Making a Good Music Demo

The following list of 'keywords' are, apparently, the qualities that music business A&R people tend to look for. This is a list of things that rightly or wrongly they think audiences look for. (But, 'people who try to give you what they think you want to hear, in my experience, always fall short of being special. Do it from the heart and for the right reasons' -quote from a music business A&R person)...

Creativity...
Originality...
Difference...
Committment...
An Individual Style...
An Unmistakable Quality...
Integrity...
Honesty...
Passion...

So...

If you do a cover version of someone else's music, make it 'your own' by doing it in your own chosen way that expresses your own style.
If you've got access to expensive gadgetry, don't fall into the trap of over-using that, as in producing or arranging out the passion from originally simple and strong material.
A little time (and money) spent on packaging can be important, since 'if you care about the music, you care about it's presentation'. (Also you might be wanting to try and catch the eye of someone with 50 demo tapes to plough through...).
Always remember to put yourself behind the ears of a (mostly) non-musical audience. People pick up on 'feel', they pick up on originality, and they pick up on passion.
Even A&R people generally want to hear the artist as opposed to the producer.
Don't neglect the vocals, they are VERY important. (If there are vocals, that is!). Lyrics are important too.
If you make a demo tape, limit it to two, three or four songs. People in 'the business' are very unlikely to listen to more than that, so make sure you get their attention with those few well-chosen pieces.
An A&R person will want to know not only how you sound, but they are also likely to want to know what you look like (ie from a photograph) plus they will want to know little on who you are, so a short biography on you, the band, or band members will not go amiss.
Don't forget your CONTACT address/phone number with your demo tape! (Put this on the tape box, the photograph and anything else you send in case they get separated...).
Follow up your demo tapes with the occasional (once a week?) phone call.
Read appropriate music press publications, and try and get some idea of who might be interested in your style of music. Try sending them a demo tape.
If you do get reviewed (even in the local press, say) then include choice quotes from that with your demo 'package'.
'Network'! Get to know people. Keep up your own list of contacts.
Don't sit back too much expecting things to happen. Until your career takes off it will be you that's got to make it happen.

What's your take... leave your comments below.