Have you shared your music and story with dozens or even hundreds of media outlets and received little to no response or publicity? There are probably many reasons for that, and what's more, they likely have little or nothing to do with the quality of the music. Regardless of whether they work in print, television, radio, or the blogosphere, every music and arts journalist in the country receives dozens of pitches every week - even every day - and pays attention to only a small fraction of them. So what separates the artists that score coverage from those who don't? Join us for this webinar to find out. Canadian Musician's Andrew King and Mike Raine will put you into the mindset of a music journalist and explain why and how they decide to cover certain artists. Topics will include: - Who to target in the media - Making a first impression - Putting together an effective media kit - Finding & telling your story - What media wants from you - Effective follow-up

1. Michael Raine
with Andrew King
Editors, Canadian Musician Magazine

2. About the guys talking:
Editor: Canadian Musician, Professional Sound, Canadian Music Trade & Professional
Lighting & Production magazines
Co-Host the Canadian Musician Radio podcast.
Presented and sat on panels at ECMA Week, Halifax Pop Explosion, and many others
Interviewed: Rush, Kiesza, Magic!, Avril Lavigne, etc.
Asst. Editor: Canadian Musician, Professional Sound magazines, Canadian Music Trade &
Professional Lighting & Production magazines
Co-Host the Canadian Musician Radio podcast – CanadianMusicianRadio.com
Written for: CBC, Huffington Post Canada, Quip Magazine, etc.
Interviewed: Gordon Lightfoot, Randy Bachman, Robbie Robertson, Metric, Billy Talent, etc.
Michael Raine
Andrew King

3. First Question:
IS YOUR MUSIC ANY GOOD?
 Do not share until it’s ready to be heard
 It’s hard to get a first chance, it’s even harder to get a second

4. Your Media Tools
www.joelplaskett.com/media-tools/

5. Media Tools
 At least two professional hi-res photo options
 Bio & talking points – careful of name drops and dating yourself
 Avoid hyperbole – you’re not fooling anyone
 Links to articles, interviews, positive reviews, etc.
 When describing your sound, make it accessible
 Quality album stream
 Get www.yourband.com and info@yourband.com

6. Who do you target?
 Better to smartly target 10 people than send a generic
email to 500
 Start local
Local newspapers & alt weeklies
Local cultural or art magazines
Local TV news, radio, or magazines
Community, college, and online radio
Podcasts, Blogs

7. Research Your Targets
 Know who they are and what they do
 How are you useful to them
 Be smart & realistic about your request

8. Is there a story?
 That you have a new album is not a story
 But the album can be a story
 You can make a story
Ex. Paper Lions’ Rolling Oyster Revue
Ex. Hollerado’s Meet the Mayor Tour
Make it a honest reflection of you

9. What will I do if I am interested?
Google you… obviously
• Past media coverage
• Wikipedia
Most media are copycats, not trendsetters
You got my attention,
NOW WHAT?

10. Social leverage helps
It is not what you know, but who you know….
but also what they think of you
Music media & PR is a small industry

11.  There a difference between persistent and annoying
 Do not be presumptuous
 Be nice to the gatekeeper
 Pay attention to what was asked
 Reply ASAP
Follow Up

12. Is a publicist necessary?
 Need something to promote (i.e. album and tour dates)
 Is there organic buzz?
 Don’t wait to ask questions & make connections
 Does the price & timeframe makes sense for your needs?

13. Represent Your Brand in
Everything

14. Questions? Comments?
Crises?

15. Thanks for joining us!
An email will circulate shortly with a link to
access the webinar in its entirety on
demand.
www.canadianmusician.com