Tips For Impressing The Music Reviewer
August 23, 2004
by Michael Walls

I recently read an article on Music Dish about First Impressions. It was directed towards musicians looking to impress record labels, to promote themselves to radio stations, to get gigs or to get reviews of their music.

Many of these “tips” are obvious – be polite, be upbeat, be clear and be professional. These are the same tips you'd use for a job interview or to find a date to the prom. But I though the article lacked real practical knowledge for today's struggling indie artists. So as a music reviewer and avid supporter of indie music, I decided to write my own list of “Tips for impressing the music reviewer.”

Tip #1: The music

Make good music. This is a completely obvious and yet useless tip – as music is subjective. Point is – you are an artist. Put all of your efforts into making music that you’re proud of. Only then should you worry about the marketing and promoting (i.e., 3-song demos rarely say anything about your ability to create a complete product, rather it says you're more worried about what people think).

After you've completed your masterpiece, do everything you can to get the music out to people who may be able to help you (labels, reviewers, radio stations, etc.), as well as gigging as much as possible so the end users (consumers) will have the chance to see and hear you.

Please, please, please, don't waste valuable time and money on slick packaging presentations. See Tip #2.

Tip #2: Your press kit

I’m going to be completely honest with you – I rarely look at press kits anymore.

When I started this website four years ago, I use to get a few CDs a month. It was cool to check out all these new bands. I’d look at the big 8x10 glossy photo of the band, thumb through some of the press write-ups or band bios, trying to get a “feel” for the music before I actually listened to it. Then I’d pop the CD into my computer and cringe at the dreadful noise emanating from my speakers. I would always be amazed at the amount of time and effort and creativity put into a press kit, only to be completely disappointed by the music.

On the flipside of this, I’ve received completely non-descript press kits containing absolute jewels of music. Some of the best music I’ve received, and reviewed, were sans a press kit.

Of course, I’ve also found excellent music wrapped in excellent promotional materials, and visa versa, found poor marketing packages with equally poor CDs. But the bottom line is – as a music reviewer and as a supporter of indie music – I always listen to the music. A press kit rarely does anything to expedite or hinder my eventual goal of listening to every single CD submitted for review consideration. And a press kit never affects my opinion about an artist or band. All I’m reviewing is the music.

Nowadays, the CDs pile up by the dozens. My mailman hates me. 2 Walls Webzine, as a collective group of music writers, receives over 50 press kits a month. We can’t possible do more than make good on our promise of giving each CD a “fair listen.” The accompanying press materials usually end up in the trash.

Do me, yourself, my mailman, your wallet and the environment a favor – stopping killing trees with pages and pages of information that will most likely go unread and end up in the trash. Send me your CD with a brief note and provide all of your information on your website in an easy-to-find format.

Tip #3: Persistence (can be annoying)

I can only speak for myself when I say, persistence can be annoying. Following up on your press package is fine. Sure, drop me note, ask me if I received your package. I’ll usually respond to these first inquiries. But sending an email every couple of weeks, asking what I thought of your CD, or even more presumptuous, asking when the “review” is going to be posted, is downright annoying. I know your world revolves around your band and your CD, but mine doesn’t. I’ve got my own world to worry about. If I like your music, I’ll write about it. If I don’t, I’ll send it to another writer in our group. That’s the best I can do.

Tip #4: Your website

If you don’t have a website for yourself or your band, then you’re not serious about promoting yourself. Whereas I don’t pay much attention to printed press materials clogging my mailbox, I do spend a good amount of time checking out artist websites for more information. Which is why I don’t feel guilty tossing out the pages of printed materials – because I know most of it can be found on the band’s website, when I need to find it.

I usually check out a band’s website when I’m interested, or semi-interested in the music. If the music piques my interests, I’ll go look for some biographical info. (Where are they from? Are they playing any shows nearby? Do they have an interesting story?)

A poorly designed site doesn’t necessarily discourage me from writing a review, but if I can’t find the information I’m looking for, it can hinder my progress. Sites designed in Flash are always impressive, but not necessarily informative. And those sites with the 30-second Flash intro, get a bit annoying during the 3rd or 4th time around.

Tip #5: Your Internet presence

If a Google search of your band's name only retrives your own website, then you're not trying hard enough.

Aside from your website, the Internet can be your biggest method of promotion – and it shouldn't cost you a dime. Music message boards are the lifeblood of many professional indie artists. Fans exchange reviews, news, information, tour dates, and a general buzz about their favorite underground artists.

Start your own message board and get your friends to talk about your shows and your music. Go to other indie band message boards (preferably bands that are similar to yours and more popular) and name drop your band as a similar band people should check out.

As a reviewer, a band's internet presense doesn't really change whether I like the music or not. But when I come across a new artist that I like, I always check out their web presense and see what kind of buzz (if any) they have.

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This is my perspective on the art of artist promotion – from the recipient’s point-of-view. I can’t speak for other webzine publishers or record labels or radio stations. Perhaps there are people out there that read every piece of printed promotional material sent to them. Maybe they are influenced by the-squeaky-door-gets-the-oil theory, and help push those bands that harass them the most. For me, it’s purely about the music. Once the music impresses me, then I'll pursue the incidentals like website and internet buzz.

I know artists put a lot of hard work into what they do, and marketing and promotion is an important part of getting their name in front of people’s eyes, and hopefully, their music into people’s ears. But one thing I’ve learned over the short time I’ve been doing this – never judge a CD by its cover – or by the mountains of promo material that comes with it.

(Michael Walls is a volunteer staff writer for 2 Walls Webzine and is considering investing in a paper shredder.)