Writing a Music Press Release
Master the formula for press releases that get coverage, featuring a template and the most common mistakes artists make.
Why Press Releases Still Matter
A well-written press release is the foundation of any PR push. Music journalists, podcast hosts, and playlist curators read them. A strong release gets your story in front of the right people at the right time. But most artist press releases are self-indulgent and don't answer the journalist's question: Why should my readers care?
The Formula
Start with a headline that answers "what and why"—not clever wordplay. Example: "Indie Folk Artist Claire Winters Releases Debut Album After 3 Years in Tanzania" beats "New Music Alert: Claire Winters Drops Sonic Journey."
The first paragraph (lede) must contain: who you are, what you're announcing, when it happens, and why it matters. One sentence. Everything else is supporting detail.
The Standard Template
FOR IMMEDIATE RELEASE
[HEADLINE]
[CITY, STATE] – [DATE] – [Artist Name] announces [announcement]. [Link to music].
[Supporting paragraph with context, inspiration, or story beat that journalists care about.]
"[Relevant quote from artist]," says [Artist Name].
[Album or release details: tracklist, production credits, genre, release date.]
[Artist bio: 2-3 sentences covering background, previous work, and what makes you unique.]
[Contact info and links: email, press kit, streaming.]
The Biggest Mistakes
Calling yourself "exciting" or "groundbreaking." Never self-hype. Let credentials and context speak. Avoid music jargon—write for readers who don't know you. Assume a journalist will read one paragraph and decide whether to care.
Don't bury the news. If you're being featured on BBC Radio, that's paragraph one. If you're opening for a major artist, lead with that. Don't mention your feelings about the album in a press release—mention the album's unique production, collaborations, or story.
Never send to every publication at once. Research journalists and outlets that cover your genre. A personalized email to 10 relevant journalists beats a generic blast to 500.
After You Send
Follow up exactly once, 5-7 days later. "Just checking you received this—happy to discuss further." Don't harass. Journalists are busy. Your job is visibility, not coercion.
Press releases work best with a campaign: new single, music video, interview, live date, and press release all aligned within a two-week window. One story thread across platforms. That's how coverage builds.