Growing up in a city, you certainly see some strange sights. I remember, as a boy, seeing at least two men with what I can only describe as a 'Messiah Complex.' The first was convinced he was Jesus returned from heaven, and would stand on street corners making his prophecies and declarations. The second man thought he was Jah and would stalk the streets with a crook and a goat; I kid you not! (Pun intended). While both men clearly had some serious psychological issues, I can't help but recall the looks that they received from passers-by trying to avoid them in the street.


But what has all this got to do with promotions? It seems that a great many young musicians believe that they can be their own music publicist, but often come off like the 'street messiahs' that I mentioned. Proclaiming that you are the Son of God may seem a long shot from saying that your new album is great, but they have a similar effect of making people avoid you. The thing is, when you say such a thing yourself, people aren't very likely to believe you. The key is to get other people to endorse you.

But how do you get other people to endorse you without proclaiming your greatness? The standard method in the music business and the media is to use a media kit. For a musician, this was traditionally a printed folder containing your biography, some pictures, contact details and a CD. Ideal for gaining interest in your work they would lead to interviews, reviews and feature stories in the media. Basically speaking, if you did your job right, the media outlet you approached would start promoting you in their own words. Nowadays, these kits are often in a digital format, as they are cheaper to produce (no printing costs), easier to update, and therefore seen as more reliable by the media too.

Hand-in-hand with a strong press kit is press release distribution. This is telling the media a good story, hook or news item to get their interest. There are certain set parameters to work within when sending out such a release, but details of these are well-known to publicists and promotion's professionals, as well as being available online. A press release should be catchy and concise with the aim of securing interest within the media and more literally priceless exposure. Again, this exposure will be coming directly from the media, albeit prompted by your press release, so won't leave you looking like some lunatic professing greatness to all-comers. Beware the danger of slipping into the promotions 'messiah complex.'

Cheap press release distribution

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