The Return of GET SCHOOLED: This is The Last Time I’m Talking About Premieres
Once upon a time, I wrote a short-lived blog series called GET SCHOOLED. It lived on now-defunct indie music sites Property of Zack and The Runout. The series was an idea I had after getting really fed up watching peers poke fun at young bands and aspiring industry folks who just honestly didn’t know any better. I was also sick of bands trying to add me on Facebook.
So I wanted to create a resource for them to ask questions and learn about the independent music industry without judgment.
And it worked for a while. I met so many interesting people and great bands through that series! But right now, I've got a cool 20+ friend requests in limbo that I'm certain are random band members, so I'm thinking it might be time to bring Get Schooled back from the dead.
This time around, I want to cover the things that you want to learn about, so speak up! I'm also going to be having some ~guest posts~ from some #cool #people later down the line. As always, my inbox is open for questions, post ideas, etc: firstname.lastname@example.org
The topic for this first post was an easy one. In nearly every interview or conversation I have about my work, someone wants to know what I think about premieres.
For anyone out there who has no idea what I’m talking about, it’s pretty simple. Media outlets run exclusive premieres of artist content (song/music video/album stream/etc), usually for a certain agreed-upon period of time. The general idea is to expose your art to new people in an interesting way through a bigger, more-established platform. But that is rarely ever the case.
I feel like there are very few occasions when a premiere is done right; when the finished piece is passionately put together, and thus productively benefits both the outlet and the artist. The reason is likely because writers are only human and us publicists easily outnumber them, and there’s simply no way to guarantee everyone is pitching with the right intentions. It’s just become wildly oversaturated, in my opinion. Plus, there’s not really any true exclusives anymore, unless you’re talking about something like an NPR First Listen or whatever platform the artist is using to stream their content, i.e. YouTube, Vevo, Vimeo, Soundcloud, etc. I honestly can’t tell you how many times a label or band has asked me to pitch an “exclusive” for the same day the song would be going live on Spotify or Apple Music. Ay yi yi.
Now, of course, there are times when premieres make sense, like when you’re just starting to develop an artist or there’s an undeniable brand association between the outlet and content at hand. Of course, I will always suggest this as a route if I think it makes sense. But I am a community builder at heart. My joy comes from sharing music and bands I’m excited about with other people in creative ways. If I’m spending a bunch of my time endlessly pitching outlets for a premiere because it’s what my client wants, that’s time I’m not spending having real conversations with people about their project.
Don't count out your social media as another strong means of releasing your content, too; in fact, if you focus on building your audience through your socials, then those should be your go-to methods of delivering new content straight into the hands (or screens) of the people who want it the most–– your fans!
Talk to your publicist (if you have one) about their thoughts on how to best roll out your content, or hit me up to have a more direct conversation about it: email@example.com
A DISCLAIMER: Get Schooled is just my opinion and experience. I encourage you all to ask questions and soak up as much different knowledge on a subject as you can, and forge your own path with all of it.