Cardiff press release Templates
Cardiff press release templates
Cardiff's music press operates differently from London outlets. Local journalists and BBC Introducing producers need press releases that acknowledge the city's distinctive identity, avoid generic festival copy, and demonstrate genuine connections to venues, collaborators, and the South Wales music community. These templates are built for Cardiff-specific pitching—whether you're announcing a headline show at a local venue, breaking a story about an emerging artist, or pitching a Cardiff artist to regional BBC slots and music press.
Cardiff Venue Headline Announcement
Announcing a gig at a specific Cardiff venue (Tramshed, Great Hall, Lolfa, etc.) to local press, BBC Introducing Cardiff, and venue networks. Use this for first significant headline shows or notable returns.
[ARTIST NAME] announces headline show at [VENUE] on [DATE] [ARTIST NAME] will play [VENUE] on [DATE] as part of [CONTEXT: tour/residency/headline run]. The Cardiff show marks [SIGNIFICANCE: first headline/return to the city/significant venue step-up]. [2-3 sentences about the artist's momentum: recent releases, radio play, touring activity, production credits, collaborations]. [ARTIST NAME] has recently [SPECIFIC RECENT ACHIEVEMENT: BBC Introducing session/playlist addition/festival booking]. Tickets are on sale via [VENUE BOX OFFICE/TICKETING LINK]. The show takes place at [VENUE ADDRESS]. [If applicable: 1-2 sentences about the local connection—producer based in Cardiff, collaboration with local musicians, or why this artist chose Cardiff for a key show]. [ARTIST NAME] said: "[RELEVANT QUOTE about the venue, the city, or what fans can expect]."
Always include the specific venue name and location. Research the venue's capacity and previous headline artists to position the show appropriately. If there's a local angle—producer, collaborator, or venue history—lead with it. Quotes should feel authentic and reference Cardiff or the specific venue if possible, not generic tour quote.
BBC Introducing Cardiff Pitch
Pitching an artist to BBC Introducing Cardiff for a session, playlist feature, or live session. This requires demonstrating why the artist fits the station's remit and Cardiff's music community specifically.
[ARTIST NAME] – [GENRE DESCRIPTOR] from [CARDIFF NEIGHBOURHOOD/SOUTH WALES AREA] [ARTIST NAME] is a [ROLE: producer/singer-songwriter/band] making [GENRE] with [1-2 specific sonic characteristics or influences]. Their recent release [TRACK/EP TITLE] was [SPECIFIC DETAIL: self-released/came out on [LABEL]/reached [PLAYLIST/CHART]]. [2 sentences on why they fit Introducing: emerging artist with original sound, growing local following, fresh perspective on [GENRE], or filling a gap in Cardiff's scene]. They've [RECENT ACTIVITY: performed at [VENUE], collaborated with [ARTIST], gained traction on [PLATFORM]]. BBC Introducing Cardiff listeners would connect with [ARTIST NAME] because [SPECIFIC REASON: lyrical content resonates locally/production technique is distinctive/they represent emerging Cardiff talent]. [ARTIST NAME] is available for a session at [DATES/FLEXIBLE]. [Contact and essential links: press pack, Spotify link, recent clip or video].
BBC Introducing responds to artists with distinct local presence and genuine originality. Don't oversell; let the music speak. Provide a specific reason why BBC Introducing Cardiff should feature them now, not later. Avoid comparing to huge artists. Include available session dates.
Local Scene Story / Feature Angle
Pitching a broader story about an emerging Cardiff artist, local producer, or scene moment to local press (Wales Online, Buzz Magazine, local weeklies) and BBC radio features.
[HEADLINE: Artist name + angle, e.g. 'How Cardiff producer [NAME] is redefining grime beats'] [ARTIST NAME] is one of [CONTEXT: a new wave of producers/rising voices in Cardiff's hip-hop scene/artists reclaiming Welsh language in electronic music]. Based in [NEIGHBOURHOOD], they've been [SPECIFIC ACTIVITY: working with local artists/running a small label/performing at independent venues]. Their approach to [GENRE/CRAFT] comes from [INFLUENCE/PERSONAL STORY: background in [FIELD]/listening to [SCENE]/collaborating with [ARTIST/SCENE]]. [1-2 sentences about what makes them newsworthy now: recent milestone, collaboration announcement, upcoming headline show, or cultural comment]. "[RELEVANT QUOTE: about their process, Cardiff's music scene, or current project]." What distinguishes [ARTIST NAME] from other [GENRE] practitioners is [SPECIFIC DETAIL: production technique/thematic focus/collaborative approach]. They're part of [COMMUNITY: DIY venue network/local collective/emerging wave] and represent [BROADER POINT: what's happening in Cardiff music right now]. Next: [ARTIST NAME] will [NEXT STEP: release [PROJECT]/perform at [VENUE] on [DATE]/collaborate on [PROJECT]].
This is feature-style, not promotional. Focus on what makes the artist interesting to general readers, not just fans. Include a local angle, a 'why now' hook, and a forward-looking element. Research the outlet's previous coverage to match tone and scope.
