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PUBLICITY

If you think you are going to be "discovered" like Lana Turner in a soda shop, you are very much in Dreamland. The next few months are going to be the hardest, most thankless months of your career. No one gets to the top overnight. You may have the illusion of success, good press, a win at some award, but early success often leads to misery and disappointment. It is very easy to get puffed up by little victories. Enjoy them, but don't get too distracted. Keep your head down, tail up and work hard. Keep your ego under control. A career is not defined by one triumph.

If you aren't among the lucky few who get the encouragement of accolades, you may feel like you're up against a brick wall. Don't despair, almost every other artist out there knows exactly how you're feeling.

Single Release

The first and most important rule of entertainment - from the grand old days of Vaudeville to the modern music of today - is that you should always leave the audience begging for more.

In my opinion, many very good artists have their debut impact ruined by releasing the full CD too early. Many Radio DJs (especially in Community Radio) will play their personal favourite from the CD instead of the one you have selected as the "single release". You may get a lot of airplay, but it won't be focussed on one track. This fragmentation means that your single may not chart as well as it could have. (And a Top 10 hit will do wonders for your career.)

By the time you get to releasing your second and third single, many DJs will start asking, "When are you going to record a new album?" They have lost the initial spark of interest in the product you are still trying to promote. And that will surely not help in getting the airplay you need to sell your CD.

My suggestion is that you should plan to release two or three singles for radio airplay over a six/eight month period, before the album is released. Keep your networking and publicity going full blast in these months. Keep the interest high with the DJs. Have your single for sale at your gigs. Take the buyer's names and addresses for your (free) Fan Club. Give them a special card with your website on it and offer discounts for members who come back to buy the album when it is finally released.

Several companies exist that specialise in the field of releasing singles for radio. These companies put together a compilation album of up to 20 artists, which is sent to Radio and other Media. In Australia, NfS Publicity leads the field. GSL Marketing is also a highly regarded company, which also sends the CD to international clients. North America and Europe also have many reputable companies offering this service.

Whatever company you choose, you must consider the distribution of your CD to people who want to buy. It is no use having a Radio hit in Belize if you can't sell to the locals.

There is another line of thinking that says that a simultaneous single/album release is the best way to get a new artist noticed. People will hear a new song/artist and want to buy the CD. If they can't get it immediately, they may lose interest. You can, an should, have your CD placed for sale in good country record stores like The Country Music Store in Brisbane. This store also has a very good internet site, so people from all over Australia can shop online. However, it is a frustrating fact that most people still buy from land-based record shops. And if it's not there on the day they go in with their money in hand, it's a sale lost.

This means you must have already arranged the wide-spread distribution of your unknown, untested CD. It has to be in store and available in all those local record shops. Most stores will only take a new artist "on consignment". That is an Australia-wide logistical nightmare. Many large chain stores will not take on an artist without the backing of a Distribution Company.

On the other hand, an established Distribution Company will be more interested to sign you and your CD onto their books if you can show figures and charts to show how well your first single has already done.

Press Release

You will have to learn how to "schmooze" if you want to get on in the music business. "Schmoozing" is the art of telling the truth in a way that it sounds like a thousand bucks, but is really only a buck fifty. It's not lying; you must never lie. Some people call it "dressing", but what it breaks down to is the primary goal: Get your name on people's tongues and keep it there as long as possible. Use every avenue for publicity, radio, press, appearances.

Some examples are:- You win an amateur songwriting award… "Judges were impressed by this up-and-coming star of the future."

You enter the Top 40 charts… "The single is gaining momentum as more and more DJs discover the talents of this vibrant new talent."

Your single falls out of the charts… "Plans are now underway for the much anticipated follow-up single."

You need to write a "press release". If you don't know how, look around for a good publicist. Try to learn to do this yourself if you can as it may end up saving you a lot of money.

Use free publicity such as ICE NEWS and other internet information newsletters.

Learn to use email to send your news to fans and Media. Be careful, however, when sending emails that you don't expose your contact's email address unnecessarily. Many people will take offence if you risk "spammers" harvesting their addresses. If you send bulk mail, use the BCC (blind carbon copy) feature on your email program to hide the addresses. Be aware that you should never send large unsolicited emails that tie up the download process. Many people still do not have broadband.

Advertising

All the advertising in the world will not make a "hit" from a lacklustre single. Wait until you know whether you are getting airplay and the media is showing interest before you fork out the cash for advertising space in a print publication. Try to get as much FREE publicity as possible, in the form of appearances, interviews, promotions and your Press Releases, first.

Public Relations (Handling Media)

The company you use to release the single will be glad to help you out with a list of Radio and Print Media. (Alternately, the Directory of Australian Country Music lists most of the contacts you will need to succeed in publicising your CD.)

In Australia, there are very few Commercial (professional) Radio Stations that play Country Music. The majority of your help will come from the many big and small Community Radio Stations scattered around the country.

Just because these DJs most often work for free, don't underestimate them. Some have decades of experience. Some have no more experience than your Aunty Mavis. They all have a powerful voice in their own locality and may have a highly respected reputation in the industry. In general, I have found them to be wonderful people, very generous with their time and very helpful.

Allow a few days for the Compilation CD to be delivered and then start phoning. Be nice as pie. Ask whether it is convenient to talk right now or whether it would be better at a later time. Ask whether the DJ has had a moment to listen to your song. If he/she says "no", simply ask whether you can ring back later after he/she has had time to listen to it.

