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Go on - try just a little harder (October 18, 2009) Recently I’ve noticed a steady increase in the number of albums that
arrive through the post (although possibly not much longer for a while) or
appear on-line from PR agencies rather than artists themselves. This goes together with an increase in PR people sending out blanket emails promoting an artist or band. Now this is understandable – after all, why employ the services of a PR agent and then do the work yourself? (Please note I made no reference to keeping domesticated canines and barking.) However, there is increasing evidence that many of those agents spend less than a few seconds reading about a specific web site or a magazine before they send their clients’ work for review. The only (and that’s often tenuous) criteria are that you speak a known language and breathe oxygen. Although I’ve discussed this with other reviewers and journalists and found broad agreement, what follows is my view. Take a look at this site – FolkWords – now by definition it’s clear what I write about. Although I’m the first to admit (and happily too) that my definitions are broad, catholic (according to the Greek meaning) ductile and malleable. This is an eclectic site that listens thoughtfully to the widest range of music that falls however indirectly under the folk, roots and acoustic spheres of activity. Of course, there are times to push the boundaries as far as they can go, to experiment and examine, to explore dark by-ways and tangential avenues. And that’s exactly what FolkWords does. However, when something is so far out of remit it will not get a look in, what’s the point of pushing it out the door? Is it to reassure the client that you are working hard on their behalf? Is it in the vain hope that if you throw enough some of it must stick? Or is it just being lazy? Just so it’s abundantly clear - indie pop, thrash metal, experimental jazz, garage and hip hop (the list goes on and on) are out of my sphere. So why at least once a month (sometimes more often) do I receive such delights in the post or over the ether? The letter or e-mail that accompanies the album or download usually tells me: How good the band or artist is. How my life is incomplete if I don’t listen. How they will become the greatest attraction since music began. That may be true. That’s great. Thanks a lot. But no thanks. Let’s take time to make something clear. First, I like to make my own decisions. Second, hyperbole will not influence my views. And third, don’t send me music about which I am neither qualified nor interested to write. The only action is the missive or the music (in physical life or in the on-line version) is binned or deleted. And that is a shame because doubtless the band worked hard on the music, the PR agent worked hard on the copy (mostly) and all for little return. Now all the process required was five-minute piece of research and they could direct time and effort in the right direction. So here it is. Struggling, up-and-coming and breaking-through bands and artists please note. Be certain your PR agent knows all about you, your music and where to send it. Ensure that they understand that five minutes or so spent researching what the journalist covers, magazine content, or web site and radio station coverage will pay you back every time. Otherwise you are wasting your fee, your time, envelopes and postage. By the way this is not a rant at any artists, bands or PR agencies. It’s a criticism of sloppy practices and simply not trying hard enough. Click here to return to the Observations and Comment page
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