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Music blogger and publicist here, weighing in. There's so much I could say about it, but the short version is, be prepared to spend a lot of hours on this. It takes a lot of work and research to find those blogs, and then even more to build those relationships with bloggers, so that you don't become just another email in their inbox that they ignore. This is why most people hire a publicist.

However, that being said, a good way to find a blog that's likely to be into your music, is to identify which major artists you sound like (be real with yourself here) as well as some indie artists that you sound like, who are starting to get traction. The idea with the indie artists is that if you can find an artist that's still unsigned and gaining traction, but perhaps a bit ahead of you in terms of their musical resume, then if you find a blog that covers them, you can be more confident they'll also cover you, because it shows they're interested in covering emerging artists just as much as nationally recognized ones. From there, it's as simple as Googling the heck out of these blogs/artists until you can start to find blogs that they've been featured on, that look like a fit for you as well.

Another technique is good old fashioned digging. HypeMachine features a LOT of blogs (and also allows you to search by artist, meaning you can also use the above technique here), so once you have a stack of blogs to start going through, just make sure they're actually going to be interested in your music by checking out what they've covered in the last few months, and getting to know their blog. Remember, you're asking them to take time out of their day to check out your music, so if you're not willing to spend 10 minutes getting really familiar with their blog and what they do, why should they spend that time getting to know you and what you do?

I could talk about this ALL day, but hopefully this offers you a good start!

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3 months ago Jack Oughton

Theoretically...

On a ‘theoretical' level, it’s really better to go ‘deep' than ‘wide’ in your targeting of music press - nobody’s music appeals to everyone so there’s no point trying to pitch everyone. And 'going niche’ is easier the more niche your music is... 
 
For example, if you make dystopian dark ambient music you’ll find a relatively small but thriving scene of blogs who are more likely to take an interest in what you’re upto. Whereas If you create somewhat less defined genre, such as indie rock, for example, it may help to try and get the perspective of as many people as possible - they can help you see who you may appeal to, and by extension, help you target your marketing messages. As the creative force behind your project, you probably ‘can’t see the forest for the trees'
 
So, maybe you’re a sub category of indie rock, maybe you sound more like The Killers than The Smiths. In marketing your sound, specificity is everything. 
 

Practically...

Google-fu
Probably quite obvious, but start with Googling for influencers who cover the genre(s) you work in and make a shortlist. If you use the following search operator on Google "site:blogname.com genre" - Google will show you a list of search results from that site which include the genre in question. You could also replace the genre with an artist who is relevant/similar. 
 
PR databases
There are a number of services aimed at PR professionals that possess *regularly updated* lists of journalists and bloggers (regularly updated is important). A subscription will cost you money. The ones that I am most familiar with are Gorkana, ResponseSource and Cision. 
 
My personal preference would be with ResponseSource, as they’re I’ve dealt with them the most - though their coverage in mainly UK centric. Cision is much bigger, international, and tends to send me a lot of super irrelevant pitches, Gorkana are also huge, and more international seem to be more accurate with pitching.
 
Here’s an idea - ask a friend in PR if they’d be kind enough to scrape you a database of entertainment and music bloggers/journalists from whatever media database they’re subscribed to. This may be against the rules at certain PR agencies, but it’s worth asking!
 

Other things to remember:

Be ‘tactical': Why not set some goals about who you want to be covered by? Having an idea of your ‘target’ outlets can keep you focused and inspired. Want to be in Rolling Stone one day soon? Write it down and keep it somewhere you can see it.
 
Track your efforts: If this were a business blog we’d be under the heading of ‘CRM’ here. I’d recommend that if you’re serious about doing your own ‘influencer outreach’ that you have means of keeping track with info about your correspondence with bloggers. 
 
Your memory is fallible, you may end up contacting many people, and it can take multiple contact attempts. Like many things in life, it is not nearly as simple as you’d hope. You could keep notes of your correspondence using a free google spreadsheet, for example.  

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