Journalists receive hundreds of press releases every week. Most get deleted in the first three seconds. The subject line says "NEW SINGLE OUT NOW" and that is enough information for a journalist to skip it without opening it.

A press release is not an announcement. It is a short news story that someone else can publish with minimal rewriting. When a journalist opens a well-written press release, their first thought should be: "I can see the headline." That is the standard you are writing to.

According to a 2024 survey by Muck Rack, 73% of journalists say a press release is still a useful way to discover stories, but 68% say the ones they receive are poorly targeted and feel generic. The mechanics are not the problem. The execution is.

This guide covers when to write one, how to structure it, what makes it newsworthy, and gives you a fill-in-the-blank template to use on your next release.

What You Will Learn

When you actually need a press release versus when to skip it
The standard structure with word counts for each section
Headline formulas that work for music announcements
What makes a press release newsworthy enough to earn coverage
Common mistakes that get releases deleted immediately
When to send it and to whom
A complete fill-in-the-blank template and real example

When You Actually Need a Press Release

Not every song drop warrants one. A press release takes time to write and personalize, and sending one for a song that has no story attached to it trains journalists to ignore your name in their inbox.

Write a press release when you have one of these:

New EP or album release with a production story, thematic angle, or notable collaborators
Single release tied to a music video, sync placement, or meaningful subject
Tour announcement covering multiple cities or a notable headlining slot
Award or recognition, including festival selection, grant awards, or placement in a major publication
Signing or major deal, whether with a label, publisher, or sync agent
Significant milestone, like 10 million streams on a single track or a sold-out headline show

If you are releasing a standalone single with no story, no video, and no live dates attached to it, a press release will not help. Use your marketing energy on playlist pitching and social content instead.

The Standard Press Release Structure

A music press release has eight components. Each serves a specific purpose and journalists are trained to scan them in order.

1. Headline (10-15 words, under 120 characters)

The headline announces the news in plain language. It is not a marketing tagline. It states what is happening, who it involves, and one specific detail that makes it interesting.

Weak: "Exciting New Album From Independent Artist"

Strong: "Portland Indie Quartet Sun Hollow Announces 'Weight of Distance' LP, Produced by John Congleton"

The John Congleton detail matters because it is a real, verifiable, interesting fact. If you do not have a notable collaborator, use your location, a theme, or a milestone instead.

2. Subheadline (optional, 1-2 sentences)

A subheadline adds one more layer of context, usually the key supporting detail. Example: "The album draws on the band's experience playing 200 shows across the Pacific Northwest over three years."

3. Dateline (city and date)

Format it as: PORTLAND, OR, May 30, 2026.

4. Opening Paragraph (60-80 words)

This is the most important paragraph in the release. It covers the five W's: who, what, when, where, and why. A journalist should be able to lift this paragraph and publish it as a news brief with no changes.

Write it in third person. Do not use "I" or "we." Lead with the news, not with your bio.

Example:

"Portland indie rock quartet Sun Hollow will release their debut full-length album, 'Weight of Distance,' on July 18, 2026, via New Meridian Records. The 10-track record was produced by John Congleton (St. Vincent, Sharon Van Etten) and recorded over six weeks in a converted farmhouse outside Portland. The band will support the release with a 15-date US tour starting July 25."

That opening covers who (Sun Hollow), what (debut album), when (July 18), where (US tour starting July 25), and why (Congleton production, farmhouse recording). It is ready to publish as-is.

5. Body Paragraphs (150-250 words total)

The body gives journalists more material to work with. This is where you add the story behind the music, the production context, the themes of the album, and how this release fits into the artist's career arc.

Keep each paragraph to 3-4 sentences. Journalists read fast and scan for usable quotes and interesting details.

6. Artist Quote (40-80 words)

Include one quote from the artist or a key collaborator. The quote should add something the body text did not say: an emotional observation, a specific anecdote, or a perspective on the music.

Bad quote: "We are so excited to share this album with our fans. It has been a long journey."

Good quote: "We tracked this record in a barn with no cell service for six weeks. The isolation ended up in the music. You can hear it in the way the reverbs breathe."

7. Boilerplate (50-100 words)

The boilerplate is your short artist bio. It appears at the bottom, after the press release body, and gives journalists quick context about who you are. Write it in third person. Keep it to 3-4 sentences.

For guidance on writing a strong boilerplate, see the artist bio guide for musicians.

8. Contact Information

Include:

Name of the contact (publicist or artist)
Email address
Phone number (optional)
Links: official site, EPK link, streaming link for the music (private if unreleased)

What Makes a Press Release Newsworthy

The music industry produces thousands of releases every week. A journalist writing for a blog with 50,000 monthly readers needs a reason to pick your release over the other 40 pitches they received today.

Newsworthy angles include:

Local connection. A local artist releasing their first album has a built-in local angle. Regional press will almost always consider that.
Social cause or community tie-in. A percentage of proceeds going to a cause, a song written in response to a community event, or a music video shot in a specific neighborhood.
Unique production detail. Recorded in a specific unusual location, made entirely on a specific instrument, completed in 24 hours.
Collaboration. A well-known producer, a noted visual artist handling the artwork, or a guest feature from a recognized name.
Career milestone. First headline tour, 500,000 streams reached, five years of recording, national radio play.

If your press release has none of these, the release is not the problem. The story is. Build the story before you write the release.

Common Mistakes

Too long. A press release for a single should be under 400 words. An album press release can run to 600 words. Beyond that, you are writing a biography, not a news release.

