One of the most annoying situations for us press folk is the unending barrage of SPAM we receive from acts that we've contacted, reviewed or otherwise supported on some level. I can't stress enough how destructive these emails can be - especially if I didn't grant permission to receive them.

For some reason most indie artists draw themselves to the conclusion that just because they've had correspondence with someone, it's okay to add that person to their mailing lists. Let me be the first to smack you on the nose with a rolled-up newspaper and shout "NO!" Now, don't get me wrong - I'm interested in hearing what you're accomplishing, but I'm not interested in your daily life, tomorrow's gig or your latest sales figures. That's fan stuff. And, even though I may like your music, I'm not a fan.

If that's not blunt enough for you, here's a reality check: My audience consists of bands, fans, A&R and every other part of the music biz spectrum. As it is, I'm spread pretty thin and I don't have time to delete extra SPAM - really! Furthermore, my site has an option for members to post news. So why are you sending me this crap? I have enough to do without wiping the asses of 1300 artists.

What is SPAM?

SPAM (spặm)
n. - An inappropriate attempt to use a mailing list, or USENET or other networked communications facility as if it was a broadcast medium by sending the same message to a large number of people who didn't ask for it. Mass junk email.

I've said this before and I'll say it again - and again, and again. Just because you have our contact information, it doesn't mean you have contacts - or friends for that matter. Even if we're posted publicly, correspondence with us should be considered a privilege, to be treated with respect and diplomacy.

A Crash Course in Netiquette

Now that I've driven the point into the ground it's time to reprogram your "list behavior chromosome." Lumping all of your contacts on one generic mailing list saves time, but ends up adversely affecting your efforts to say the least. Doing your PR properly takes time, but given a considerate approach to outlets for exposure the benefits will greatly outweigh the burden.

The first step is to organize your contacts into categories: fans, press, radio, labels, etc. This is the most important part of the process. You may also want to go a little further and separate press and radio by geographical locale. After all, sending a gig calendar for your shows in New Jersey doesn't help your contacts in Houston, TX.

Next, you'll want to email all acquaintances outside of your fan base and ask their permission to send regular updates. You'll get three responses: no, yes and nothing. The ones that don't respond within a week should be removed from the lists altogether. The "no" category should also be removed, but put onto a list for big news - like a new CD, first stage at Ozzfest or a major signing. The "yes" people - well, that's self-explanatory.

Your list for major announcements should be handled carefully. Always ask permission to send press releases before sending them and never send an attachment, especially if it's a new MP3 track.

I want to pause for a moment to discuss the appropriate way to send to your lists. Forget about the "CC" field in your email program. Use "BCC." There are two reasons for this: 1. "CC" displays all of your contact email addresses in the message and 2. Your message gets knocked down below the list of addresses the email was sent to, becoming invisible at first glance.

Lastly, mind your manners. Think of your target's inbox as their home. You wouldn't just walk into someone's house and make yourself at home, would you? Use the same logic with email.

I Am "IM"

Here's a medium that can be the most annoying - instant messaging. Generally I don't add people to my IM lists unless I need a quick answer or have extensive, constant contact with him/her. I have, on occasion, added artists to my messenger after they've contacted me and a good percentage of the time it's been a huge mistake.

If you're so privileged to be added to one of your contacts' IMs - leave them alone. DO NOT pop in just to say "hi" or to pester them about your CD review. These kinds of things make you look desperate and really bug the shit out of those of us who are constantly working. You also run the risk of losing a valuable contact. Use your instant messenger for important communicae only - and not what you think is important, but what will be mutually beneficial for both parties.

My Final Thought

Computers and the Internet have enabled us to exchange ideas and announcements among many with very little effort. Unfortunately, this same technology has opened the doors for unwanted correspondence - so now we've become a society of oversensitive email recipients and unwary abusers. Keep your professional life and your personal life separate and avoid confusing good feedback with fan fair.