If you’re aiming to secure gigs, gain coverage on blogs or radio, or get your music in front of labels, managers, publishers, PR teams or agents, your first point of contact will almost always be an email. It’s direct, cost‑effective and, when handled properly, far more impactful than scattering links across social media.

At thenwothm.com we receive a steady stream of submissions every month. Some are clear, professional and easy to work with. Others arrive half‑formed, missing key details or buried under unnecessary clutter. Whether you’re sending a raw demo or a polished PR pitch, the way you present yourself can make or break your chances before anyone even listens.

You’re competing for attention in a crowded inbox, so your message needs to work in your favour. A strong submission is polite, personal and concise, with the essential information placed where it can be found quickly. Good presentation doesn’t replace good music, but it absolutely helps ensure your track isn’t overlooked.

To make the process smoother for everyone, here is our guide to submitting a demo or PR pitch.

PeRsonalise Your Approach

Blanket emails are one of the quickest ways to lose a potential opportunity. They’re easy to spot, they feel careless and they often show no understanding of who you’re contacting.

At thenwothm.com we try to be warm, welcoming and fair with every submission we receive. We genuinely want to give new artists a chance. Even so, we regularly see mistakes that make it clear the sender hasn’t checked who they’re contacting. Not every platform will take the time to overlook these mistakes, which is why a careful approach matters.

Common giveaways include:

• Openings like “Hi all” or “To whom it may concern”
• Emails addressed to the wrong publication or radio station
• Messages clearly written for a completely different genre
• CC lists containing dozens of industry contacts
• Submissions where the sender forgot to remove the previous recipient’s name
• Music in styles we don’t cover at all, which makes it obvious the email was sent to every address on their list

These errors instantly signal that the message wasn’t tailored, and on stricter platforms they can lead to an automatic delete.

Do

• Try and address the correct person whenever possible. A quick look at the website or socials usually helps.
• Show that you know who you’re contacting. Mention a band on the label’s roster, a feature you enjoyed on the site or a radio show you genuinely follow.
• Tailor your message so it feels intentional rather than mass distributed.
• Make sure your submission fits the outlet’s genre, audience and tone.

Don’t

• Send the same generic paragraph to every outlet.
• Leave old greetings, old names or old sign offs in your template.
• Treat PR submissions and demo submissions as identical. They require different levels of detail and context.

A personal, well aimed approach shows respect for the recipient’s time and dramatically increases the chance that your music will be taken seriously.

Keep It Clear, Short and Easy to Process

Most editors, reviewers and radio producers are working through a heavy inbox. Your message needs to communicate the essentials quickly.

Do

• Keep your email concise so the key points stand out.
• Choose one strong track to highlight rather than linking an entire album or EP (unless it is for a demo review etc.) First impressions matter, and most people won’t have time to listen to everything.
• Make sure every link works. Out‑of‑date or broken links waste time and reflect poorly on your professionalism.

Don’t

• Attach large files unless the submission policy specifically allows it. They clog inboxes and are often ignored.
• Overload the email with unnecessary detail. Save the long story for your website or press kit.

Present Your Achievements Clearly

Your email should give a quick snapshot of why your music is worth attention. This is where an EPK becomes invaluable. It keeps everything in one place and allows the recipient to explore further without you cramming too much into the email itself.

DO

• Include a short list of key achievements such as notable gigs, festival slots, support shows, radio play, press coverage, producers you’ve worked with and anything else that strengthens your case.
• Use bullet points so the information is easy to scan.
• Link to your EPK so the reader can find your biography, photos, credits and full details without digging.

Don’t

• Ramble. The level of detail you include should match the person you’re contacting. A radio producer, a blogger and a PR team all look for different things, but none of them want a full biography in the opening email.
• Treat this section as your entire story. Think of it as a highlight reel that encourages the reader to click through to your EPK or website for the complete picture.

Make It Easy To Learn

A good submission gives the recipient a clear path to explore further.

Include:

• A link to your press kit or EPK
• Your website or Bandcamp
• Social media profiles
• A short, up‑to‑date biography
• Contact details

Everything should be tidy, current and accessible.

You can find our guides on how to write a bio and EPK below:

Final Thoughts

Whether you’re sending a raw demo or a polished PR pitch, the basics stay the same. Be personal, be clear and make things easy for the person on the other end. A well presented submission won’t replace great music, but it does help ensure your work is taken seriously and given a fair, genuine listen.

Download a Submission checklist below!