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Article #222: Demo Production and Distribution - A Producer Perspective

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Here is a checklist that will maximize 6. Make sure there's a copyright notice
your chances of getting heard and respect (© 2003 I.B. Cool, All Rights Reserved)
the listener's time. on the bottom of the lyric sheet and on
1. Never send more than three songs the tape or CD label. Technically, this
unless specifically requested otherwise. isn't necessary but it alerts everyone
Demo listeners like watching the "in" that your song is protected, whether it's
pile diminish and the "out" pile grow as registered or not.
quickly as possible. If the listener has 7. Cover letters should be short and to
a limited time to listen, which is the point. Let the music speak for itself
usually the case, the tendency is to and avoid hype. A professional
listen to a tape/CD they know they can presentation will do more to impress
complete. So if you send a demo with ten someone than "I know these are hit songs
songs on it and someone else's demo has because they're better than anything I've
one song, you can bet that the "out" pile ever heard on the radio," or "I just know
will grow quickly with one-song demos. that we can both make a lot of money if
There's also the psychology that implies, you'll publish these songs." Avoid the
"I've sent you the song you need!" This temptation to tell your life story, and
is particularly true in pitching songs to don't explain how you have a terminal
producers for a specific artist. Along disease, you're the sole support of your
those same lines, most people resent 10 children and if these songs don't get
getting tapes/CDs with 20 songs and a recorded they'll all be homeless or
letter that says, "I know you'll like at worse. In fact, don't plead, apologize or
least one of these, so just pick out what show any hint of desperation. It only
you want." They want you to do that and gives the message that you have no
send them three songs or less. Songs you confidence in the ability of the songs to
totally believe in. If you're not far stand on their own. Here's what should be
enough along to be able to decide, you're in your cover letter:a. it should be
not ready. When sending CDs with more addressed to a specific person in the
than three songs, highlight three you company.b. It should state your purpose
want the listener to focus on first, and in sending the demo.
include the numbers of the cuts in your Are you looking for a publisher, a
cover letter and lyric sheets (so they producer, a record deal for you as an
have a reference while the CD is on their artist? Do you want the listener to pay
player and they can't see the label). If special attention to your production,
they like those, they'll listen to the your singing, your band, or just the
others. And please, remove the song? Is it targeted for a specific
shrink-wrap! artist? c. List any significant
2. Place your best and most commercial professional credits that apply to the
song first. If you have a strong up-tempo purpose of your submission. If you want
song it's a good bet to start with that. your song published, list other published
If they don't like the first one, it may or recorded songs, contests won, etc. If
be the only shot you get. If you're you're a performer submitting an artist
sending a cassette, put all the songs on demo, resist the temptation to grab at
the same side and put the label only on weak credits: "I played at the same club
the "play" side. that (famous star) played." Tell them
3. Never send your original master tape what drives you, what inspires you. Keep
or CD. You may never see it again and it short. List real sales figure. Don't
it's not fair to saddle its recipient lie. d. Include any casting ideas you
with responsibility for it. might have if you're pitching to other
4. Always cue your tape to the beginning artists. e. Ask for feedback if you want
of the first song. You don't want the it. Odds are you won't get it but give it
person to start listening in a bad mood a shot. f. List the songs enclosed and
because you just wasted his time making writers' names in the order they appear
him rewind your tape. When you make your on the tape/CD. (Lyric sheets should also
copies, leave four seconds between songs. be enclosed in the same order the songs
Most cassette decks have an automatic appear on the demo.) g. Thank them for
search feature, which finds the silence their time and attention. h. Include your
between songs stops the fast-forward and address, phone number, Web site URL and
automatically starts playing the next e-mail address (if you have one).
song. Obviously, this isn't a problem 8. Send a self-addressed stamped envelope
with CDs. If your CD contains more than (SASE) if you want your tape or CD back.
the first four you want heard, clearly There are two schools of thought about
mark on the on the CD and printed insert, this. On the pro SASE side, if you don't
which ones you want them to hear. want to lose all those tapes/CDs, you
5. Send a lyric sheet neatly typed or can't expect to get them back without it.
printed. Letterhead is impressive. It There's another school of thought,
says "This is my business and I take it though, that if you say you want it back,
seriously." Some don't like to look at and you're assuming they won't like it.
lyrics while they listen, but most do. There's no guarantee that you'll get them
It's a time saver to be able to see it back even if you do send a SASE, in which
all at once and to see the structure of case you're gambling even more money, and
the song graphically laid out on the worse could happen than your tape or CD
page. Lead sheets (with melody and lyric sitting around a producer's office.
together) are not sent out with demos. 9. Your name, address and phone number
They're good to have at the point where a should be on every lyric sheet. It seems
producer wants to record your song and like such a common sense request. In fact
you wanted to be sure he/she has the it would be embarrassing to even suggest
correct melody, but since the current that you might forget to do it if I
copyright law permits tapes/CDs to be didn't see it happen constantly. The
sent for copyright registration, their problem on this end is that, between
importance has diminished. Lead sheets listening sessions at the office, the
are bulky to mail, it's too difficult to car, and home, it's so easy to separate
follow the lyric and visualize the song's the tape from the box or lyric sheet.
form, and many industry pros don't read Once they've gone to the trouble to find
music anyway. It also pegs you as a your hit song, not finding you are a fate
songwriter over 50 who have no experience they don't deserve.
in submitting demos since this practice 10. be sure you have adequate postage.
went out of style about 25 years ago. Also, don't send your tape in an ordinary
Separate the sections of the songs with a stationery envelope. It's risky because
space when you type out your lyric sheet. rough postal handling could force the
Label each one (verse, chorus, bridge edge of the tape box through the
etc.) at the upper left side of the envelope. Use a special envelope with an
section. Do not type your lyrics in prose insulated lining. Some people also prefer
fashion. Lay them out with the rhymes at the soft "bubble" tape box because it
the ends of the lines so the structure doesn't have sharp edges and it's lighter
and rhyme schemes of the song can be seen to mail.
immediately.






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