So much time, money, and effort in the music industry goes into creating new music ready for release, and your pre-release strategy should reflect this. However, after a track is ready for distribution with a set release date, oftentimes the next question is: now what? Whether you are an indie artist or a major one, the weeks before releasing music are crucial for marketing, advertising, and promoting your record. Here is a breakdown of key promotional components as you release music in the few weeks leading up to your album release day.
1. Check for any errors with the music release (spelling, case, features, profile).
This may sound tedious, but it is crucial. The last thing you want is to be promoting a track on CD Baby, streaming services, or any other music promotion with an incorrect title or misspelled artist names. Complete a detailed review of all public-facing text for your own music, as well as album art and video size for music videos and pixel requirements. Clarity is key!
2. Create and share a pre-save link on all DSPs you’re releasing to.
Pre-save links are a great way for fans to invest in your music releases prior to the actual release process, as well as a way to gain insight into potential audiences. You can figure out which fans are eager to listen, where they’re located, what platform they use to stream, age, and more. Better understanding your audience at this stage in turn, can help you develop future post-release marketing strategies.
Not only that, but pre-save links are also a great way to form long-term connections with fans. As part of the pre-sale process, fans can follow artist pages and opt into mailing lists. Now they’ll be kept in the loop for future releases, shows, and significant events. This is especially important for new artists as establishing a genuine fan connection is as important as getting your music heard.
3. Prepare your social media.
Social media is the best and easiest way to reach a wide audience from the comfort of your home especially for indie artists. Be sure that your profile pictures and usernames are the same across all streaming platforms – including Spotify, Amazon Music, and Apple Music. You should also change your bios on these streaming platforms to announce the new release. Add the pre-save link with a short, but appropriate message. You can also “pin” a post to the top of your feed (on Instagram and Twitter) announcing the upcoming release, so anyone who clicks on your profile will see that first.
4. Prepare your promotional content.
Promotional content includes album art, teaser videos, music videos, “in the creation process” sneak peeks, behind the scenes content, and any visual content that will get your fans excited about your music. It’s worthwhile to invest in a professional photographer or videographer to capture promotional content, but also don’t be afraid to be your authentic self. When people are engaging in your music, they’re also engaging in you. Showing your personality and connection to your music in an informal way, such as organic videos and footage, is another great way to engage your audience.
5. Build momentum with your social media!
What are promotional assets without an audience? The answer is, not much. The week before your release is the perfect time to promote your indie music on social media. Post a variety of feed posts, stories, and videos to tease your release, and don’t be afraid to repeat content. The repetition will only further engrain the information in your audience’s mind. It’s also important to utilize the interactive aspects of social media by creating a genuine fan connection around your single release. Question boxes, countdowns, Live Streams, and duet-able posts are all great ways to engage your followers in pre-release energy. Most music industry professionals also recommend creating a release strategy that includes engagement on streaming services when releasing music.
6. Continue promotion post-release!
Remember, promotion doesn’t end after your music is out to the world! It’s important to continue similar promotion techniques for not just weeks, but months after your release date. As much music as is released weekly, few artists take the time to properly engage with their fans. Sometimes the biggest opportunities in the music industry arise long after the initial release!