Trying to figure out what your art, sound, project is all about is daunting. You live it, you've lived with it for what feels like ages. You've put so much into it. When facing this situation--what to say about yourself--sometimes it's helpful to know what won't help first, before you hone in on your message.
As publicists who focus on storytelling to get through to busy journalists, we feel your pain. So we thought we'd share a few angles that are not the ones that will make your story pop out.
1. "No one else is doing this." This is sometimes, but very rarely, true. There are a lot of people in the world, and they make a lot of music. Making this claim, therefore, can be tough to support and can turn worldweary music professionals and journalists off. You can talk about what you feel is unique in your work, but avoid slapping that label on it. As a wise veteran of the music business told us recently, "Cool doesn't advertise." And unique doesn't have to; its story will do that.
2. "We crowdfunded our album." That's a wonderful achievement, but it is no longer a story unless you raise a huge mountain of money, hit your goal in the first 2 hours, or do some other feat of funding deringdo. Musicians helped make crowdfunding the go-to method it has become for everyone from space entrepreneurs to TV educators. It's no longer going to get you press.
3. "This is really important music that everyone needs to hear." Again, it feels this way. We know; we are artists and musicians. We get the urgency and the surge of devotion. Journalists won't. Start unpacking parts of this--what makes it important? to whom? how do you channel that?--and you'll start getting into the heart of your story.