Festival Submission / Regional Festival Pitch
Pitching Cardiff artists to regional festivals (Green Man, End of the Road, Latitude, smaller Welsh festivals) or submitting to festival PR teams before announcement.
[ARTIST NAME] [Genre / key descriptor] [ARTIST NAME] [ESSENTIAL INFO: is a [role], based in Cardiff/South Wales, releasing [DATE]/touring now]. Their [RECENT WORK: latest release/current touring momentum/production credits] [SPECIFIC FACT about reach or impact]. [2-3 sentences on why they fit this festival specifically: sonic alignment, audience crossover, emerging artist on an upturn, or Cardiff representation]. [Festival name] audiences who enjoy [COMPARABLE ARTISTS/GENRE] will connect with [ARTIST NAME]'s [DISTINCTIVE ELEMENT: production style/lyrical focus/live energy]. [If previously featured elsewhere: '[ARTIST NAME] has performed at [VENUES/FESTIVALS], been featured on [RADIO/PLAYLIST], and supported [ARTIST].'] [AVAILABLE FOR: headline/mid-tier/emerging artist slot]. [PERFORMANCE DETAILS: set length preferred, technical requirements if unusual]. [Contact details and essential links: EPK, recent performance video, streams].
Keep this concise—festival programmers review hundreds. Lead with why they fit this specific festival, not general credentials. Include a recent performance video link or clip. If the artist has Cardiff/Welsh heritage or local venue credibility, mention it. Avoid generic 'exciting new artist' language.
Collaboration / Feature Announcement
Announcing a collaboration between a Cardiff artist and another artist, producer, or creative figure. Use for singles, EPs, or significant partnership announcements.
[ARTIST A] and [ARTIST B] announce [PROJECT TITLE] [ARTIST A] and [ARTIST B] have collaborated on [SINGLE/EP/PROJECT], out [DATE]. The project sees [BRIEF CONTEXT: both artists working together for the first time/continuing their partnership/bringing together [GENRE] and [GENRE]]. [2-3 sentences on the creative genesis: where they met, what drew them together, or how the collaboration came about]. [ARTIST A] [QUOTE on the collaboration: 'The process was...' / 'Working with [ARTIST B] allowed us to...']. The [SINGLE/EP] showcases [ARTIST A]'s [STRENGTH] alongside [ARTIST B]'s [STRENGTH]. [SPECIFIC DETAIL: a particular production technique, thematic focus, or musical achievement unique to this project]. [Release details]: [PROJECT TITLE] is available on [PLATFORMS] from [DATE]. [Both/All] artists will perform the material live at [VENUE/DATE] [if applicable]. [If relevant to Cardiff scene: The collaboration reflects Cardiff's growing [SCENE/COMMUNITY], where [artists from different backgrounds/emerging producers/local collaborators] are working together.]
Lead with what makes this partnership meaningful, not just the fact that it exists. Include production or sonic details to avoid generic copy. If both artists are Cardiff-based or connected, position it as a scene moment. A quote from each artist strengthens the announcement.
Radio Play / Playlist Breakthrough Announcement
Announcing significant radio play, playlist adds, or streaming milestones. Use when an artist gets BBC Radio 1 play, national playlist adds, or a breakthrough BBC Introducing session.
[ARTIST NAME]'s [TRACK TITLE] gains BBC Radio play / added to [PLAYLIST NAME] [ARTIST NAME]'s track [TRACK TITLE] has been added to [SPECIFIC PLAYLIST/RADIO SLOT], marking a significant step in the artist's growth. The Cardiff-based [ARTIST DESCRIPTOR] released [TRACK] on [DATE] via [LABEL/SELF-RELEASED]. [1-2 sentences on what this achievement means: first BBC play / national recognition / step towards broader audience]. [ARTIST NAME] said: "[QUOTE: response to the news, or context on the track]." [TRACK TITLE] is the latest from [ARTIST NAME]'s [RECENT PROJECT: recent EP/current album cycle/emerging profile]. The track has already [PRIOR ACTIVITY: gained local radio play/featured on [PLATFORM]/been supported by [INFLUENTIAL FIGURE]]. [Forward momentum]: [ARTIST NAME] will [NEXT STEP: perform at [VENUE]/release [PROJECT] on [DATE]/continue touring]. [TRACK TITLE] is available on all streaming platforms.
Be specific about which playlist or radio show—'BBC Radio 1 playlist' is vague. If it's BBC Introducing, specify the show. Avoid describing the track generically; instead, reference what radio programmers or listeners have responded to. Include a forward-looking element to position this as part of a trajectory, not a one-off.
Touring / Multi-Venue Campaign
Announcing a touring schedule that includes Cardiff shows and other UK or Welsh dates. Use when an artist is building momentum across multiple venues or regions.