If he/she says they don't like it, don't argue. Say, "I'm sorry you feel that way. Perhaps it doesn't suit your program format?" Bite your tongue whatever they may say. Accept the fact that some DJs think they are God Almighty. They rule their little corner of the radio waves with an ego far bigger than they deserve. The LAW here is: Always leave them with a positive impression of you. Never burn bridges. Never argue. You may get terrible news; they hate the single and wouldn't play it if you paid them.

Say, "I'm sorry, I seem to have phoned you at an inconvenient time. I hope that when I tour in your region that you will accept a free pass to see my show. Perhaps I can call you again then?" Then go and have a nice cup of tea and a good cry.

Interviews

Don't worry; most DJs are wonderful friendly people, only too happy to help. You will now be faced with the daunting task: the Radio Interview. These may be recorded either live at the Radio Station, by phone or pre-recorded on mini-disc or tape.

There are probably a dozen high quality DJs I could name, but two of the friendliest and most helpful to emerging artists are Helen Kay - CBAA's National Program Country Community and 2MCR 100.3FM Campbelltown - (helenkay2@bigpond.com) and John Slaven in 2CHR-FM 96.5 and 2NUR-FM 103.7 Hunter Valley - (jtas@bigpond.com). Being interviewed by these genuinely friendly folk is a good way to learn, rather than to just dive in blind.

If possible, listen to a few interviews and write down pointers. It is best if you write down the key things you want to say. Some interviewers are very professional; others are just as nervous as you and may wander off the subject.

Before the interview starts, ask the DJ how long the segment will run for? Will he/she play the single before, during or after the talk? Settle down and try to relax.

Remember to make eye contact with the interviewer and smile.

After the interview, ask them if they have time to have a cup of coffee with you. Enjoy their company. Ask their advice. Learn. Ask the DJs about themselves, make conversation. They will remember you much longer than if you just shake hands and leave.

Secondary Release

3 to 5 months after your debut single, it will be time to release a follow-up single. The timing depends on the movement of your first single. Did it chart? If not, do you know why? Are you willing to try again? If it did chart, where is it now? If it is still climbing, leave the next release until it has made a significant downward movement. Release your second (and then third) single with the same, if not increased, dedication to promoting it.

Album Release

An official "album release" can be a simple affair or a lavish extravaganza. If you have pre-released a single or three (you did, didn't you?), you should already have been in contact with the Radio and Print media. You can now decide where, when and how much you want to spend, on an album release. You may have a simple "Meet & Greet" or a "Wine & Cheese" evening, or you can rent a large conference room at a specialist facility.

Invite your friends, family, music colleagues and your new Media contacts to the event. Make sure you speak to everyone there. Have fun. Do not get drunk.

However much you spend, you should prepare a Media Pack for all your invited media guests, with the CD, Press Release and Publicity Photos all prettily packaged. Play the CD as background music. You might also use the Karaoke tracks to do a "live" show of a few songs.

If the timing is right, you also could take advantage of a venue supplied by Mulga Music for a release at the Tamworth Festival in January, "The Launching Pad".

The Radio Tour

Aussie star Adam Brand made an unforgettable mark for his debut CD by making a special effort to visit every Radio Station on his list IN PERSON! He travelled thousands of kilometres, to the very length and breadth of this country. Every DJ he spoke to on that epic journey still remembers that effort vividly. Making an effort this demanding may not make you a star like Adam Brand. Your CD may still fall flat, but you will have fun doing it.

Ensure you plan well in advance with both the DJs and the Radio Stations. Try to line up some bookings as "Guest Spots" with other artists and see local record stores about placing your CD "on commission" with them. Naturally, your tour will be more successful if you have already made an impact with your "single releases".

Free CDs (Local / International DJs)

DJs, the world over, are known for asking for free CDs. After you have spent a lot of money to record, and successfully release, your singles and now your full CD, you will be asked to give them away for free… a lot!

There are a very, very few ratbags who pretend to be a DJ to get free CDs. These people give legitimate DJs a hard time. You MUST ask for a business card or contact details in return. Ask which Radio Station they broadcast from and what day / time their program is. Get the Radio Station's phone number as well. Ask them if you can phone them during their program. If they hesitate or quibble, they may be trying to scam you. If you have doubts, you may suggest that you will send them a full Media Pack in the mail. This will give you time to make a few inquiries to ascertain their legitimacy.

You may be asked to send CDs to DJs overseas. Getting airplay in these countries may be good for your ego, but of what value is it if the listeners cannot buy your CD there?

Follow-Ups

Keep in touch with your new contacts. Your phone bill might get a bashing, but it is worth it. This is where email can save you money. Phone and email often while your singles are new, but don't be a "fair weather friend". Keep in contact.

Website

If you haven't already got one, you must get your own website. If you have email, you probably have access to a small amount of upload space on your ISP. Get one, make one or commission one. You don't need a "domain name", just start with the basics.

Try not to change your ISP too often, if at all. Some people swap around, seeking the lowest prices or the best deals, without consideration that their old address doesn't re-direct mail. You wouldn't change your address or phone number without telling your friends and business partners. So don't do the same with email.

People must be able to contact you, but NEVER put your phone number or full address on your website. Just as you did with your CD sleeve, use a real or dummy Management to disguise that the address is your own. If you are shy about putting your email address on your website, use a free guestbook (Search for "Free+Guestbook") linked to your email account to direct strangers to you. By the way, keep your email address dignified. "sexyknickers@blah.com" just doesn't cut it.

And that all leads onto the most important part of your career, making a living!