Music Industry Monday
Coming out with a fresh new release is an exciting time! You’ve been working on this project for a while and the time has finally come to release your art to the world. Do you have a solid plan going into the release? Are you ready for all of the potential avenues for promotion? Surprisingly, not many young artists realize that for their music to be heard they have to put a strategy into place to make that happen. Planning a release is no easy job. It might take the same amount of time as it took making the song to get your plan ready for execution. Today I will be walking you through my process for planning an artist’s release.
So where do I begin?
The first thing to figure out is WHEN your release will be going live around the world. The date and time of your release is the cornerstone of your promotional efforts. Once you have this, you can begin formulating a timeline for your release. Typically, I always suggest that artists give themselves the most amount of time possible before their release goes live. At a bare minimum, at least 1 month. Having this month of lead time allows you to plan teasers and hype around the release. Why is this important?
If no one knows that you are releasing music, no one will be waiting in line to be the first to listen. No one will listen. If a tree falls in a forest and there’s no one there to hear it, did it make a sound? The answer is yes. And this concept applies directly to your music. You have to bring awareness to your release and you do that through…
There are a million ways that you can create awareness and buzz around your release. Of course the most obvious is social media. It is the best, free option to let your immediate following know that you have a new song coming. There are, of course, other ways of getting the awareness out there. Below is a list that outlines just a few of the options:
- Pre-Save Campaigns
- Press Releases (Sent to Blogs)
- Paid Social Awareness Campaigns (You can do these through Facebook or Twitter)
- And plenty more!
Each of these options has a ton of benefits. You just need to determine which works best for you. Once you’ve determined what campaigns you want to run, it’s time to start thinking about my favorite aspect, content!
Creative Content for Your Marketing
No promotional campaign is complete without the content surrounding it. No matter how you want to do your campaigns you have to have something to SHOW what you’re trying to sell. More often than not, that content should be branded towards the song that’s being released. For example, if your song is a dark indie song you will want your content to fit the vibe. If your song talks about something in particular like traveling the world. You will want your content to reflect what is being discussed. The kind of content that you put out can be anything to get your point across. Here are a few ideas:
- Still Images
- BTS Videos
- Motion Graphics
- Audio Clips with a Waveform
- Quotes from your lyrics
- The list goes on
Pro Tip: the more that you can tell a story with your visuals, the better. I always suggest to artists to try and tell some kind of story throughout their marketing phase. People react well to story-driven content in any form. Music is no different. Always pair your awareness campaigns with top-level, high-quality content. That alone will hype people up for your music. But what happens when your awareness campaigns are over and the song has released?
It’s finally the day of your song’s release. You’ve built up hype and now you have an army of fans listening to your new track. What now? Now it’s time to release more definitive, long-form content. Create a short film, music video, lyric video. Anything that will keep the fans coming back and streaming your music. Your goal with this phase is to build longevity for your song. Many people will listen once or twice and be done with it. But if you can keep people interested, you can convince them to keep listening.
Another way to build longevity is to get your music placed in a variety of locations. Playlists, blogs, and live shows are all great places to have your music heard. If you’re curious about getting your music playlisted, check out our blog article about it here. All of these options will continue to build your streams and will also increase your royalties. You’re getting heard and making more money…nothing can beat that.
Typically once a song is released it can be beneficial for you to continue your promotional efforts for as long as you feel is necessary. But don’t try and milk it for too long, people will get tired of hearing about your music after some time. So take it easy and make it last while it can.
Additional Marketing Ideas
Everything that I have said thus far is very generalized. There are a lot of ways that you can market your release to have an impact on your fans. Below is a list of other ways to market your music in an ever-growing industry:
- Social Media Competitions
- PR/Radio Campaigns
- Paid Advertisements on Social Media, Google, etc…
- Creating a Press Kit
- YouTube Marketing
- Create Email Lists and Send Email Campaigns
- Set up a Tour (when it’s safe to do so)
- GET CREATIVE!
Above all else, make sure that you are creative with your approach. I cannot stress this enough. It pains me to see an amazing artist put out sub-par marketing for a song that they worked extremely hard on. If you have good music, it doesn’t matter if no one is listening. As an artist, it is very important to build a community amongst your fans. Without fans, your music is of very little value to you outside of passion.
So, get out there and release your music. But don’t forget to market it in the process.
Music Industry Monday
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