The Power of Press: Why Media Exposure Still Matters

Back in the late 2000s and throughout the 2010s, music blogs were the ultimate gatekeepers. Sites like Hype Machine, Pitchfork, and Vice weren’t just places to catch the latest tracks; they were the kingmakers of the indie music world. A positive review—or even just a mention—on one of these platforms could turn an unknown band into the next big thing overnight. These tastemakers had the power to elevate careers, setting trends and influencing what millions of listeners would have on repeat.

But then came the ‘Vid. Fast forward to today, and the game has changed dramatically. The once-thriving indie blog scene has been decimated, with many of these platforms either shutting down or losing their cultural relevance. To add drivel to injury, we’re now navigating a digital wasteland filled with AI-generated content and SEO-driven clickbait. The curators that once dominated the music blogosphere have been bulldozed, replaced by algorithms churning out generic content designed to game search engines rather than genuinely engage with music. That’s not to say we don’t have some very dedicated personalities still fighting the good fight (hats off to Anthony Fantano, the hardest working man on the internet), but overall the ecosystem of sites and blogs is nowhere near what it used to be.

For musicians today, this shift means the old paths to success through blog features and reviews are no longer reliable. The rise of streaming services, social media, and the relentless march of AI content creation have democratized access, sure, but they’ve also made it harder for any single voice to rise above the noise. The traditional gatekeepers might still exist in some form, but the landscape is more fragmented and chaotic than ever. It’s not just about getting a good review anymore—it’s about understanding how to navigate this new, twisted ecosystem to find and connect with your audience directly.

Why Getting Press Matters for Musicians

Getting press still matters—big time. When you land a feature in a legit media outlet, it’s a golden stamp of approval. Because you’ve basically demonstrated that you can get press, which takes no small amount of having your shit together to do. Plus, in an industry where image can make or break you, that credibility is worth its weight in gold. Press coverage can also open up a ton of doors—think more gigs, collabs, and even record deals.

But that’s not all. When your name pops up in reputable outlets, it doesn’t just give you cred; it also boosts your visibility in a way that lasts. Why? Because every mention and link back to your site or socials does wonders for your SEO. When search engines see your name associated with high-quality, relevant content, it pushes you higher in the rankings. And let’s be real: when someone Googles your band, you want to be the first thing that pops up, not buried under pages of Facebook profiles with the same name as you, or some obscure indie video game with a cult-like following (yes those were real examples).

But again, it’s all about how you leverage that press. Engage with the coverage, share it, and keep the conversation going. That’s how you turn a fleeting mention into sustained buzz. Press is more than just a moment in the spotlight—it’s a tool for building long-term visibility and driving your music forward. If you use it.

Breaking Down Media Placements

Not all media placements are made equal—each type plays its own role in boosting your visibility and credibility. Here’s a rundown of the different types of Media Placements:

• Online Articles
  These are your bread and butter for building an online presence. The best part? They’re shareable. When you land a spot in a news roundup, listicle, feature, interview, or even a full-blown cover story, don’t just let it sit there. Share it everywhere—socials, newsletters, even your website. Interact with the article; engage with the comments, and use it as a launchpad for more visibility.
• College or Pirate Radio
  It might seem old school, but radio still packs a punch, especially for local and niche audiences. If you get airplay, don’t sleep on it. Engage with the listeners, thank the DJ, and follow up with promos on your channels to ride the wave.
• Music Video/Single/Album Premieres
  Premiering a music video on a well-known music blog can generate significant buzz. A well-timed premiere can also be picked up by other outlets, extending the reach even further. Releasing a new track/album/video exclusively through a site with a decent following before it’s available elsewhere can create a sense of urgency and exclusivity.
• Live Session Features
  Getting featured in a live session on platforms like NPR’s Tiny Desk Concerts, Audiotree, or KEXP can provide a unique, intimate view of your music. These sessions often reach dedicated, engaged audiences.
• Magazine Features
  Landing a feature in a physical or digital magazine, especially in niche or genre-specific publications, can help cement your reputation within a particular music community. Don’t think you’re going to land the cover of Rolling Stone on your first outing though: start with independent zines that cater to your genre.
• Social Media Takeovers
  Some artists do social media takeovers on popular music-related accounts (record labels, festivals, radio stations, etc). These takeovers can introduce your music to new audiences in an interactive way.
• Playlist Placements
  Being featured on a well-curated playlist on Spotify, Apple Music, or Tidal is increasingly becoming a priority. Themed playlists or genre-specific lists can greatly amplify your reach.
• Event Appearances and Hosting
  Making appearances at industry events, such as panels, conventions, or even award shows, can be a powerful way to increase visibility. Publicists often arrange for their clients to be involved in these events, whether as speakers, performers, or even hosts.
• Blog Takeovers
  Similar to social media takeovers, blog takeovers involve taking control of a popular music blog for a day or a series of posts. It allows artists to showcase their personality, discuss their creative process, and connect with the blog’s audience directly.
• Awards and Nominations
  While not a direct media placement, being nominated for or winning awards can generate significant press. Publicists often push for nominations in various award shows, both mainstream and indie.
• Podcast Guest Spots
  In addition to interviews, musicians can be featured on podcasts as guest hosts or contributors, discussing not just their music but other interests or industry insights.

