Getting online press coverage

When you release an album, an EP, a music video, or have an important show event coming up that your fans should know about, as well as future fans and industry people, it is important to get coverage! In addition to promotion by you the press is very important for awareness. Online exposure especially, since that’s where most people get their news nowadays. There are many outlets all over the country and all over the world who do reviews, features, premieres, and interviews on indie artists and bands. There are also plenty of people online who are interested in listening, watching & reading about music stories, discovery get new artists or hearing about tours from known and unknown artists. Many magazines and newspapers have the majority of their stories available online now, whether they still print physically or not, and a lot of them now have their own music blogs.

Things to get press coverage for:

⁃Important upcoming shows, tours, charity events, free events or appearances

⁃New album, New EP, or New single

⁃New music video

⁃Any important news item regarding your band/music

-Reviews

-New Tour dates

The most important thing about getting press is: LEAD TIME & PLANNING!

*Tip & Examples: Let’s say you have an EP coming out in two months but no shows booked. Consider booking a release show near or on the EP release date. You could offer a local music blog a new song off the EP as a premiere on their site before it comes out. That way, the blogger can promote and mention your EP and your show to hype your audience and get people ready for the new music.

After your release, consider shooting a music video for a single. You could reach out to a local music blogger for a premiere. They can also mention your local show dates in the post… or you could consider approaching a national music blog for the premiere or online magazine for a review. If you have a tour coming up, you could tie it in with that as well! The ideas are endless.

When pitching to online press, it’s important to keep in mind how to reach out properly:

⁃Send an e-mail to the official e-mail of the site or blog - usually listed in the “Contact” section on a website or will have a spot for “Submissions.”

⁃Address the interviewer or individual who is covering your story in a polite manner, and send all the important info in a very clear, concise and organized way.

-Keep the subject simple - or think of some clever wordings for your subject lines.

⁃Send your pitch 2-3 months in advance (This is just a suggestion as 5 weeks is a typical deadline for physical press, but online will vary site to site).

⁃If you don’t receive a response in a week-ten days, try following up.

⁃Keep in mind the audience of the blog/site/press you are reaching out to, would this audience appropriately suit your sound/vibe?

-Tip: The Hype Machine (http://hypem.com) is a great site that collects articles and you can search bands you think you sound like and find the related blogs that might be a great fit to contact.

⁃Reach out to press in the area you are from, or the place you play the most, and if you have any shows coming up in other areas, reach out to press there too!

-Reach out to national and international sites for interviews, features and reviews too.

⁃If one site is doing a feature for a new music video, or a premiere of a song, sometimes you can only limit this to one for the “Official Feature” of it. Ask if it is unclear - or if it’s possible to get multiple outlets to cover the same thing if it’s offering different things. This will vary and most blogs like to be the FIRST & THE ONLY ONE TO PREMIERE IT.

⁃Once you get a feature or any sort of coverage on a blog, be sure to promote it! Thank the person who worked on the press for you - fans will love to read all about it and share it with their friends.

-The difference between a “Feature,” “Premiere,”and “Review”

A “Feature” is an article or blurb devoted to the treatment of a particular work for promotional purposes.

A “Premiere” is the FIRST showing of a piece of work, usually includes some notes on the work from the writer.

A “Review” is a publication with critical articles about a piece of work.

-Tip: if you or your band has some money saved you can consider paying and hiring a PR company who already has relationships with blogs and magazines. That way you have a professional (who does this every day) helping you. Both ways work though and just because you hire a Publicist unfortunately things are not guaranteed.

Typically a publicity campaign can run from $500-2500+ a month and can get more expensive the more high profile the outlets you’re going after. If you’re ever unsure ask the PR Company or publicist to provide a list of clients or ask around to any friends whom may have worked with companies to get feedback.

Tip: Where to search for press outlets, try google searching ‘the city’ your playing and ‘magazine‘, ‘Music Magazine’, ‘Music Blog’ or ‘news paper’ (example: Los Angeles Music Blog’. Recommended Site:http://www.abyznewslinks.com/ (this site lists news media outlets by city & state). 

Routing a Tour

When you first go to plan the routing of a tour, it is important to take these factors into consideration and to first ask yourself a few questions to define the tour.

What is the purpose of the tour?

Are you releasing new music? Did you just release a single or record and want to support the new release? Are you playing a great festival or show in the middle of the country or in a big city that’s great exposure and great pay? It might make sense to turn the trip into a tour instead of flying there. Are you just looking to expand and play regionally as well as gain new fans? Or are you just looking to play and get paid gigs? Whatever it is, try and define that first with your band so when it comes to finding venues and cities you are looking in the right place!

(Photo: Jenny Bergman)

What vehicle are you using and how long is your tour?

Is your car or van in good enough shape to take you where you need to go? Is a rental a better option? And if it is, is it in your budget? Sometimes when you’re first starting out touring it might be best to consider just getting your feet wet with a few week-long runs with your band before diving into a full few weeks or month. That way you can build up to something bigger and you won’t go out of pocket too much if you’re just figuring things out! No matter how long you are going out on the road for, make sure that your car has passed inspection and that you can rely on it to get you where you need to go safely!

What is your target market?

Once some of your goals are defined, decide who you are playing for. Which cities do you think your music will go over well and where do you want to start to build a fanbase?

Music scenes all over the U.S. grow and change on a regular basis, but it’s important to keep in mind which part of the country you’ll be playing to and what type of music is mostly focused on in an area or venue. It will vary all over, but you can research the cities you’d like to play in and see what’s going on at the local music venues through the venues’ facebook page calendars or websites. You could also look up bands or artists you feel are similar to you and see the venues they play. Also consider asking other friends’ bands or artists who tour what experiences they have had.

