The Vitals Of Where To Play And Advertise, Get Reviews, And Promotion

WWhere are you and the band posting as effective self-promoters for your shows? What about advertising and getting reviews? Playing a thousand miles away? Do you expect some one to drive that far? The invites for shows that most people send out go to complete lists or contacts on Facebook, as well as other social media sites, to an excessive and over the top amount. This can also be the reason many of your followers might just be blocking your invites too.

At the same time, those same musicians and bands who invite people from a world away will forget to add the zip code and sometimes even the city.

So, two key points I bring up with most of my clients as a music consultant:

  1. Make sure that you begin to build your databases and invites with a more localized campaign. Give a certain mile marker out from the given location and invite those people. Of course you can list the gigs in your schedule boxes and pages, but make the invite something a little more personalized and regionalized. Many of the social networks allow and have automatic ways to do this by city, state and region.
  2. On the other hand, make sure you also set a very clear invite. Give the location of the place, add the website of the place. Deliver the cross streets or other key landmarks. I know most people have GPS on their phones, but don’t assume: give them a clear address, clear times, websites, social media, and everything else you can detail to bring them to the show. Deliver the true where and make an invite containing all the information to draw the closest friend to the newest fan. The devil is in the details, and often in the directions.

Providing The Directions

The where of reviews, promoting and advertising

Where are you looking for reviews? Too many bands spam the backyard, the town they are in, or they go to the opposite spectrum and try to solicit Rolling Stone and Spin. Think about the bigger picture, though, for the effectiveness of time, the reviews on your press kit and getting the world out.

Isn’t it a good idea to go after reviews in other cities and other countries. With the internet and social media today, you can reach out at no cost in most cases to research and submit to various reviewers all over the world, from established and localized entertainment magazines, to internet and satellite radio shows, and to newspapers and bloggers. Instead of a review sheet that is full of reviews from one single city and then (and I find these just awful; so do other real industry people) the Reverbnation, CD Baby, Myspace and Facebook reviews.

Don’t get me wrong, fans are wonderful, but filling in the blanks with reviews that have no source is not going to impress the industry and is going to make you look pretty dumb in the light of the industry folks. Now, leave those up for other fans to see, but do not make them part of your package. Please!

By reaching out to other cities, states and countries, you can easily find thousands of resources, websites, magazines, newspapers and bloggers to review your music, your band or your show or website; you will gain more media, another resource with information on another new site about you. This gives you a wider base and the beginning of a wider reach across the music industry.

The same goes for advertising online. Go direct with the where. Pick a city a week to blast information on; not just the big social networks, but local classifieds, local sites and networking with local bands. You have the internet, you can do the research so much more easily, now more so than ever: so do it.

Make the Where of your music reach well beyond the limits of the backyard of your local city.

Make the where of your band clearly defined so people know exactly how to find your gig.

Make the where of your advertising and promotion stretch beyond your backyard and set up concentrated blasts in different cities and countries.

Make the where of your reviews broader and wider based to give the appearance of an artist or band that is stretching out to the widest and furthest audiences and media people possible.

‘Cause, that is really where it’s at! (Wow, that was cheesy…but true.)

Loren Weisman is an accomplished music producer, author and music consultant. He is the author of “The Artist’s Guide to Success in the Music Business”, a book to help independent artists, musicians, bands, labels and managers achieve self sufficient and sustainable success. For more info on Loren and music consulting services, visit:

A version of this article originally appeared on We are grateful to Loren for his allowing the republication of his material on Dotted Music’s blog.