Understanding the different types of media placements and how to make the most of each one is crucial for any musician looking to boost their profile and stay relevant. Each type has its own strengths—knowing how to leverage them can make all the difference.

Before the Placement: Prep Like a Pro

1. Craft a Compelling Story:

• Consistency is Key: Before you even pitch to the media, ensure your narrative is compelling and consistent across all your platforms. Your story is your brand; make it memorable. And, as always, authentic.
• Engage Early: Don’t wait for the article to drop. Start interacting with journalists and media outlets on social media. Build those relationships early. And get curious about some of their other work! Flattery will get you anywhere—as long as it’s sincere and honest.
• Tease It: In your newsletter and socials, tease that you’ve been in talks with an outlet. You can run polls, quizzes, or drop hints to involve fans. Maybe the winner gets a sticker or free album or something.

During the Placement: Maximize Your Moment

1. Share and Promote:

• Amplify the Buzz: When the feature goes live, don’t just sit back—actively share it across your social media, website, and email list. Make sure everyone knows about it.
• Dedicated Email Blast: Send a dedicated email highlighting the press feature. Explain why it matters and what it means for your journey.
• Engage with Comments: Interaction doesn’t end with the share button. Dive into the comments section and engage with readers. This boosts engagement and keeps the conversation alive.

2. Incorporate CTAs:

• Lead the Way: Always include a call-to-action (CTA) in your posts and emails. Whether it’s directing fans to your website, asking them to share the article, or encouraging them to sign up for your email list, make sure to guide them on what to do next.
• Giveaways & Lead Magnets: Run a giveaway or offer a downloadable resource linked to the press coverage. This encourages new sign-ups and keeps your existing audience engaged.

3. Exclusive Content for Subscribers:

• Email-Only Insights: Offer your email subscribers exclusive content related to the press feature. Share behind-the-scenes details or offer early access to new material mentioned in the article.

After the Placement: The Real Work Begins

1. Leverage the Coverage:

• EPK Material: Add the media feature to your Electronic Press Kit (EPK), website, and social media profiles. This isn’t just a one-time boost—it’s a long-term asset.
• Press-Based Campaigns: Launch social and email campaigns centered around your press coverage. For example, an “As Seen In” campaign that celebrates the press you’ve received while directing fans to read the articles.
• Pitch Future Opportunities: Use the press as a stepping stone to pitch to more outlets, book gigs, or secure collaborations.

2. Follow Up:

• Thank the Journalist: Send a thank-you note to the journalist or media outlet. It’s not just good manners; it’s about maintaining a relationship for future coverage.
• Keep the Relationship Alive: Don’t just disappear after the feature. Engage with the journalist’s work, share their articles, and stay in touch. It’s a small industry, and these relationships matter.

3. Repurpose the Content:

• Social Media Snippets: Break down the feature into bite-sized social media posts. Highlight key quotes or points and share them over time.
• Blog Posts: Write a blog post expanding on the points discussed in the feature. Link back to the original article to drive traffic.
• Video Content: Create a video discussing the article, your reactions to it, or any additional insights. This keeps the content fresh and engaging.
• Extended Email Series: Turn the press coverage into a multi-part email series that dives deeper into topics discussed. Keep the conversation going and provide ongoing value.

4. Anniversaries:

• Mark the Date: Use the anniversary of the feature as another reason to bring it back to life. Whether it’s one month, six months, or a year later, use this as an opportunity to re-engage your audience.

Press matters. It’s your golden ticket, your credibility booster, your SEO secret weapon. But remember this: getting press is just the beginning. It’s how you use it that counts. Don’t let those features collect dust—engage, share, and keep that momentum rolling. The music industry’s a battlefield, and press is your ammo. Use it wisely, and you’ll turn fleeting mentions into lasting success.

Ready to make some noise?

Let’s get to work.