What "unsolicited material" really means, and how to get your unsolicited demo solicited?

Q. I keep hearing most record labels don't accept "unsolicited material." What does this mean, exactly, and how do I get it "solicited"?

A. Each label has their own definition and policies for "unsolicited" material. "Unsolicited" material means either: 1. materials the record label hasn't invited you to send, or 2. materials submitted by representatives the label hasn't had business associations with. The purpose of a label's policy of not accepting unsolicited material is to protect the label and its artists from potential copyright infringement lawsuits, and to prevent aspiring artists from submitting material they haven't properly registered with the US Copyright Office (or properly licensed, if the songs were written by someone other than the artist). Most top management companies, artists, agencies, producers, publishers, TV and film producers, TV networks, and some entertainment attorneys have this policy as well.

Some important tips on submitting VPKs:

1. If you're a songwriter, ALWAYS properly register the songs on your demo with the US copyright office before sending out your demo. It protects you and shows the label they're dealing with a professional. (Even if they pretend not to care, they really do.) If you're an artist who's performing songs written by a friend or acquaintance, be sure they've properly registered the copyrights with the US Copyright Office--not just mailed themselves a copy. The last thing you and the label want is for your potential hit to be caught up in a copyright dispute and thus be unusable.

2. Do your research and make sure the label you're sending the package to actually handles your type of music. Mass-mailing unsolicited demos to every label in a directory is a waste of time and postage, because most of them will get tossed unheard. (We're not trying to be negative here, and yes, it sucks. But let's say you had a company who was looking for the next big thing in livingroom electronics. Would you want someone to send you piles and piles of manual coffee grinders? They have to narrow it down.)