A press pitch is an email that convinces a journalist, blogger, or podcast host to cover your music. The template matters less than understanding what makes editors say yes: a clear hook, relevant context, and respect for their time. Most artists send pitches that get ignored because they focus on what they want (coverage) instead of what the recipient needs (a good story).
DIY press outreach works. Artists land features in major publications, podcast interviews, and blog coverage without publicists every day. The difference between success and silence is usually the pitch itself.
For broader promotion strategy beyond press, see How to Market Your Music by Career Stage. This guide focuses specifically on the emails that get opened, read, and acted on.
What Editors Actually Want
Before templates, understand the mindset of the person receiving your pitch.
They are busy. Music editors receive dozens to hundreds of pitches daily. They scan subject lines and first sentences. If nothing hooks them in 5 seconds, they move on.
They need a story. "I released a new song" is not a story. "This song was written after I spent six months living in my car between gigs" is a story. Editors need an angle they can write about.
They care about their audience. A blog covering indie rock does not care about your EDM release. A podcast about DIY touring does not want to hear about your studio process. Match your pitch to their coverage.
They respect brevity. Long emails get skipped. Say what you need to say in as few words as possible.
Building Your Media List
Before you send anything, you need a list of outlets that might actually cover you.
Start with who covers artists like you. Search for similar artists and see who has written about them. Those outlets are your targets.
Check the masthead. Find the specific person who covers your genre or topic. A pitch to a generic inbox is less effective than a pitch to the actual writer.
Track in a spreadsheet. Columns: outlet name, contact person, email, genre they cover, last pitch date, response status.
Quality over quantity. 20 well-researched, targeted pitches outperform 200 generic blasts. This is one area where taking a strategic approach to promotion pays off more than brute force.
The Core Pitch Template
This structure works for most press pitches. Customize the details, but keep the format.
Subject: [Specific hook] - [Your Name] - [Release Type]
Hi [First Name],
[One sentence establishing why you're emailing them specifically.]
[Two to three sentences about the release with a clear hook or story angle.]
[One sentence with the practical details: release date, streaming link, press assets.]
[One sentence call to action: what you want them to do.]
Thanks,
[Your Name]
[Links: Spotify, EPK, social]
Subject: [Specific hook] - [Your Name] - [Release Type]
Hi [First Name],
[One sentence establishing why you're emailing them specifically.]
[Two to three sentences about the release with a clear hook or story angle.]
[One sentence with the practical details: release date, streaming link, press assets.]
[One sentence call to action: what you want them to do.]
Thanks,
[Your Name]
[Links: Spotify, EPK, social]
Subject: [Specific hook] - [Your Name] - [Release Type]
Hi [First Name],
[One sentence establishing why you're emailing them specifically.]
[Two to three sentences about the release with a clear hook or story angle.]
[One sentence with the practical details: release date, streaming link, press assets.]
[One sentence call to action: what you want them to do.]
Thanks,
[Your Name]
[Links: Spotify, EPK, social]
Subject: [Specific hook] - [Your Name] - [Release Type]
Hi [First Name],
[One sentence establishing why you're emailing them specifically.]
[Two to three sentences about the release with a clear hook or story angle.]
[One sentence with the practical details: release date, streaming link, press assets.]
[One sentence call to action: what you want them to do.]
Thanks,
[Your Name]
[Links: Spotify, EPK, social]
Example:
Subject: Song written during 6 months living in my car - Maya Chen - New Single
Hi Sarah,
I've followed Indie Shuffle's coverage of artists like Phoebe Bridgers
and Julien Baker, and I think this track fits that world.
My new single "Rest Stop" was written during six months I spent living
out of my Honda Civic between tour dates. The song is about finding
peace in impermanence. It's out March 15th, and the response from
early listeners has been strong.
Here's the private streaming link: [link] and press assets: [EPK link].
Would you be interested in premiering it or including it in a roundup?
Thanks,
Maya Chen
Spotify | Instagram | Website
Subject: Song written during 6 months living in my car - Maya Chen - New Single
Hi Sarah,
I've followed Indie Shuffle's coverage of artists like Phoebe Bridgers
and Julien Baker, and I think this track fits that world.
My new single "Rest Stop" was written during six months I spent living
out of my Honda Civic between tour dates. The song is about finding
peace in impermanence. It's out March 15th, and the response from
early listeners has been strong.
Here's the private streaming link: [link] and press assets: [EPK link].
Would you be interested in premiering it or including it in a roundup?
Thanks,
Maya Chen
Spotify | Instagram | Website
Subject: Song written during 6 months living in my car - Maya Chen - New Single
Hi Sarah,
I've followed Indie Shuffle's coverage of artists like Phoebe Bridgers
and Julien Baker, and I think this track fits that world.
