When approaching agents for live work, it is worth taking on board these ideas. As with everything in this world, there are no rules. These points are based on my experiences as a professional musician and as an agent.
1: PROMO NOT DEMO – Calling it a demo can mean that it isn’t ready yet. However a promo is promotional. A change of word can change your mindset and get you thinking more as a music promotion entity. Treat your music with more respect and give it the send-off it deserves.
2: BEST FOOT FORWARD – Or in other words, put your best tracks first. A concept album sequence will not make sense to someone checking only the first few seconds waiting for something to grab them. Additionally, consider a mix of the tracks that do not have long intro’s – cut to the main body of the song ASAP – “Don’t bore us, get to the chorus”. Some journalists will switch off if they do not hear vocals in the first 10 seconds. Additionally, think about providing a bespoke CD for each pack tailored to the recipient.
3: LOOKS COUNT – The days of the handwritten CD-R are over. Promotional packs have to appeal to the eye before they get listened to. 2 important things to bear in mind are quality of presentation and information. Each part of the promo disc has to have duplicated contact information just in case the CD gets separated from the box and the label. Use a full size jewel case – it allows information to be also displayed on the spine which means it can be found in a tall pile of promos on a record producer’s desk. Use the software available with labeling kits to produce a home-made CD that is attractive, accurate and user-friendly. However, do not overdo it as a pristine promo that looks like a finished product can make a record company think that the record needs no help – in effect you have done the majority of the work for the record company already.
4: CONVENTION & TRADITION – Just because you do everything electronically does not mean your potential client does. Your promo pack needs universal access and that means CD and printed photo. By all means, back it up with an EPK (Electronic Press Kit).
5: NOTORIETY – This is the x-factor that may just get you noticed. There are no rules here, only examples: one band included a 7-inch vinyl single as well as the CD. This brought out the nostalgia factor in the people viewing the promo.
6: RESEARCH – To ensure your promotional material reaches the right people, do your research. This point cannot be emphasised enough. Find the right person at the record label that makes the decision or is the expert in your kind of music by looking at the website, phoning up and asking etc. Having a name to send to will cut out some unnecessary sending out of packs and will look like you have made an effort. Consider prioritizing your list of recipients, it is best to be organised
7: PATIENCE – Labels and magazines receive dozens of unsolicited submissions every day. They will get to your pack in time, but only if it is presented well. Do not expect a response; do not expect them to return the pack to you if they aren’t interested. If you are what they are looking for, they will get in touch. Follow-up politely under the guise of adding to the store of information they have – an email invite to the next gig, for example.
8: INFORMATION – Include a write up of the music, describing what it sounds like and including any press coverage you have had. A life story of the band and comments from the drummer’s granny don’t make a good write-up. The short and pithy sound bite is very useful. Can you describe your music in 10 words?
9: CREATE A BUZZ – It is always good if you list forthcoming live appearances and other activity. A band that is live, out-there and doing gigs is an attractive proposition. Include tickets to the next big gig and put them on your e-mailing list.
10: PROFESSIONALISM IN ALL THINGS – Make everything you do as a musician from performance to punctuality and promotion as professional as you can. People remember mistakes longer and more vividly than anything positive. Be memorable for the right reasons.
11: KEEP MUSIC LIVE! – Recording revenue for bands is only a part of their income. The best bands make money by recording and performing to a high professional standard.
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Some good advice here Andy. Having done A&R for many years, I can relate.
Point 1 though, I think the wording has to change depending on who you send it to I reckon. I’ve never minded the word ‘demo’, but if I was a promoter ‘promo’ would be best.
One Biggie is NEVER add someone to your mailing list without permission, you’ll get no brownie points for that one!
Presentation is important, along with originality. I’ll shoot myself if I see another black and white picture of a band looking moody with a brick wall behind them. Putting something unique in there can work sometimes, something to remember you by, I’ve had everything from condoms to bag’s of mini egg’s. Shame what they sent in wasn’t as good, but what that does is motivate the person listening to pay more attention and want to find out more.
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There’s some good points in the Andy, I agree with Antony’s comment though…