How to Pitch Your Music to Labels, Artists, and Music Industry Professionals

So you’ve made a track you’re proud of...the writing feels strong, the production is dialed in, and it finally sounds like you. Now comes the question almost every artist and producer asks next: What do I actually do with this?

For many creators, the next step is pitching: getting your music in front of labels, A&Rs, publishers, music supervisors, and collaborators who can help you move your career forward. But most artists never learn how to pitch professionally. They finish a song, send a link into the void, cross their fingers, and hope for the best.

This guide walks you through how to pitch your music the right way. Based on real experience from both sides of the industry—music production and artist management—you’ll learn what labels and A&Rs look for, how to personalize your outreach, and how to prepare demos that stand out.

The Importance of Demo Quality

If there’s one thing that can dramatically increase your chances of getting heard, it’s the quality of your demo. Presenting your music in a way that reflects your care, your craft, and your readiness will help you stand out from the crowd.

The Reality of Today’s Music Industry

Labels, publishers, and even managers are operating with smaller teams and tighter budgets than they had even a decade ago. That means they aren’t spending as much time developing raw talent from scratch. They want artists and producers who can already deliver music that’s close to release-ready, even at the demo stage.

Your demo is essentially your first impression. If it sounds unfocused, unfinished, or poorly mixed, the assumption becomes: this artist isn’t ready yet. On the other hand, a clean, polished demo signals that you’re serious and capable of delivering professional-quality work.

Why Quality Makes a Big Difference

Strong demo quality has always been one of the most reliable ways to get noticed. Industry professionals—whether they’re A&Rs, publishers, managers, or producers—are evaluating not just the song itself, but the care you put into presenting it.

A polished demo signals a few important things:

• you understand how to shape your sound

• you take your craft seriously

• you’re able to deliver music that’s close to release‑ready

• you’re someone who could step into a professional setting without needing heavy development

High-quality demos also stand out because so many submissions aren’t polished. Many artists send ideas that feel unfinished, unbalanced, or unclear; which makes it hard for the listener to imagine the true potential of the song.

On the other hand, when a demo is clean, well-produced, and has a catchy melody that sticks in people’s heads all day, it immediately rises to the top. Even if the mix isn’t perfect, the clarity and focus let the listener hear the song for what it is and where it could go. That alone can be enough to earn a response.

Stand Out by Owning a Unique Sound and Identity

It’s easy to follow what’s hot right now. But if you’re sending a demo that sounds exactly like everyone else’s, it doesn’t give A&Rs much reason to choose you. A unique sound is memorable. It helps people imagine how you might fit into their roster or catalogue in a way that no one else does.

This doesn’t necessarily mean reinventing the wheel. It can be as simple as bringing a fresh perspective to a familiar genre, or presenting a style with higher quality, better writing, or a more modern approach than what’s currently circulating.

One of the most powerful AI tools for experimentation is the Kits.ai Voice Changer. Producers frequently use our extensive voice library to create demo vocals that closely match the tone, texture, and delivery of the artist they’re writing for, even when that artist isn’t available to record. This makes demos more immersive and helps collaborators, A&Rs, and labels instantly understand your creative vision.

How to Find the Right Labels, A&Rs, and Artists

Before you start building your pitch list, it’s important to understand the different types of companies and professionals who can help you get your music placed, sync licensed, or developed. Here are the main pathways artists use to break into the industry:

Music Record Labels

Sending demos to record labels is probably one of the first options most artists think of when it comes to pitching. Record labels typically sign artists they believe they can help develop, market, and distribute. Modern labels expect artists to already have a unique identity, polished demos, and a clear sense of direction so there is a lot of competition you will face going this route.

Music Publishers

Publishing companies work with songwriters, producers, and artists who both create songs—not just perform them. Their job is to place and license music into opportunities such as:

• film and TV scenes

• commercials and advertising campaigns

• video games

• trailers

• brand campaigns

• promos and sizzle reels

• sports programming

Publishers often set up sessions between their songwriters/producers and artists on their roster. They typically sign creators on an exclusive basis for a set term, splitting licensing fees and royalties, and are incentivized to nurture the growth and career of their artists.

Production Music Libraries

These focus specifically on music for media: background cues, underscores, instrumental tracks, and sometimes vocal songs. They service:

• reality TV

• documentaries

• news programming

• corporate videos

• app content

• podcasts

Unlike publishers, many libraries operate non-exclusively, meaning you can submit your music to multiple catalogs. They split royalties and licensing fees with the creators.

Music Supervisors

Music supervisors select and clear songs for movies, TV shows, ads, and games. They’re key decision-makers in what gets used in visual media. Pitching directly to supervisors is not only a great opportunity to build relationships with industry tastemakers, but can also be a powerful way for bands and artists to catch their big break.

Examples of breakout placements:

• Feist’s "1234" exploded after being featured in an Apple commercial.

• Gary Jules’ cover of “Mad World” gained worldwide recognition after Donnie Darko.

• Snow Patrol’s “Chasing Cars” saw a massive surge in popularity after being featured in Grey’s Anatomy, helping cement the band’s global breakthrough.