*Make sure that if you’re focused on playing a specific bigger city that you aim to play there on a Friday or Saturday night as these are the peak show times! Try to keep larger cities on the weekends and the smaller towns in between.

*TIP: http://indieonthemove.com is a fantastic database of venues by city and state. You can also define the search by seeing the music genres that the venues host.

What is your budget and have you set a target amount that you will be getting paid or making per show?

Sometimes when you’re first starting out, you won’t get a guarantee from the venue. In some cases you will have to play a market a few times, and show consistent promotion for a door cut, bar %, or tips to gain fans. At times you will have to rely on merch sales when you are starting out! This can be such a great savior! Your two CDs and three t-shirts sold will pay for gas and food in a new place. Sometimes coffeehouses, bars, restaurants, and breweries will pay more and give bigger guarantees than a venue in a big city. The smaller town markets between the bigger cities can sometimes be overlooked, but will often host music, be a perfect stop in between two major cities, and can really help bring in larger amounts of money than a show in the big well-known cities would. This is often because they may have a budget for giving artists a guarantee or a good bar %, and you won’t be relying on bringing in fans for a cut of the door.

When you’re first starting to tour, it’s good to establish the worth of your performance. How much do you get on a regular basis when playing your hometown? How many people are in the band and how much will you need to get to the next city? It’s important not to undersell yourself but not to charge too much either. If you are new to a market, just know you will have to play the city a few times to help establish. Consider it an investment if you plan to tour a lot. If you’re basically beginning in a new place and can coordinate with the booker, always ask and see what they can offer you as far as a bar %, door %, guarantee, food/drinks, lodgings, etc. Often venues will feed touring artists too! So always check.

(photo: kribbean at 'Roll & Roll Hotel' via TripAdvisor)

Will you be staying with friends/family or at hotels?

If you are traveling to a place where you have friends or family, see if it’s possible for you or your band to crash with them for a night. More likely than not, they’ll be excited you’re in town and will want to come see the show and let you crash if they have the space. Offer them some merch or a guest list spot in return! If you’re staying at hotels, a lot of them offer deals and express deals through http://Priceline.com. It’s possible to get a motel or a hotel for as cheap as $25 a night in some cities!

(Photo: Vanessa Silberman on tour with Jimmy Dias of The Love Dimension)

What is the distance between cities/states you are traveling?

It is helpful to look on a map when routing a tour, and to keep in mind the lengths of your drives and the distances between your shows.

*TIP: find out who in your band will be sharing the driving duties and calculate how many hours the band can do on a gig day (ex. 4-5 hours plus gas stops/food breaks/bathroom stops. Also consider cushioning a little time for traffic in bigger cities or any time changes to get you on time for load in and sound check).

It can be a challenge sometimes finding great gigs on weekday nights rather than weekends, but it IS possible!! Many venues around the U.S. book music seven days a week, and some that only book on weekends will sometimes make exceptions for touring artists. The closer you can get to a straight line or a circle without retracing steps and driving extra miles is going to be the most effective way to map out a tour and to make the most profit!

(Photo: Jenny Bergman)

Do you have enough time for preparation and booking?

Make sure you consider starting the planning of a tour 3-6 months prior to the first night of tour. It’s going to take time to align it so it is linear and so you can fill in all the gaps accordingly. If there are any gaps, say on a Monday that you just couldn’t find a venue for, try hitting up a local show and meeting some bands if you’ve got the day off. You could visit some open mics as well as record stores to see if they’ll put your music on consignment.

This site can tell you how much a route will cost in gas and tolls and also how far you’ll travel in miles according to your vehicle. It’s great for figuring out a budget plan and a route! https://tollguru.com/trip-calculator

With just a little bit of planning ahead and time you can route a great tour!

Setting Up a Release

After playing some local shows, establishing yourself on social media, telling all your friends and new fans about your band or project, then planning recording, going into the studio, and finishing your first recording, (Single, EP or Full Length) you are probably ready to release some material! Even if you haven’t played out live yet and no one knows about the project you’ve been writing for or practicing with - releasing a song could be a great way to let everybody know about it as these days (depending on genre & direction) there are dozens of ways, both traditional and new school, to release material.

Whether it’s a single, an EP, or a full length album, the process could be looked at the same. You have the material, shows, you’re building your name and your image / music brand, and the object is to line up all the pieces so they work together. Getting the order of tasks so they start building and continue the building momentum is key! We’ll go over a few ideas in this post - Though keep in mind these ideas aren’t the only ways to do a release.

Before you release a song or an album (EP or LP), you’ll have to do some preparation and planning. Setting up a release is a lot like recording pre-production, but on a different front - time-line, social media, content, online promotion, digital distribution, and coordinating with numerous people. It’s pretty much thinking in terms of a musical “to do” list in order to get your newly recorded song(s) out into the world - and letting people know about it!

Before setting up a release you could ask yourself these questions regarding the material itself:

⁃ do you feel really proud of the song(s), the direction, and want to share it?

*you will be the one pitching and promoting the material regardless if you hire someone to help with PR, Marketing or Radio promo (you want believe in it 1000%)

⁃ is it representative of you and what your sound is?

*make sure before you release music that the image and the music represents you in the best way

⁃ has your music gone over really well live, and has it gotten a good crowd reaction?

⁃ is it sounding tight between you and your bandmates when you play these songs live together?

- did you pick the right songs for a release?

*Ex. If you recorded 5 or 6 songs or even 3 but 2 don’t feel right (maybe a couple have a different vibe direction than the others or the performance isn’t as good as it could be) don’t release them yet do a single or a smaller EP of only your best work!

*No filler!! These days there are so many artists, so many songs and so much content overloaded online that it is important to remember if you work really hard on your songs and what you do it will show and eventually pay off. The cream rises to the top!

