I’m sure that I’m not alone in having rushed to release an EP. I recorded, released, and created a brand name in one weekend. It’s my favourite release, but it wasn’t as powerful as it should have been. It failed for many reasons, and I can tell you how to market and release it professionally.
What are your releases? This should be obvious. Sometimes, it can be complicated. One single can quickly become an EP and an EP into an album. However, it’s vitally important to define what you’re going to record to ensure the marketing/promotional strategy is the right fit for this particular release. It’s also important to set a tentative release date.
What are you looking to achieve?
It sounds silly, but it’s true. You can get squat for $2000. While realistic and grounded, you should still strive for achievable goals. Are you looking to be featured on your favourite music blog or triple J unearthed Radio? You can set some big but achievable goals and then go for them. It is unlikely that you will reach a triple-platinum level of sales with your first release, but it is possible. Consider this a marketing exercise.
How many coins do you have?
Are you interested in recording with Steve Albini? Or have you already found a great producer/engineer who will record you for $50 in his basement? A lot of musicians are unaware that Budgeting is essential. This is so that you don’t go broke buying album artwork. At the beginning of your planning process, Budgeting will allow you to account for all things and minimize risk. You might also consider applying for grants (talk with the Australia Council for advice), or perhaps you have enough fans to explore crowdfunding. You can alter the scope of the release by changing the budget. So make sure you know where you are with financials before you start.
Record
You already know who you’re recording with, and you’ve budgeted a day, an hour, or perhaps a whole week based on the negotiated studio/producer/engineer fees. This is the right time to make sure you get the best recording possible that reflects who you are. Surprisingly, this is the point where you can either ruin or make it better. To avoid mistakes and save money, make sure that your songs are shiny and polished before you record. It is important to record the highest quality recordings. It is important to have the best quality recording.
Online Presence/Branding
Overview
This is only part 1 of the 3 step marketing process. Actual release marketing and post-release advertising will follow. If you’ve ever struggled to find someone’s website/Facebook/email/video clip, you’ll know why this section is so damn important.
Google Your Brand
You know that everyone wants to learn more about you. Check out what they see. Fix it if your websites are disjointed or don’t work well together. Fix it if you have trouble finding your band. You can get rid of a MySpace page created 7 years ago and still contains a terrible recording and emo photos of you in high school. Now you’re a professional, so look like one.
How can you look at the Industry?
It is important to know how your fans view your online presence. Without a good reputation in the industry, you will not have many fans. These “industry” people are not fond of bad layouts, incorrect or missing contact information, links to music and demos, or a sense of professionalism.
Music Videos and Artwork
After listening to the recordings for some time, you feel confident that you are familiar with the songs. You may even identify the song that needs a music video. Plan and organize your visual style. This should be apparent in the photos you choose for your Facebook or website. Are you trying to be mysterious? Do you prefer to rockabilly with hula girls? Your artwork, t-shirt designs, and music video will be easier if you have a clear visual style.
Distribution
It already has a release date so that you can plan. Decide if you want it to be sold on iTunes, Bandcamp or CD, Vinyl Tape, Phonograph, online-only, or both. You might be jumping on the vinyl bandwagon because you have lots of money. However, MONTHS can take to organize, test press and press vinyl. Although CDs are easier than DVDs, they may be becoming less popular. There are many options, so make sure to choose wisely and plan.
Promotion (Marketing Part. 2)
Understanding your Audience.
Are you a new band, or are you an established one? It doesn’t matter how many followers/listeners/likes you have; it is vital to understand your audience. This is where you should get serious and create a fan profile.
Which media route is the best?
Knowing who your target audience is will make media planning much simpler. Because of the ease and accessibility of the Internet, DIY is becoming more popular. A promoter is a great option if you don’t have the budget to hire a professional and want to launch a massive advertising campaign.
Finish the promotional plan.
Note the dates that you will send your media releases or release details. It would be best to plan according to where you are sending the information. You might expect newspapers to be published weekly, but magazines might only be printed once per month.
PROMOTE.
Your online promotions should be started at least 8 weeks before you plan to launch them. It all comes down to frequency. People remember things that are seen often. You don’t have to spam everyone. However, you should make sure that you post something every other day, regardless of whether it’s a photo, an audio clip, or a music video.
RELEASE
Congratulations. We are all very happy, and Radiohead released an album that day.
Promote AGAIN (Marketing Part. 3)
Keep pushing for the release! Share any reviews and share sites that feature your tracks. It doesn’t matter if things aren’t going as well as you would like. It is important to keep your appearance up and share positive feedback. Your target audience or demographic may have changed. Now is the right time to adjust your marketing plan to push your release to the best post-launch.
Review
You’ve been away for a while and are now back on tour or thinking about releasing a new album. It is important to go back and review the last release. Was the release in line with your expectations? What worked and what didn’t? What can you do to improve on what didn’t work? Make notes to help you prepare for the next release. Your next release cycle will be much easier if you review your previous releases.