What's up guys?

I'm the guitar player from a rock band based in Miami, Florida.
And we have been trying to get the word out about our band since
late 2007, when we released our self-released album.

We have been together for about 4 years and have been playing the Miami scene since, but it wasn't until the release of our album that we decided to make it to the top.

Now, Getting shows and selling units at the shows have not been problem. However, we are lacking recognition from the media.

Part of this problem is that I don't know where to start.

What path to follow, What is the best tool to do it. There are so many options onlne and offline that I don't know which one to choose, and which one has more impact and is more reliable.

For example: getting an album review from a Newspaper or an online website?.... Also, what would be the best way to approach the people in charge.

I am pretty sure there are more bands thinking the same thing. So does anyone have a simple plan that would like to share with me and the rest of the people reading this blog?

Thank you for reading,
Jose M

This is a vast topic. If you had the money to employ some people to do this job, who would they be?

A publicist and/or a PR firm for starters. You need to know who you'd like to hire before you can start learning how to do their job, even in a small way.

If you're new to doing this, I think it's important to acclimatize yourself to the world you're getting into. A great book on do it yourself PR is Geurilla Marketing. I got that link a few years ago from Derek Sivers who posts on here, and has his own take on it all.

The bottom line is, if you can't afford to pay someone else to create your campaign, you are going to need to learn to do it yourself. There is a rather wonderful truth you discover quite quickly which is that good PR is almost always nearly free. A great idea is free.

When you go to a PR firm as a company, you want them to come up with great ideas to sell your brand (including sometimes changing the branding itself) and then tell the people in the world who matter to you in the best possible way. It's the same for bands.

You could go on a press release writing course and still never have a great idea.

You have a CD so you have something to promote. This is part one (and lots of people don't even get to that stage!) Part two is giving people a compelling reason to engage with it. You need a story.

As I'm sure you are aware, 'Band releases new album' is not a story. OK, it may be if you're R.E.M. but if you're not in the public eye then you're just another band.

Your band is more interesting than you realise. You are all people with a variety of interests who do different things. You all have opinions. You have gigged and have a live following. Somewhere in all of this is a story. It may be difficult to see it as you are part of it - this is why doing your own PR can be really hard. But it's entirely do-able.

So, as a newspaper editor may say to a hack, what's the angle? What's your USP (Unique Selling Proposition)? What's so special about you? What have you guys done that was amazing/stupid/hilarious/scary, both in and out of the band?

It's one thing to want to tell the world you exist, but that's not telling them anything, that's like putting your hand up in class. What are you going to TELL them? If you got your hands on the email addresses of every mover and shaker in the press, what would your email say?

You need to capture the imagination of people who read utter dross every day of their lives as they are bombarded by people like you and me vying for attention and column inches.

Publicity stunts, grand claims, record breaking, opinion polls, public skirmishes, personal tragedy, band to band animosity, plastic surgery, contests, giveaways. Used by all bands and brands to make themselves appear more interesting.

You need to come up with a story and write yourself into it Or even, find a current news story that's doing the rounds and write yourselves into that. Once you can get your head around what people are looking for you will find that the rest comes fairly naturally. Read your favourite music magazines and look at each article. They are all bands wrapped inside stories. On old favourite seems to be 'We were on the verge of giving up and then we were signed to x records at the last minute.' One that's getting a bit tired now is 'We just stuck up a few tracks on myspace and now we're famous'. You'd be surprised how many people are still trying to use that story.

I'm sorry if I seem to have diverged from the original question. But I feel that if you can understand what headspace you need to inhabit before you even approach the press, then the approaching itself will rightfully feel like a formality.

We can all approach the press. We can't all come up with a great story. Write down a list of everything the band has ever acheived, all the things everyone has done, some of your great collective moments, and stuff you have yet to do which would be excting, interesting and different. Read some PR books to learn how to put this together into a few possible stories, and run with one of them.

You need to decide what you're going to do about promoting your album, and then tell the press about THAT.

Some more amusing stuff from the world of PR here

Hope that helps. You should also read Bob Baker's book too.

Thank you for your reply Julian.
You cleared up the subject for me and now I have a better understanding of it.

I understand that the main thing to do is come up with an attractive story to promote the CD. However, in order to get a CD review, we first have to summit the music, correct?...once the music is summited and selected by the editor, then he will ask for the story? or does everything have to be summited together...

For example: I contact X editor from Y Magazine. or Web Site... What would my approach be? "Please review my CD XXX, Thank You"...

or

"Hi please review our CD and use the following storie to cover it?"

I know this is a very basic question, but I'm still confused about how to approach press people.

On the other hand,

I have a story which I think can have some potential. I would appreciate if you or anyone who is reading this blog would post their thoughts on it.

I was thinking, since we are from Miami, Florida, a city that is not recognized by its the rock genre at all and with very few local show opportunities for rock bands, that a title would be "Miami Rock is Dead?" or something along those lines...

I don't know if you are familiar with the local scene in Miami, but most rock bands have little to no power in the area. Most of the bands out right now sound all the same... they are all trying to mix the elements of Hip-Hop/Jazz/and some rock... think of versions of "The Roots"...I understand that maybe that is the market here in Miami, but what about those really good rock bands that want to make it too??

