What is a Press Release?

 

Press releases are as important for music promotion, as Spotify campaigning and social media marketing. Of course, with the emergence of technology and the consumption of content mostly through visual interfaces, the idea of print publications may seem a little outdated. However, press releases have remained useful and most impactful for quite some time now due to the way it is formatted and the authenticity it emits. We suggest you consider press releases important in your music promotion efforts. 

 

Before we get into press releases in the context of music promotion, let’s get our basics right. 

 

Press releases are documents that assert information that is declared to be true and best to the knowledge of the individual/company announcing the news that may be concerned about a public policy, or the launch of a new product, and for the musician - the release of your brand new track or merch. The idea of a press release is the authentication of information to the mass. When a layman reads the newspaper in the morning and comes across the word ‘allegedly’ he understands that the report may not be 100% accurate. But by issuing a press release, you are confirming and asserting the information you wish to distribute to be true and accurate. Once this release reaches the journalists and other news organizations, they could draft a proper news or feature story for the public.

 

 

Press releases are effective tools that musicians may use to build buzz, get media attention, and engage with their audience. But your press releases cannot be elaborate and dramatic, like how you’d usually think anything to do with promotion is. Press releases are meant to be very precise and should ideally answer the 5 Ws and 1H. - What, When, Where, Why, Who, and How. Apart from these being the basic questions every journalist aims to answer in his reports, press releases are supposed to not only provide the answers but also make sure that there is no room for ambiguity. 

 

Sounds simple? Good. Let’s get our context - music promotion, into the picture. 

 

Now the whole point of any promotion, for that matter is to gain traction, audience, and people to pay attention to you and what you are offering to them, to make a profit - mostly monetary. So your press releases cannot be objective like other press releases. You pitch your music in the most formal, concise, and convincing way possible, through a press release. You have to start with the following:

 

Understanding your agenda

 

Press releases are used to inform the media, audience members, and business professionals about significant news and developments. They can talk about a variety of things, like new albums, tours, collaborations, achievements, and awards. You can effectively modify your message and make sure it reflects your objectives by being aware of the aim of your press release. Our point is, try not to do a whole lot of stuff within that one simple document. If you have your new track releasing, cater to promoting just that, even if you’d like to throw light on your merch.

 

Avoid leading the journalist to multiple aspects. By focusing on one objective at a time, you can give your 100% effort to making it as effective as possible and avoid chances of misinformation. 

 

 

Appealing Title

 

It does boil down to this, we mean it. If the title of your press release makes one think that it is ‘obvious,’ ‘meh’ or ‘okay,’ it doesn’t make any sense. Your headline should aim for ‘Wait, what?’ ‘That sounds interesting, hmm’ or even, ‘I’ll read this, I have 5 minutes at least.’ We can't stress just how much being creative with your headline is crucial. The headline plays a critical function in drawing attention because it is the first thing readers will notice about your press release. Create a catchy title that captures the spirit of your message in a few words. To engross the reader and persuade them to keep reading, use powerful, evocative language. 

 

Pssst…come here: Keep your headline under 8 words. Any longer than that and poof, you lost your reader’s attention.

 

To be creative and concise, don’t overdo it. Avoid hyperboles. For example, try:

 

Sam Smith and Disclosure: An Intriguing Collaboration - This headline highlights the enthusiasm surrounding Disclosure and Sam Smith’s upcoming collaboration, ‘intriguing’ indicates that it is new and anticipated by the following both the artists have; boosting interest in their upcoming collaborative musical endeavor.

 

But avoid:

 

Sam Smith and Disclosure come together for a musical chapter - Too many words, you are stating the obvious, and what exactly does ‘together,’ mean?

 

                                                                            

 

Other examples include: 

 

Kacey Musgraves: Grammy Award Win for Best Country Album - This headline draws attention to Kacey Musgraves' most recent victory, which was winning a Grammy Award for Best Country Album, honoring her exceptional abilities and accomplishments within the music business. 

 

Arctic Monkeys: Major Festival Headlining Shows for Summer Tour - This headline highlights Arctic Monkeys' status in the music festival world and the chance for followers to see them live by focusing on their big festival headlining performances during their summer tour.

 

Pssst...come here: Try to add stats to your headline - numbers don’t lie. 

 

 

Brief Summary 

 

In purely journalistic terms, the lead means the first paragraph of any news piece you’d read that would contain the answers to 5 Ws and 1H. In a press release, your opening paragraph should aim the same. The first sentence establishes the tone for your press release and should give a clear and succinct explanation of the important details. To pique the reader’s interest right away, be sure to draw attention to your announcement's most captivating and distinctive features. 

