Monday, November 6th, 2006
SELF PROMOTION VS REPRESENTATION: WHEN SHOULD AN ARTIST SEEK HELP?
OK - So I am an entertainer with a professional promotion package - What now?
The primary focus in the beginning stages of any performer's career is to "get noticed" and build an initial following. For the established artist, the idea is to increase the scope of your following and improve the general public's awareness and/or perception of your talent and abilities. Your first task is to get reviewed in the newspaper. Chase journalists for interviews. Find a good publicity angle. What's special about you, your show, your band or band members, your latest record or performance? To get press you'll need to provide newsworthy information. What's the hook or human interest pitch on a story about you or your group? Give the media an angle that's unique, fresh and informative and have a promotional package that reflects this uniqueness.
Send Out A Press Release
How do you get the media interested in you and your projects? You send a press release... a standard tool that works better than letters and phone calls. It's universally used to publicize people and events. A Press Release is essentially a pared-down news story that presents the outline of you and your event in a way that will grab an editor or journalist's attention.
Anything newsworthy should be publicized. You should define "newsworthy" as creatively as possible. Special upcoming shows... formation of a new band or show... record release parties... production of a video... signing a manager, agent, distribution, publishing or recording deal... formation of your new independent record label... involvement in a benefit... winning a contest or receiving an award. These are just samplings of the events worthy of mention.
Always type and double-space the artist's information preferably on your own letterhead. Include all the pertinent details (who, what, when, where, and why). Use a bold and creative headline. Be sure to include the date of your event, your contact information, and the city where your act or news is based. At the top write "FOR IMMEDIATE RELEASE" and then send it off to everyone on your media list. If you don't have a media list... start one and continue adding to it whenever you come across a new contact.
Most of the editors and journalists today prefer either faxed or electronic press releases. Always call the media outlet for current contact information, and be sure to also inquire about preferred submission formats and obtain the correct fax numbers and email addresses as required.
Before you are able to attract professional assistance, most performers, musicians and songwriters are going to have to go it alone for a period of time. With continued practice (trial and error), patience, a few graphic skills, some basic tools, plus a little determination and persistence, you'll develop the knack for doing it yourself.
When Do I Seek Representation?
There is only one correct time to seek a representative... when (and only when) you have become familiar with the booking and publicity process... but because of increasing commitments, and the lack of time, you are unable to access all the opportunities available to you. It's crucial for all performers to have at least a little introductory experience working with buyers, agents and the media. That way you're in a better position to evaluate a representative's performance and know just what is being done on your behalf.
Where Do I Find a Representative?
Start by asking for local recommendations. Also notice which bands and musicians are getting a lot of quality work or press coverage. Call the venue or publication and ask who the artist's agent or publicist is. Agents, Publicists and Consultants specializing in music will often advertise in music magazines. Shop around. Never take the first person who's available. Look for areas with which to compare their skills. Prices will vary depending on success and creativity.
In the beginning, (when revenues are low) it is likely best to seek a multi-talented person that can wear many hats. i.e. agent, manager, publicist, promoter and investor. The investor portion can be reduced to time and effort, but it is important that your chosen representative invest in your future. After all, if he/she is not prepared to make an investment, there is likely no commitment.
When you're representative becomes too busy with commitments and lacks the time to access all the opportunities available to you, it is time for he/she to become the manager and hire, or acquire, additional help. i.e. publicity, promotion, and additional booking assistance.
Here are some guidelines to be sure you get the best representative you can find. The most important points to consider are as follows:
1. Always give the individual or firm a trial period where either party can exit the arrangement for whatever reason... 3-6 months is reasonable.
2. Make sure the individual or firm is inventive? Can they create motivating publicity materials?
3. Does the individual or firm have an interest in what you're doing?
4. Make sure the individual or firm isn't too busy with other clients so that their ability to take on new work is limited.
5. Does the individual or firm now serve competing clients?
6. What will it cost?
It is completely reasonable to request samples of their work and client references. After all, it's the entertainers and musicians they've worked with that can give you the most relevant feedback about any agent, manager or publicist.
Understanding how the media works is likely the most important facet in building a career. Whether you're an entertainer, musician, personal manager, booking agent or any other music business professional, having access to the media on a continuing, positive basis is a decided advantage... one that can be measured in enhanced prestige, greater recognition and ultimately much larger profits.
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Posted By Les Vogt @ 1:00 AM
Author's site: http://www.members.shaw.ca/lesvogt
Les Vogt is an independent producer, promoter and entertainment consultant. Contact: lesvogt@shaw.ca | [Comment on this blog post] |
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untitled_sc's comment posted November 18th @ 6:07 PM:
Thank yoy for this post, Even though I am only 16 years old going on 17 in about 2 months, All I dream about all day is how to these artist make it? And I want to know how and get my band on the ball and make it, get into booking agents, and get a music contract. This does give me really good advice because I had no idea where to start, but now I ahve a much wider idea on how to get started thank you, and I truly hope my prayers will be answered.
Tyler
-Untitled
Commentors site: http://www.myspace.com/untitled3452 |
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