What Should An Unsigned Band Look For In A Press Agent?

What Should An Unsigned Band Look For In A Press Agent?

click to enlargeSo recently I wrote an article about how an unsigned band should make a press release if they couldn't come up with the scratch to pay a professional to do it for them (click here to see that article). This came with a very strong recommendation to do your best to hire one of the pros that have established relationships with the press outlets. If you ignore proper protocals, you will get ignored. Simple and easy if you know what they are. Most just don't know what they are or care enough about their own music to take the time to learn them. But what should you look for, how much should you pay, how long do you keep them around, and what should you have them do? Those are the questions I hope to answer in this article.

What Should You Look For?
First off, DO NOT under any circumstances take a press agent from a banner ad on a website, an email someone sends you, or some drunk guy hanging out at your show with really grand stories to tell. This is a business that you should only be moved by word of mouth. You can always ask me. I will help any band with this sort of thing. Even if we have never talked before I am here to help. If you are close with any serious online music journalist, DSLR concert photographer, record label, or even your favorite band. Yes, your favorite band probably has a press agent and if they have half a brain they can tell you who they use and who has not worked so well for them. Of course never respond in any way to any email pushing any service or product unless you signed up to get that email. That's what keeps spam coming to our in boxes. Word of mouth is best.

How Much Should I Pay?
Well it depends on what you can afford and what that press agent has achieved recently. I know of press agents that cost as little as $500 per month or as much as $5000 per week. I'm sure the artists that are so big I can't get any access to them have press agents that charge at least double that. The problem is that you don't want to pay too little. You may think you are getting a deal with some press agent that just worked one of your favorite bands and is charging you just a few hundred dollars, but that deal means you will be very low on their priority. This means they won't get shit done for you and you just tossed your money out the window. The other problem is that you can't pay too much because you are an unsigned band with limited resources. So honestly you should pay as much as you can because you will get what you pay for.  Around $1,000.00 a month seems like a good number. If this is too much for you you may not be serious enough to take things to the next step. Better stay playing the same clubs to the same ten people everynight until you are.

How Long Should You Keep Them Around?
Now this is very important. Do you need to send out a press release for every show? DEAR GAWD NO! Only send out a press release for things people outside of your local scene care about. People in your local scene already know about you. You don't need a press agent for that. You need a press agent for breaking out of that local scene. So if you are releasing a new cd, doing a short tour down the coast, changing a band member, or if you are doing a free live streaming concert over the internet. Most of the pro bands keep a press agent around for one album cycle. That's basically three months after the album is released. It would also be reasonable to hire one to promote the mini tour down the coast. Everything else should be part of the album release. There is no reason at all for an unsigned band to have a press agent on retainer for longer than 3 months. In fact, I would strongly recommend one month per event. One month for the album release. One month for the mini tour if you have one. Fit everything else within that window and save yourself some cash.

What Should You Have Them Do?
You know those people that always try to do the bare minimum? Well, the bare minimum a press agent should do is send out a press release or two to promote your album. Getting you some interviews with other publications should be done as well. If they are worth their salt they should be able to get your music and a respectable press photo of the band to those press outlets without making it available publicly. So press releases, promos of the new album, press photos, and schedule interviews.

With That I Would Like To Offer
With that I would like to offer my services. That's right. RockMyMonkey Publicity is now born. The price is $200 per month. You must have a new cd being released or I have nothing to promote. No rap bands. No rapcore bands. No raprock bands. No indie folk rock crap. My press lists and contacts care mostly about Hard Rock and Metal. I have no way to work artists outside of that window. Email me at rockmymonkey@gmail.com if you are interested.