Once you have decided on the amount of songs, preparing your album/single artwork would be the next step (or could happen simultaneously).

- will your music be a digital release, physical release, or both?

*this is a big factor because of art design and manufacturing, as well as budget!

Digital Art - you will most likely only need a cover for the single or album, and a few different versions of the art that you could use for online promotion.

(Example: Social media promo pics, including posts ‘coming soon’ & ‘out now’ and cover photos)

Digital Distribution - there are many digital ways to release music, here’s a few:

Tunecore, CD Baby (these sites distribute your songs to iTunes, Amazon, Spotify & many others for a small yearly fee & will send you money monthly)

Others: BandCamp, SoundCloud (Free streaming)

Physical Art - This is more costly but imperative if you’re a live band so people can buy your CDs at shows as well as online.

*you’ll need to decide on a design (pocket, plastic case with insert, fold out, 8 panel, there are many options, and at different prices) but you’ll need to figure out your budget by researching companies to find out how much printing is, how many they can produce for your budget, and how long it will take to manufacture. You’ll also need to get templates from the manufacturer (often you download these from their site, for digital the distributor usually states the requirements)

*check out http://www.discmakers.com and http://www.hollywooddisc.com for free quotes and prices.

You will also need to get your ISRC codes from your masterer - or these can be created by the online distribution outlet you choose as they will make them for you.

*ISRC codes are used to track sales and if you have them you will enter them in a form when you’re signing up to distribute your music.

With this information you can start figuring out a release date, timeline, as well as accounting/budget (art, manufacturing, distribution etc)

Here comes coordination and timing! The most important part!

- you’ll want to give yourself a good window of time to create the product (once you have the finished songs you’ll need to make a deadline with the graphic designer you’re working with and line up the time it will take for printing or online distribution)

- promote the product before its release

- release the product

- sell the product

- promote the product consistently thereafter

Giving yourself a large window of time will give you a deadline to get it done, it will generate excitement about the release, and will give you ample time to prepare.

Let’s say your window of time is 5 or 6 months for a record (with the suggestion of a minimum of 8-6 weeks for a single). Your deadline, or day of release is at the end of that time frame (release day for new music is Friday).

Additionally, if you have some extra budget, you can consider independently hiring out a company to do a collage and/or specialty radio campaign (typically radio campaigns start 4-8 weeks ahead of release), most campaign companies will have you print up an additional 100-200 physical CDs that they will mail to radio stations (or you will, depending on the budget) to you’ll have to account for additional costs. If you’re doing this, getting you’re music to the campaign people at least 6-8 weeks ahead of time (depending on length) before the release is super important. Coordinating with the organizers of the campaign at this time is imperative.

You can also consider hiring a PR company to pitch your music to blogs, media outlets, magazines, newspapers, and TV. There are many PR companies both big and small. Typically a PR campaign runs $1000+ a month. At a minimum, most companies like to start working a release 6-4 weeks before (sometimes more depending on the release as well as company or campaign length).

If you don’t have a budget but have time and a good work ethic, you can do your own PR (which we’ll go over in another future post!). But typically news and media outlets need time in advance for printing, featuring and/or premiering (of course not all online music blogs are the same but this is a general time frame) are 4-6 weeks.

A few check list items for you or your band in preparing for the release (5-2 months ahead of time) you will:

- make a budget / keep track of your expenses and know how much you have to put into your music

- set up and ready artwork idea/find a graphic designer

- set up distribution

- consider coordinating and setting up a release show in your home town

- make an online posting plan (telling your fans and friends that a new release is on its way - tell them what day it’s coming out)

- create and share cohesive artwork to go along with the release on all your social networks, get people involved through social media in a creative way

- set up PR and Radio campaigns - or If you’re doing it own your own, put the song or record up on a private soundcloud link that will be used for sharing with blogs/newspapers/media outlets/reviewers as well as other industry people a couple months before the release to help generate interest.

- share the reviews/features/premieres/response online that you get from the campaign to further excite your audience (this is a huge part of momentum and activity) and use it as online posting content.

⁃ consider making a list of Spotify playlists you want to pitch the song to once it’s out

- consider making a music video for your most popular live song (or if you haven’t played live, consider getting some feedback on what your strongest song is) that you can release around the time of the album release to build excitement and activity!

*Tips: you can try to get premiere for the video, or after the song has been released consider doing a video release show.

Other factors and tips for a new release to take into consideration are:

⁃ make sure, just like the music, that the album/single artwork is strong and matches you/your band.

- maybe consider a new photoshoot / art direction for a release theme which can be tied into marketing.

(For example, say you have a single called ‘Red Rose.’ Maybe you and your bandmates could do a photo shoot and wear all red colors near a rose garden. Maybe for building up for the release you could do social media pictures of red roses in different locations! Or live, wear these outfits. Whatever it is be creative and true to you!)

- sign up with a songwriters society (ASCAP or BMI, SESAC* *is invite only) and register your song or songs so you can get paid when your song is played on the radio.

- sign up for soundexchange.com and register your song or songs so you can get paid for online streaming.

Setting up a release successfully comes down to preparation, promoting your product, and finding the right outlets to help keep pushing it forward. You can pay lots of money for companies to do this work, but you can also do it yourself! Believe in the work you’re putting out and tell everybody about it! Setting it up with ample time to prepare for promotion and to generate more response and hype is going to be integral and well worth the wait!

​Booking & Setting Up a Show

A lot goes into booking a show for an artist or band from start to finish. From rehearsing and coordinating to online and grassroots promotion, and from negotiating and communicating about availability to confirming other acts for the bill (whether you or your band puts the bill together or booker does - someone does the work).

