How to protect your copyright.
So you've got your demo ready but you're worried about someone ripping it off. At this stage the chances of it happening are slim, but you should protect your music just incase. The most common way of doing this is to send a copy of your music to yourself by Special Delivery with the date stamped across the flap and leaving it unopened in a safe place. Don't forget to mark on the outside of the package what it contains.
Who to send your demo to if you write but don't perform?
If you write songs/music but DO NOT perform then it's publishers only. A writer will sign one, some, or all of their works to a publisher for a specific period, during which the publisher will try to exploit the work(s) for the writer's benefit.
Publishers can also try to place a writer's songs with recording artists who are in need of material or can arrange for the writer to co-write with other writers or the artists themselves in order to have songs 'cut'. This role is normally performed by the Creative or Professional Manager.
Who to send you demo to if you perform but don't write? Or if you do both?
If you're an act (solo or band) that does not write its own material then you should be contacting record companies only. A record company might pay for you to make a record for them (usually on a recoupable basis) or license a recording you have already made.
If you write AND perform, then both publishers and record companies may be interested in you.
What next?
Whatever company you're approaching, do your research. If you write and perform or just perform, then you'll be approaching A&R (Artist and Repertoire) personnel - these can be found in both publishing companies and record labels. If you're purely a writer then it'll only be Creative or Professional Manager within a Music Publisher that's of interest to you.
Place a call and try and find out the name of the relevant person. Ask if they are accepting submissions at the moment. Follow that with a brief call to check it was received and then wait. If you haven't heard anything in a couple of weeks then follow it up again with another call.
If you hear back and it's a 'no', don't be too despondent. If you can get some feedback, great, but if not, don't give up. The most important thing is that you may build the beginnings of a relationship with the right people. They may ask someone to come and see you play on their behalf or they may ask for more material.
The point of a demo is to raise your profile and to lay the foundations of a working relationship which could ultimately lead to the deal you're looking for.
Step Three: Getting A Deal