Here's My Music, Now Support It!

The way artists send music to radio DJs and music platforms has changed a lot over the years. Some of that change has made things quicker and easier, but I also think something has been lost along the way - the actual conversation between the artist and the person they are asking to support their music.

I’ve been getting music sent to me since 2006, when I first started the Unique Reggae Mix Show. Back then things were very different. Artists would usually get in touch first, ask for my address and then send me vinyl or a CD through the post, often with a press pack. There was normally some kind of conversation going on way before the music even landed.

With digital music and communication taking over, all of that has changed massively. Now it’s very common for someone I’ve never spoken to before to send me a streaming link with little more than “play this”, “support this” or something along those lines. No introduction, no real information about the music and sometimes very little thought about whether what they’ve sent even fits what I do.

Most of those emails I simply don’t have the time to respond to.

Expectation Is the Biggest Mistake

One of the biggest mistakes I feel artists make is expecting someone to support their music just because they’ve sent it to them. I don’t work like that. If an artist or producer takes the time to actually talk to me, is polite and their music fits what sounds good in my ear, I’m far more likely to take notice.

Music is personal as well. Just because somebody has made something they’re proud of doesn’t mean everybody they send it to is automatically going to connect with it. That’s just part of putting music out into the world.

One thing I’ve never really understood is being sent a download link by someone who wants me to buy their music, while at the same time asking me to help promote it. If you’re approaching someone because you want their help getting your music out there, expecting them to pay for it first probably isn’t the best way to start that relationship.

Politeness Goes a Long Way

There isn’t really a perfect first email for me because I get sent so much music. The amount of emails can be hard to sift through at times, but politeness goes a long way. Treat people how you’d want to be treated yourself. It’s just common decency.

Sending somebody a track doesn’t automatically mean they have the time to listen to it, review it, play it or give you detailed feedback. I understand why somebody might value my opinion, because I’ve always spoken honestly about music, but I simply don’t have the time to do that for everyone.

I run Pauzeradio, Pauzewear and the Pauzeradio vinyl shop, so sitting down and listening through 10 albums in a week just to give everyone individual feedback isn’t realistic.

Pauzeradio Is Not a Free Promo Service

I don’t mind helping artists. That’s something I’ve done throughout the whole history of Pauzeradio, especially when I genuinely believe in what someone is doing and feel I can help in some way.

What I think often gets forgotten is that platforms like Pauzeradio cost money and take a huge amount of time to keep going. It’s easy to look at a website, radio platform or music publication and just see somewhere that can promote your music, without really thinking about all the work going on behind it.

There has to be a business side to it if the platform is going to keep going.

Our reviews are a paid service because there’s real work involved in listening, researching, writing and publishing them properly. We also charge a small fee for adding artist biographies and press releases when the content is already supplied, because that still takes time to edit, format and publish. More details on artist services can be found here.

Not All Is Behind a Paywall

One thing I am bringing forward with the new Pauzeradio site is written artist interviews, and those will always be free. Not everyone will get one, though. We’ll choose artists whose music, message and what they stand for fit naturally with what Pauzeradio is about.

That’s important to me because Pauzeradio has never just been about taking money from artists. It has always been about supporting music I believe in, while still finding a way to keep the platform moving forward.

Take A Little Time

So if you’re sending music to a DJ, radio station, journalist or music platform, take a little time to understand who you’re contacting first. Introduce yourself, tell them a bit about what you’re sending and be polite.

That alone will get you a lot further than another email simply saying, “support this.”