The terminology regarding shows can sometimes be confusing for someone just starting out (words like: hold, load in, line check, draw, room cap, cover etc.). Bookers will often ask questions like “what’s your market history?” and “what’s your draw?” or “how many people can you bring out to the show?”

Here’s a brief overview of some terms:

Hold - Sometimes artists or agents will put a “hold” on a date when their working on routing / booking a tour and waiting for other dates to confirm so in that case venues will put you on “hold” if they have other acts who have reached out before you for the specific date you reached out for. Sometimes the booker will tell you have a second or third hold, and if the other bands who have that date reserved end up cancelling it, the night will go to you or your band.

Load-in: The booker will give you a load-in time for the show, this will vary from venue to venue, but will generally be about an hour before doors open. This is the time you bring your gear in and set it near the stage or onstage before the show.

Line-check: This is another word for “soundcheck” but it’s more of a quicker one right before the band plays. Rather than doing a full 20 minute or hour long soundcheck before the crowd gets there, often for headliners, the opening bands will just do a line-check and check their levels minutes before their set.

Draw: A draw is how many people you can bring to a show. A booker or venue will ask this so they can figure how many people will likely be there buying drinks, cheering you on, and paying the cover to get in. This could also determine a guarantee you’ll be paid, bar % or door deal you’ll get. Bars and venues rely on this draw sometimes to cover their expenses for the night (security, sound people, door people, bar tenders). They want to know that hosting you is going to benefit them.

Room cap: “Room Capacity” This is how many people the room/venue holds according to fire safety laws.

Cover: Door price /  Ticket price / How much it costs to get in.

A lot of people are involved in a live show. In addition to your band and the audience, there is usually a few other people involved: The promoter &/or booker, a sound person, a door person, other acts (that a promoter, band or you will have added to the bill) and the people who work at the venue.

First, the booker is who you’ll have to reach out to for a potential gig. This e-mail is usually listed on a venue’s website contact form.

Helpful Tips:

- If there are two different booker contact e-mails: local & national - email the most appropriate one

- Address the booker by their name if you see there’s a particular person

- Introduce yourself, your act or bands name (if you are one)with a brief paragraph & include a short description of your band / comparisons and that you’re looking to book a show

- Pick a few dates to send as options for booker (prior if you’re in a band make sure all members could do these days as possible options, some people may need to get off work or change their schedules)

- Include a link to any CURRENT single or album & some live video if you have available.

- Include you or your bands career highlights (like if you have been featured on any blogs, news papers, magazines or on any radio, tv) & where you have played in the area (list a few venues & locals acts you have played with)

- Include your contact info & social media links

The booker will ideally get back to you (usually within a few days but sometimes a couple weeks, if not, try e-mailing again/follow up. Try following up a week-10 days later) and let you know if the date is available or sometimes they will recommend other venues that may be a better fit or other possible dates if the one requested is already taken. If the date is open and your band is given the gig, the booker may ask you to find other locals acts to support the night. Local bands will help bring in a bigger crowd especially if you’re not from the area. If you’re booking a show outside of your hometown, it’s integral to get local supporting bands. You can find other bands on sites such as http://reverberation.com, facebook music groups, local music blogs to the specific city, venue website’s show calendars, and fliers other artists have hung up at venues or coffeeshops nearby. Also google searches can be helpful by looking up city names, band & genres tags. Sometimes bookers will also have a recommendation band list, so always ask incase they do!

Reaching out to other bands is similar to reaching out to the booker: be specific, be respectful, and include all the info in a clear and concise way!

Sometimes and ideally, a promoter or venue of a show or venue will help push this newly booked show out to online outlets and upcoming show listings. There won’t always be a promoter, but even when there is, it’s important to do your own promotion. There are many simple ways of getting your friends, family, and soon-to-be fans to your gigs. Sometimes venues, bars, coffeeshops, or houses that host events will have a built-in crowd but you can’t rely on this. That’s where online promotion and grassroots promotion come in! Once your show is booked and you’ve found other fitting acts to join the bill, make a flier and an event page on facebook and push it out to everyone you can! Give yourself a good month to promote and remind people, in person, and on social media.

Also ask the booker if they have a press list. Often they do! This can be helpful as they may have good contacts at local radio stations, blogs, and news outlets who you can email/reach out to help promote your show. Invite them to your show or ask if they can feature you, do an interview or live in-studio performance (radio) before the show to help get people out :)

Once you’re at your show, it’s important to know the door person’s and the sound person’s role.

The door person will sometimes tally how many people come into the venue and take the cover from anyone entering the show. The sound person will do the soundcheck/line check for bands, and ask you what your set up is. *Sometimes when booking (depending on venue, a booker will request you send an input list & stage plot for production so they know what to expect as far as your setup ahead of time).  They will want to know what you need on stage as far as instruments, microphones, and necessary cables, etc. to get the best sound. You can tell this person how high you want the levels in your monitors, and if you’re singing - whether you want reverb added to your voice or not. Don’t expect them to read your mind! They’re there to make it sound the best it possibly can.

At whatever level you are at, it doesn’t matter, you have to start somewhere! If you are just starting out just know even bigger artists who have been playing for years also have their own booking or show / touring struggles. So regardless of the level, hopefully this post and some of these suggested steps and tips might help making booking easier!

Additional Tips:

- http://www.indieonthemove.com is a great database for bands and musicians starting out looking to book their next gig. There are listings on this site of music venues all over the country, and they will even tell you how many people fit in the room, what genres they host, and who to contact to book a show. We would highly recommend checking this site out and becoming a member! It will help you locally as well as country-wide once you’re ready to take your act on the road! The benefits of this site are great examples of what you need in order to book shows.

