Successful bands understand that their music does not always speak for itself. The unfortunate fact of the music business is just that: it’s a business. Without a major label or publicist, this means working with music and news publications yourself.

Oftentimes bands in their infancy are intimidated by the thought of reaching out to press, but as long as musicians are professional and respectful, the worst possible outcome is rejection. Though the process of pitching an album or band is tedious, warranting attention from the press can help build your band’s credibility and clout.

Know the publication

First and foremost, do your research and read potential outlets for publication extensively in order to make note of the bands that are included and excluded. Further, understand the individual taste of the writers themselves; if critic Joe likes metal, do not send him your heartfelt, sad boy indie pop ode to Justin Vernon. This will allow you to create a personalized pitch.

Be newsworthy

Most critics are essentially reporters – or at least play the part on their blog – and journalists take pride in being the first to break stories in a timely manner. In order to be published, it is imperative to assure the publication that your band or album is newsworthy, a term defined by five factors: timeliness, significance, proximity, prominence, and human interest.

An album released six months ago is less likely to get a current review than an album released two days ago; and a demo tape released last year is unlikely to even warrant a listen. Pitch your album in the weeks before (preferably with private streams) and after its release.

Crafting the email

Creating buzz is not about spewing spam emails to hundreds of prospects. Heed Michael’s advice: stop shouting and start having conversations. Introduce yourself, your band, and your sound; a little conversational foreplay never hurt. Then include the essentials in a clear and concise manner:

A short description of your latest release

A link to your album stream. Some outlets will not take the time or risk to download a .zip file from an unknown band. Use Bandcamp or Soundcloud.

Information about upcoming concerts

Contact information and social media links

Other miscellaneous and optional information: a short bio, previous work, previous press clips.

Unless your band is fairly well-established or working with a label or publicist, press kits are not necessary. Certainly they can help to organize large amounts of information, but for the most part they detract from the personalized nature. If you are set on sending an attachment, create a one-sheet with information about the release.

Start small

It’s unfortunate, but Greg Kot does not care about your demo tape, and nor does Pitchfork or even the Chicago Reader. They do not care if you are the only band in the world that sounds like a cross between Megadeth and Dirty Projectors. Find smaller outlets first and gather your press clippings to generate buzz. Submit your music to sixteen-year-old’s music Tumblr or your friend’s podcast; pitch to college newspapers. Not only will this allow you to reach a new demographic of potential fans, but it will build your confidence with press relations and help you figure out what works.

Do not take rejection personally

Even with a perfect pitch and great sound, you will be rejected, and often. As cliche as it seems, media outlets receive a large number of submissions daily, and some will inevitably be ignored. Do not allow this from dissuading you from submitting to others. Eventually you will get a positive response.