As an artist, getting media coverage is essential for growing your audience and promoting your music. A well-crafted press release is one of the most powerful tools in your promotional arsenal. This professional communication serves as your formal announcement to journalists, bloggers, and industry professionals about your latest music release, upcoming tour, or other newsworthy event.
This guide will walk you through the process of creating a compelling press release that grabs attention and provides all the information journalists need to cover your story.
Why Press Releases Matter for Musicians
Press releases serve multiple important functions for artists:
- They provide a formal, professional announcement of your news
- They deliver essential information in a format journalists are familiar with
- They establish credibility and demonstrate professionalism
- They create a historical record of your career milestones
- They can lead to local newspaper coverage, interviews, features, reviews, and other media contact and coverage
Essential Elements of a Music Press Release
1. Header and Contact Information
Every press release begins with clear identification and contact details:
- The words “FOR IMMEDIATE RELEASE” or release date if embargoed
- Contact name (your publicist or manager, typically)
- Phone number
- Email address
- Website/social media links
This information should be clearly visible at the top of the document, making it easy for journalists to verify information or request additional materials.
2. Attention-Grabbing Headline
Your headline must succinctly convey your announcement while being compelling enough to warrant further reading. It should:
- Be clear and concise (ideally 65-80 characters)
- Include the artist name
- Highlight the newsworthy element
- Use present tense, active verbs
Example of an effective headline: “Rising Indie Artist Alex Rivera Announces Sophomore Album ‘Midnight Echoes’ With U.S. Tour”
3. Subheadline (Optional)
A subheadline can provide additional context or highlight a particularly interesting aspect of your announcement:
“Album featuring collaboration with Grammy-winning producer releases September 15”
4. Dateline and Lead Paragraph
The dateline indicates the location and date of the release:
NEW YORK, July 15, 2025 —
Your lead paragraph must answer the essential journalistic questions: who, what, when, where, why, and how. It should capture the most important elements of your announcement in roughly 25-35 words.
“Alternative rock band The Lunar Tides announced today the September 15 release of their sophomore album ‘Coastal Shadows,’ produced by three-time Grammy winner Jennifer Marsh, followed by a 20-city national tour.”
5. Body Content (2-3 Paragraphs)
The body of your press release provides additional context and details about your announcement. This typically includes:
- More specific information about the release/event
- Relevant background on the project
- A quote from the artist or someone involved
- Context that makes the announcement newsworthy
Always write in third person, as if a journalist is reporting the news (never use “I” or “we”). Keep paragraphs short and focused, with the most important information appearing first.
6. Artist Quote
Including a quote from the artist adds a personal element and provides journalists with ready-to-use material. This is the only place where first-person perspective appears.
“‘Coastal Shadows represents a completely new direction for us,’ says lead vocalist Maria Chen. ‘We’ve explored sonic landscapes we’ve never ventured into before, while still maintaining the core sound our listeners connect with.'”
7. Boilerplate/About Section
This standard paragraph appears at the end of every press release and provides background information about you as an artist. It typically includes:
- Brief artist history and background
- Notable achievements (awards, streaming numbers, previous press)
- Musical style/genre
- Any other relevant information that establishes credibility
8. Call to Action
Clearly state what you want journalists to do with this information:
- Review the album
- Request an interview
- Download hi-res images
- Attend a listening event
- Cover an upcoming show
9. “###” or “-30-“
Traditionally, press releases end with three hash marks (###) or the number 30 (-30-) centered on the page, indicating the end of the document.
Professional Tips for Crafting an Effective Press Release
Focus on Newsworthiness
Journalists receive dozens of press releases daily. To stand out, your announcement must have a clear news angle. Consider what makes your story timely, relevant, unusual, or significant:
- Is this your first release in several years?
- Are you working with a notable producer or featured artist?
- Does your music address a current social issue?
- Are you incorporating an innovative approach or sound?
- Is there a compelling personal story behind the release?
Write in Inverted Pyramid Style
Present information in descending order of importance. The most crucial details should appear in the headline and first paragraph, with supporting information following. This structure allows journalists to quickly grasp the essential elements of your story.
Maintain Appropriate Tone and Language
Press releases should be:
- Professional and objective
- Written entirely in third person (except for quotes)
- Free of hyperbole and excessive adjectives
- Structured with short, clear sentences
- Focused on facts rather than subjective opinions
Avoid phrases like “amazing new album” or “groundbreaking artist” unless quoting someone. Instead, let your achievements and newsworthy elements speak for themselves.