My new single "Rest Stop" was written during six months I spent living
out of my Honda Civic between tour dates. The song is about finding
peace in impermanence. It's out March 15th, and the response from
early listeners has been strong.
Here's the private streaming link: [link] and press assets: [EPK link].
Would you be interested in premiering it or including it in a roundup?
Thanks,
Maya Chen
Spotify | Instagram | Website
Subject: Song written during 6 months living in my car - Maya Chen - New Single
Hi Sarah,
I've followed Indie Shuffle's coverage of artists like Phoebe Bridgers
and Julien Baker, and I think this track fits that world.
My new single "Rest Stop" was written during six months I spent living
out of my Honda Civic between tour dates. The song is about finding
peace in impermanence. It's out March 15th, and the response from
early listeners has been strong.
Here's the private streaming link: [link] and press assets: [EPK link].
Would you be interested in premiering it or including it in a roundup?
Thanks,
Maya Chen
Spotify | Instagram | Website
Subject Line Formulas That Work
The subject line determines whether your email gets opened. Here are three formulas that perform well.
Formula 1: Hook + Name + Release Type
"Recorded in an abandoned church - James Moore - New Album"
"Former session drummer goes solo - Kira Tanaka - Debut Single"
Formula 2: Comparison + Name
"If Bon Iver produced a hip-hop album - Marcus Webb"
"Beach House meets Massive Attack - Lunar Drift"
Formula 3: Direct and Simple
"New single from [Name] - [genre] - out [date]"
"[Name] - [Release Title] - premiere opportunity"
Avoid ALL CAPS, excessive punctuation, vague subjects like "Check this out," and hype language like "AMAZING NEW MUSIC." Specificity is what gets emails opened.
The Follow-Up Sequence
Most coverage comes from follow-ups, not initial pitches. Editors miss emails. Polite persistence works.
Follow-up 1 (5-7 days after initial pitch):
Subject: Re: [Original Subject]
Hi [Name],
Just bumping this in case it got buried. Happy to send anything
else you might need.
[Your Name]
Subject: Re: [Original Subject]
Hi [Name],
Just bumping this in case it got buried. Happy to send anything
else you might need.
[Your Name]
Subject: Re: [Original Subject]
Hi [Name],
Just bumping this in case it got buried. Happy to send anything
else you might need.
[Your Name]
Subject: Re: [Original Subject]
Hi [Name],
Just bumping this in case it got buried. Happy to send anything
else you might need.
[Your Name]
Follow-up 2 (7-10 days after first follow-up):
Subject: Re: [Original Subject]
Hi [Name],
Checking in one last time. The track drops [date], and I think
your readers would dig it. No worries if it's not a fit.
[Your Name]
Subject: Re: [Original Subject]
Hi [Name],
Checking in one last time. The track drops [date], and I think
your readers would dig it. No worries if it's not a fit.
[Your Name]
Subject: Re: [Original Subject]
Hi [Name],
Checking in one last time. The track drops [date], and I think
your readers would dig it. No worries if it's not a fit.
[Your Name]
Subject: Re: [Original Subject]
Hi [Name],
Checking in one last time. The track drops [date], and I think
your readers would dig it. No worries if it's not a fit.
[Your Name]
After two follow-ups, stop. If they have not responded, they are not interested in this particular release. Add them to your list for future pitches. Do not burn the relationship by over-following-up.
Pitch Variations
Album or EP Announcement
Focus on the project's theme or story, not individual tracks.
Subject: 8 songs about leaving my hometown - [Name] - New EP
Hi [Name],
My EP "Exit Signs" is out April 5th. All eight songs were written
in the six months after I left the small town where I grew up.
It's about the guilt of leaving, the freedom of starting over,
and the people you carry with you.
The lead single is streaming now: [link]. Full EPK: [link].
Would you be interested in a premiere or interview around the release?
[Your Name]
Subject: 8 songs about leaving my hometown - [Name] - New EP
Hi [Name],
My EP "Exit Signs" is out April 5th. All eight songs were written
in the six months after I left the small town where I grew up.
It's about the guilt of leaving, the freedom of starting over,
and the people you carry with you.
The lead single is streaming now: [link]. Full EPK: [link].
Would you be interested in a premiere or interview around the release?
[Your Name]
Subject: 8 songs about leaving my hometown - [Name] - New EP
Hi [Name],
My EP "Exit Signs" is out April 5th. All eight songs were written
in the six months after I left the small town where I grew up.
It's about the guilt of leaving, the freedom of starting over,
and the people you carry with you.
The lead single is streaming now: [link]. Full EPK: [link].
Would you be interested in a premiere or interview around the release?
[Your Name]
Subject: 8 songs about leaving my hometown - [Name] - New EP
Hi [Name],
My EP "Exit Signs" is out April 5th. All eight songs were written
in the six months after I left the small town where I grew up.
