After spending months or perhaps even years working on your new musical masterpiece, it would be a shame if its impact did not live up to your expectations.
A few downloads, a few hundred views and listening…
In short, nothing to help you in your musical career.
If you want to avoid this, you need a real marketing plan to create anticipation among your fans and make your promotion a success.
With hundreds of new albums and EPs released every day, the competition is fierce to capture the attention of your fanbase, however loyal it may be.
Therefore, in this article we will see several tactics to implement in order to promote the release of your new album or EP.
This will serve to interest your fans, attract the curious and ensure that your album will continue to sell over the long term.
1. Prepare the release of your album or EP
1. Plan the exit
First of all, create a plan to follow for the entire duration of your launch campaign.
This plan revolves around the release date and should include your concerts, announcements, the release of your promo content (teasing, cover, single, clip, cover, replay, interview, etc.) and everything that seems relevant (newsletter, contacts, updates, etc.).
Also take into account other aspects such as the protection of your works, online (and possibly physical) distribution, merchandising creation, etc.
It’s obvious that you’re looking forward to releasing your new album, but don’t rush it and take several months to prepare for the release. You’re going to need it
2. Document everything
A major part of promoting your new album is to thoroughly document this whole adventure, from composition to studio, then from studio to stage.
Take pictures and videos at each step and write articles or publications to describe the whole process.
You will have excellent content to share on social networks, on your website and with your newsletter.
For example, don’t hesitate to draw your phone to capture the listening of one of your new songs in the studio with Instagram or Snapchat.
You can even go so far as to create a mini-documentary or a series of videos to raise the buzz.
3. Setting objectives
During the entire campaign to launch your album or EP, you must analyze the statistics available to you.
- How many followers do you have? What is their level of commitment?
- How many people are currently visiting your website?
- How many downloads, views and listenings were there before the launch?
Once you have this data, you can set SMART objectives to measure the success of your campaign.
At what level can you say it is a success?
4. Update your project
Before promoting your new release, all your communication elements must go in the same direction.
Indeed, all the documents and aspects of your branding that are closely or remotely related to your project must have only one and the same goal: the promotion of your new album or EP.
It is therefore a question of:
- Your professional photos
- Your biography
- Your press kits (electronic or not)
- Your profiles on social networks
- Your website
- All other communication tools
These are the documents that professionals and potential fans will take into account as they discover your musical project.
They must therefore be completely up to date and answer all common questions.
Also prepare your press release to inform the media about the release of your album, but also about the date of your release party (see below).
It is not that complicated to write and will give you more traction in the media.
For your launch, you really want to create anticipation. There are several ways to do this.
One thing you can do is for example to do a countdown about 10 days before the outing.
Every day that you get closer, publish a new visual on your social networks informing your fans of the remaining number of days.
Another idea is to broadcast only a short excerpt from a track or clip, or even to reveal only a part of the album cover.
Be creative and plan these actions over time, so you can reveal more every week.
6. Ask your fans
As an artist or independent group, you are not at all obliged to do everything on your own.
Indeed, if you look more closely, you will realize that you have a whole team of people ready to help you.
It’s about your fans!
Your launch strategy may include a participatory fundraising campaign, an exclusive contest for your fans or a request for participation (for your next clip, or a cover or remix creation) that you will then share.
Apart from that, don’t be afraid to ask your fans for concrete help, while rewarding their efforts in a proportionate way.
Involve them more in your communication and street marketing to increase the buzz locally or online.
7. Set up a pre-order
In order to make additional sales, consider setting up a pre-order system either via iTunes or on your website.
This will encourage your community to buy your album in advance, especially if you decide to include one or more exclusive bonuses (concert ticket, t-shirt, sticker, etc.).
2. Before, during and after the outing
1. Contact music blogs and radios
As soon as your project is mixed and mastered, start approaching influencers in your musical style, such as music blogs, local radio stations, local press, etc.
See if they would be interested in listening to your music and possibly including you in a column.
However, keep in mind that most pros want to have your music before it is officially released.
To go even further in this direction and increase your chances, you can offer them to share excluded people (singles, clips, covers, ads, etc.) via their media.
This takes time, especially since to get results you have to target at least a hundred media.
So, prepare your pitch, schedule and reminders well.
2. Responding to interviews
Try to get as many interviews as possible, if possible filmed, from the media you contact.
This allows you to share more personal details about the creation of your album and show that you are getting attention through this project.
Don’t reject any opportunity, since even the smallest media will allow you to gain in authenticity with your fans and materialize the identity and potential of your brand.
If you can’t reach anyone, consider doing this yourself by creating a series of videos on YouTube, for example.
3. Make as many videos as possible
Video is now the reference format for conveying information or entertaining, especially through Youtube.
By creating more video content, you ensure that your music and ads always reach as many people as possible.
This is especially true for your official clips, which will attract much more attention than you can imagine.
Therefore, produce as much video as possible.
Your album has 12 tracks? Why not make 12 clips?
Use video to tell your creative process, your work in the studio or to tease. This will also allow you to attract people beyond your current community.
As you launch, share your singles, media passages or album cover with your newsletter and ask your fan community to share information.
Send an email announcing the release date and ask your fans to reply to your message, if they want to listen to an exclusive clip.
As a general rule, subscribers to your newsletter should be the first to be informed and you should constantly strive to collect the addresses of new fans.
There is currently no more reliable and powerful way on the web than email to communicate directly with your fans.
5. “Release PARTYYYY!”
Consider organizing an exceptional concert to celebrate the release of your new masterpiece.
This will greatly contribute to boosting its promotion, selling merchandising and informing as many people as possible.
You can either do a unique concert in your city on the day of the release or plan a whole tour in your area.
You don’t need to be internationally recognized or signed in major to pretend to want to connect directly to your fans during live shows. Do this on your own scale, even if your fan base is limited.
In any case, make sure to perform as much as possible around the release date of your disc.
It’s also the right time to test new songs in real life situations!
6. Engage your fans on social networks
Musicians are increasingly aware of the power of social networks in relation to their musical careers.
However, sharing an iTunes link or creating a Facebook event is not enough to effectively promote the release of your album.
You need to find original ideas to connect with your fans in a fun and engaging way.
If you can create a real friendly and warm relationship, rather than spamming “BUY MY ALBUM”, you will build fan loyalty and establish a much more sincere and meaningful relationship.
(This will greatly boost your sales over time.)
7. More and more music
Just because you’ve just released your album or EP doesn’t mean you can put your instruments away.
Nowadays, the modern artist must regularly provide his fanbase with new sounds.
By releasing new singles, you will maintain the buzz over time and the commitment you have created with your fans.
But it is not the only solution. You can also propose:
- Remixes of your tracks by other DJs
- Acoustic versions of your titles
- Alternative versions of your titles
- Cover versions of songs by other artists or groups by you
In short, also think about the afterlife so as not to lose the momentum you have built.
The release of an album is an event for your career that you must prepare in every detail in order to fully enjoy it.
Take your time, be creative, listen to your fans and celebrate the achievement of so many months of work as it should be!