So you're in a band, you've written a batch of songs which you're all convinced will change the face of rock n roll, the local gigs you've recently played have all gone down a storm and you've been in your local studio and cut a few of your hard grafted songs. So what next?

Sadly the days of sending your demo off to a major label and getting instantly signed are long gone. If you do decide to waste money sending your hard work off to the likes of EMI, the reality is it's more than likely to end up in the box of demos in the corner of the office. Worse still, it could end up as a coffee coaster!

There are avenues that you should aim your demo at and Mr Corporate record company A&R team isn't one of them. They tend to find new talent through networking, going to gigs, what they read in the press and, more importantly, what's being played on the radio. Primarily try specialist radio DJ's. There are plenty of bodies out there that will give your recordings the time and recognition it deserves. This is a rough guide to how you should present your demo for radio airplay purposes and is only meant as a guide, I can only speak from experience!

Quality Of Recording

This naturally depends on your means and where the demo was recorded. Try to imagine how the songs would sound on the radio. If you're only looking for feedback, then pretty much any quality will do, most of those who you should be aiming at will be happy to give feedback. Even four track portastudio demo's can project a sound that is worthy of airplay, if recorded right. Remember that it is meant to be heard as a demo so the DJ will accept a certain amount of leeway. Having said that, try and get the best recording possible.

Targeting Your Demo.

It is so important to send your demo to the right person. All too often bands make the mistake of sending it to a Head Of Music, a worthless exercise. Heads of Music are not interested in demos, they are only concerned with those who have a deal and are eligible for inclusion on the playlist. Start locally, find out if your local station has a show that is sympathetic towards demos. These are usually in the form of "Indie" shows (a bit like a regional Evening Session) and they will devote a certain amount of the programme to new, local bands. Sadly, many local commercial stations don't feel the need to run such a programme, sticking to their usual diet of pop hits and selected oldies. Many local BBC stations do run such a programme, so naturally it depends on where you live. Check out the local market first, the chances of getting airplay are high. Most local specialist DJ's are a sympathetic bunch and want to help you, they are also a good point of contact to get any local gigs or events mentioned. Having said that, don't be afraid to send stuff to the likes of Steve Lamacq and John Peel, they do play demos and although luck plays a big part in this one, there is still a chance that you could get yourself some national exposure. Do some market research, have a look at radio station websites and see what they're doing. Find out shows which play demo's, though bear in mind when it comes to local radio, a band from that area are probably more likely to get airplay but it's not impossible.

Presentation

How flashy or eye catching you want to make your demo is up to you, but at the end of the day the contents of the demo are the most important. Some bands go for gimmicks (e.g. putting a Kit Kat in with the demo and saying "Have a break whilst you listen to this!) But this really isn't necessary. One thing a lot of bands fail to do is put the basics on the sleeve and CD. Put your contact details in every possible place, front cover, back cover and on the CD/tape itself. There's nothing worse than receiving a demo that has no writing on the CD, it takes seconds to write the name of the band and a contact number in marker pen. Only when you're very friendly with the DJ him/herself can you get away with this. When it comes to dealing with the media, it is helpful to have a manager, as they should deal with all this. If you don't, then elect a member of the band who is prepared to be your point of contact. A demo with five mobile numbers on it is confusing and off-putting. When you've elected your media spokesperson then make sure all contact details are plastered over and on the demo. Include (if applicable) mobile, e-mail, website and fax. It doesn't have to look too professional at this stage; handwriting over the CD and cover is acceptable. Just make sure you include all the relevant details including song titles. Again, this is frustrating from a DJ's point of view, no track listing.

Biography

A biography is not essential but strongly recommended. It should be looked upon as a kind of C.V, preferably typed onto one side of A4 paper. A band picture is always welcome so the DJ can get an idea of the face behind the sound, though this really isn't necessary. Hold no bars with your biography, put down what you've done and what you intend to do, general information about the band and line up. Don't go into an almighty rant about how you're the next big thing and how amazing your group is, DJ's are inundated with this spiel all the time from official releases, many of which don't live up to expectations promised! Write your biography in a sensible and constructive manner. If there is an area to exploit, then exploit it. If you've already had local airplay and are trying to tout your demo further, then do quote the local DJ who played your tune. Though it is common courtesy to ask first.

Which Format?

CD is becoming increasingly easier for new bands to produce. The main advantage of CD is that it is ready for airplay. However, many bands still do submit audiocassettes. The advantage of the old fashioned tape is that it can be played in the car and is unlikely to become bogged down in a mass of CD's. However, that's just me and most DJ's seem to prefer CD's nowadays, so if you can burn your tunes onto CD then do so. Don't bother with other formats such as MP3's, Reel to Reel, Mini Disc or DAT (Digital Audio Tape). The hassle of finding a suitable player is a lot of hassle and then it has to be transferred for airplay. Stick with either CD or cassette.

Contents

The general rule on this one is stick to three or four tracks and make sure they're your best. Do not put cover versions on a demo. The recipient wants to hear you! You may still be at the stage of playing a number of covers as part of your live set but on no accounts put them on the demo. It is an instant turn off. The first track is the most important for obvious reasons. Don't put "Track 4 is our best" on the demo sleeve. Everyone has different opinions when it comes to music; let the listeners decide for themselves. What is a good idea though is to give a rough guide to the style of the songs (e.g. "an all out rock number" or "our sweetest") but this isn't necessary.

It is almost certain that who your demo gets sent to will be badly organised, forgetful and have lots on their plate. You have to remember that your demo is not the only one they have received. First of all give it about a week or so and then contact that person to make sure they actually received it. Sending it recorded delivery does not guarantee the person it is sent to receives it (and I'm speaking from experience here, my first demo tape to Northsound One was sent recorded delivery and the recipient never got the tape). Sometimes the recipient will get in touch but don't bet on it. Some bands have the attitude that their demo is going to get ultimate priority but sadly the system doesn't work like that. I'm consistently inundated with requests for feedback, airplay etc. and much as I try to accommodate everyone; it is inevitable that someone gets left out. Keep in contact, those that do stand a far better chance. This is best done by e-mail (again that's just a personal preference). Us DJ's do our best but at best, we can be a bit crap! Hassle in a nice way, I nearly always respond to an e-mail but don't be afraid to phone.

By Del Franklin, Northsound 1. (© + ® & all rights reserved)

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