One of the most asked questions I get in my inbox is “how do I apply for a photo pass and what do I say in the email?” So, I figured I’d write out how I do things after running the photo team at New Noise Magazine for the last 5-6 years. I’ve developed an email template that I get compliments on because it tells the publicists almost everything they need to know in the subject line before they even open the email. The fewer times a publicist has to email you to get things coordinated, the happier they are going to be with you. Below you’ll find some dos and don’ts of submitting for photo passes, and at the bottom, you’ll find a variation of my email template that I use.
The Dos and Don’ts:
- Don’t title your email subject line “Press Inquiry” with no other information.
- Publicists often handle more than a dozen artists at a time. They now have to open your email to find out everything you could possibly be asking for. Solely putting “press inquiry” in the subject line could mean a number of things – interview, album review, show review, etc.
- Do follow this format (or something similar): (date) – (band name) in (city, state) for (outlet name).
- This format tells the publicist everything they need to know before they open it. You let them know which of their artists it’s for, where the event is, and what outlet you’re representing before they even open the email.
- Don’t say you only need a photo pass and make no mention of needing a ticket.
- Not all venues count the photo pass as a ticket. Be sure to clearly state you need 1 photo pass AND 1 ticket. I’ve been told numerous times by publicists that photographers do not mention they need a ticket to the venue, and a publicist is most likely not going to give you one unless you explicitly ask for it.
- Try not to ask for a +1 if you aren’t bringing a writer along.*
- In a post-COVID lockdown world, the cost of touring is exponentially higher, and complimentary ticket availability for press is lower. Don’t ask a band for a +1 unless that person will be working to provide press coverage with you. There are exceptions to this, e.g. you have a medical condition and need to bring someone in case of emergency.
- *Some people will disagree with this take, but I personally think it’s wrong to just ask for a +1 for a friend. I find that if there is space available, PR will offer me a +1 without asking. If you are going to try and ask for one for a friend, just be nice about it!
- Don’t email a publicist months out about covering a show.
- Most of the time, PR isn’t going to know their finalized press list until the week of the event, or even until a day or two before. Emailing out 6 months in advance for a show that isn’t a festival or a high-demand stadium show won’t increase your chances of being approved. My rule of thumb for shows is to email no more than 3 weeks out – most of the time I email 1-2 weeks out. For festivals, check their FAQ/contact sections once the lineup gets announced to find photo pass information and deadlines for applications. Usually, the press application for a festival will close 1-2 months in advance.
- Do say thank you, and say it often!
- We are not entitled to anything as photographers. Always thank publicists for getting back to you, whether you get approved or denied, and again post-show/festival. A thank you is a small gesture that goes a long way.
- Always email the publicist a link to coverage once it goes live.
- We are humans, so sometimes we make mistakes and forget, but always do your best to send a link over to the publicist! They want to see your coverage, and a lot of bands love seeing the coverage too. It also builds trust with the publicist that you actually went out and covered the show and ran the photos. A lot of people impersonate working for publications, so this will make sure they know you were actually on assignment.
Email template:
This is my go-to format for emailing. Feel free to copy & paste it to save it for your future use!
SUBJECT LINE: (date) – (band name) in (city, state) for (outlet name)
Example: 1/1 – Harry Styles in Newark, NJ for Music Magazine
BODY:
Hi (name),
My name is (your name) and I am (the editor/a photographer) for (outlet name). I am reaching out today because I am interested in photographing and reviewing (band/festival) on (date) at (venue) in (city, state). The coverage from the (show/festival) will run on (link to outlet website).
I would need 1 ticket and 1 photo pass for the (show/festival). Please let me know if we can potentially set up coverage to run on (outlet name)!
Thanks in advance,
(your name)