If you are an independent artist out there trying to make it, do yourself a favor and get familiar with Ariel Publicity.
I'm not saying hire them... although if you did, I have a great belief that you'd be better off.... But that's your choice. Tke advantage of their free advice. They have a damned good blog. - http://arielpublicity.com/blog/.
Good stuff.
It's the Outlaw Way.
Here's a link to thier intro - Cyber PR
AND... here's the link to sign up for their bi-weekly e-zine.
I've never met Ariel.. only seen her stuff through being subscribed to her E-Zine. But, if you're looking at self-promotion, she's got some great tips.
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