Destroying
the Media Myth
Many people think of
the media as being an impenetrable fortress. Folks who
feel this way have the impression that to get covered in
a newspaper, magazine or trade publication -- online or
off -- you have to be part of a secret club or have some
inside connection. Nothing could be further from the
truth. Most people who have a negative attitude toward
the music press either have never dealt with the media,
expected too much too soon when they did publicize
themselves or simply took the wrong approach when
communicating with editors and writers.
Before the Internet
became all the rage, there were already many thousands
of music publications in existence -- everything from
major magazines to mimeographed fanzines. The rapid
expansion of cyberspace only served to quadruple the
number of media sources in existence. Most established
print publications now have an online presence and often
feature distinct news stories that appear only on the
Internet. Also, the low cost of entry has allowed a
multitude of would-be music editors and writers to
create their own online news outlets.
Why the
Media Needs You
These countless
publications each have audiences that are hungry for
information related to the musical subject of the
publication. Editors, writers, illustrators,
photographers and designers -- many of whom are
overworked and underpaid -- decide what information
their audiences are most interested in and do their best
to deliver it. In other words, media people have space
to fill. They need quality content to keep readers
happy. To write new reviews, articles and
recommendations on a regular basis, they need a steady
stream of ideas. The easier those ideas are to
implement, the better their chances of being used.
It's been estimated
that more than 80 percent of what we read in print and
online publications is "planted." No, that doesn't
necessarily mean that stories are covered because of
government conspiracies or because bigwigs slip money
under the table (although you can certainly argue that
major-label ad revenues have an effect on what's covered
in the press). News stories are frequently suggested by
public relations firms, freelance publicists and
everyday people who simply contact the media with
interesting article ideas.
No Media
Outlet Is an Island
For 10 years, I
published and served as managing editor of my own music
magazine in St. Louis, MO. As much as I tried to get out
and see bands perform live and stay up to date on
developments in the music industry, I couldn't possible
be everywhere and know everything at all times. I often
relied on the recommendations of others when making
decisions on what bands and topics to cover.
Sometimes one of my
writers would come to me with a story concept or a press
kit from a new band would catch my eye; at other times,
speaking with someone at a concert or on the phone would
spark an idea. I didn't manage my magazine from within
an enclosed fortress and neither do most of the editors,
writers, columnists and reviewers you'll be contacting.
They need people just like you to give them ideas and
information they can use to serve their audiences.
Become a
Music PR
Resource
Take a look through
several music articles and news stories online right
now. Rarely are these stories only about things, such as
products, services, events, companies and so on. Most
good articles have a human element. Especially when it
comes to covering musical acts. The personality and
image of the artist and what he or she stands for play a
key role in determining how newsworthy an act is.
Shouldn't you be
someone who journalists turn to when they need a quote
or example of someone involved in your area of
music-making?
Bottom line: Think
about your attitude toward the press, and how you can
position yourself as a helpful resource instead of a
just another musician looking for a publicity handout.
