigs, contests and new music to download on your web site and watch your fan
base grow! Always have mailing list cards on the tables at your shows. Give
them the opportunity to sign-up for your emailing list on your web site. Call
them to promote your shows. We suggest you call during business hours when
they are at their jobs to avoid long telephone conversations. Leave messages
on the answering machines. They will be flattered you thought enough of them
to call! You can never do enough for your fans.
Relentless? If not, outsource it
Whew! All of these processes can be a bit overwhelming for any musician and
unless you have the business savvy, time and connections to handle all
promotion yourself, you can always hire a reputable PR person to help. Keep
in mind hiring PR people is not inexpensive, but many can offer affordable
plans to the independent musician on a per-project basis rather than a
monthly retainer. I suggest a three-four month campaign to promote your CD
release and tourdates. With all the tour planning you may need to do, a PR
firm can help remove a tremendous burden off your shoulders. This will allow
you to focus on your music and hone your show! However, just because you've
hired a potent PR firm to help you, don't feel you can neglect your own
promotion duties. Instead, your efforts should complement those of your PR
firm. You are a major part of the team and any supplemental assistance on
your part will enhance awareness in this business.
Quotable
To reach your potent PR quotient, you will find musicians who succeed are
those who spend every waking hour devoted to their music especially the
promotion of it. Les Brown, the motivational speaker, has a great philosophy
that I highly encourage all musicians to live by - "If you want a thing badly
enough to go out and fight for it, to work day and night for it, to give up
your time, your peace and your sleep for it...if all that you dream and
scheme is about it, and life seems useless and worthless without it...if you
gladly sweat for it and fret for it and plan for it and lose all your terror
of the opposition for it...if you simply go after that thing you want with
all of your capacity, strength and sagacity, faith, hope and confidence and
stern pertinacity....if neither cold, poverty, famine, nor gout, sickness nor
pain, of body and brain, can keep you away from the thing that you want...if
dogged and grim you beseech and beset it, with the help of God, you WILL get
it!" - Les Brown from "Live your Dreams" - Avon Books
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Serge Entertainment Public Relations
P.O. Box 2760
Acworth, GA 30102
Phone 678-445-0006
Fax 678-494-9269
E-mail: SergeEnt@aol.com
URL - http://www.serge.org/sepr.htm