 

If you’re a rock band, for instance, marketing a new album, the introductory paragraph can exude enthusiasm, vigor, or even a whiff of rebellion to draw readers in immediately. Every day, a large number of news releases are sent out to journalists, bloggers, and business people. Your introduction paragraph needs to be compelling if you want to stand out from the competition. Start with something that will drive the reader to keep reading, such as a fascinating remark, an alluring fact, or a challenging inquiry. Depending on the announcement you are making, you might want to make the first paragraph urgent. For instance, when promoting a limited-time deal or a forthcoming event, emphasize deadlines, restricted chances, or the limited number of tickets available to create a sense of urgency. This may inspire readers to act or inquire further to learn more. 

 

For example, an opening paragraph like this: 

 

Sam Smith, a pop sensation, and the electronic music duo Disclosure have teamed up to create a song that will push the limits of contemporary music. Disclosure and Sam Smith are making history with their teaser of Latch thanks to their outstanding talents and captivating live presence. Smith’s soulful voice and the addictive sounds in this engaging song combine to create a musical experience that cuts beyond genres. Latch will be out for streaming from New Year’s! 

 

…reported as of 30th December 2020, is complete and summarizes almost all the important points. It emphasizes the pioneering nature of their relationship while showcasing their talents. By describing the blending of electronic sounds with soulful vocals, the paragraph piques readers’ interest and suggests that partnership expands the envelope and provides listeners with something novel. This introduction grabs readers’ interest and creates anticipation for the distinctive musical experience that this partnership guarantees. This is music promotion, at its best. 

 

Pssst…come here: Always italicize your track/album/merch name. 

Detailing and Contextualizing

 

After the introduction, elaborate on the details and give further background on your news. Tell us about the inspiration behind your music, any essential collaborations, and any noteworthy accomplishments. Include intriguing details or tales to draw readers in and make your music stand out. This is the time to contextualize and share your story. Detailing could include highlighting the unique qualities that set your song or project apart. This can involve an original genre fusion, cutting-edge production methods, or a novel lyrical style. Consider something like this: In her most recent EP, Rhythm in Rhyme, up-and-coming musician Aria, smoothly combines beautiful melodies with socially conscious writing. 

 

You might also list specific aspects of your song, such as appealing vocals, challenging guitar solos, or potent storytelling, that elicit strong feelings or demonstrate technical mastery. For instance: With her hauntingly beautiful vocals and reflective songs that explore themes of love, sorrow, and finding oneself in her most recent album, Silent Echoes, singer-songwriter, Luna, mesmerizes fans.

 

Pssst…come here: Stick to present or simple past tense while drafting your press release. 

If your aim of the press release is to announce the date of your brand new music video release, or connect dates, stick to the present tense. If it's catering traction towards your merch, considering you haven’t released anything new, stick to the simple past tense.

 

 

Storytelling through Quotes

 

Quotes are an effective way to humanize and personalize your press release. Include quotes from you, your band, the producer, or other significant figures who contributed to your song. These quotations ought to enthuse readers, offer further information, and highlight the importance of your announcement. They might be used to talk about your artistic process, the significance of your music, or your goals. 

 

A quote from the musician or band enables them to express their ideas, plans, or enthusiasm for the undertaking. This quotation might shed light on the musical inspiration, the process of development, or the relationship between the creator and the work. For example: “I wanted to create a musical experience that marries the timeless elegance of jazz with the raw intensity and urban storytelling of hip-hop,” says Aria, the artist behind the innovative fusion of jazz and hip-hop on her most recent EP, Rhythm in Rhyme. It involves fusing several musical styles and conveying the essence of the human experience.

 

                                               

 

Pssst…come here: You always refer to yourself in the third person.

You can’t exactly write ‘Hey I am releasing this new track.’ Press releases are formal documentation, they aren’t one-way conversations you are trying to have with your journalists and other readers. 

 

 

Contact Information 

 

Do not forget to add your contact details in the last section of your press release. 

Make sure you add your professional email IDs, phone numbers, and your social media handles. This is extremely important for networking with journalists and getting more press coverage eventually. 

 

Phew. That is a lot, eh?

 

Well, there are hundred other templates available for you on the internet that you may like and want to adhere to. We have simplified the whole thing:

 

Date:                                                                                                                                                                                                                                   

 

FOR IMMEDIATE RELEASE

Headline….

 

Lead paragraph….

 

Other details and information…

 

Call To Action - Links

 

Contact Details

 

The formatting can vary according to the record labels you are working with. If you are an independent artist, this simple template should work. 

 

Clueless about the whole marketing scene? Check out our Full-Time Musician Gamplan now! Got new tracks up your sleeve? Try our submission platform and get a chance to reach more than 2 million listeners!