It’s very common for musicians to just want to focus on making music.
Many don’t want to be bothered by all that “business and marketing” stuff.
But it is hugely wasteful to put so much effort into your music, then not adequately market it.
New songs, EPs and albums take a lot of time, energy and resources to create.
But do you put the same amount of effort into marketing and promoting their release?
Putting your new music on iTunes and Spotify along with a few random social media posts is not adequate; you are selling yourself short.
To give your release – and music career – the best chance of success, you need a plan:
Your Release Strategy
Before you release anything, you should have a release strategy in place.
It should be a pre-defined plan, including timings, that weaves together various elements (tactics) into one coheasive thread.
This way, each activity supports and enriches the others, rather than being a random collection of divergent, scattergun efforts.
It could include
- trailers and promo artwork
- social media channels and schedules
- emails to your list
- Joint ventures (JVs) with other artists
- Influencer marketing
- Crowdsourcing of support
In short, it should build a buzz behind your release, so that when it comes out, it has the biggest impact possible.
However, to know if it has had a big impact, you also need the second part:
Set a Target
Your release strategy needs to have a specific target.
Not something vague, but a clearly, defined goal, for example:
- Selling 100 copies
- Getting 500 email addresses
- Generating 1,000 website visits
- Achieving 5,000 plays/views
This way, you’ll be tracking the success of your release campaign in terms of specific measurable statistics.
You’ll then know what worked, and what didn’t, and be able to improve your next campaign accordingly.
In this way, your releases are part of a greater plan, each one building on the last.
But if you don’t put the effort into your marketing that you put into your music, you’ll end up wasting the potential of your music releases and not generating the kind of fanbase – and music career – you desire.