Amplify Your Story

8/3/2019 Amplify Your Story

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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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7Amplify your story

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8Amplify your story

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The arT of The piTChWhat Makes a coMpelling story

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Casting a Wide Net: In search of compelling evidence

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Polish the Gems

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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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4 . b e a s d e s c r i P t i v e a s P o s s i b l e . I ,

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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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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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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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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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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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Be eye-catching and instantly intriguing.

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Use literary devices and names judiciously for maximum impact.

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Use a strong verb.

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Develop Your Own Press Release Voice

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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

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b a n d c a mP . c o m: J E, B D

cdbaby.com: B F, P

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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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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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ConnECting Your muSiC StorYto thE prESS with tEChnologYa Q&a With bandcaMps Jennifer elias(business deVelopMent)

1. what is bandcamP?

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4. besides musicians, who else uses bandcamP and how?

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StorY SElf-pErpEtuation andthE rolE of Brand namE prESSfor muSiCianSa Q & a With cd baby president brian felsen

1. describe cd babys services for anyone who does not know.

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3. what are the fees for using cd baby?

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5. how imPortant is telling a good story when using cd baby?

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