James Bailey is Yep Roc's point person for all public relations and publicity efforts. YepRoc's primary focus is on pre-album-release promotion. For example, the publicity strategy for
ercury Rev's newest release,
, was to "get the media buzzing about the recordearly, building to a crescendo in September" (Yep Roc packet). Yep Roc·s press release dates reflectthat strategy.
dropped Sept. 30, 2008, and Yep Roc began sending press releases June 24, 2008. The last release went out Aug. 28, 2008. Yep Roc's press release strategy begins with an album release announcement, which isfollowed by a more detailed description of how the album was made. About 10 weeks before thealbum drops, Yep Roc issues a press release with any "early praise" from the media. For the
ercury Rev release, there were two additional releases that focused on a concert venue, as well as a separateonline release. Aside from press releases, Yep Roc's primary goal is to contact print, television and onlinejournalists about upcoming releases in hopes of having favorable reviews or features written aboutthe artist. The publicity strategy outlined in the Yep Roc media packet does not include post-releasemedia relations efforts or any efforts to publicize Yep Roc·s accomplishments, knowledge or othernewsworthy items. As a result of this strategy, Yep Roc·s bands, including
ercury Rev, receive far more presscoverage than the company itself.
Yep Roc has many strengths, one of which is identifyingaccurately its internal and externalstakeholders,as well as its target audiences. By connecting with these stakeholders, Yep Roc will gainmore recognition and support throughout the United States. The indie music label currently represents more than 100 artists from various genres.
any of these artists, including Dave Alvinand BeauSoleil, are Grammy-winning. In addition, large portions of artists signed by Yep Rocreceive excellent reviews from music lovers, newspapers, magazines and Web sites. Yep RocRecords also works to maintain strong relationships with journalists from publications such as
. Not only do these media relationships enhance coverage of both Yep Roc and its many artists, but they also help to establish the label as a reputable brand in theindie music market. Although Yep Roc has a respected reputation in the music industry, there are several factors working against them(Vleck). First, Yep Roc's self-defined brand, a label for music lovers, is both a weakness and strength. Having a wide array of artists gives Yep Roc the opportunity to profit in a variety of markets, but it makes branding the company, and defining and reaching a target audiencemore complicated. Without a clearly defined target audience, effective marketing may be difficult.However, Yep Roc has opportunities to expand its consumer base due to the many different genresof music that it encompasses. Yep Roc's current media relations process also has room for improvement. Yep Roc already receives many successful pre-release reviews, but those reviews could be leveraged more effectively to garner more respect in the industry. The same pre-release publicity that earns Yep Roc its goodreviews is also an opportunity to improve the products with which it provides the media, and toexpand Yep Roc's publicity efforts beyond the pre-release realm.
edia recommends that Yep Roc could improve its news releases by adhering to a one-page fact-based standard preferred by most journalists (Patterson, Wilkins).
oreover, Yep Roc's post-release publicity stops a monthbefore an album drops. With a few additions and changes to their current strategy, Yep Roc coulduse their existing staff and resources to make a big difference in earned coverage and media relations