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AMPLIFY
YOURSTORY.
www.StoryAmp.com
Getting More Press through the Art of the Pitch
b Y D M I t r I V I e t z ewith help from Tristra Newyear
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Copyright 2011 by StoryAmp, LLC
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Table of ConTenTsIntROdUctIOnWhy Musicians Should Care about Storytelling
the ARt Of the PItch:What Makes a Compelling Story
09 C W N: I S C E
13 P G
13 T G S R
15 P G
deLIVeRInG the StORYFollow Intrigue Protocol
26 D Y O P R V
PItchInG BeYOnd the PReSS ReLeASePhotos, Videos, and Stage Production
tALeS fROm the fIeLd:Lessons Learned rom Key Players in Web-Based Music Promo Services
31 FB.: S R, C-F & CEO 37 M.: I R, CEO
45 BC.: J E, B D
48 CDB.: B F, P
53 AD.: B M, F
56 NRkP.:H V, A/B
59 RN.: J C, COO
17
27
30
09
06
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4Amplify your story
WhAt next? AmPLIfY YOUR StORY!
ABOUt StORYAmP, LLc
ABOUt the AUthORSDmitri Vietzeristra Newyear
62
63
64
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every pieCeof musiC
has a sTory:Whats
yours?
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inTroduCTionWhy Musicians should care about storytelling
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The arT of The piTChWhat Makes a coMpelling story
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Panning for Gold: The good stories rise to the top
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delivering The sToryfolloW intrigue protocol
h e n e v e r y o u a r e s e n d i n g i n o r m a t i o n
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1. dont follow Press release Protocol. follow intrigueProtocol.T ,
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3 . u se met a P h o r s a n d si mi l es. T T
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Te band was playing a gig near Cow Island, a tiny hamlet south o
Laayette with little more than a bar and a ew houses. Te evening soon
turned surreal, thanks in part to a local drummer named Wooley, whose
past included stints as a 70s roadie. Wooley got up on stage, demanding
to play a song or two, and beore they knew it, Feuollet was rocking out
Black Sabbath and Led Zeppelin covers. Wooley ended the evening by
posing or an innocent peck-on-the-cheek snapshot and at the last minutegiving singer Anna Laura Edmiston a big, sloppy (and uninvited) kiss.
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C ,
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Smith perorms entrancing and upliting songs with ancient soul and
modern spirit. Backed by the mesmerizing interlocking melodies o the
guitar and the deep grooves o an all-star lineup, her voice resounds with
deant strength and proound tenderness.
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21Amplify your story
7. a vo i d P r ess r el ea se c l i c h s.
PReSS ReLeASe cLIchS WhY tO AVOIdSo-and-so Records is proud to
announce
Who cares? Not journalists.
All-star lineup Unless the lineup is truly made up o musicians
widely acknowledged as stars, this phrase is
meaningless and irritating. Try to nd a way to talk
about the band as individuals. Tell their stories very
briey. Contextualize them.
Cutting-edge, groundbreakingnew album
It better be pretty innovative to earn theseadjectives, and you should explain why. Its better
to describe what the music doesi.e. combines
throatsinging with tuba in a piece conducted by
Yo-Yo Ma than generically state that its doing
something new.
Their sophomore release No one cares that the group has released a second
(3rd, 4th) album, unless you make them. Dont use
the same old words. They make you sound boring.
Generic positive and/or
hyperbolic adjectives like
antastic, incredible,
amazing, soulul, heartelt,
romantic, etc.
These adjectives alone tell us nothing about the
musics context, sound, approach, instrumentation,
etc. Its more efective to nd more evocative
adjectives that relate to your themes, or to qualiy
them with other descriptors.
First, only, unique, never-
beore heard, unprecedented
I you can veriy that this is the caseas in the
musician invented the darn instrument or is the
last living perormer o Zuni Corn Songsthen
these words are powerul. Otherwise, theyre
inappropriate and create distrust.
Words implying widespread
interest or praise, like highly
anticipated, critically
acclaimed, or nationally
recognized
Unless there has been extraordinary coverage by
major outlets or some genuinely documented buzz,
these words sound like BS. Instead, use a quote
rom a very high prole media outlet or celebrity,
and i you dont have one, then this is probably not
critically acclaimed.
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22Amplify your story
8 . a vo i d n a med r o P P i n g . R
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e x a m P l e : Seu Jorge comes rom the outskirts and hits us directly in thesoul. While many got a taste o his powerul presence and rough-but-
sweet voice rom his David Bowie renditions in Te Lie Aquatic with
Steve Zissou, his solo album Cru will satiate new ans yearning or his
pared down, soulul approach.
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e x a m P l e : Equally melancholy is Rain Rain Beautiful Rain, a songoriginally heard on Mambazos 1987 Grammy winning album, Shaka
Zulu, and reinterpreted here with the trademark atmospherics of pop
chanteuse Natalie Merchant. It was such an honor to be invited to sing
with Ladysmith Black Mambazo, says Merchant. What an incredible
experience to hear the rich texture of their harmonies in my headphones
and add my voice to theirs.
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23Amplify your story
9 . ma k e i t a st o r y, n o t a r esu me. W z k ,
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e x a m P l e : Teir CD has been hailed by critics worldwide as one o themost groundbreaking o its time. Te album debuted at #1 on iunes
specialty chart and remained there or numerous weeks, and it charted
on Billboards specialty chart or our consecutive weeks, peaking at #12.
Band X also entered Esoteric Charts o Europe, at #76.
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piTChing beyondThe press releasephotos, Videos, and stage production
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Tales from The fieldlessons learned froM key playersin Web-based Music proMotional serVices
e i n t e r v i e w e d o u n d e r s , C E O s , a n d l e a d e r s
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n ewr o c k st a r P h i l o so P h y . c o m: H V, A/B
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EmpowEr thE Crowd with YourStorY onE ChaptEr at a timEa Q&a With fanbridge co-founder& ceo spencer richardson
1. describe fanbridges serv ices for anyone who does not know.
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3. what are the fees for using fanbridge?
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4. besides musicians, who else uses fanbridge and how?
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5. how imPortant is telling a good story when usingfanbridge?
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6. what is the role of the Press in amPlifying a bands storyin this new era of the music business?
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7. can you think of a band or two whose story has helPedtheir career significantly?
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truStEd SourCES and thESEquEnCE of awarEnESS andrEvElationa Q&a With topspin Media ceo ian rogers
1. what is toPsPin media?
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2. what is the ideal Point in a m usicians career to start usingtoPsPin media?
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5. how imPortant is telling a good story when using toPsPin?
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ConnECting Your muSiC StorYto thE prESS with tEChnologYa Q&a With bandcaMps Jennifer elias(business deVelopMent)
1. what is bandcamP?
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StorY SElf-pErpEtuation andthE rolE of Brand namE prESSfor muSiCianSa Q & a With cd baby president brian felsen
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validation & lEgitimaCY:BrEaking thE iCE with a StorYworkS SomEtimESa Q&a With artist data founder
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tEaSing out Your Band StorYwith Blog intErviEwSa Q&a With neWrockstarphilosophy.coMsauthors/bloggers hooVer and Voyno
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ContExt and diffErEntiationin a SEa of ChoiCESa Q&a With reVerbnation coo Jed carlson
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to amplifyyour story!