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 Music
Publicity Plan
by Christopher Knab
Back to The Academy
Objectives
Prototype
is a four piece alternative funk band from Seattle, Washington. Their sound is reminiscent
of Pavement, with a healthy dose of funky rhythms thrown in for good measure. Their
simple, yet beat-based songs have attracted an enthusiastic audience to date. Together
since 1991, Kip Stanford(lead vocals), John Tremmer, (lead and rhythm guitar), Ron Malcolm
(bass), and Judy Winter (Drums) have released 2 45’s, and 2 cassette tapes on their
own, before signing to DENTAL RECORDS in January of 1996. Their debut CD release Calling
It a Day will be released on January 17th, 1997. The first single off the CD will be
the song "Deadly Accurate", which will be aimed at college radio at first, with
an independently produced video available on a limited basis.
The publicity
campaign’s objective is to build upon the strong alternative print support the band
received from their previous releases, with added concentration on expanding into some
national music trades, and consumer magazines. We will position Prototype as
intelligent and politically concerned generation Xer’s. their unique propensity for
meshing funky rhythms with driving melodies around social and political issues will make
writers and editors in newspapers, magazines, and fanzines stand up a take notice of this
issue oriented band. The songwriting team of Kip Stanford and John Tremmer will be made
available to the print media and select college/alternative stations for interviews, in
conjunction with their touring schedule.
The publicity campaign
will support any and all promotion and marketing plans from DENTAL RECORDS, and monitor
all activities in radio and retail, as well as closely track attendance at live shows, to
take full advantage of any developing newsworthy events that may develop.
Summary of Radio,
Sales, and Live Show Plans
Radio: The song
Deadly Accurate will be made available to college radio on January 10th. Promotional
concentration will remain with non commercial college stations for the first month. Based
on the successes achieved at this level, commercial alternative rock stations (KISW, KNDD
etc.) will be approached next. If all goes well with those stations, Active Rock and Hard
Rock stations will be targeted for adds quickly. Note: the video of "Deadly
Accurate" is an independently produced video, that will be sent only to select cable
access stations in the northwest. There is a commitment from DENTAL RECORDS to fund a more
professional video, should successful airplay demand it.
Sales: Distribution
for the CD will be through the independent network of I.N.D.I.E. with concentration on
select mom and pop alternative music stores, as well as the chains, and any crossover
retailers that can be brought on board. Posters, and blank covers of the CD will be made
available to the stores. Promotions such as in-store visits and, in-store concerts will be
set up through arrangements by the Artist Development department of DENTAL RECORDS, and
the band's management, coordinated through their touring schedule.
Live Shows: A
northwest tour will kick off on January 24th in Seattle (opening for Soundgarden), with
stops along the Washington leg of the tour in Spokane, and the Tri Cities. Other stops on
the tour will include college campus venues throughout eastern Washington, as well as
Oregon, Idaho, and Montana. As developments break the band is prepared to continue touring
across the country as inroads are made in radio airplay, and through the publicity
generated from the following plan.
Publicity Plan
The press kit for Prototype
will consist of a promo copy of the Calling It A Day CD, a bio, fact sheet, photo,
and press clippings highlighting the positive feedback from the band’s previous
45’s and tapes, as well as live concert reviews. The campaign will build on the
successes the band has already had, taking full advantage of their favorable reviews in
such northwest publications as The Rocket, The UW Daily, Pandemonium, The Seattle Times,
and the Seattle Weekly. Commitments for reviews from these publications have already been
secured, and will be a priority in launching the Publicity campaign. Advance CD's will be
sent to these publications on December 6th.
Level One Targets:
Upon Release
- Album reviews and
features in regional publications to appear upon release:
The Rocket, the UW
Daily, Pandemonium , The Seattle Times, and Seattle Weekly
- Album reviews and
features in national alternative magazines to break upon release:
Alternative Press,
RayGun, Magnet, Seconds, etc.
- Album reviews and
features in national and regional fanzines:
Flipside, Village
Noize, Puncture, Cake, Fizz
- Album reviews in daily
newspapers, weeklies, influential regionals, plus College Radio interviews in Seattle
(KCMU), and Bellingham (KUGS)
- Trade reviews and
features:
CMJ, Virtually
Alternative, Next, Hits
- Album reviews and
features in national consumer press:
Spin, Pulse, Huh?, CD
Review, Addicted the Noise (on the Internet)
Level Two Targets:
Upon Touring
- Get press to live shows
in every city and town they play.
- Tour coverage in daily
newspapers, weeklies, regionals and college press
- Album reviews in consumer
press:
Spin, Rolling Stone,
Musician etc.
- Additional Radio
interviews on college and commercial alternative stations
Preliminary Publicity
Timeline
| Day |
Date |
Event |
| Fri |
12/6 |
Advance promo copies at
The Rocket, UW Daily, Pandemonium, Seattle Times, and the Seattle Weekly |
| Mon |
12/9 |
Arrange interviews on
KCMU, Seattle and KUGS Bellingham |
| Fri |
12/13 |
Deadline for completing
database of print/broadcast mailing list |
| Fri |
1/10 |
Single sent to College
radio |
| Fri |
1/17 |
Calling It A Day
CD release day |
| Mon |
1/20 |
Album mention in UW
Daily/ Seattle Times |
| Tues |
1/21 |
Album mention in
Seattle Weekly |
| Thur |
1/24 |
Tour begins in
Seattle |
| Thu |
1/24 |
Album mention in
CMJ/Hits |
| Tue |
1/28 |
Album mention in the
Rocket and Pandemonium |
| Tue |
1/27 |
Album mention in
Spokane and Tri-City Daily papers |
| Mon |
2/2 |
Album mention in Cake
and Fizz |
| Fri |
2/6 |
Album mention in
Flipside and Village Noize |
| Wed |
2/15 |
Album mention in Spin |
| Wed |
2/15 |
Album mention in
Virtually Alternative |
| Fri |
2/17 |
Album mention in Next |
| Fri |
2/24 |
Album mention in Magnet |
| Mon |
2/27 |
Interview on KUGS
Bellingham |
| Mon |
2/27 |
Interview on KCMU
Seattle |
| Tue |
2/28 |
Feature story in The
Rocket |
Public Relations
Due to the fact that Prototype’s
lyrical content is concerned with political and social issues of our times, it is
imperative that their image of concerned "political rockers" be maintained at
all times. Emphasis should be placed on their involvement with anti-censorship issues in
particular. Backgrounders will be available to all broadcast and print media
contacts highlighting the key issues that current legislation in Washington state and in
Washington DC are concerned with. Any and all opportunities to discuss in print, or on the
radio the anti censorship stand that the band has taken should be explored thoroughly.
A concerted effort will
be made to present the band in all "Rock The Vote" campaigns to help get their
fans registered to vote in November.
After 5 years of laying
down a foundation of independent, political thinking through their music, Prototype
is poised to seize the moment with their new CD "Calling It A Day".
The Publicity Department
of DENTAL RECORDS is ready to meet the challenge of breaking the band through a detailed
and organized print and broadcast publicity campaign geared at working their existing
fanbase into a national audience for their music.
-----
Christopher Knab is an independent music business consultant based in Seattle, Washington. He
is available for private consultations on promoting and marketing independent music, and can be reached by email at: chris@chrisknab.net
Chris Knab's book, 'Music Is Your Business'
is available from the Music Biz Academy bookstore.
Visit the FourFront Media and
Music website for more information on the business of music from
Christopher Knab.
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