How to get advertising and publicity for free!

Advertising is a very valid way to get noticed, but it can become costly so it would be nice if you could supplement your regular ads in local entertainment directories etc with some extra free publicity, wouldn't it?

At the end of the day what you should be looking for is to get your band's name known by as many people as possible. Even if they haven't seen your act, simply knowing the name will make them curious enough to want to see what you are all about. Above all, you need to get people talking about you! Remember that 'news' is anything that people are interested in, so you should be thinking about creating a newsworthy item for your band.

"Hey, have you seen The Fabulous Shoes?"

Contact your local free newspaper. You know the kind of thing, the paper that is primarily a collection of advertisements for local business but also contains news of local interest. Often, these papers will include a local 'gig guide' and if they're looking for some column space to fill, the writers will include your band for the price of a phone call. Even better than this however, is to contact them with a 'newsworthy item', which obviously is about your band!

So what is it that makes a 'newsworthy item'? It could be anything that stimulates some interest in your band, regardless of how much of a gimmick the news item may be the point is that you are gaining publicity, and your band's name is getting known!

Stage a 'record breaking' attempt (The Guinness Book of Records sells twenty million copies a year!). Combine this with a fund raising event for charity and you instantly have a newsworthy item.

Can your band play for a record length of time? Do your band have what it takes to play a gig naked? Or dressed in fish costumes? Think of an equally bizarre idea and people will come to see you even if they don't like the music! But we're a gothic heavy rock with attitude band you say. Ok, so maybe the fish costumes wouldn't work (would they?), but surely you can think of something just as attention grabbing.

Create a buzz about your event by ringing round local newspapers and radio/TV stations, better still send out an 'official' press release. The papers and stations could be looking for a quirky feel good filler and your event might just fit the bill.

"The Fabulous Shoes" discover the lost chord during a fund raising concert

Perhaps you could stage a gig in an unusual place. Remember the 'Let It Be' film when The Beatles played on the roof? The event stopped traffic and had people from all over the area crowding around to see what was going on, it caused such a stir that the police were called to the scene! And of course it made the news! Free publicity or what?

Of course it is far easier to get free publicity when you are already a world famous act, but what if you're not? You could try to jump on the wave of someone else's fame, and thereby create some (infamy?) for yourself.

One idea would be to record an unusual song about someone famous, or your local radio station, or landmark or anniversary. Recording a tribute to Nelson's Column may not raise much interest in itself, but recording a risque song about Nelson's column which just happens to co-incide with an important anniversary of the battle of Trafalgar will generate interest somewhere. Get the idea?

This is not a be all and end all guide to free advertising and publicity, but rather a couple of ideas to get you thinking in the right direction. After all, what is it that fills the pages of all of those tabloid newspapers and celebrity gossip magazines? It certainly isn't the talent of the celebs, but instead the focus is on their costumes, lifestyles and antics in the public eye.

Stop Press! Death Metal Rock Band "The Fabulous Shoes" cause near riot on London Bridge while dressed in fish costumes...

About the author: Tony Williams is a musician, writer, and self-confessed eBay fanatic. He is also the webmaster of MuZiCk! - The irreverent rock music lexicon.

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