Music promotion is guerilla warfare; launching unorthodox attacks upon an unsuspecting listening audience. Doing whatever is necessary to get noticed. For any war campaign a healthy arsenal is needed. In the case of music the arsenal would be CDs. Once you have amassed your arms get ready to unleash on the head honchos, the leaders of the music industry. Of course I do not mean that you should throw CDs at anyone. Your CDs can be effective weapons in your effort. Sending demos out to industry leaders can be a great way to gain exposure.
Of course this seems like an obvious move, but I am not suggesting that you send demos through the obvious channels such as label representatives and larger than life main stream artists. The target here should be smaller labels and independent artists. Many figures in the independent scene are much more accessible than most would imagine. All the effort needed on your part is a simple email.
Make a list of artists and labels you respect. Cross of any large major label artists or labels such as Virgin or Bono. Stick to the little fish, it is easier to get a bite. In the email compliment the independent artist and say how much you admire their work and contributions to music consultant. Do not suck up too much, but just let them know you know who they are.
Next mention your demo and ask if it would be alright to send one to them. Do not make it sound like you are trying to get signed, because most will be turned off by that goal. Make the request seem more like a friendly gesture rather than a music promotional tactic. You may want to bring up sending a CD on the second or third email. Depending on the person you are contacting you may want to build up more of a friendly repertoire.
Not only will you be surprised by the amount of people who reply to your emails, but also by the amount of interest in hearing what you have to show. Even if only a few sentences they will critique your music promotion. The thrill from getting responses alone is worth the effort of contacting them. The added bonus is really their comments which could greatly improve your music. If you are extremely lucky the independent artists or music industry person may share your music and get some buzz going for your music service. The possibilities are endless and the probabilities are low. High volume efforts create more chances for success.
Celebrities are people too; they are not way above you. Do not be afraid to approach them. Keep an open mind and be polite and you will be surprised by who will listen to your demo. There are no guarantees, but as always, simply getting heard is the goal and the rest will take care of itself.