Indie Artist Advice – 3 Do’s & 4 Don’ts When Pitching a Writer

If you’re an indie artist attempting to go the DIY route with your PR it can be equal parts difficult, and frustrating. You need to be heard, but how can you get a writer’s attention?

I’ll be honest, it’s really tough to get a writer to open your email if you don’t have an established relationship with them. When you hire a publicist, you’re paying for both their expertise, and the many years they’ve spent developing relationships with the writers you want to have listen to your music. Without a publicist, you’re clicking send on your emails, and saying a quick prayer to the music gods that the email will be opened, and the writer will pay attention to it.

How can you manage to be the rare email that receives this treatment?

There’s no secret formula that will guarantee being noticed, but here are a few do’s and don’ts when it comes to emailing writers that will help increase your odds.

Do send a proper email 

Sure, it’s easy to just say “Hey, I’m so and so, check out my new song,” but that gives a writer absolutely no reason to listen to your music.

Instead, take a minute to make sure your email has the following – a paragraph on who you are, a paragraph on the song/video/EP/LP you’re sending us, and a listing of all your social media links.

That’s the information every writer needs at the outset. No more, no less.

 

Don’t send your email on a Friday 

I’m not sure if you’ve heard, but new music Friday is a clusterf*ck that benefits very few (article can be found here).

Writers’ inboxes are flooded with press releases every Friday, and there’s little to no chance a blind email is going to be opened. Heck, even emails from people we know sometimes get deleted as we try to catch up with the 50 to 100 emails we receive per hour.

If you actually want a chance to have your music heard, pick any day other than Friday to send it.

 

Don’t slide into a writer’s DMs

No writer wants to see pitches in their DMs.

Best case scenario – you’ll be ignored.

Worst case scenario – you’ll be remembered for all the wrong reasons.

I’m sure it’s tempting, but don’t do it.

 

Do follow up 

I’d say a good rule of thumb is to wait 10 days before following up. There’s a pretty good chance a writer may have ignored your initial email, but I can say from personal experience that a quick follow up could lead to a listen, and possibly more.

That said …

 

Don’t bombard us with follow ups

One follow up is fine, but constant reminders that you sent something will only to lead to everything you send in the future going directly in the trash bin.

Yeah, it sucks when you don’t get a reply, but keep your head up, realize there are a myriad of potential reasons a writer may have passed on your work, and contact them again when your next release is coming up.

Just because someone passed on you, or ignored you, the first time doesn’t mean they’ll be in the same state of mind the next time you send something their way.

Consistency can be rewarded.

 

Don’t get mad and burn bridges

I’m not sure artists realize this, but individual writers don’t exist in a vacuum. We talk to each other, and even have social media groups where we discuss work related topics.

If you go on a social media rant about a writer, or a publication, every writer and publication is going to find out. The same goes for if you send an angry email. The result will be a silent blacklist, because with more artists making music than ever, there’s no reason for someone to work with a malcontent.

Yes, Kanye West is an inexcusable jackass, but if he was an indie artist attempting to be heard, and he was acting the way he currently does, nobody would touch him with a ten foot pole.

 

Do have patience 

Remember everyone is on a different timeline. Personally, I have a bevy of folders in my inbox, some of which I only get to once a month.

If you’ve sent your work, as well as a timely follow up, patience truly is a virtue.

Consider it zen and the art of career maintenance.