[ARTIST NAME] announces [TOUR NAME/SEASON] dates [ARTIST NAME] will tour [REGION/UK] this [SEASON], with a headline show at [CARDIFF VENUE] on [DATE]. The tour follows [CONTEXT: recent release/growing live demand/festival appearances]. The [TOUR NAME] will see [ARTIST NAME] perform [SET HIGHLIGHTS: new material/full album/expanded live band] across [NUMBER] shows in [LOCATIONS]. Cardiff fans will see the artist at [VENUE] on [DATE]; [if applicable: this is a significant step up from previous Cardiff shows/the artist's largest Cardiff headline yet]. [2-3 sentences on the artist's momentum and why now: touring with a band, album cycle, or specific achievement that warrants a tour announcement]. [ARTIST NAME] said: "[QUOTE about the tour, the new material, or what audiences can expect]." [Details]: Tickets are on sale via [TICKETING LINK] / [VENUE BOX OFFICE]. Full dates: [SCHEDULE or LINK]. [If applicable: support acts, special features].
Position Cardiff within the broader tour context—why is it important to their strategy? If it's a sold-out Cardiff show or step-up venue, emphasise that. Keep the full tour list concise or link to a tour date page rather than listing all venues. Include a quote that speaks to the artist's ambition or the material being toured.
Year-End / Scene Round-Up / Reflective Piece
Pitching reflective content about an artist's year, a Cardiff scene moment, or looking ahead to new year plans. Use at year-end, after significant milestones, or when positioning an artist within broader Cardiff music narrative.
[ARTIST NAME] reflects on [YEAR] and looks ahead to [NEXT PERIOD] As [YEAR] closes, [ARTIST NAME]—a Cardiff-based [ROLE/GENRE]—looks back on significant developments: [KEY MOMENTS: breakthrough radio play/headline shows/releases/collaborations]. The artist's [PERIOD: growth/shift in direction/rising profile] reflects [BROADER CONTEXT: what's happening in Cardiff music]. "[QUOTE reflecting on the year: achievements, challenges, or creative direction]," says [ARTIST NAME]. "[QUOTE looking forward: what's next, new goals, or vision for the next chapter]." In [YEAR], [ARTIST NAME] [SUMMARY OF ACTIVITY: released [PROJECT], toured [REGION], collaborated with [ARTISTS], performed at [VENUES/FESTIVALS]]. What started as [ORIGIN/EARLIER MOMENT] has evolved into [CURRENT STATUS]. Looking ahead, [ARTIST NAME] plans to [NEXT STEPS: release [PROJECT], pursue [DIRECTION], deepen ties with [COMMUNITY/COLLABORATORS]]. The artist represents [BROADER POINT: emerging generation of Cardiff musicians, a shift in [SCENE], or a particular approach to [CRAFT]].
This works best when there's a genuine arc—not every artist needs a reflective piece every year. Suit it to milestone moments: first full year of releases, end of a significant project cycle, or a genuine scene moment. Include specific facts (dates, venues, projects) rather than vague praise. The broader context (what's happening in Cardiff) is what makes this interesting to outlets.
Frequently asked questions
How much lead time do I need for Cardiff press releases, and when should I pitch BBC Introducing Cardiff?
Cardiff local press typically works on 2–3 week lead times; many weeklies close their music sections 10–14 days in advance. For BBC Introducing Cardiff, pitch at least 4–6 weeks before you want airplay—sessions are often recorded weeks ahead, and the producer needs time to review. For gig announcements, release the press release 2–3 weeks before the on-sale date so press has time to cover the announcement before ticket sales begin.
What's the difference between pitching to BBC Introducing Cardiff versus Wales Online or Buzz Magazine?
BBC Introducing Cardiff is looking for emerging, undiscovered, or recently BBC-playlisted artists with distinctive sounds—they want originality and local presence. Wales Online and Buzz Magazine are interested in broader stories: scene moments, artist profiles, gig announcements, and culture angles. BBC Introducing needs exclusivity sometimes; press outlets want news you're sharing publicly. Tailor each pitch: Introducing gets artist focus; press gets the news story or scene context.
How do I position a Cardiff artist for national BBC play without overselling them locally first?
Build BBC Introducing Cardiff play first—that's a genuine credential that national BBC producers respect. Simultaneously, get strong live venue momentum (headline shows at respected Cardiff venues) and press coverage in Wales Online or regional publications. When pitching nationally, lead with BBC Introducing play and significant live shows, not hype. National BBC responds to artists with track records, not potential.
Should press releases be different for venue announcements versus festival pitches?
Yes. Venue announcements are promotional and should be sent directly to Cardiff press and BBC Introducing with full promotional detail and on-sale information. Festival pitches are brief, competitive submissions sent to the festival's programming team—they're shorter, more selective, and focused on why the artist fits that specific festival. Don't send full press release copy to festival programmers; send a concise EPK-style submission.
What local Cardiff details should I include in press releases to make them feel authentic?
Include specific venue names, Cardiff neighbourhoods, local collaborators, and genuine scene context. If the artist is based in Roath, Pontcanna, or another area with a music community, mention it. Reference actual local venues where they've performed, other Cardiff artists they've worked with, or why they chose a specific Cardiff venue for a headline show. Generic locations or vague 'Cardiff-based' details weaken the release—specificity signals you understand the local scene.
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