Most PR folks still maintain a buckshot mentality with whom to pitch for editorial content, whom to pitch for exclusives, whom to pitch for premieres, etc.  With most PR companies, (including ourselves earlier on in our development) it appears as if everyone is haphazardly casting the widest net possible just to see what they can get.  That’s ineffective for the artists, and it exasperates the writer who watches their inbox become a monster.  When a writer does decide to feature an artist pitched by a publicist, you then bear witness to posts splattered across the Internet over a number of weeks, while the band’s social networks are not efficiently pointing current fans to an influential writer responsible for good editorial coverage. The band’s social network is not creating the best fan experience, nor are they using their fanbase to help generate new readers to worthy sites with writers who have taken the time to dig into their creation.

No matter how small or large an artist’s fan base is, a structured media roll out has a much greater effect when it’s efficiently managed from all sides – social media, online magazines, blogs, traditional print – across all the visible networks of the artist’s current fan base, as well as our own networks. Correctly implementing this sort of viral sharing, the artist gains a larger potential reach to other fans.

Los Angeles, California serves as home base for the concept group called Vitamin String Quartet. The group is made up of studio musicians who are brought together to interpret and record orchestra style covers of music from all types of genres ranging metal, techno, country, pop, rock and hip-hop dance music. While the quartet uses a wide assortment of artists and instruments, one fairly constant member of the group is violinist Tom Tally. Tally has been intimately involved in the composing, arranging and conduction of many songs on approximately 50 of the albums that have been recorded by the group. While the group is referred to as a string quartet, the reality is that more individuals are usually involved, using instruments such as violins, cellos, percussion, brass and woodwinds. The group was originally brought together in 1999 as an experimental project. They wanted to determine the effects of using classical style instruments to create new and different sounds on popular recordings. Early on, the FM broadcast station WWHK in Concord, NH would play the group's music 24 hours a day, every day, for a period of time. The popularity of the group's music has led to the music being featured on TV and in the movies. Credits include So You Think You Can Dance (2008), TV show The Vampire Diaries (2010), the 100th episode of Gossip Girl and the fifth season finale of Modern Family (2014). Throughout the years, the group has been involved in the recording of over 200 different albums. In 2009, the group stepped out of the box a bit and recorded some original material provided by some of the various musicians on the album Per_Versions.

Audio Alchemy | Open Format DJ
House Sun, R&B Moon, Disco Rising
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