You've got a few solid songs and a great demo—or maybe you're just getting started and wondering, "Now what?" The next logical step is getting your music into the right hands. But how? Should you take the DIY route and pitch your songs yourself, or should you hire a professional songplugger to do it for you?
by SongwriterDemoService Staff | August, 21, 2025.
Songplugger. Now there's a word most people don't use every day—or ever. If you've never marketed your songs, you may be unfamiliar with what a songplugger is. And no, they don't plug plot holes in your song's story. The term songplugger should be considered synonymous with song promoter. It's someone you hire to pitch your songs.
From a technical standpoint, a music publisher, by definition, is a songplugger. Their job is to promote your song and land opportunities for your song to earn revenue.
You're going to be looking for a lot of the same things in a songplugger that you would look for in a publisher. Namely, someone with strong industry connections who can potentially secure a major recording of your song. Meaning, by a major label recording artist, or perhaps an artist on a well-funded independent label with strong promotion capabilities. You want a songplugger who has connections at labels and with producers, as well as an ear to the street, who is aware of new artist signings or up-and-coming artists that have a buzz and seem to be a shoe-in for a record deal.
📌 Pro Tip: The best songpluggers are the hardest to get because they are selective about who they choose to work with. Their reputations are on the line, and they need to bring the very best songs to the table. Additionally, they can only represent a limited number of songwriters at a time and dedicate the necessary attention to their songs. So, don't be discouraged if you, especially as a new songwriter, get rejected by the top song pluggers initially.
There is no standard payment for songplugger services. There are individual songpluggers who will promote your song for either a set monthly fee, a percentage of the publishing, both, or some other arrangement. Some songpluggers may choose to take you on for no fee, and only get paid if they place your song. They may charge a higher fee if they secure a deal, but it costs you nothing up front. Lastly, some deals may require a bonus if they secure a major recording of your song (whatever the contract defines as "major").
📌 PRO TIP: Some songwriters who are signed to publishing companies also pay a songplugger to promote their songs. Why? Because the publisher represents a large number of songs and writers, and only has a limited amount of time to promote them. So writers will spend their own money to increase their chances of getting their songs placed, and it can pay off big time.
⚠️ Caution: Be wary of songpluggers who lack strong connections. They may have a lot of heart, but if they can't get your song through the door to the right people—and get them to listen—you are spending your money for nothing. Also watch out for songpluggers who want too much for their services, meaning not only a significant monthly fee but also a share of your publishing, and a bonus if they land your song with a major recording artist. Unfortunately, some unethical individuals will take on any song for a fee, even when the song has no chance of being placed. They make their living through the monthly payments from aspiring writers.
If you're unsure where to start, you're not alone. Most writers feel overwhelmed by the process of getting their music heard. This article will walk you through both options—and highlight why a great demo is essential no matter which path you choose.
Many writers opt for the DIY approach, especially when they're just starting out. It's budget-friendly and gives you complete control over who hears your music.
Pros:
Cons:
PRO TIP: Before pitching, ensure your song is copyrighted (or at least documented) and your demo sounds polished. A rough worktape won't cut it, no matter how good the writing is. Don't expect anyone in the industry to try to "imagine" what the finished, produced product will sound like. To get an artist and/or their team to consider your song, it has to sound like it already belongs on the radio.
To review, a songplugger is a music industry professional who pitches songs on your behalf. Think of them as a salesperson for your catalog.
Pros:
Cons:
⚠️ Warning: Always vet your songplugger. Reputable pluggers won't promise a cut—they'll promise to pitch and provide feedback.
📌 PRO TIP: If you have repeatedly tried and failed to place a particular song with music publishers, it is highly unlikely that a songplugger will be able to secure a deal with the same song. Why? If multiple publishers didn't hear potential in the song, the songplugger is likely to experience the same reception when playing the song for industry professionals. If a songplugger seems excited to promote a song that was rejected by multiple publishers, you might want to question that plugger's reputation or ethics.
➡️ The 3 Publishing Deals Most Songwriters Sign
Whether you're doing it yourself or paying a professional, your song won't get far without a clean, compelling demo. It's your calling card. Publishers often make snap judgments—sometimes within the first 15 seconds—so presentation is everything.
If you're pitching to major labels or professional artists, a full-band demo is typically expected. If your song is a ballad or has a sparse vibe, and primarily depends on showcasing the lyrics and melody, a piano-vocal demo or guitar-vocal demo may suffice—as long as it's clear, emotional, and well-performed.
If you're building relationships and want to stay hands-on, self-pitching can be an effective approach. If you have a budget and need help navigating the industry, a songplugger might be worth exploring. Either way:
Whether you're pitching on your own or hiring a pro, you need a demo that commands attention. We create industry-standard song demos explicitly designed for pitching to publishers and artists. Let us help you deliver the best presentation possible for your songs to get them taken seriously.
🎵 At Songwriter Demo Service, we specialize in creating radio-ready demos that sound like finished records—because that's what gets results.
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