These placements introduced millions of new listeners to artists who weren’t yet household names.

Where to Find Direct Contacts

• LinkedIn (A&Rs often post signings or callouts for new music)

• Instagram bios (many list dedicated submission emails)

• Search for A&Rs at major and indie record labels and publishers on contact finder apps (Apollo.io, Wiza)

• Label/Publisher roster pages (manager info often listed per artist)

• Album credits (the mix engineers, producers, writers, and even label execs here are all pitchable)

• Production companies (TV/film/promo music departments)

• Music industry newsletters and online communities (Digilogue, Music Business Worldwide)

• PRO's (Performance Rights Organizations) like BMI, ASCAP, and SESAC are free to join and have built-in support and networking resources

Get Your Pitch Email Ready: A List of Do's and Dont's

Before you send a single email, make sure your demo is packaged in a way that makes it effortless for someone to listen. A&R reps, managers, producers, and artists receive hundreds of submissions, so small details in how you present your work can determine whether they hit play or skip your message entirely.

Here’s a simple checklist to ensure your demo is pitch-ready.

1. Keep It Short: 2-3 Songs Max

Sending too many songs is one of the fastest ways to get ignored. Put together a small playlist of 2 or 3 of your best pieces that represent your sound, abilities, and/or range.

Anything more feels overwhelming and unfocused.

2. Use Clean File Formats and Clear Naming

Make your submission easy to navigate.

File format: WAV or high-quality MP3

File naming: ArtistName_SongTitle_Demo

Simple, clean, and industry-standard.

Avoid sending multiple versions of a song with different file naming conventions. It looks unprofessional and suggests you’re still unsure about your sound.

3. Choose the Right Listening Experience

The easier you make it for someone to listen, the better your odds.

Preferred formats:

• A private SoundCloud link

• A clean website with an embedded player

• A Dropbox/Google Drive link (view-only)

Avoid:

• Attachments, as many major labels can’t even open them due to spam filters

• Unlisted YouTube videos (fine in a pinch, but not ideal for audio-only demos)

• Large file downloads

The smoother the experience, the more likely you’ll get heard.

4. Branding and Presentation Matter More Than Most People Think

You don’t need a full artist brand to start pitching, but clean presentation goes a long way.

A simple website that includes:

• A built in playlist showcasing your best tracks

• A short artist bio

• A clear photo or logo

• A contact email

…immediately makes you look more legitimate and signals professionalism and an understanding of your artistic identity.

Check out our full guide for independent artists on promotion and building your brand. 

5. Take a Personal Approach

It’s tempting to send your demo to every email address you find online. But industry professionals can immediately tell when a pitch is mass-sent, and those emails rarely get responses.

Instead, take the time to build a curated list of 10–20 people who are key decision-makers and are aligned with your sound, genre, and goals. Then spend some time researching each one and finding something personal you learned or admire about the person, their career, their company, or some of the artists they've worked with.

Personalization shows that you did your homework, you respect their work, and you care about building a connection.

Even one personalized sentence will set you apart from 95% of pitches.

What Happens Behind the Scenes When You Pitch

Understanding what actually happens after you send your pitch can take a lot of pressure off the process. Most artists picture an A&R instantly putting on headphones and listening all the way through. In reality, your pitch goes through several quick filters long before anyone plays a second of your song. First impressions are shaped by your email itself. A short, respectful message with a clean link signals professionalism right away. A long or unfocused message does the opposite and may prevent your music from being heard at all.

When someone does click your link, they’re not necessarily expecting a fully mastered record, but they do want to hear a clear idea, intentional writing, and a sense of artistic identity. If your core idea comes through, they’ll be able to imagine where the song could go with the right support.

Your communication also shapes their impression of you. A concise, organized pitch suggests you’ll be reliable and easy to work with, while a confusing or unprofessional message hints at bigger challenges down the road.

It’s also helpful to remember that silence doesn’t equal rejection. Even when everything is done correctly, emails often land during busy periods, or get saved for a later listening session. So, don't skip out on the most important step...politely following up if you don't hear back right away. 

Conclusion

Pitching your music is one of the most vulnerable steps in building a career, but it becomes far easier once you understand the process. When you lead with professionalism, clarity, and a polished demo, you make it easier for people to take you seriously.

Here are some of the key takeaways to remember:

• Personalize every pitch and reach out with intention.

• Send only your strongest work. Two of Three great songs beat ten average ones.

• Keep your communication simple, respectful, and easy to navigate.

• Maintain a clean, professional online presence so people can explore your work.

• Follow up at least once, politely, and give people time to respond.

• Treat pitching as a long‑term, relationship‑building process.

Stay professional. Stay patient. Keep improving your sound. And keep hitting send. The right person only needs to hear the right song once.

Justin is a Los Angeles based copywriter with over 16 years in the music industry, composing for hit TV shows and films, producing widely licensed tracks, and managing top music talent. He now creates compelling copy for brands and artists, and in his free time, enjoys painting, weightlifting, and playing soccer.