How to Write a Press Release That Doesn’t Sound Like a Robot

As an unsigned band, getting coverage for your music can feel like an uphill battle. Blogs, playlists, zines, and radio stations get bombarded with press releases every day - most of them dry, formulaic, and instantly forgettable.

The good news? Yours doesn’t have to be.

A great press release doesn’t beg for attention. It earns it - by being clear, interesting, and actually worth reading.

Start with your headline. This is what decides if someone opens the email or not. Don’t waste it on “New Single Out Now!” Instead, lead with something specific. Try:
“Unsigned metal trio blend strings and growls on new release ‘Bloodlines’”
or
“New EP ‘Twilight Affliction’ explores the beauty in chaos - out this Friday”
Give a sense of the vibe, genre, or story in the headline itself.

Your opening paragraph should answer three questions fast:

• Who are you?

• What are you releasing?

• Why should anyone care?

Keep it to the point, but make it feel personal. You’re not pitching a product - you’re inviting someone into your world. A good example:
The Lucidia Project return with their most dynamic and emotionally charged release yet. Blending symphonic metal, post-rock atmosphere, and death vocals, the band’s new EP ‘The Twilight Affliction’ is a cinematic six-track journey through beauty, heaviness, and heartbreak.

After that, include a short band bio - not your full life story. Just a few lines that explain your sound, background, and recent highlights. Mention indie radio play, playlist adds, or notable gigs if they’re relevant.

Then come the details. Track list (if it’s an EP), release date, streaming links, pre-save or pre-order links, and a download link for press assets (photos, artwork, MP3s, lyrics). Keep it clean and well formatted. No walls of text. Use spacing and bold text to highlight key info.

If you’re sending to blogs, give them an easy quote they can pull. Something like:
“This record is about duality - the light and dark in all of us. We wanted to write something that felt like a film score with guitars.” - Chase Baldwin, vocals/keys

And finally - don’t forget contact info. Who should they reply to? Is this your band email or a separate press inbox? Make it clear. No one should have to hunt for how to reach you.

The best press releases sound like real people talking about real music. No overhyped adjectives. No fake urgency. Just something interesting, well-written, and easy to act on.

Because when the email’s good - they’re more likely to press play.