Photo: Samuel Bendix  

Setting up your social media sites

Being an artist in this day and age is surely not what it was decades ago or even just a few years ago. As we know, the internet is now where the main focus is. It’s a constant changing world of it’s own, spouting out new forms of social media platforms and new avenues of connection all the time. These doors are opening up avenues for artists and fans alike allowing us to grow our brand and art quickly, with a plethora of new ways every day to reach large groups of people everywhere all at once.

It’s pretty crazy how we can now find a venue’s name, address, and contact info within minutes. We can even research our dream producer, label, and sometimes find the right contact e-mail or Facebook profile to reach them. We can and should use these avenues to their fullest potential! All it takes is just a bit of understanding of the different platforms and methods to get the most out of them. Just like learning your instrument - social media and marketing today is an instrumental tool to help your music brand be successful.

Anyone reading this is probably already familiar (to an extent) with Youtube, Instagram, Spotify, Facebook Live, and Twitter. These are just a handful of the main sites that are constantly growing with the times and allowing artists to reach their fans, and fans to reach their favorite artists. These sites are all free and all have space for images, bios, content, and direct ways to connect with potential fans, bookers, industry people, and other bands and artists (of every level).

When setting up one’s Profile page for any of these sites it’s important to take time to provide good content for the core page. Posts aside, make sure the profile and cover photo are representative of the band. Consider branding your image across all platforms too so it becomes something signature and it’s how people recognize you. People see these first, so make them stand out. Having a good bio is important, and on Facebook it can be lengthier than Twitter or Instagram. Describe who you are and what you sound like. Add your contact info and links to your other sites to cross promote where it makes sense. When you’re first building, try connecting with other bands, people &/or brands online who you like by liking posts and interacting through your page. If you want to maximize your reach and effort then always post your shows and publish event pages through the music page to bring people there. Invite people and let them know you care about who you are and what you do! Take advantage of the apps within the page - you can set up your own merch store, you can import your upcoming shows, you can promote important posts for just $5 to reach more fans, etc. Make sure you invite all your friends to like the page so they can stay updated!

Twitter and Instagram are a bit simpler than facebook, focusing more on the postings rather than the core music page. So make sure your posts are relevant to what you’re doing and are strong. Keep people updated and keep them engaged - this is the main goal! Post often but don’t overdo it. If it helps, consider making a weekly schedule to plan out the time you spend doing posts and communicating online. If you have a lot going on in you or your bands schedules this is helpful as well as finding a natural rhythm to when people are engaging.

The use of hashtags on a post can reach people far and beyond. Users can now follow specific hashtags, so be specific with them in choosing them. Social media platforms work hand in hand as well. When you sponsor a post on facebook, and you link your instagram or twitter account, the sponsored post goes out to your followers who are within the demographics you set, and this can double, or triple its viewership.

That direct artist to fan contact is what helps us build a grassroots fan base to something far beyond that, when people are interested in the upcoming shows, new releases, live photos, and happenings.

Having a place to go to see all the news and upcoming events from an artist one follows is extremely important. Having multiple places to go and see different, new, exciting things will keep people engaged. It’s important to keep these sites current, relevant, and cohesive. Contact with your fans can build tenfold when you maximize an incredible live show and quality music with your image and activity online.

Having all the pieces is a lot of work, but your activity online can really boost your career as an artist!

Tips:

-Be present on all main social media sites, and post differing content, (videos, live videos, pictures, press shots, event pages, posters, etc.)

-Keep all sites current - When something isn’t up to date, the fans will know

-Be conscious of the time of of day you’re posting and what time gets the most reactions

-Keep your pictures clear and high quality, don’t just post for the sake of posting

-Connect with other bands and artists as much as you can through your music pages

-Respond if you can to your fans if they reach out to you on these sites!

Finding the right studio/producer/engineer

When you go to record, you want to make sure you’re prepared as much as possible, especially if you’re funding something yourself without help or a label as we mentioned in our post ‘Preproduction and Preparing to Record.’ You will want to have all the right tools you need in order to get the most out of it and to get the best product. Tools such as having the songs well rehearsed and practiced, a vision for the songs, goals, a plan, an understanding of the sounds you want, and knowing the songs inside out so that when it comes to tracking you are ready. A huge component to making your recordings a reality is finding the right Producer, Engineer &/or Studio, or even having a plan in place to do it yourself. Either way, finding the right match to your music and sound is important - whether a songwriter, punk band or pop artist... regardless of genre, finding the correct place and person to record and capture the songs is imperative!

There are studios all over the world, and in a ton of places you wouldn’t ever expect. In big cities, in small towns, in warehouses, in churches, in garages, converted houses etc. and with the new digital age, on our home computers or mobile laptops. The location doesn’t have to be close to you to be the right one either. It’s not uncommon for a touring artist or band to record on off days while on the road with a producer from another city. In addition, artists and producers around the world are also making great use of the internet by sending recorded files back and forth to each other.

Most of the time, the style that comes out of a particular recording could be due to the engineer/producer. Depending on their experience, and their knowledge, this person can make a song sound a certain way as well as a studio/room. (Example: if a Studio has a tracking room that’s large like a church and the engineer use’s lots of microphones on the drums this sound might be very distinctly big and roomy with natural reverb - or if they have a production suite in a major studio or even a home with a smaller set up where they program beats or live drums, their sounds might be known for being really tight and polished, with a focus on vocal production - it all varies.) Maybe they’re most well-versed in punk music, or pop music, or jazz. Of course there are exceptions to this and people of different genres who collaborate, but for the most part you want to work with someone who can bring out the most from your sound, knows the influences you have, or is familiar with the scene you play in and your style.

If you know this person or if you don’t, first ask them what their specialty is or which bands/types of music they have worked on in the past to get an understanding of their background. If it’s similar to what you do, maybe this person is a great fit. Ask for some samples and see if you can get a list of their discography that lists their credits.

