How to get your demos heard

Iain says demos shouldn't consist of more than three tracks

Music mogul Iain Bolton gives his do's and don'ts for making your demos a hit...

A&R people, Radio DJs/producers and music venues are sent hundreds of demos weekly so make sure yours stands out from the crowd.

Bolton has seen and produced thousands of demos through his time working at radio stations and playing in bands...so offers his top tips on getting your demo noticed.

Below are some helpful hints on how to get your all-important big break:

1. First impressions

Make your demo look professional: there are loads of different software packages for making CD labels and covers. Using a standard CDR and writing the band name and track listings on the CD by hand looks sloppy and will often result in your CD being binned.

Look at your favourite albums to see how their covers/labels have been designed and try to mimic that.

You don't have to be an expert in graphic design to produce a professional looking CD label...often simple designs are the most effective.

When it comes to applying your designs to the CDs or cases you can buy CD Label stickers which can be printed on any standard printer or buy printable CDs that can print direct to CD. These will give your demo a professional looking finish and will help it stand out against any hand written ones.

Even if you have agreed to send someone a demo CD either on the phone or via email, still make the effort and don't send out a rushed job. The person you're sending it to will be more impressed and it will give you the edge from the rest of the pile on their desk.

2. Give the necessary information

When designing the CD label and cover make sure you put the following information on both; band/artist name, working contact details, working myspace/website address and track listing: these are must have pieces of information. Often CDs are separated from their cases so having this information on both means that the person listening always knows who you are and what they are listening to.

3. Get noticed

Make the cases interesting and standout - a lot of demos are submitted in clear plastic wallets and in the standard CD jewel cases. They might be practical, cheap solutions but are very boring and dull unless accompanied with professional looking covers to make them stand out. An easy way to grab the attention of someone who is flipping through a mass of CDs is to use interesting and quirky packaging. Use clam shell cases, metal CD tins, anything that isn't the norm but is eye catching. These don't cost the earth and help distinguish you from the others.

4. Structure

Demos shouldn't consist of more than three tracks, use your three strongest tracks with the best track first. If you aren't sure how to order them ask friends, family, anyone really and get their opinions on your best songs. Often when you're surrounded by your own music you can lose perspective on it; outside opinions and criticisms are very useful and also help you progress and expand.

SUMMARY It has to look good - as well as sound good! Get your tracks right! Provide all the info necessary such as names of tracks and contact info Feedback - get the opinions from people you know will give you honest and constructive feedback Chase them up - but strictly no stalking!

The reason for having a maximum of three tracks is people just don't have the time to listen to much more and having your three strongest tracks is enough to showcase your sound if you are the next big thing.

5. Quality

The standard and quality of the recording does matter. If your demo receives a listen and is up against well recorded and produced music, it has to compete and match it for quality. A very good way to analysis the quality of the recording is to compare it to similar artists who are signed and have professional recordings in the shops. This will give you a source of reference and enable you to gauge the audio quality of your demo.

You will need to play the tracks so they sound like they are at the same volume as professional CDs are mastered which increases the overall loudness compared to many home and studio recorded demos.

6. Follow up

After submitting a demo, ring the person you sent it after a few days or a week. Make sure you've given them plenty of time to have listened to it. Be polite and chatty!

Here's an example of a good follow up call:

"Hi is that [Joe Bloggs]? My name is [John Smith] from [Band Name]. Is now a good time to talk? I was just wondering if you received our demo we dropped in the other week and if you've had chance to give it a quick listen?"

If they say yes they will probably give you some feedback on it and if they haven't had chance yet they are more likely to dig it out and give it a listen.

Whatever you do, DON'T pester them by ringing them up everyday, they won't like it and you're sure to give your band a bad rep.

If you haven't heard anything a week later then give them another quick call back because they will have probably forgotten. Make your demo look awesome: if you think it looks bad then it does and you are wasting the time of the person who you are sending it to.

• Iain is currently touring with his electro band I Call Shotgun. The self taught guitarist joined his first band at 15. He went to Leeds College of Music and did a BA(Hons) Degree in Music Production, as well as working at various radio stations and presenting his own radio show. After graduating he became a freelance sound engineer and now runs his own rehearsal rooms and recording studio in York with a fellow band mate.