Press coverage is a powerful arm of your music release strategy. Writeups can win you new fans, strengthen your reputation, and create lasting opportunities. That starts with learning to pitch the press.
Meaningful coverage starts with an intentionally targeted, well-crafted pitch. In this guide, we provide practical steps to capture the attention of a journalist, communicate your story, and secure coverage.
Making a request
Music journalists can cover your music in a variety of ways. That’s why you should clarify the request in your pitch to the press. Below are a few common requests:
- An album or single review
- A premiere (written up in advance of your release and occasionally provides readers with exclusive early streaming privileges)
- An interview
- Inclusion in a music roundup, playlist, or other
Including your specific request in the first few lines of the email and in the subject line is helpful for setting expectations and standing out in an inbox.
Crafting your pitch
Music journalists receive countless pitches everyday. If you want to stand out, you need a compelling subject line.
Subject Line
Here is a useful format for pitching an upcoming release, but feel free to experiment!
[Artist name] – [title of upcoming release] | one-line teaser
Introduction
Keep your introduction brief and personalized. You can mention a recent article of theirs that you’ve read, mention a similar artist they’ve reviewed, or explain why you decided to pitch them. This personalization demonstrates intentionality and establishes familiarity.
Details
Provide a link to your music as early as possible in the email. Do not attach a file, set up a private streaming link through Bandcamp or Soundcloud instead. If the journalist connects with the music you send, they’ll put in the time to read the rest of your email.
In addition to linking your music, include these essential details in a sentence or two:
- Release date
- Label (if applicable)
- One line bio: artist name, genre, hometown
Biography
If the journalist you’re pitching isn’t familiar with your music, you can include more information below your music link and introduction. Those can include:
- Names of members (if applicable)
- Influences or soundalikes
- Relevant, notable achievements such as tours, sold out shows, or previous press placements
- Link to EPK
Story hook
What’s the most provocative, surprising, or intriguing part of your song (or the story behind it) that would catch someone’s attention? This is where you can provide the journalist with a story to latch onto and consider alongside your music. What would you want a first time listener to know about your music (perhaps that they can’t directly observe?)
Here are some prompts to get you started brainstorming on a hook:
- Is there a standout lyric that encapsulates the story?
- Is there a relatable question or theme that your song reflects on?
- Is there a biographical detail the reader might find surprising or impressive?
- What sparked the inception of the song or characterized its recording?
Story body
Follow a strong hook with a few sentences describing your release. Finish out your hook then shift to a few other details you would like included in your review. Here are some suggestions – best to choose one or two to keep your pitch succinct.
- Recording: where you recorded and notes on the process
- Catalog: where does this release fit in your catalog and how does it speak to your career?
- Biography: how does this next release represent feelings, experiences, and changes in your life?
- Contextual: Is this release a single off an upcoming album or a one-off collaboration? You can discuss that here.
Call to action
Conclude your pitch to the press by restating what you’re asking for (review, premiere, feature, interview, etc.) then thank the journalist for their consideration.
Signature
Sign off the email and below your signature, include a link to your website, EPK, and socials.
Assemble your press kit (EPK)
Electronic Press Kits (EPKs) are an efficient way to provide journalists with all the information and links they need. Keep it simple and comprehensive by following the guidelines below or read our checklist for more in-depth guidance.
- Short bio: Two or three paragraphs about your musical background
- Press photos: Linked within a shared Google Drive or WeTransfer
- Music links: Links to where press can stream your music
- Social media and website links: Make it easy for fans to engage with you online
- Past press coverage or notable achievements (you can include key press quotes here as well)
- Organized files: Include everything in one easy-to-share location (Dropbox, Google Drive, or dedicated EPK page)
Building rapport pre-pitch
Before you pitch the press, it can be helpful to build rapport with 5-10 priority journalists over social media or other channels. Introducing yourself, bonding over common interests or connections, and letting them know you’ll be reaching out can help you stand out from the pile.
A few easy ways to build rapport with your press contacts ahead of time:
- Direct message on social media: Mention a recent article they wrote that you liked, introduce yourself, and mention your upcoming release.
- Reply: Comment in response to a micro-blog. If the journalist responds, give them a follow and see if they follow back! Then start a conversation.
- Share or repost: Share a recent article to your followers and tag the journalist with a link to the article. If they engage with your post, send a follow-up message.
Sending your pitch
Generally, provide at least three weeks notice to pitch the press. Local press can deal with quicker turnarounds of 1-2 weeks, but larger national and global publications may need a month or more. Three weeks is a happy medium, but earlier is always better. If you’re too early with a pitch, the journalist might ask you to follow up with them closer to the release date.
Day of week and send time matters too. Tuesday through Thursday morning is generally best as Mondays can be chaotic and Fridays are time for finishing out that week’s work. Avoid sending on late nights, weekends, or holidays, when journalists aren’t checking inboxes.
If you don’t hear back on an initial pitch after a week, you can follow up! Keep your follow-up brief and friendly and reiterate key information: streaming link, release date, and your request. By the third follow-up, you can probably assume the journalist is uninterested or at capacity.
Tips for success
Pitching the press is an iterative process of follow-ups and refinement. Never expect a perfect hit rate! Here are some tips to take home.
- Personalize every pitch; avoid mass emails: This is crucial for emerging artists in particular. Get a journalist’s attention and build rapport by demonstrating familiarity with their work and intentionality in your outreach.
- Keep emails concise (200–300 words max): Make your emails easy to read and communicate all the key information for a journalist to write a comprehensive review.
- Tell a story, don’t just promote: Music journalists are pursuing the craft to tell the story behind your music. Especially for emerging artists, news of your new single isn’t enough. Journalists need a theme, experience, statement, or central idea to latch onto and explore.
- Track your outreach: Create a spreadsheet with contact names, addresses, publications, dates of outreach, and responses. This helps ensure your pitches don’t fall through the cracks.
- Be professional, patient, and gracious: Music journalists are inundated with requests. Make a positive first impression by thanking them for their consideration and being patient between emails.
- Include multimedia assets (video teasers, behind-the-scenes clips): Some sites will list your video teaser or a relevant behind-the-scenes clip if it enhances coverage and is available ahead of release.
- Build relationships over time, not just during releases: When a journalist takes interest in your music enough to review it, cherish that relationship! Keep them in our send list for your next release and continue to engage with them in the meantime.
Ready to get your next release the press coverage it deserves? CD Baby distributes to 150+ platforms around the world and provides independent artists with the tools and guidance to grow their careers on their own terms.