It's about the guilt of leaving, the freedom of starting over,
and the people you carry with you.
The lead single is streaming now: [link]. Full EPK: [link].
Would you be interested in a premiere or interview around the release?
[Your Name]
Podcast Interview Pitch
Focus on what you can talk about that their audience would find valuable.
Subject: DIY touring with zero budget - interview pitch
Hi [Name],
I've been listening to [Podcast Name] for a while. Your episode on
building a fanbase without a label was exactly what I needed two
years ago.
I spent last year doing 40 shows in 30 states with no booking agent
and a $2,000 budget. I documented the whole thing. I could talk about
booking venues cold, sleeping in parking lots, and what I learned
about building an audience city by city.
Interested in having me on?
[Your Name]
[Link to music, social, or previous interviews]
Subject: DIY touring with zero budget - interview pitch
Hi [Name],
I've been listening to [Podcast Name] for a while. Your episode on
building a fanbase without a label was exactly what I needed two
years ago.
I spent last year doing 40 shows in 30 states with no booking agent
and a $2,000 budget. I documented the whole thing. I could talk about
booking venues cold, sleeping in parking lots, and what I learned
about building an audience city by city.
Interested in having me on?
[Your Name]
[Link to music, social, or previous interviews]
Subject: DIY touring with zero budget - interview pitch
Hi [Name],
I've been listening to [Podcast Name] for a while. Your episode on
building a fanbase without a label was exactly what I needed two
years ago.
I spent last year doing 40 shows in 30 states with no booking agent
and a $2,000 budget. I documented the whole thing. I could talk about
booking venues cold, sleeping in parking lots, and what I learned
about building an audience city by city.
Interested in having me on?
[Your Name]
[Link to music, social, or previous interviews]
Subject: DIY touring with zero budget - interview pitch
Hi [Name],
I've been listening to [Podcast Name] for a while. Your episode on
building a fanbase without a label was exactly what I needed two
years ago.
I spent last year doing 40 shows in 30 states with no booking agent
and a $2,000 budget. I documented the whole thing. I could talk about
booking venues cold, sleeping in parking lots, and what I learned
about building an audience city by city.
Interested in having me on?
[Your Name]
[Link to music, social, or previous interviews]
Playlist Curator Pitch
Shorter. More direct. Focus on fit.
Subject: For your [Playlist Name] playlist - [Song Title]
Hi,
I think my new single fits the vibe of [Playlist Name]. It's [brief
genre description], with [one distinctive feature].
Here's the Spotify link: [link]
Thanks for considering it.
[Your Name]
Subject: For your [Playlist Name] playlist - [Song Title]
Hi,
I think my new single fits the vibe of [Playlist Name]. It's [brief
genre description], with [one distinctive feature].
Here's the Spotify link: [link]
Thanks for considering it.
[Your Name]
Subject: For your [Playlist Name] playlist - [Song Title]
Hi,
I think my new single fits the vibe of [Playlist Name]. It's [brief
genre description], with [one distinctive feature].
Here's the Spotify link: [link]
Thanks for considering it.
[Your Name]
Subject: For your [Playlist Name] playlist - [Song Title]
Hi,
I think my new single fits the vibe of [Playlist Name]. It's [brief
genre description], with [one distinctive feature].
Here's the Spotify link: [link]
Thanks for considering it.
[Your Name]
Common Mistakes
Writing too much. If your pitch is more than 150 words, cut it. Editors do not have time for your autobiography.
No clear hook. "I made a song and I hope you like it" is not a pitch. What makes this release different from the thousands of other releases this week?
Wrong outlet. Pitching a metal blog with your acoustic folk single wastes everyone's time.
No call to action. End with what you want: a premiere, a review, an interview, playlist consideration. Make it easy for them to say yes.
Attaching large files. Link to assets. Never attach MP3s or high-res images to cold emails.
If you reach the point where press outreach becomes a regular part of your workflow, you may want to bring a publicist onto your team. Until then, managing your own artist career tools and pitch tracking is enough.
FAQ
How far in advance should I pitch?
For premieres and features: 3-4 weeks before release. For reviews: 2-3 weeks. For podcasts: 4-6 weeks, since they often record in batches.
What if I don't have a story?
Find one. Every song has context: why you wrote it, how you recorded it, what it means to you. Focus on the detail that makes it specific to you.
Should I use a press release?
For major announcements like album releases, yes. For singles and smaller updates, the pitch email is enough. Attach or link the press release rather than pasting it into the email.
How many outlets should I pitch?
For a single: 15-30 well-targeted outlets. For an album: 30-50. Quality of targeting matters more than volume.
Read Next
Track Your Outreach:
Orphiq helps you manage pitch lists, release timelines, and follow-up schedules so nothing falls through the cracks during campaign season.
