Record Labels
Press outreach for record labels
Press coverage gives a release credibility that advertising can't buy. A review in a respected publication, a feature on a popular blog, or a premiere on a major site can introduce your label to entirely new audiences. Getting that coverage starts with sending the right promo to the right journalist at the right time.
Why press outreach still matters for labels
Some labels have moved entirely to playlist pitching and social media. That's a mistake. Press coverage builds long-term reputation in a way that playlists don't. A Spotify playlist placement drives streams for as long as you're on the list. A review on Resident Advisor or Pitchfork lives on the internet permanently and builds your label's credibility over years. Journalists also reach audiences that playlists miss. A blog reader discovering your label through a well-written review is more likely to become a loyal follower than someone who heard one track on a random playlist. For labels building a brand, press outreach is worth the effort.
Building a media contact list for your label
Start with journalists and bloggers who've covered your genre before. Read the publications your audience reads. Note which writers cover your sound. Add them to Promoly with tags for publication name, genre focus, and content type (reviews, premieres, interviews, news). Don't just target the biggest outlets. A niche blog with 5,000 dedicated readers in your genre can be more valuable than a general music site with 500,000 visitors who don't care about your sound. Quality over quantity applies to media lists as much as it does to anything else. Update your list regularly. Journalists move between publications. Freelancers change their beats. A contact who was covering techno last year might be writing about ambient now. Keep your tags current.
Sending press promos that get opened
Journalists are busy and their inboxes are full. Your subject line needs to earn the open. Include the artist name, release type (single, EP, album), and one hook that makes this release worth covering. Something like "debut EP from [artist] on [label], out [date]" works better than "check out our new release!" Inside the email, keep it brief. A paragraph about the release, a paragraph about the artist, and the Promoly player link. The journalist can stream the full release in their browser without downloading anything. That's important because most journalists won't download attachments from people they don't know. Include a press kit link if you have one: high-res artwork, artist photos, and a written bio. Make it as easy as possible for the journalist to say yes.
Using engagement data to prioritise follow-ups
Promoly shows you who opened your press promo and who played the tracks. This data is gold for follow-ups. If a journalist opened your email, played two tracks in full, and downloaded the press kit, they're interested. A polite follow-up a few days later asking if they'd like to feature or premiere the release is perfectly appropriate. If a journalist opened but didn't play anything, the music might not have been right for them this time. Don't push it. Instead, make a note to try them again with a different release. Over several campaigns, you'll build a clear picture of which journalists cover your sound and which don't. That knowledge makes every future press campaign more effective.
Press Outreach checklist for record labels
Research journalists in your genre
Read the publications your audience reads. Note who writes about your sound and add them to your contacts.
Tag contacts by publication and beat
Know which journalist covers reviews, who does premieres, and who writes features. Pitch them accordingly.
Prepare a press kit
High-res artwork, artist photos, bio, and release info. Host it somewhere accessible (Google Drive, Dropbox, or your website).
Upload tracks to Promoly
Add the full release so journalists can stream in-browser. No downloads required for previewing.
Write a short, specific email
One paragraph on the release, one on the artist. Include the streaming link and press kit link.
Send four to six weeks before release
Journalists need lead time to schedule reviews and features. Earlier is better for press outreach.
Offer a premiere to one outlet
Exclusive premieres give journalists a reason to say yes. Offer your strongest track to the most relevant publication.
Follow up based on engagement data
If they played the tracks, follow up. If they didn't open, try a different approach next time.
Track coverage and share it
When a review or feature goes live, share it on your channels and thank the journalist. It strengthens the relationship.
Quick tips
Lead with the story, not the music
Journalists write stories. Give them an angle: a debut release, a label anniversary, a collaboration story. The music supports the narrative.
Offer exclusives strategically
A premiere on the right blog can generate more buzz than sending the track to twenty outlets at once. Choose your exclusive partner wisely.
Respect editorial calendars
Monthly print magazines need pitches two to three months ahead. Blogs need two to four weeks. Online dailies can turn around in days. Time your outreach accordingly.
Keep your list lean
Thirty well-researched journalists who cover your genre will produce better results than 300 random music writers.
Frequently asked questions
How early should I send press promos?
Four to six weeks before release for blogs and online publications. Two to three months for print magazines. The earlier you reach out, the more scheduling flexibility the journalist has.
Should I attach audio files to press emails?
No. Most journalists won't download attachments from unknown senders, and large files can trigger spam filters. Use Promoly's in-browser player instead. It's cleaner and trackable.
What's the best way to offer a premiere?
Contact one publication directly and offer them the exclusive first play of a specific track. Set a clear date and make sure they have everything they need (audio, artwork, bio) at least two weeks before.
How do I know if a journalist is interested?
Promoly shows you who opened, played, and downloaded. If a journalist listened to the full release and grabbed the press kit, that's a strong interest signal worth following up on.
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