Here’s how music PR works; record companies have a PR person, normally a lady (because they’re usually less offensive to look at / speak to / smell than men). She’s in contact with people who work at all the magazines, websites and radio stations likely to feature her label’s kind of music.
These people, who are locked in an eternal battle to fill column inches and airtime every month, look to Miss PR Lady and her ilk to keep them up-to-date on which bands are up to what on any given month.
From there it’s a wheeling, dealing game. Some bands are shoe-ins for coverage; if Metallica have a new album coming, Editors will fight and bargain to speak to them; if Bromley’s newest Satanic Technogrind band have an EP coming, it’ll take all the PR Lady’s guile to squeeze them into print.
Let’s presume that if you’re reading this, you fall into the latter category and must face some harsh realities.
Rather than being flown to Maui and courted by a Metal Hammer rep over a few Daiquiris, you’re more likely to end up chatting over a pint and some Monster Munch in a boozer somewhere up the Old Kent Road.
This is because, unlike herpes and hugs, press costs moolah. In the past, record companies would set aside budgets for press, giving their PR Lady enough money to fly a journo out on tour, ferry them into a studio or take them for dinner to bend a band’s ear.
Thanks to plummeting music sales PR budgets have shrunk, making press junkets a thing of the past for all but the biggest labels and acts.
Kiss are still yammering away to a string of journalists in a dimly-lit hotel room, but the rest of us are struggling to be heard.
Online music journalism is flourishing, though its writers are usually unpaid fans, delighted to just get a review copy of an album or a quick chat with their favourite band of the moment.
These guys are the footsoldiers of rock, and a nice cheap alternative to demanding, costly magazine hacks who expect dinner and a show with their interview.
Though the glory days of music journalism are past, talking shop to the media is more important than ever. Unfortunately, most young bands take a ‘monkey with a revolver’ approach to it; it’s comical at first, but likely to end in disaster.
The most important thing to remember is honesty. Bands will either aim too high, spouting out lofty clichés they’ve read in magazines which don’t wash in the real world (you think anyone will believe you when you say ‘We’re the new Iron Maiden’?), or clam up entirely.
The key is to tell the truth in interviews. If you’re excited, be excited. If you’re scared, be scared. If you hate a band, just say so. No one cares. The media are hunting for quotes above all, and the best quotes come from the truth.
The other key to the media is making friends. Music journalists are just lippy metal fans after all, and having them on your side can be worth more than all the column inches in the world. They’re used to dealing with jumped-up debutantes and ego-mad rockstars, so they’re always ready to respond to a bit of down-to-earth banter.
Just don’t tell them you’re the antichrist and you’ll be fine.