Another thing to consider is price. What is your budget? How much can you afford per day, hour, or per song or per person? Some studios have per-hour rates that may or may not come with an engineer (price will change), and some studios will have day rates and there’s an extra charge for an assistant or engineer. Producers may have a day rate or even a per-song rate, but the amounts will vary from person to person, mostly depending on the studio, the person’s background, and their skill level. Some do everything - record, mix & master - while others do not.

Tip: If you’re self-producing and need to record or need to find a producer or engineer - do your research. Search on the internet and look up studios near you, try looking up the bands or artists you love to find the places they’ve recorded or who they recorded with. Ask your friends or people you know who are similar to your sound where they recorded. Then find out what these studios or people offer and the prices they are, and also reach out to producers (e-mail, websites, social media, phone calls). Often the producer will have access or know a studio that he or she likes to work out of and can offer suggestions or good prices. Some producers also engineer and own their own studio so in that case prices will change! 

Keep in mind that all engineers/producers work at their own pace and the vibe is different with each individual place and producer. Meet up with this person prior to recording, visit the studio (most offer free tours), and see if something clicks!

Tip: For those who are new to recording, sometimes there are additional costs for mixing and mastering if the producer or engineer doesn’t offer this - so keep that in mind when budgeting. Also some artists will take recordings to a mixer (different engineer) after recording with another person, but really it all varies and there is no right or wrong way.  If you’re self producing, maybe you just go to the studio and use an engineer for some tracking and do some other tracking at home on your computer and then hire a mixer! Or maybe you can track it all at a studio and then you or your band can mix it if you have the skills to match your needs.

There are many different routes these days and no one way is right! All that matters is that the music sounds great and represents you well!

Extra Tips:

- For artists wanting to try to record themselves or even do Pre Production demos you can now get ProTools for about $25 a month to record on your computer, Logic Audio is available to buy for about $200, GarageBand comes macs.

- To look up different Artists or Bands album credits (for producer and engineer names etc) look up records onallmusic.com

 (Take at Studio 606 in Los Angeles CA)

(Photo by Doug Batchelder at The Den in North Reading, MA) 

Preparing for a live show

You’ve got your goals, you’ve found your band (or are flying solo), you have some songs, maybe you have some songs recorded (or in the works and ready to test the new material with a audience) and now wondering what is the next step. Live shows! Once you have your first show booked this is something you’ll really need to prepare for and some of these steps you’ll continue to use to prep for in the future as you continue to play more live shows.

So how does one go about bringing their material onto the stage and into these venues? How does one begin in a market, promote and start to make a name for themselves?

Let’s focus on the music and Preparing around that!First you have to make sure that what you’re bringing to the stage is a good representation of how you want to sound and how you want to be received by your audience.

Music: You’re going to want to rehearse with your band, going through all your songs one by one and making sure they sound good. Are all the instruments lining up? Is everyone singing in pitch? Are you getting the right tones out of your amps?

Tips:

- When rehearsing try breaking down the songs instrumentally or just vocals & harmonies or just bass & guitar. Any wrong notes or off parts will stand out! Also this will help tighten everything.

- Practice running the set, time it & make sure it works for the time slot allotted.

- Practice optional transitions into songs if you’re planning not to talk.

- Practice moving and try video taping you or your band rehearsing so you can see how you look.

Rehearse, Rehearse, Rehearse! Until it sounds good. If it doesn’t sound the way you want it to, then you’re probably not ready for the live show yet. You will know when this moment is!

Stage clothes: (*Refer to what we mentioned in our ‘Intro to Imaging’ entry). The biggest question should be image-wise, does my image / look and represent my music? Does it represent me? Or us? Wear something that sets you apart from the audience. Show that you’re IN the band. Be a unit! Or stand out as an artist. Be and look more than a person who plays on stage with jeans and a t-shirt. What inspires you? Have fun! You could even go to thrift / vintage stores with your bandmates and find some cool, cheap outfits together! Or maybe you have some friends who are clothing designers? Whatever it is - think about it and plan it out.

Tips: Look at magazines, old records, YouTube videos of your favorite artists, look at art! Anything to inspire image.

Banter on stage: Whether you’re a talkative artist or not, and even it if it’s not part of your image to say much, that is fine; but do at least acknowledge and say hello to the crowd and thank them for coming/being there. Your audience, the venue staff, bands, bookers etc., just like you, all took their time to come out and be there. If it’s a new market or new venue, know that your representing yourself and these people are taking their time to listen to you.

Tips:

Without being too rehearsed - so it doesn’t feel unnatural, think of some things to say to the crowd that you can fit between songs. Funny things that happened that day, brief stories behind the songs, ask the crowd how they’re doing, thank them for coming, tell them about the merch you have for sale, tell them about your next show, what you have in the works, thanking the other bands and the promoter who booked you, thanking the venue, be creative! (*Also you don’t have to talk after every song either - this will get tiresome for both you and the crowd. Find a natural flow and read the room!)

Product: You’re going to want to prepare to give your audience something to remember you by. They will want to take home something if they liked your performance. Before you play your show get some stickers made, buttons, wristbands, lighters, or even something small along these lines that are cheap to produce and cheap to sell with your name on it.

Tips:

- If you’re first starting out try a small run of t-shirts to see how they do! You can always print more. You can also try painting them yourself with a print screener or fabric paint.

- If you don’t have a recording finished yet, make sure all your social media sites are up so people can find you in the meantime and you’ll be able to tell them the url at the show.

- You could make a small home demo tape or even just one acoustic song single on a CD that you could give out or make into a free download to give to your new fans. You could also put a couple acoustic videos of songs up online and give out music business cards with your social media links and a link to the videos as well.