Keep It Concise
An effective press release rarely exceeds one page (approximately 300-500 words). Every word should serve a purpose. Before finalizing, review and eliminate any redundant or unnecessary information.
Include Relevant Multimedia and Links
Modern press releases often include:
- Links to streaming platforms
- High-resolution press photos (or information on how to access them)
- Album artwork
- Music video links
- Social media profiles
- EPK (Electronic Press Kit) access
Ensure Error-Free Copy
Spelling or grammatical errors undermine your professionalism. Thoroughly proofread your press release, or better yet, have someone else review it. Pay particular attention to:
- Spelling of names and places
- Dates and timeline consistency
- Grammatical errors
- Formatting consistency
Press Release Template for Musicians
FOR IMMEDIATE RELEASE
Contact: [Name]
Phone: [Number]
Email: [Email address]
Website: [Artist website] [HEADLINE: ARTIST NAME ANNOUNCES/RELEASES NEW ALBUM/TOUR/ETC] [Optional subheading with additional context] [CITY, DATE] — [Lead paragraph containing who, what, when, where, why, and how] [Body paragraph with additional details about the announcement] [Quote from the artist about the project] [Additional paragraph with supporting information, if necessary] [Boilerplate/About paragraph describing artist background]
For more information, interview requests, or to receive a review copy, please contact [name] at [email/phone].
###
EXAMPLE Press Release
Download a PDF here – shout out to ultrasaturated on their release of their new single, “Luna”.
Common Press Release Mistakes to Avoid
Writing Like a Marketing Piece
A press release is not an advertisement. Avoid sales language, exclamation points, all caps, and excessive adjectives. Focus on presenting information journalists can use rather than selling your music directly.
Burying the Lead
Don’t make journalists hunt for your core announcement. The headline and first paragraph should clearly state what’s happening. Save background and context for later paragraphs.
Forgetting the “Why”
Always include why your announcement matters. If you’re releasing a new album, what makes it noteworthy? If you’re announcing a tour, what’s special about it? Without this context, your press release loses its news value.
Ignoring Formatting Conventions
Journalists expect press releases to follow standard conventions. Proper formatting signals professionalism and makes your information easier to process.
Sending Without a Strategy
A press release should be part of a broader promotional plan. Consider:
- Timing (day of week and time of day)
- Target publications and journalists
- Follow-up strategy
- Supporting content (social media, website updates)
When to Send Press Releases
Musicians typically distribute press releases for:
- New music releases (singles, EPs, albums)
- Tour announcements
- Music video releases
- Festival appearances
- Significant collaborations
- Major achievement announcements (awards, milestone streaming numbers)
- Signing to a label or agency
- Charitable initiatives or special events
For album releases, consider multiple press releases at different stages:
- Initial announcement (6-8 weeks before release)
- Lead single release
- Album release
- Tour announcement
Distribution Strategies
Direct Outreach
Personalized emails to specific journalists and outlets who cover your genre will always yield better results than mass distribution. Research publications and writers who have covered similar artists, and customize your pitch to their specific interests.
Press Release Services
Services like PR Newswire, Business Wire, or music-specific distributors can help reach a wider audience, though they typically charge fees and may not be as effective as targeted outreach or you can speak to us, check the our PR Services and Music Promotion services..
Your Own Channels
Always publish your press release on your own website and link to it from social media. This gives fans and media a central location to find your news and reinforces your announcement.
After Sending Your Press Release
Follow Up Appropriately
If you don’t receive a response within a week, a polite follow-up email is appropriate. Keep it brief and add any new information or updates if available. Avoid multiple follow-ups, which can damage relationships with journalists.
Track Your Coverage
Monitor mentions of your name and release online. Tools like Google Alerts, Mention, or music-specific platforms can help track where your press release generates coverage.
Express Gratitude
When journalists cover your story, thank them personally. Building positive relationships with media professionals can lead to more coverage in the future.
Ready to Get Your Music the Coverage It Deserves?
Creating professional press releases is just one aspect of a comprehensive music promotion strategy. Music Gateway’s Music Promotion services can help you reach the right journalists, blogs, playlists, and fans to maximize your release’s impact.
Our team of industry professionals understands what makes a story newsworthy and can help craft compelling narratives around your music that get attention. From press release creation to full-service PR campaigns, we provide the tools and expertise to elevate your music career.
Remember, an effective press release can open doors to media coverage that no amount of social media promotion can replicate. Take the time to craft yours carefully, and watch as your story reaches new audiences.
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