For emerging artists, getting covered by The A.V. Club can feel out of reach. The outlet is widely respected, culturally influential, and known for sharp editorial standards. But here’s the truth many artists don’t hear often enough:
The A.V. Club does cover emerging artists—when the pitch fits their editorial voice.
This article breaks down exactly how to pitch The A.V. Club in a way that aligns with how their editors and writers actually work.
First: Understand What The A.V. Club Is (and Is Not)
The A.V. Club is not a promo blog and not a submission-based review site.
It’s a culture publication connected to The Onion’s editorial ecosystem, covering:
- Music
- Film & TV
- Internet culture
- Trends and criticism
Their music coverage focuses on:
- Cultural relevance
- Genre conversations
- Artist perspective
- Thoughtful criticism
If your pitch sounds like marketing, it won’t land.
What The A.V. Club Actually Covers in Music
Before pitching, read at least 5–10 recent music articles. You’ll notice patterns such as:
- Artist interviews framed around ideas, not releases
- Reviews that place music in a larger cultural moment
- Stories about why music matters, not just what it sounds like
They are far more likely to respond to:
- A story idea involving your music
- A trend you represent
- A conversation your work contributes to
Than a simple request for a review.
Step 1: Build a Clean, Minimal Pitch Package
You don’t need a flashy press kit. You need clarity.
Prepare:
- A short artist bio (3–4 sentences)
- One strong streaming link (private if unreleased)
- One professional photo
- Your city or region (this matters)
- A clear angle (more on this below)
Put this all in one link or cleanly embedded in the email.
Step 2: Develop a Pitch Angle The A.V. Club Cares About
Instead of pitching your song, pitch the idea behind it.
Strong angle examples:
- You’re part of a growing underground or local scene
- Your music responds to a cultural or social moment
- You’re experimenting with genre in a meaningful way
- You’re releasing music independently in a changing industry
Weak angle:
“I just dropped a new single and would love a review.”
Stronger angle:
“I’m an independent artist releasing a self-produced EP that reflects how [genre] is evolving outside the traditional label system.”
Step 3: Write a Short, Editorial-Style Pitch Email
Keep it under 200 words.
A strong pitch includes:
- Why your story fits The A.V. Club’s coverage
- What makes your music culturally interesting
- Why it matters now
Avoid:
- Buzzwords
- Sales language
- Long bios
- Attachments unless requested
Editors should immediately understand:
“This feels like an A.V. Club story.”
Step 4: Target the Right Writers (Not a Generic Inbox)
The A.V. Club is writer-driven.
Do this:
- Find writers who cover your genre or scene
- Reference one recent article of theirs (briefly)
- Send a personalized pitch
This shows respect for their work and dramatically increases your chances.
Step 5: Be Patient—and Professional
If you don’t hear back:
- Wait 10–14 days before a polite follow-up
- Do not re-pitch the same email multiple times
- Move on gracefully if there’s no response
Silence isn’t rejection—it’s often timing.
What Success With The A.V. Club Actually Looks Like
Success may not be a full album review.
It could be:
- A short interview
- A mention in a trend piece
- A quote in a larger article
- A write-up tied to a cultural conversation
All of these carry serious editorial credibility.
Final Thought: Pitch Ideas, Not Promotion
The A.V. Club doesn’t exist to promote music—it exists to analyze culture.
If your pitch helps them do that, you’re no longer asking for coverage.
You’re offering a story.
And that’s when editors start paying attention.
