This week I thought I’d would show an example
of how to increase the number of options you
have when promoting your work or cause. The
letter below is one I wrote to an artist having
trouble promoting an album about domestic
abuse that is wishing to join forces with shelters
in her area but is finding completely no help
from the various organizations. She herself was
in a domestic abuse situation which is why this
project means so much to her. Unfortunately I
haven’t had a chance to get her permission to
post her name and contact info so I won’t be able
to unveil who this artist is, but here’s the letter I
wrote to her, I caution you it’s a bit long 
I think that I may have a few other options for
you to help out the shelters and ways to better
help you approach them in a way that would
yield a better result. One thing about promoting
this type of project is that with it being charity based
many online companies that sell cds may be willing to
help you promote in various ways like: giving you a free
ad or plug in their newsletters, posting your cd and
information about your project on a prevalent page on
their site, buying and giving your cd away to people
that subscribe to their site’s email list, and many
other things as well. The free newsletter plug would
be the best to go for. Try finding newsletters and groups
similar to yahoo groups online focused on the domestic
abuse topic, ones that focus on women’s issues, as well
as other indie music related ones and there you should
gain a lot of steam. You then of course would donate
the money earned to your selected shelters. Also
adding a place online for buyers to download individual
songs or purchase your cd (like CDBaby.com) and making
clear that whatever amount of the proceeds will go towards
your cause and promoting this on sites like Myspace and
other networking sites and your blogs should help spread
the word and give your project some buzz.
How about finding national or statewide programs
relating to domestic abuse? It’s not uncommon for
them to use theme songs for their programs and to
help spread the word about their causes. Also the
shelters that you approach should probably have
things like donation events, dinners, banquets,
fund-raising events such as walks to end domestic
abuse where people obtain sponsors to gain money
for the distance they walk, etc. Suppose you offered
to play for free at these events and made note about
what it is that you are trying to do during intermission
or offer your music up for free again as theme music for
radio and tv ads or pitched being a spokesperson for tv
and magazine ads. With organizations being businesses
it is important to remember that they too deal with set
budgets and figures so anything that will take from
them upfront, even with the possibility of later profiting
them, will most likely be thrown-out. Which is why this
is a good route to go because these functions are already
in their budgets, you’ll just be an extra attraction.
Also think bigger! Your local news programs may
be interested in helping out. Find out the proper
producers or staff to contact and pre-make deals
with shelters that would allow you to announce
their shelter as one of the ones you’ll be helping.
Make sure though since this is local news that the
shelter’s location is relative to the news casting
audience. What about women’s magazines? They often
cover this issue, find out the proper people to contact and
pitch your idea and goals to them and ask about them possibly
purchasing your cds to give out to their subscribers
(new or old) as a gift. Believe it or not this does happen
with indie artists and will not only get you more exposure,
but lots of sells for donating to the shelters. It might help though
in this realm if you offer to give to national causes on domestic
violence and build up momentum with local successes
first. Also local radio and especially college radio would
most likely allow you on for a short period to discuss
your cause and goals as well as maybe even playing
your songs once or twice while your on with them. The
colleges themselves may be interested in allowing you
to come in and play based on your goal and maybe even
make a donation.
One final idea is political figures. They need to connect
with people and causes because without doing so they’ll
risk losing their positions at election times. Perhaps you
could arrange to meet with some of your main elected
officials (they almost have to agree to meet with you) and
pitch an idea about them coming to a show or dinner that
you arrange. Getting venues and catering should be cheap
if not free giving your cause and having a political figure
attend will gain you local press and they will undoubtedly
promote that they are involved with you, the shelters,
and the domestic abuse problems. Also they may be able to
tag you in with any local or state funded programs and
campaigns about domestic violence that too would help
you get exposure and eventually more funds to donate.
I know this is a lot to digest, but I think what you’re doing
sounds pretty worthwhile and I wanted to help out with
this cause any way that I could.
Best of Luck,
B. Marcel
Some of these things will take more investigative work
on your part in getting the proper addresses, phone
numbers, names and emails, but as long as you approach
the people you’re inquiring from properly and explain
your cause (especially if it’s connected with charity)
you should see some satisfying results. The most
important things are that you contact the proper people,
address them professionally, have your pitch ready to go,
and have the patience to wait for their reply. Adding your
email in your letter heading helps with this a lot, often times
assistance will contact me within a week or so of my writings
with their superior’s verdict.
Until Next Week, Get Out There And Manifest Your Career Success!
Tags: indie musicians, music business, music business advice articles, music career, music industry, thinking outside the box, underground ban articles