Written in first person. "I am so excited to release this album" will get a release deleted. Write in third person throughout.

No quote. Journalists use artist quotes. If there is no quote in the release, the journalist has to reach out to get one, which creates friction. Most will skip it instead.

Vague subject line. "NEW MUSIC - Please listen!" tells a journalist nothing. Write the subject line like a headline.

No links. A journalist who has to search for your music will not search. Include a direct streaming link or a private SoundCloud link in the release. Never attach an MP3 to the email.

Missing contact info. If a journalist wants to follow up, they need to reach you in 30 seconds. No contact, no follow-up.

When to Send It

Timing is as important as the content.

Release Type	Send Timeline
Album or EP	3-4 weeks before release date
Single with video	1-2 weeks before release
Tour announcement	6-8 weeks before first date
Award or press milestone	Same week as the news

For premieres (where a blog publishes the song before it goes live), approach 4-6 weeks in advance and pitch exclusively to one outlet at a time.

The Fill-in-the-Blank Template

[ARTIST NAME] ANNOUNCES [ALBUM/SINGLE/TOUR TITLE], [ONE SPECIFIC DETAIL]

[Optional subheadline: One supporting fact about the release.]

[CITY, STATE], [Date] -- [Artist Name] will [release/announce/perform] [title], [format], on [date] via [label or "independently"]. [One sentence about what the release is: theme, sound, or notable collaborator.] [One sentence about the supporting activity: tour, video, press campaign.]

[Second paragraph: The story behind the music. How it was made, why it exists, what it means to the artist's career. 3-4 sentences.]

[Third paragraph: Supporting details. Track list highlights, notable moments, live show details, visual direction, or release context.]

"[Artist quote. 40-80 words. Something specific, personal, and not available in the body text.]"

About [Artist Name]

[Artist Name] is a [genre] artist based in [city]. [One notable credential or milestone.] [Current release context: touring behind X, following up on Y.] [One sentence about what makes the artist's sound or story distinct.] For more, visit [website].

For more information: [Contact Name] [Email] [Phone, optional] [EPK link] [Streaming link]

Real Example

Nashville Singer-Songwriter Mara Voss Announces Debut EP "Before the Signal," Out July 18

The five-track record was recorded live to tape at Bomb Shelter Studios, Nashville.

NASHVILLE, TN, June 1, 2026 -- Nashville-based singer-songwriter Mara Voss will release her debut EP, "Before the Signal," on July 18, 2026. The five-track project was recorded entirely live to tape at Bomb Shelter Studios in 48 hours, produced by Andrija Tokic (Alabama Shakes, Hurray for the Riff Raff). Voss will celebrate the release with a July 22 show at The Basement.

The EP grew out of a year Voss spent writing without releasing anything. All five songs were written within a three-month stretch following a cross-country move, and the live-to-tape approach was a deliberate choice to capture the rawness of that period. No overdubs. No click track. The record sounds like a room.

"Before the Signal" will be available on all streaming platforms July 18. The physical edition, a limited run of 200 cassettes, will be sold at the release show and through Voss's website.

"I wanted the record to sound like someone talking in a quiet room, not performing for an audience," Voss says. "The tape machine made that possible. You can hear the room breathing."

About Mara Voss

Mara Voss is a Nashville-based singer-songwriter originally from Minneapolis, MN. Her writing has been compared to Adrianne Lenker and Gillian Welch. "Before the Signal" is her first release as a solo artist. For more, visit maravossmusic.com.

For more information: Sarah Kim, Independent Publicist press@maravossmusic.com maravossmusic.com/epk [Private stream link]

Frequently Asked Questions

Q: Do I need a publicist to send a press release? A: No. A well-written self-sent press release outperforms a poorly written publicist-sent one every time. The difference is in the quality of the writing and the specificity of the angle. If you want to learn how to pitch it yourself, read our guide to pitching your music to music journalists.

Q: How many journalists should I send the press release to? A: For a premiere, pitch one outlet at a time and give them 48-72 hours before moving on. For a general release announcement, a targeted list of 20-40 relevant outlets is reasonable. Do not blast 200 journalists with an identical email. Personalize the first two lines for each recipient.

Q: What should I put in the email subject line? A: Write the subject like a headline. "Sun Hollow Announces July Album, Produced by John Congleton" beats "PRESS RELEASE: New Album" in every test. Keep it under 60 characters and include the artist name.

Q: Can I include a photo in the press release email? A: Do not attach a high-res photo to the email. It will trigger spam filters or fill the journalist's inbox. Instead, link to a press folder (Google Drive or Dropbox) that contains hi-res photos, the one-sheet, and the music link. Mention the link in the contact section.

Q: How long should the press release be? A: For a single: 250-400 words. For an EP: 350-500 words. For an album: 400-600 words. For a tour: 300-450 words. Anything longer is padding, and journalists will not read it.

Q: Should the music link in the release be public or private? A: If you are pitching for a premiere or review ahead of release, use a private SoundCloud or DISCO link. If the music is already out, a public Spotify or Apple Music link is fine. Never attach an audio file.

Write the opening paragraph first. If you cannot summarize your release in 80 words that would fit in a news brief, the angle is not ready yet. Get the five W's into that paragraph before you write anything else. Once that paragraph reads like something a journalist would publish, the rest of the release is just supporting detail.

For the next step in your press campaign, read the guide on how to pitch your music to journalists and see how to create your EPK for the supporting materials you will need.