The dance music industry is becoming increasingly difficult to break in to with each passing day. In the digital age we live in, just about any given individual has access to the necessary tools to write, record, distribute, and promote their own music without much difficulty.
With how heavily reliant marketing has become on social media, it is a constant struggle to fight for space on people’s timelines and the algorithms, on Facebook in particular, are not only making it harder to reach people organically, but also shoves posts or persons that are deemed as ‘spam’ to the bottom of the totem pole. Because of this, finding yourself in good graces with some of the industry’s key tastemakers can quite literally make someone’s career.
The idea behind this article was to deliver what we feel, in our experience, to be the best approach to reaching out to that major website or channel you’ve been striving to land on. This is not an all inclusive list, nor is it a surefire way too get the results you desire. This is, however, what we believe to be a great start to helping build connections via email and making your voice heard within the dance music industry.
1. Produce good music.
Yeah, it’s pretty cheesy. But guess what, you aren’t going anywhere until the music you make is mint. Perfect that, and then worry about building a strong marketing campaign around it after the fact.
2. Take the time to understand who you’re reaching out to.
Be it a label, artist, website, or whatever, you need to familiarize yourself with their work FIRST before you can push yours. If you produce house music, take the time to search out reputable house music blogs locally, regionally, and nationally. Once you’ve done that, do some research and figure out the names that make those websites tick. Developing a personal relationship with key influencers can help get your foot in the door and your music in the hands of those most important.
Not to mention, there are few things that are less appealing than a niche house blog receiving an indie pop track, or an EDM website receiving a folk country track, or however you want to flip it. It’s just not a good look and something that is way too easily avoided with some basic research.
3. Personalize your email.
Taking the extra step really goes a long way. Find a writer you like, learn what he/she likes to write about, and then lead with a compliment in the email. It truly helps. The writers will take note of the fact you’ve done your due diligence, more often than not will respect the fact, and are then that much more likely to give your music a listen and respond.
Among the clutter of mass-produced emails, a personalized email can certainly be a refreshing change of pace for some writers.
4. Keep your initial email short and sweet.
It’s easy to want to pour your story out to anyone and everyone you reach out to. Truth is, most writers and curators are sifting through hundreds of emails per day and excessively long emails can become deterrent. As mentioned before, it’s best to start with a compliment along the lines of ‘Hey, nice to e-meet you! Loved your piece on ___’ and then lead in to a brief introduction about who you are, where you’re from, and why you’re reaching out.
Save all of the press assets. Again, if you’re hit with a massive email upfront loaded with a lot of information that isn’t entirely necessary to start, it can be deterring. A quick message and a link to easily stream or listen are usually enough to start, but make sure to let it be known that any additional assets can be delivered upon request.
5. Allow a few days first, but ALWAYS follow up.
This one’s big and is often overlooked. As mentioned prior, many of the people you’ll be reaching out to receive a large influx of content daily and it is easy to get overlooked. Countless occasions, on both sides of the coin, has a follow up email undoubtedly made the difference for us.
On the website side of things, we’ve landed interviews, guest passes, premieres, etc due to following up with whomever we were in contact with at the time. The initiative is appreciated and shows the drive is there while getting your name back at the top of the inbox.
As a record label, we’ve landed numerous posts on larger websites and gotten some pretty considerable feedback from bigger artists after following up on an initial request. It’s a good way to get yourself back to the top of someone’s inbox, but should only ever be done once or twice a few days apart. Anything more and you’ll start to look like spam or desperate.
- Most importantly: This kind of thing takes a bit of trial and error. You will have to figure out what does or doesn’t work for you and adjust accordingly. Try different approaches to your emails or even different members of the same publication. Everyone’s tastes are different.
Let us know what you think and if there are any questions regarding marketing yourself via email reach us at: firstname.lastname@example.org