PR and Marketing
A big component when releasing new music is getting PR. You can achieve this by hiring a company to do it for you or by going down the DIY route. When hiring a PR team, make sure that they are a good fit to your style of music as there is no guarantee that who they contact about your music will be interested in what they are listening to. A good company should work with you to make sure you are fully prepared before you are introduced to the press. If you are going down the DIY route you need to think about a playlisting plan and submit the song directly to Spotify providing them with extra detail to guide the editors to the best place for your music. You can also build your own playlist and share the other songs you are listening to right now. Finding playlist curators and pitchers can be a difficult job to do, but is possible to get in contact with people to get them to add your music to their playlist. You can also contact people via websites such as Deuce music or SubmitHub for a small fee.
Increasing Your Audience
If you have been recording new music you may have taken your eye off of the constant grind it takes to keep your socials and news letter growing, the hole band should be helping keep it up to date. Avoid following a page just to get a follow back as they will only stick around for a few days and rarely engage with your page, the number of likes doesn’t matter if no one is liking and leaving comments on your latest photo.
1 Month To Go
At this stage you can release the first track from the EP or album and is a great way to get fans excited and music bloggers interested in what you’re doing. Target appropriate blogs, if you are a new artists try searching for independent writers on google, or hashtags on twitter and instagram. Set reasonable targets for who to approach for this.
If you play live shows, book a release show and do something to make this show more special than the others. Decorate the venue, pre-sell a merch pack etc. If you don’t perform, host a listening party. Think outside the box, you have been creative all that way through to this stage, so find a way to make it special for your fans. The key part of this is to announce that its coming out soon and tickets are on sale, so get everyone to share the links. Launch your PR or play listing campaign. Start building the buzz, if you are hiring a PR team, this will be when they will probably start their launch too.
Press, Publicity and Music Blogs
PR takes time and effort to execute well, and many believe that PR is sending a press release to 100+ music sites you’ve found on google. This never works as PR placements start with inelegant research. Your bio and story is crucial to your brand, you will need a solid story to build your marketing and PR around. It can be hard to write about yourself, but you need to craft a compelling bio that can instantly tell someone who you are with all the important bits of information they need to know.
You should start by targeting local press, when contacting blogs – make it personal. Research which writer or journalist is best suited for your music and include a soundcloud link. Have content ready for multiple press outreaches from a new music video, remix, or tour dates as you don’t want to repeat the same message about the music.
You can identify a musician or band that is slightly further along to you and fits into your musical style, and take notes of the press outlets that they are getting featured on. There is a good chance that these publications may also feature you.
If you are already building momentum through playing shows and touring, that’s great, but how often can you tour? If you are unable to perform in areas outside of your home town then you can try live streaming. Streaming a show is a great way to interact with fans when you are playing in a different area to where some of your fans are. A live streaming concert is where the audience is online viewers and can be filmed at your home or any interesting location you have access to. Artists big and small are taking advantage of this to keep engaged and present with their current fanbase, generate revenue and to increase their brand awareness. You can use facebook and instagram to do this, however there are more robust platforms that are designed towards creating more ‘official’ shows. The main platform for this is Stageit, here you can set a ticket price or allow your fans to pay what they want, and can include chat features so you can stage engaged wit the audience watching. Guest performers can be a way of getting fans from other bands to discover your music and sell extra tickets.