Drowning in a sea of sound? With the ever-swelling torrent of demos confronting label heads each year, we reveal how you can  ensure your music is heard and signed by the right people in the industry.

Quality control and road testing

It is essential that before you start sending off a demo to the label of your dreams, you have at first put in some mechanisms for ensuring the quality of your productions is up to the mark. Listening to your own music is highly subjective, so make sure you have taken some time away from a completed project before returning more objectively with fresh ears. At this point be ready to have an honest conversation with yourself about whether the track is up to scratch. If it is not blowing you away, then consider this as just an important part of the process in your development as an artist. Be prepared to let go.  On the flip side if you have a tendency to be overly self-critical, then make sure you have at least one reliable feedback partner to send the track to for an honest critique. If they work in the industry or are a DJ then even better, get them to road test the tracks and  they will provide invaluable insight into whether the tracks work or not. No one wants sub-standard productions but equally tracks which have seemed initially like quick innocuous jams have ended up as dance-floor smashes so having a second ‘pro’ pair of ears to go to whenever possible is invaluable.

Research, network and build authentic connections

Prior to sending demos it is always a good idea to research the label you are approaching thoroughly. Make sure you find out the name of the A&R and directly address your email to them. When wading through mountains of demos, label heads are likely to gravitate towards artists who have a genuine connection with the label. Make sure you follow the label on all your social media channels, better still engage with their posts to build rapport and put your name in their line of sight. This may seem disingenuous at first, but you need to demonstrate you respect and support the labels you love before you can expect them to potentially invest in you. Build these connections naturally and network, not just with the artists but the with the team associated with the label. Follow them and you may find conversations naturally occurring that give you a way in. If you already have contacts in the industry then don’t be afraid to use them. Nothing beats a personal introduction from a fellow artist or to put you ahead of the pack. Finally, but perhaps most importantly make sure your music is a good match for the label. Time is precious and sending music that is in the wrong genre or does not resemble material they release is likely to get you blacklisted or create a negative impression.

Be brave and put yourself out there

Approaching artists that you admire can feel daunting as we tend to place them on a pedestal. However, going to gigs then approaching them directly can be a crucial way to build a vital relationship and get your music heard. It helps to remember they are just normal people who at some stage were just like you trying to forge a career in music. Most within the industry are happy to chat and give you their time as long as you don’t overstep the mark or hassle them. Avoid talking only about your productions (you don’t want to come across like a narcissist!) and instead just have a chat, you may find you have common ground on other topics. Trust in your music, be prepared to fail and take risks.  If you struggle with approaching in person then you can always approach artists online. Just remember not to persistently hassle them and instead foster the relationship gradually over time. If they ignore your message, then maybe this is not the best route but if you strike up a natural conversation it may eventually lead to a vital connection.

Think ahead of the curve

Be aware that labels are not looking for carbon copies of the artists they already have. Even if they like your music, the chances are they will have no room on their label for you as they already have someone with this sound. Instead think ahead of the curve and try to find a label where you think you have taken their sound in a new direction. It might be that you have fused the melodic sound of Anjuna with electro rhythms or breaks for example.  Authenticity and originality will always trump crafting copies so be bold and give them something to think about. You need to stand out by thinking differently, so look to the future not the past.

Aim big and work down your list

It would be easy to play it safe and send you music only to labels you feel match your current status as an artist or production level. This however would be a mistake. Prepare a list of your four or five dream labels in advance and make sure they are a good fit. Give them the demos first as this could result in career changing exposure then work down the list. Even if your music is rejected, you are putting your music in front of them and making them aware of you as an artist. Conversely, releasing on poor quality labels can have a detrimental impact on your reputation as an artist and in retrospect the music may not be at the standard you want.

Keep it exclusive

Maintaining an air of exclusivity around your tracks is a must when approaching labels. No label wants to hear tracks that are already public and have multiple listens or even worse only a few likes but lots of play. Keep your Soundcloud links private, turn off the track count and preferably make the link exclusively addressed to the label in question.

Depersonalise and be persistent

Rejection is inevitable but being ignored can be frustrating. Conscious of the fact that labels are overwhelmed by the sheer volume of demos, it pays to be persistent up to a point. Three is a magic number here. If you have no response after a week or so then follow up very politely via email and if you have no response again, send a final mail just confirming whether they want the tracks before you send them on to another label. If you get knocked back, accept it graciously, don’t fish for lots of extra feedback as it will come across as desperate. Thank them politely for their time and move on to the next label. Manners get you everywhere here.

Keep it concise; less is more.

You have probably heard the mantra less is more. When it comes to constructing your email for the demo submission this is most definitely the case. Be conscious of the limited time label managers will have to read your email. This is just the reality. Banish thoughts of supplying long-winded biographical information or attempting to butter up the label with lavish compliments. This strikes a tone of desperation and is not appropriate given the time constraints they have. To a certain extent the less you say the better. Acknowledge your respect for the label, get to the point about the demo submission and keep it clear. Finally, avoid telling them how much they will like your music and what a great match it is for their label. They know what they like without being told and this will likely get the opposite reaction to what you had hoped for.

 Think different and go the extra mile.

Still struggling to get any of your demos heard still? It might be worth considering exploring an alternative route. Going the extra mile by submitting a physical copy of your tracks via the post or in person could work. Sometimes people attach extra gifts or a unique piece of art along with their CD and USB stick. Labels are more and more inclined to take online submissions rather physical ones but putting in the extra effort might a least get a response.

Make it easy and follow some golden rules.

Follow some golden rules to make your demo submission as straight forward as possible to navigate. Firstly, no downloads or attachments, forcing people to download files they may not want to delays the process, putting up an extra barrier that will most likely get your demo binned. Instead opt for an exclusive private link via a service like Soundcloud and make it as simple as possible for your music to be heard quickly.

What can you offer in return

Finally, consider what you can offer in return. Are you a graphic designer, artist or journalist? Are you already an accomplished live performer with a following on social platforms. Are there ways in which you can support or promote the label through your existing connections. Thinking about what you bring to the table for the label, rather than just what they can do for you can reap a beneficial relationship for both parties. If you strike up an  effective partnership you could soon be hearing your music on the clubs and main stages around the globe.