Distributors
Press outreach for distributors
Press coverage builds the kind of artist profiles that lead to bigger releases, better deals, and more streams. As a distributor, offering press outreach support, even at a basic level, sets you apart from competitors who treat distribution as a pure logistics service.
Offering press support as a distributor
You don't need to become a PR firm. But offering basic press outreach guidance and tools gives your artists something they desperately need. Most independent artists have never written a press pitch, don't have a media contact list, and have no idea how to approach a journalist. By providing access to Promoly alongside press templates and a basic guide on how to pitch, you remove the biggest barrier to press coverage: not knowing where to start. For premium clients, you might run press campaigns on their behalf. For self-service artists, provide the tools and let them execute. Either approach adds value beyond pure distribution.
Building a shared media contact list
Just as with curators, a distributor can build a media contact list that's larger than any individual artist could manage. Research journalists and bloggers across the genres your roster covers. Add them to Promoly with tags for publication, genre, and content type. When an artist on your roster has a release worth pitching to press, the contacts are ready. You don't have to start from scratch for every artist. This shared media network is a genuine competitive advantage. It's something that takes months or years to build, and once you have it, it's a reason for artists to stay with your distribution service.
Integrating press results with distribution data
Press coverage drives awareness, which drives streams, which drives revenue. As a distributor, you can connect the dots. When an artist gets a blog feature or a premiere, check their streaming data for a spike in the days following publication. Correlate press placements with streaming lifts to quantify the value of press outreach. Share these insights with your roster. "Artists who secured at least one press feature through our program averaged 25% more first-month streams" is a number that sells the service. It also helps artists understand why press outreach is worth their time and (potentially) their money.
Press Outreach checklist for distributors
Decide your press support model
Managed campaigns for premium clients, or self-service tools with templates for all artists.
Build a cross-genre media contact list
Research journalists and bloggers across the genres your roster covers.
Create press pitch templates
Provide reusable templates artists can customise for their releases.
Write a press outreach guide
A simple guide: how to find journalists, write a pitch, and follow up.
Set up artist sender profiles
Press promos go out under the artist's brand.
Upload releases with press materials
Include audio, artwork, and links to press kits.
Send four to six weeks before release
Press needs longer lead time than other promo channels.
Track journalist engagement
See who opened and played tracks. Share this data with artists.
Correlate press coverage with streaming data
Measure the streaming impact of press features and reviews.
Quick tips
Start with niche publications
Genre-specific blogs are more accessible and more relevant than major outlets. Help your artists target them first.
Provide press kit templates
Many artists don't have a press kit. A template with spaces for bio, photos, and links makes it easy to create one.
Share press success stories internally
When an artist lands a great feature, share the story with your roster. It motivates others to invest in press outreach.
Frequently asked questions
Should distributors handle press outreach directly?
It depends on your model. Some distributors offer managed PR as a premium service. Others provide tools and guidance for artists to handle it themselves. Both approaches work.
How do I build a media list from scratch?
Start by reading the publications your artists' audiences read. Note journalist names and contact details. Add them to Promoly with genre tags. Build it over time.
Can press outreach be automated?
The send can be automated through Promoly, but the pitch itself should be personal. Journalists can spot template emails. Personalisation, even a single line, makes a difference.
How do I measure press outreach ROI?
Compare streaming data before and after press coverage. Track how many promos were sent, how many journalists engaged, and how many pieces of coverage resulted. The ratio improves over time.
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