Our sound is mix of fresh alternative hard rock, think of a mix between Incubus and Sevendust. To be honest, there's been little to no bands that we have played with in Miami that blend those elements... we either play with really indie pop bands/emo/or "The Roots"wannabe.

I think that would be a great story, what do you think? we should maybe dwell into how the rock scene is diminishing in Miami, but we are here to bring it back! ?

Another thing is that I wouldn't want to disrespect any of the other bands in the process..so what would be a proper approach to subject?

Other than that, we could maybe talk about the DIY method that we have applied through out these years?

There are some other things we could talk about as well, but I still think the first one is more of attention grabber, what do you guys think?

One last question, in order to get a good story going on...do we have to hire a professional writer from a known Magazine or Newspaper... or we can write it ourselves...maybe a college communication student???

I really appreciate all of your comments!
Thanks in advice for all of your help.

P.S. Julian, I am actually reading the "Guerrilla Handbook", that is how I turned into this website ;)... I just like to make sure sometimes and get some different perspectives on subjects and common questions. I really recommend Bob Baker's book "Guerrilla Marketing" to anyone!

Julian - excellent advice.

Jose - love the angle "Miami Rock is Dead"..

My two cents...

For music bloggers - being a contributer and a commenter on a music blog FIRST and a submitter second is a method for "getting in". In other words, spend some time contributing to the blog you want to review your music - a couple of months prior to submitting. Being known as a valuable member of the blogger's community opens doors..

As for newspapers or magazines - nothing beats placing something directly into the hand of the person you want to review your music. I just purchased some cheap USB drives to carry in my pocket. A card plus a USB drive with ten MP3s will help you standout from the pile of CDs sitting on the writer's desk; never mind that it makes the job of listening easier for those that consume their music through a PC or an MP3 player.

It's still common practice to send physical to reviewers in the press. However, make sure they're going to be expecting it - make contact, then send, then follow up.

It's important you have a plan, and the getting reviewed process is part of that plan. When you do everything together in one push it all gets easier. You'd feel a lot happier trying to get reviews if you had a story out there - you'd have something to talk about and wouldn't be stuck for words.

When you put out a great story, people start asking YOU if they can have a copy of your stuff to review. You need to go out there and create a story people want to follow. You have to prove that you are interesting, and that they need YOU.

Make up a new story every few months. Come up with stories rock magazines would like, and stories geeks would like, and stories internet bloggers would like. Aim stories at different people.

You only have something to lose if your story is boring.

If it's any help, I've just written a press release template which you can download here -

Press Release Template

- Awesome advice Bruce, thank you very much!

I will really consider the USB flashidrive approach. And also the blog approach. Would you mind pointing me in the right direction towards some good music blogs?..I've been reading Bob Baker's "Guerilla Marketing Handbook" and he talks about them in there; however, I've actually never visited one nor posted our music in them. I know they are very influential nowadays. But like anything on the internet right now, how can I distinguish what is good and legit from bad and fake? Which BLOGS do you think would be good for rock album reviews, that are legit, and will definitely reach a vast amount of people willing to listen?

Thanks in advance Bruce,

Julian - I got two questions and two accolades for you.

Thanks for the great advice and the template! I really appreciate your replies.

Here are my two quick qusetions about the PR:

1- When you mentioned NOT to put an e-mail address in the PR because of spam filters; Did you mean that the editor could potentially input MY e-mail address in their spam filter to block my e-mails?

2. You recommend to add the USP at the end of the PR. Would the USP and BIS (Business Identity Statement) considered the same?... I got the BIS from Bob's Book.

Here are my two accolades:

1- Congratulations for running FRONTEND, I really enjoy the great advice you have posted in the website! I aready bookmarked the site and am in the process of reading all your articles which they all look really attractive from the headlines.

2- I also visited GWONDER.COM and I really enjoyed the music you have posted in it!, specially "Carnival" I really enjoy the guitar work in it and I really like Stephnie's voice. You guys sound great...I think you really pinpointed every aspect of your music in your short BIOG, it was a really interesting and creative way of describing your sound! Have you guys ever thought of coming to Miami for a gig?

Thanks again for your valuable advice,

Jose - Go to Hype Machine (http://hypem.com/list) - for a great list of blogs. I can't say for sure which ones I would pick. Hype Machine shows a score for each blog. I would start there.

-Bruce

Hahah - I apologize, but I'm a little confused;

Bruce (site owner) are you Bruce Warila?

If not, thank you both for your guidance!

Bruce Warila - I have some accolades for you too!, I just came back from your website UNSPRUNGMEDIA.COM, wow! great site, I am looking forward to reading your articles. I am glad I have found these amazing websites, I feel that having access to these tools is going to help my bands DIY approach. (I encourage anyone who is reading this Blog to check out the great tips posted here and at www.unsprungmedia.com)

Thank you for your comments Bruce and Bruce Warila; and if you are both the same person...you get double appreciation!

-Jose M

Jose,

Thanks! One in the same. I was logged in as site owner to moderate comments..

Cheers,

Bruce

I'll second that. Bruce's site is a treasure trove of useful ideas.