What Journalists Look for in Artist Pitches

What Journalists Look for in Artist Pitches

In 2025, music journalists are flooded with daily pitches. Some are sleek, some are chaotic—and many are ignored. Not because the artist isn’t talented, but because the story isn’t there. If you’re trying to land coverage for a musician, album, or tour, you have to speak the language of media. And that means delivering more than a press release and a SoundCloud link.

Here’s what journalists are really looking for in artist pitches—and how to deliver it clearly, quickly, and with the right tone.

1. A Clear Story Angle

“New music from emerging artist” isn’t a story—it’s a status update. Instead, pitch an angle. For example:

• “This artist is redefining regional rap in the post-TikTok era”
• “She wrote this album while living out of a van across Latin America”
• “His new track samples his grandfather’s 1970s soul band—and it’s charting”

The story sells the music, not the other way around.

2. A Compelling Visual Identity

Whether it’s for print, a thumbnail, or social repurposing, journalists care about:

• High-res imagery (portraits + live shots)
• Visual style that’s distinct, intentional, and aligned with sound
• Album art or campaign photography that tells a cohesive story

Think editorial, not just promotional.

3. Proof of Momentum

Journalists want to cover stories on the rise—not just requests. Include:

• Streaming data (if relevant)
• Co-signs, collaborations, or viral moments
• Tour sellouts, fan community growth, or press mentions elsewhere

No need to inflate—just offer real context.

4. A Great Quote or Soundbite

Make it easy for journalists to write the headline:

• “This isn’t just a breakup album. It’s a post-therapy reckoning.”
• “I make music for people who can’t cry but want to.”

Inject voice into the pitch—don’t rely solely on facts.

5. Easy Access to Everything

Link to:

• A press folder with bio, images, and social links
• Streamable (not downloadable) music
• Upcoming dates, releases, or exclusives

Bonus: let them know if the artist is open to interviews, performances, or BTS content.

6. The Right Outlet for the Right Pitch

Don’t send the same pitch to Rolling Stone and a niche blog. Tailor the angle:

• Big feature story for a national outlet? Focus on the cultural angle.
• New single for a genre blog? Get technical about the sound.
• Regional paper? Lead with the local tie-in.

Final Thought

Music journalism is still thriving—but only for pitches that respect the craft. Know the writer, craft a story, deliver assets cleanly, and lead with humanity.
Because in a sea of talent, the artists who get covered aren’t just loud. They’re clear.