How To Get Record Labels To Send You Free Stuff

It’s actually a lot easier than you think. Record labels are always looking for exposure for their bands, and it’s worth a lot more to them to have a young, hip potential listening audience like ours than it is to hang on to a few CDs in the warehouse.

Labels of course vary in size, business methods, morality, etc, so there’s no catch-all template for how to write to them and request adds. The key is just to ask, and they will likely be more than happy to oblige. Here are some tips for e-mailing record labels to request new (and back-catalog) music:

* Who’s in charge here?

Some of the bigger operations have people on-staff solely to coordinate sending releases to radio stations and the like. Typically, these people will seek us out and may already be in contact with the Music Director and sending us regular packages (that doesn’t mean you can’t write them to request something specific, but we’ll get to that). Smaller indie and DIY labels might not often send out adds at all. The thing to do is find out who to e-mail via the label’s website, usually under "Contact" or "Info". It may be a radio or publicity coordinator, or it may be a guy who does virtually everything from out of his mom’s basement. Even if you’ve got the wrong person, he or she will be happy to refer you to the right one. Make sure you put "radio airplay" or some such thing in the subject line of your e-mail.

* Know thyself

Request emails are an informal thing, usually just a few sentences long. "My name’s___ and I’m a DJ at KPSU" is perfectly acceptable. It helps for the folks at the label if they know who they’re talking to, particularly in terms of genre, because to them it means there may be someone at this station who’d be interested in something else they want to send out. It pays to mention the kind of show you do, or even when it’s on. Also, it’s a good thing to throw in a bit about the nature of your station (the fact that we podcast, that we're free format, etc.). A lot of folks will be more responsive to a totally non-commercial, student-run radio station than another Clear Channel monolith.

* Ask and ye shall receive

Don’t be shy. You want free stuff, come out with it. Ask them if they have anything they’re specifically trying to promote. It also helps if you have something in mind, like, "I think the new _________ disc would get a lot of airplay here." Especially with new releases, they almost always oblige. Don’t request something you’re not actually planning on reviewing, though, unless it’s something you’re sure someone will want. MAKE SURE YOU THANK THEM WHEN THEY AGREE TO SEND SOMETHING! It's the only way to keep the relationships solid.

* Tell ‘em how it is

Labels like to know their stuff is going to get on the air quickly and that they’re not wasting CDs. Tell them you can e-mail them back as soon as you receive them. And yes, you should suggest to the MD that you think the disc should chart. Be sure you include the station's address, too. You'd be surprised how often this is left out.

If they send something out, it usually comes in just a few days. The MDs will then make sure you get it. Once you've reviewed it, return it to the MDs so they can put it out for other DJs to play.

* Don’t give up

Labels are sometimes too busy, broke, or completely out of business to send out anything. If they don’t respond to your email, don’t take it personally. Find another rad label and try them. About half the labels you write to won’t get back to you, but the other half will be totally interested in helping you out. At the same time, feel free to write again to a label that already has sent you something. They often like establishing solid connections with communicative people.

Be friendly, have fun, and enjoy the new music!

(Borrowed & Edited from the information available at WSUM.net)