The Second Opinion: Getting Your Music Reviewed
If you want the draw the attention of a label or promoter, there are a few specific ways to publicize yourself that will really get results. Let’s face it; e-mailing venues three times a day or scrawling shameless plugs on a label’s MySpace page is not self-promotion.
One such way to acquire attention is to submit your music to print and online magazines for review. Now, it’s important to note that this is, by no means, an easy way to promote yourself. Submitting a CD will, however, expose you to new audiences and will give you more ammunition for self-promotion; I mean, having a magazine say that your lyrics are “poignant and well-spoken” is an effective way to make an impression.
Step One: Record Something Good—You might have to drop a dollar or two, but get yourself recorded in a way that represents your band. Don’t skimp out on this step; if you want reviewers to take you seriously, construct a clean recording that doesn’t compromise your talent and songwriting ability because you wanted to get it done quickly and cheaply. Also remember that it’s better to showcase your four or five best songs than to cram as much as you can onto an eighty-minute disc.
Step Two: Put It Together Professionally—Nothing screams “amateur” more than a CD-R with your band’s name scribbled on it in Sharpie, shoved into a plastic sleeve. Again, you might have to spend a few hundred, but get your disc duped by a company who does this sort of stuff professionally; they are easy enough to find on the internet (google “CD Duplication”). Slap some album art together (here, simpler is always better than complicated and cluttered) and get it printed on a two-panel insert and tray card. Foot for some on-disk printing and have it all crammed into a jewel case. Trust me when I say that your album’s artwork will make some kind of impression on your reviewer.
Step Three: Create A One-Sheet—It surprises me when bands don’t know what a one-sheet is, considering how valuable of a tool it is. A one-sheet is, literally, one sheet of paper that you send alongside your album for review or consideration. Include the following items…
Your Band’s Bio: Don’t get too in-depth here. In a brief paragraph or two, describe your band’s, mention your influences, and talk about the album (including its release date). This is a tool for the reviewers to know more about your band, so be careful not to sound too egotistical or aggressive. At the same time, try not to come off desperate, like your trying to pitch your CD.
A Picture: This can be live or promotional, but make it clear and aesthetically pleasing. A smeary, incoherent shot may look badass, but it’ll make the reviewer scratch his or her head in confusion; likewise, a boring looking shot taken by a Safeway disposable camera will make the reviewer think your band is lame-city. Try to get a picture that represents you accurately and looks nice at the same time.
Your Names And Instruments: I know. It seems silly. But the reviewer will want to mention some of you by name. Provide this information.
Your Band’s Accomplishments: Were you recognized as Q101’s local band of the week? Did you headline a tour along the East Coast? Is this your fifteenth album? List every one of your accomplishments in a proud but modest way.
Contact Info: Many reviewers like to gather as much information about the band possible, especially an e-mail address. Provide any links to your band, including Purevolume or MySpace pages.
One of the most important parts of the one-sheet is its layout. Putting this information together in a presentable, professional way will send promoters, labels, and reviewers that you have your shit together. Also, turn this one-sheet into a .pdf and post it on your band’s web page so anyone can access it easily and print it out.
Step Four: Compile A List Of Magazines—As a band, find magazines that fit your band’s sound. It would be silly to send your acoustic country album to a ‘zine like Maximum Rock ‘N’ Roll because, even if they did review it, they’d tear it apart. A great way compile this list is to go to a place like Barnes And Noble or Borders. Check out the plethora of music magazines there and make your list accordingly. Also, don’t ignore the internet; everyone and anyone reviews albums nowadays. Try googling “(your genre) Reviews” and see what comes up.
Step Five: Send The Package—It’s important to find out the guidelines for submitting albums for review. Each magazine handles this stuff similarly, but you don’t want your album to get lost in the shuffle. The best way to do this is to go the magazine’s web page and check out their FAQs. It never hurts to send buttons or stickers, but (again) don’t seem too desperate. Again, as punk-rock as you might think you are, professionalism is your goal. Be willing to part with these discs; you will not get them back.
Step Six: Be Patient—After you send your CD, it sits on an editor’s desk for a few months before it is sent in the mail to the reviewer. It’ll sit there for a week or two before it is actually spun. Then, it’ll take a few days before a review is written and another month or two before it is printed. Keep in mind that hundreds of other bands want their album reviewed as well. While it might not hurt to e-mail an editor once every month or two (and, if you do this, inquire about the status of the album politely), sending an e-mail each week may ensure that your album will not get reviewed. Ever.
Step Seven: Take Your Review In Stride—It’s important to remember a few things once your album does get reviewed. First, remember who a reviewer is: a bored college student with too much free time who is self-important and has way too many opinions about music. Worse, many of these people have no writing skills. They don’t know your band and definitely don’t know how much time, effort, and heart you may have put into your music, so don’t expect them to. If your review is negative or off-target, remember that they are only doing their job and, yes, they are entitled to their opinion.
That said, it’s important to realize that these reviewers do this regularly (if not professionally) and aren’t always totally elitists with a chip on their shoulder (sometimes they are, though). Be ready to take their comments to heart and use them constructively, especially if these comments are reoccurring. No, they aren’t attacking you or your art; they are merely speaking their mind and there is something to that.
Step Eight: Know What To Do With Your Review—Try to create a “Press” section on your web page and archive anything printed about your band here. Make .pdfs of the magazines’ printed reviews and upload them there. Link the online reviews directly from this page. Quote snippets of the review (credit the magazine, of course) and add them to your one-sheet. However you decided to organize these, don’t be afraid to use your press when you send the album to labels and promoters.
Repeat these steps with every new release, but don’t be surprised when new fans come up to you at shows to compliment you or if promoters suddenly recognize your name. No work ever goes unrewarded.