Your Favorite Rapper is Poor: How to Get Your Music Posted Online

Welcome back to our ongoing "Your Favorite Rapper is Poor" series, examining the financial realities behind hip-hop's glossy surface.

In college I remember taking a networking and communications course, and I remember my professor saying "…we are often so intent on putting ourselves out there, trying to make ourselves known and recognizable, that we leave little air in the room for breathing." This has stuck with me ever since. I applied it in the sense of coming up in popular music, and that the most powerful position you can be in is NOT when you're pitching music, but when someone else requests something from you. If you really think, you can really see how beneficial and empowered you are if you utilize this angle correctly.

For instance - I used to manage a few up & coming bands and artists back in 08' and while being roughly new and not knowing which came first the chicken or the egg, I knew that I would encounter resistance if I tried to push artists into some people's faces. So I sat down and thought "How can I interest people to listen, willingly?" So I decided to do the opposite - a soft sell. To describe and build interest in a non-off-putting way worked far better than ambushing them and cramming info down their throats. A simple press photo or logo or even wearing a shirt with the artists' image or logo your going to get the "Who is that" "Where can I check them out at?" and that's your opportunity to jump!

So this train of thought works well when your in public and dealing with professionals outside of the office, but we are in a digital age now so how do I grab the interest of media personnel and managers and those who I want to work with? Have a great looking Press Kit! or DPK! filled with all the necessary items. You have to remember that most music business professionals & journalist develop a sixth sense about artists from their presentation; sometimes, in fact, they can tell the quality of the music even before the package is opened. How do you ask? They simply look at the package it comes in, are the edges bent and dog-eared? is it covered in finger-prints? Is it dirty? If so, more than likely the music resembles it's package - shitty. You also want to know the name of the professional you are submitting to, make sure they still work there!

If you are addressing the subject line or starting off the email, cover letter with "Dear Journalist" or "Dear Company Name" that is not a good look for you. Remember you are soliciting music to a Journalist, A&R or Manager who may not have a clue of who you are! So first impressions are always a key right? I mean you wouldn't go to a job interview with a stained shirt or in socks with sandals and not know what the hell you are interviewing for - right? So why are you treating your music that way?

These are a few signs professionals are looking at before they even start judging your music! You will need to tailor your press-kit or DPK according to whom you're sending it too. I've heard managers and A&R's swear up & down that a fancy press kit isn't necessary. When in reality these are the same people who are telling you to treat your music like a business! - better safe than sorry guys. They will appreciate a well written bio, valid press clippings and a professional photo! <-(Please note-star-grab a couple of stickies for that one) A bad photo is an instant turn off, you're selling a product remember- So value your image! Present it correctly! Stay up to date on fashion trends and maintain good hygiene. Pick up a fashion magazine for christ's sake. Also, it is a nice touch to have downloadable, high resolution photos on your web site as well.

Keep your presentation envelope a standard - easy to carry size, an interesting, eye catching color is permissible if the music is equally colorful. Remember, you want to grab the attention of the professional! At any moment they can have an identical stake of black or gold glossy folders or emails on their desk or inbox! A good way to grab interest is to have a great looking logo or sticker to identify it! Just make sure the logo reflects and compliments the music otherwise it will have the opposite effect.

As I said before you are soliciting music to people who may have never heard of you before, so a personalized cover letter is a nice touch and will give you brownie points! For cover letters, short, sweet and to the point is the best advice. Tell the reader who you are and especially why you're sending the enclosed materials. If your sending to a journalist, let her know that you're hopeful of a review. If you're sending to a club booker, manager or A&R, your material should include information pursuant to your live show. Include all of your contact information on every piece of material you submit, name, address, telephone number, email and web site.

The most important piece of your press kit or DPK is, well, your music! having a fully produced CD or Demo will no doubt be included in your press kit. Now it will depend on to whom you're submitting, you may want to limit your exposure. For A&R's or music publishers, three songs should be enough and if it is compelling enough they will be in contact for more. Another note you want to keep in mind is to make sure you are labeling your music correctly! ID TAGS! Especially if you are shopping your music to publishers or A&R's! There is nothing worse than seeing "Track 1" or "Track 2" when listening to a song on iTunes. Also, a nice touch to include in a DPK or press kit is a video- this can be tricky though. A good video to one persons' standard may in fact be tacky to anthers. So be careful.

Your Bio - This is another crucial part in identifying who you are as an artist. A well written bio develops character and can set you apart. A well written bio can also save you in case you do not have major credits, a journalist may want to feature you solely based off of your personality, history or creative process. You must be HONEST in your bio! Especially you rappers! If you went to private school, college, grew up with both parents or apart of your high school cheerleading squad- never deny the truth. There will always be a paper trail. Also, never mistake hype for substance- don't try an bullshit a journalist or music professional. They usually invest in a B.S. meter beforehand (And please double check your spelling). Also keep in mind when writing a bio be careful of name dropping- some journalist and pros find it awful of you to say something along the lines of "Rapper A combines the honesty of Kanye West fused with the lyricism of Jay-z over the melodic sounds of Timbaland" - Why? Some find it a pet peeve because you will have to mind blowing to live up to those names! (*Sidebar: A well written bio needs to have an angle! Press love angles, if gives them something to write about.)

Another thing to include in your press kit or DPK would be previous press. Press attracts more press! Remember that. Include clippings of magazine features, quotes from reputable professionals, local features etc. This will tell the person whom you are trying to receive press from that you are already receiving acknowledgment. So now that I have laid out the fundamentals on how to grab the attention of media and music professionals there should be NO reason why you continue to send awful emails and frustrate media personnel!

As always remember that the music industry is 50% game, 30% business and 20% talent, and any artist who is serious about their craft must seek consultation. Feel free to schedule yours with MyMusicExec.com today! Become a smarter artist!