Website Tips & Social Media site suggestions:

- Facebook, YouTube, Instagram, SoundCloud, Squarespace (custom websites), Wix, GoDaddy & Register.com

- Merch & Duplicating Sites: Halfpriced Buttons, Sticker Guy, Hollywood Disc, CD Baby

Prep before show tips: Do all the guitars and pedals have charged batteries? Find out what the backline is at venue (do they already have a house drum kit or amps). Make sure to pack your tuner, extra strings, your capo, extra cables that you know work, and that your stage clothes are clean in time for the gig!

Before you step on stage for the first time Ask yourself these questions:

⁃ Are the songs sounding good and is our gear sounding good?

⁃ Have we rehearsed recently? Is the band all on the same page?

⁃ Do we have a setlist that is cohesive and flows nicely?

⁃ Are our instruments in working order and comfortable to play?

⁃Do we look like a band?

⁃ Do we have stage banter/things to say to the audience?

⁃ Do we have a thing or two that is cheap to sell or give away at our march table?

There’s nothing more magical than playing music live and sharing that with people - so put your heart into the process - you probably did when you wrote your first song! Also recall the first time you saw your favorite band or artist live. It was probably a night you’ll never forget - give YOUR crowd that same feeling!

Photo: Concretegrey  

Writing & preparing songs

Whether you have just started playing or you have been in bands for years and you’re starting a fresh project, writing strong and thoughtful material will always rise above all else.

Creativity comes in so many ways and at so many different times - lyric ideas can come while walking outside, while in the shower, while talking to people, while seeing live music, melodies can come while sitting in traffic, or doing things free-flowing. Great parts of songs can come to life from 20 minute jams with different players (Tip* be sure to record it and listen back later!), from poetry notebooks, after seeing an amazing inspiring movie or even after reading books & local news! Concepts, music and lyrics have endless possibilities and there are no rules regarding how they come to be. Most of the time ideas will likely come at very inconvenient times! Be sure to mark it down wherever you can, sing it to yourself in a voice memo or voicemail, use a notepad or text yourself. The idea might leave or be quickly be forgotten (we live in a very busy age!) so whatever it is write it down right away! It doesn’t matter if you’re punk, pop or a heavy metal band... Song material can come from literally anywhere. When you’re building your band or self as a solo artist, whether to prepare for playing shows or to record your first CD, you’re going to need some songs! And some great ones for that matter!

Writing Tips:

- What genre are you? Who are the successful bands or artists in your genre that inspire you? What makes their songs great? Try studying & taking note of their arrangement (i.e intro, verse, chorus etc) to get ideas as well as their approach lyrically (are they clear, do they tell a story, are the words simple or is more poetic or cryptic)

- It can be easier sometimes to start with a song title or even a message you’re trying to convey and branch off from there.

- What inspires you? Are there certain places around you that you know bring creativity or inspiration? Are there certain activities that you do that get that creative energy going or put your mind in a close-to meditative state? Be open to these places and actions and write down what you’re thinking about.

- When you’re first starting out you may want to consider writing some goals for yourself or together as a band so you have at least 6-10 songs to pick from to play your first show.

(Typically most live acts will get a time slot of 25 mins-45 mins to fill, so your material will need to cover this time. Also for acts that play loud full band shows you may want to consider having the ability & flexibility to play your songs acoustic / at lower volumes for particular shows or even for recordings - one acoustic for your record to show diversity or have a couple extra for marketing- like a free download or Alt version of a song *of course there are exceptions, for example - if you’re a metal band & that is not your direction). Additionally, you’ll want to include and prepare the time in between songs on stage for conversation and banter.

So how do you know which songs should stick? It’s hard to know sometimes before playing them out and before a crowd reacts.

Asking yourself these questions about each song might help start you in the right direction when making a set list:

Is this particular song one you always look forward to playing? The audience wants to hear songs that you enjoy yourself!

How relatable is the song? Does the melody of the song match it’s mood/lyrics? If it’s a sad song & a quiet moment in a bridge will people feel that? People will pay attention if it’s something they can relate to.

Will people be able to sing along, dance, or bob their head to the song?  Either way, whatever it’s about, mean it when you sing it! Play it 100% because people will feel it!

If the melody is catchy enough, most likely in a live setting the words won’t even matter and people will connect and move their head to the beat anyway!

Ultimately it’s not about pleasing your audience, but it’s about giving your audience an experience and music they’ll remember - We are all humans with feelings and that is how we relate. It’s about opening up, sharing your honest emotions, yourself and creations that you’re proud of with people who have opened their ears to it. For the Every crowd will react differently, and every room will have a different vibe. It is important to believe in each one of your songs genuinely so it’s not up to anyone else if it’s a hit or not. If you don’t believe in it, leave it out, more songs will come to you. Focus on the songs you believe in and make them really great. That way others will start to believe in them too.

(Photo by CJ Lucero) 

Press Photos

Press photos are a must when establishing your band online and elsewhere. We live in such a visual day and age, and they matter now more than ever. Press photos give your audience an idea about your music. They should excite listeners about hearing your songs and should represent you and your sound as closely as they can.

Last week we talked about image - this image that you’ve created for yourself will carry over into your social media and all marketing (online & off), which often includes press photos. No matter what level you’re at, blogs, podcasts, radio, contests, labels, PR, social media sites, and venues will use your photos for promotion and a whole lot more! Even pitching your band for particular things will often require one. Your fans will recognize you by these photos as well.

