A well-written press release draws attention to your new album in one or two pages that highlight the details of your new musical release. As part of a marketing and publicity campaign, a press release showcases a new artist or album in ways that you hope news outlets will share with their readers, listeners, or viewers.
Center the band’s name and the album’s name at the top of the page in a larger font size in bold, italics, or both to draw attention to it. You also can set this information apart by putting it in a box or underlining it. If the album is on a label, include the label name, catalog number, or both in this location as well. Below the header should be the date of the press release.
Additional options for the header include:
- A scanned photo of the album cover
- Contact information for the person handling publicity for the release, whether it is someone in the band or at the label. Labels should consider including their logo somewhere along the top of the page, either in the top right-hand or left-hand corner.
- A quote from a good review of the band
- The band’s or label’s website and appropriate social media tags or handles
Include a headline before the first paragraph that states in a few words what is being announced. Start with a strong lead sentence to announce the new album. This sentence should be preceded by a dateline, which is not a date but the name of the city where the announcement originates. It should be in all capital letters and set apart from the lead sentence with an em dash. If this is a follow-up album, reference previous work by the band to help familiarize readers with the subject. If this is a debut album, state that and provide key information about the music.
Use this paragraph to include selling points for the album or band, such as:
- Praise from a well-known artist, producer, DJ, or others
- A well-known guest star on the album
- Notable previous work by the album’s producer
- A song receiving a lot of radio play
Elaborate on details about the band and the music on the album. This is especially important for a new band with a debut album. Describe both the artists and their work in a way that intrigues readers. Don’t mistake this for a band bio, but include some details about where the band members come from or acts they have played with previously.
Provide readers with additional reasons why they should write about your band and review your album. Avoid cliches and other fluff describing the band as “great” or “fantastic.” Instead, provide concrete information that shows how the band is building a following, such as:
- Upcoming live shows, including details about any venues the band plays regularly and might have a loyal audience
- Details about reviews already released or that you know are forthcoming in well-known publications or on respected websites
- Any radio play the album has received
At the bottom of your press release, include the contact information for the person fielding press queries for the album, even if this information is also at the top of your page. Set this information apart from the body of your press release in a similar manner as you did the header. Be sure to make clear what this information is intended for, by saying, “For more information, promo requests, or to set up an interview, please contact Jane Doe.” Also, include the website for the band, label, or both.
Sample Press Release
Every press release will be different, depending on details, and some of the elements in paragraphs two and three might overlap, but the overall look of each press release should be fundamentally the same. A finished release should look something like this:
Born to Rock
Label ABC Records
Month XX, 20XX
Born to Rock’s debut album ‘Stone Ready’ will bring down the house
CITY, STATE—Born to Rock’s debut album “Stone Ready” already is receiving airplay in 10 top U.S. cities. Producer XYZ helps bring out the band’s retro 60s vibe, paying homage to the Beatles with its sing-along lyrics and references to the counterculture generation.
It makes sense that all of the musicians—guitarist John Doe, drummer James Doe, singer Ian Doe, and bassist/guitarist Mark Doe—are all from Liverpool, England. Clearly, the band members were influenced by John, Paul, George, andRingo. While three of the members are new to the rock scene, Ian Doe previously performed with Band ABC.
Few debut albums (or groups) have been met with such a warm reception. After six months of touring bars and small clubs in the U.S., Born to Rock will spend the next three months playing arenas as an opening act for Band XYZ. Vanity Fair is doing a one-page feature on the band next month.
For more information, promo requests, or to arrange an interview, contact Paul Promoter at (email), (mobile), or (web address).
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