The Red and Black

Issue date: 9/17/07 Section: Variety

ROCHE

Musicians have to learn to navigate the world of public relations before they can acquire the luxury of partying like rock stars.

Michelle Roche, who has been the head of publicity for five record companies, will share her public relations expertise with fame seekers and anyone who is curious about how to publicize a band or musician in a successful manner.

Beginning Tuesday, she will be teaching a class entitled, "It's More than the Music: Professional Marketing That Works for Bands and Musicians."

"I've taught it twice and gotten a great response," Roche said.

Roche will be teaching students about the various tools that go along with marketing a band, such as press kits, releases and photos.

Resources such as MySpace also will be discussed due to their importance in the music community, she said. She will teach how to use them to self-promote, she said.

She also will show students how to research different music publications to find out if their music is appropriate for them.

Additional topics Roche said she plans to cover include radio and retail promotion, proper protocol for deadlines, database building, follow-ups and street-level marketing.

"I teach people how to pitch their bands professionally," Roche said.

She said the professionalism she teaches makes musicians appear to be at a higher level than they are in actuality.

The opportunity for students to have unique learning experiences also will take place.

Roche will set up conversations with music journalists across the country so students can hear how she pitches bands to them.

On the last day of class, she will bring in key journalists and people in the music industry so students can ask them questions and make contacts.

Roche said there are many local bands and musicians that record good albums, but focus all of their resources on the music and spend little time marketing themselves.

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