V13 Promo Guide to Creating a Winning Media Strategy for Musicians

Alright, if you’re serious about making waves in the music industry, you need a killer media strategy. A well-crafted media strategy helps you build credibility, attract new fans, and keep the momentum going. No more winging it—this is your blueprint to get noticed, build your brand, and make sure your music hits the right ears. Let’s break it down step-by-step.

Research

Before you start crafting your press kit or pitching to media outlets, you’ve got to know who you’re talking to. This research phase is crucial—it’s the foundation of a killer media strategy. Here’s how you can do it, step by step:

Figure Out Your Niche:

What’s your music all about? Break down your genre and any sub-genres. Think about what makes you different—whether it’s your lyrics, your sound, or the vibe you create. This is where you start to define your niche.

Look at artists making music like yours. See how they position themselves, who their fans are, and where they get coverage. This can help you figure out where you fit in. If you’ve got some fans already, ask them about themselves. What do they like about your music? Where do they hang out online? This info will help you understand who you’re speaking to.

Get to Know Your Audience:

Dive into your social media analytics. Who’s following you? Where are they from? What’s their age group? This data will help you get a clearer picture of who your audience is. And what’s more: don’t just post—interact. Ask questions, run polls, and see what gets the most engagement. This will give you a feel for what your audience cares about.

Find online spaces where your potential fans hang out—think Reddit, Facebook groups, or forums. Watch the conversations and see what gets them hyped.

Research the Right Publications:

Create a list of blogs, podcasts, and music sites that cover artists like you. Look at the artists they feature and the style of their coverage. Are they into in-depth interviews or quick reviews? Knowing this helps you tailor your pitch. Every outlet has its submission guidelines. Make sure you know them and follow them to the letter—this gives you a better shot at getting featured.

Follow the key players on social media, like writers and editors. Interact with their content—let them know you’re paying attention. It’ll also help when you do eventually reach out and pitch (more on this later).

Build Your Electronic Press Kit (EPK)

An Electronic Press Kit (EPK) (also referred to as a Media Kit) is your one-stop shop for all the information that media, promoters, and industry professionals need to know about you. In the fast-paced world of music, where first impressions matter, a well-crafted EPK can make the difference between getting booked, featured, or left in the dust. It’s essentially your resume and portfolio combined, showing off your music, your story, and your brand in a way that’s polished and professional. Without a solid EPK, you’re leaving opportunities on the table. Here’s what you need to build an EPK that grabs attention and doesn’t let go.

Essential Components of an EPK:

1. FFO: Short for For Fans Of, you need to give us 3-5 similar, more well known bands for us to hang our hat off of.
2. Bio: Write a compelling bio that tells your story and highlights your achievements. Keep it concise but impactful.
3. Photos: Include high-quality, professional photos. Have a mix of live shots and posed images. Err on the side of too many photos rather than too few—publications need options for all their differently formatted sites, so make it easy for them.
4. Music: Provide streaming links and downloadable files of your best tracks. Include a variety of formats (MP3, WAV). You can and always should include not just links or embedded players for your streaming platforms, but also include the code for the embedded player of the song/album you’re about to release, usually SoundCloud.
5. Videos: Feature music videos and live performance clips. Make sure they’re high quality. Start with the best or one with most views.
6. Press Quotes: Include quotes from previous press coverage or reviews. If you don’t have any, reach out to smaller blogs for initial reviews.
7. Press Coverage: Include links to all the previous press coverage or reviews, don’t just cherry pick the quotes. It should have a full list of every mention. And before you ask, yes, playlist adds and radio plays also count, just provide a link to the playlist or the station, date and time.
8. Contact Information: Clearly list how media can get in touch with you or your PR representative.

Want examples of EPKs? Check out our Clients and navigate to their Official V13 Promo Media Kits.

Press Release Writing: Crafting the Perfect Pitch

Key Elements of a Press Release:

• Headline: Grab attention with a strong, clear headline. Keep it short and to the point.
• Lead Paragraph: Answer the who, what, when, where, and why. Get straight to the point.
• Body: Provide details about your release. Include quotes, background information, and relevant links.
• Boilerplate: A brief paragraph about you or your band. Keep it consistent across all your press releases.
• Contact Information: Make it easy for journalists to contact you.

Writing Tips:

Focus on what makes your story unique and interesting. Journalists don’t have time to read long releases. Get to the point quickly. Include quotes from band members or producers to add depth and credibility.

Want examples of press releases? Check out our Newsroom.

Pitching Media: Getting Your Story Out There

Don’t use a one-size-fits-all approach. Personalize your pitch for each outlet and journalist. Make the subject line catchy but clear. It should compel the recipient to open your email. Start with a brief introduction. Mention why you’re reaching out and how your story fits their audience. Include a link to your EPK. Make sure to attach the Press Release.

Email Template:

Follow Up

This industry is lousy for timely responses. Adopt a mindset of polite insistence. But as a general rule, wait a week before following up. Don’t be pushy, but be persistent. Reference your initial email and any previous interactions. Keep it friendly and professional. Offer additional information or exclusives. Above all, make it easy for the journalist to cover your story and be clear about what it is you want.

Follow-Up Email Example:

Final Thoughts

Creating a winning media strategy isn’t rocket science, but it does require a strategic approach. By following these steps, you’ll be well on your way to getting the media attention you deserve. Remember, persistence is key—don’t get discouraged if you don’t see immediate results. Keep refining your strategy, engaging with the media, and pushing your music out there.

Ready to take your media game to the next level? Dive into our other guides for more tips and tools to help you dominate the music industry. And don’t forget to subscribe to our newsletter and join our Discord server for exclusive insights and personalized advice.