So where do you begin? First, think - what do you want to come across through your look? Intensity? Chaos? Peacefulness? Friendliness? Frustration? Openness? Color? Clean cut? Distress? Glamour? Beauty? Seduction? What is your music about? Be the visual for your sound so people don’t get confused! Make it clear and cohesive. This visual will last and evolve as you do - whether it is a live shot by a professional photographer or a photoshoot somewhere. Be mindful of the whole frame - what is the background? What is the vibe? Does it match your music? Try to get creative & think beyond cliche (think more than railroad tracks, brick walls, etc. - expand!) Be inspired but also original and be sure to capture your true essence. If it’s not right the first time… Do it again!

You will want various shots to choose from and fresh ones to use to keep your audience engaged (they will be used for different content: social media to post over time or online marketing/building, cd covers & merch items, fliers, posters, various press and profile pictures). Use shots that are relevant to you now. Your images and press materials should be cohesive and relevant with your current album cycle.

Photo Tips:

- look at your favorite bands or artists in CDs, Magazines & Books. What makes their image connect with you and why do you connect with their music immediately? Look at everything! (background, wardrobe, stance, angle, emotion, etc.)

- look at the most successful bands & artists (regardless of if they’re a favorite of yours or not). How does their image correlate with their music?

- Look at Art, Fashion, History & beyond music.

Example: The Beatles, Adam Ant, and Freddie Mercury have all worn military jackets - that image is so implanted in our minds that when some of us see that jacket elsewhere we may think of them.

Other examples: Think about some classic 70’s harder-edged bands. Their music was slightly darker but still accessible - most of the successful ones wore mostly black and were even influenced by historical things or religious symbols. (Black Sabbath, Led Zeppelin) or even think of 90’s/2000’s contemporary Marilyn Manson. He mixed his image with these aspects and make up - similarly to 60’s/70’s artist Alice Cooper. Both Alice Cooper and Marilyn Manson could’ve been influenced by flamboyant women wearing make up in the 1600’s, as well as classic clown make up.

- If you’re inspired by other artists, be inspired but also try to do something that’s not exactly the same and expand on the idea! Meaning, bring something else in visually because people want to connect with you! They already have that other artist :)

New bands:

Consider doing shoots where you make direct eye contact with the camera since people are just getting to know you! Consider waiting on the sunglasses unless it’s your thing/part of your image. People can connect a great deal by looking into your eyes. That’s where a lot of the emotion is!

Side note: If you’re going to use a live shot that someone took - always be sure to credit them. They are artists just like you! This goes for when using a shot someone else took for your social media posts, magazine write-ups, newspaper articles, posters, etc. Communicate with the photographer about their rate for non-watermark photos if you need something without a watermark to use online.

Lastly, don’t settle for a lousy photo just to have one up! A lot of times aspiring photographers need subjects to shoot - and a lot of times it’s for free or for a low cost. There is no excuse to having lousy photos! You can even set up your own camera on a tripod, find a location, and take a press shot. You are worth it. If you want people to take the time to experience your work - take the time so you can give them something great. Create something beautiful, powerful, inspirational, and something that will last the test of time! Why wouldn’t you?

Intro to Imaging (on stage & off)

In this day and age of music, things are constantly evolving and moving fast. It’s happening so quick that it can be hard to catch up with social media sites and all the new music avenues constantly popping up. It can be overwhelming to some artists, especially for those who are just comfortable being songwriters that would rather perform than brand and market themselves. Either way you can’t afford to just get up on stage and play your song. You have to give people an experience—you can’t afford to be shy about your music or your message - you have to get it out there and stick out of the crowd!

Artists today have to create their own path and have a very clear vision. One must re-invent themselves constantly in order to keep up. As hard and as challenging as the world of music can seem, it can also be looked at positively to those who adapt and move with it like a chameleon. It’s an opportunity to make your own career whatever direction you want and find your own nitch. 

Your perspective is important. It is helpful for one to look at his or her art as a “brand.” Although things are not how they were in the 60’s, 90’s, or even ten years ago, one thing has stayed the same: people still go to live shows. Live music will never go away! With the pressure of these new times, artists and bands should be creative because they have to be more than just a band or artist playing their instruments. Be conscious of how you’re presenting yourself on stage, off stage and online. Pictures, content and activity are important as they help with momentum. Keep the engagement with your crowd and audience as it is a necessity!

When it comes time to play live, make sure that your band looks like a band! Be yourself, but put some extra time and care into how you present yourself. Audiences want to connect with you so please show you care. If you’re performing later on in the night you want to make sure that the crowd sticks around to see you.

When it comes time to do photo shoots or posts, keep your goals in mind. Think about the moment someone hears your song… what might they envision you to look like? If they see you at a club at your merch table before your show, what might they imagine your music to sound like?

Live Show Tips

- Put thought into what you’re wearing and have fun with it! Don’t just wear your everyday clothes. Set yourself apart.

- Make eye contact and open up in an authentic way (this may take time).

- Acknowledge the audience, say hello! You don’t have to do it after every song but at least twice during your set - let them know that you see them.

Press Photos / Video Tips

- No matter what genre, in photoshoots try to do at least one photo where you make direct eye contact.

- Make sure the camera you are using takes good, clear photos! No one wants to see a blurry press shot!

- If you’re a new artist or band make sure you’re featured or present in the content so people can connect. Of course there’s exceptions... if you wear masks or if it’s an animation, etc.

- If you come up with a particular way you or your bandmates dress that is signature to you and your music, you may want make sure it’s always carried over to your videos & photos.

In conclusion: By putting care into how you present yourself and by wearing your art just as much as you sing it, people will want to stick around and experience it. When your music and your look go hand in hand it is easy for an audience to instantly connect with you. Think about the artists you’re inspired by… how do they look and present themselves? How does their sound match their look? Be yourself, be clear and simple, and the right people will resonate with you!

(photo credit: Concretegrey & Carissa Johnson)