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31. In regard to those press photos, no brick walls and no fields of grass. Sorry, those are taken.
32. You know those recycled CD mailers that are padded with that weird mix of shredded paper and dust that invariably makes a huge mess when we open them? Yeah, they’re the worst.
33. And those super-strength plasticky ones you need scissors to open? Yeah, those we just don’t ever open.
34. The thing where your publicist gives Pitchfork an exclusive on your stupid new video, then emails everyone else about it an hour later as if we haven’t already seen it? That sucks, make them stop.
35. Refrain from responding to negative comments about your band on BrooklynVegan. Lots of bands don’t have anyone saying anything about them at all. Be grateful.
36.If some member of the press asks you to do an interview via email, do not give one-word answers or try to sound dismissive and cool like you’re in the Replacements or something. Either engage for real and offer clear, thought-out responses, or choose to be sort of a dick—we’re honestly ok with either, but if you’re gonna be a dick, at least put in the effort and do it well.
37. But maybe don’t be a dick. Keep in mind, we also book a pretty big local festival. Just saying. (Kidding! No we’re not! Ha!)
38. If you say “for fans of The Hold Steady” or somehow mention another well known band in the subject of your email, we will know immediately that you are way crappier than that band.
39. You don’t need a manager until you have too much to manage.
40. That said, keep tabs on the people you pay to help you. We know a band who hired a reputable PR agency to help with the press campaign for their debut EP. Money was exchanged, a list of contacts was compiled. After following up with a few writers they personally knew on the list, the band came to find no one had received their record. Eventually, the publicist admitted to the mistake: they were never mailed out.
"I always had the idea that this was a really great thing to do: it's fun, it's important and we'll do it as long as we can."
Mar 29, 2012