Folkiedave, I have seen many references over the last few months that refer to 'hype' 'publicity machine' 'purchased promotional success' 'orchestrated publicity' in the same context as Jim Moray. As someone who works in the music industry I'd like to take the chance to dispel a few myths about how people get coverage in the press.

First and foremost you cannot 'buy' press coverage. To get a press agent you must first convince the agent that your music will interest and warrant attention from the press. He or she does not want to look an idiot presenting something second rate to the press on whom he or she relies for his or her business. Also he or she does not want to be in the position of taking a client's money and delivering no press coverage. This also would be bad for business. So right from the start something of quality must be there in the music.

The agent will then present the artist and music to the press. While a great press release can be interesting to read, in the end it is once again the music that will convince the journalist, who understandably doesn't want to be seen to promote something that the rest of the world will not rate.

So Jim can pay a press agent but cannot buy reviews. He also cannot control what a journalist writes, good or bad, no more than he can control what you put on this messageboard.

If he gets great reviews it is because the people whose job it is to find great music, believe in what he is doing. While I know that Jim is hugely embarrassed by some of the compliments paid to him in the press, I would have to say that if those guys think there is something of merit in what he is doing then it might be worth giving it a second listening.

You might ask yourselves how much of the attention for Jim has been earned by paid for advertising. The truth is, almost none to date. So before you have a pop at Jim over the 'hype' take a look at what everyone else is doing.