Setting expectations. I thought it would be helpful to write about what to expect when you release your first record or maybe a follow-up after taking a short/long hiatus. In general, marketing is all about reaching your most susceptible audience. This audience includes fans of your previous releases, fans of a similar genre, or fans of affinity (similar) artists’ music. There are a few instances when a debut release blows up in a short period of time, for example Oliver Anthony’s “Rich Men North of Richmond.” This happens every so often; however, for the most part, new releases require consistent effort. Below breaks down a few items to use as leverage, when applicable, but don’t be discouraged if there is a slow build. Everyone starts somewhere and as long as you are consistent, you will be rewarded in the end!
A prominent producer who worked on your project
A major producer who comes to mind is James Ford who worked on The Last Dinner Party’s most recent release Prelude to Ecstasy. He has previously worked with U2, Arctic Monkeys, and more. The way to leverage a prominent producer’s name is when seeking press coverage. It really allows you to tell a more compelling story by listing the producers’ catalog of well-known projects. Not only will this list of projects and artists resinate with press outlets looking to cover new releases, it also shows that the producer has vouched for you and your music, providing additional clout.
Other artists who enjoy your music
Musicians befriend other musicians, building their community and support system. If there is an artist who has a large fanbase and is known to enjoy your music, that will provide further clout and additional organic promotion. Maybe there is an opportunity to hop on one of their records or vice versa. At the very least, if they can share your new music via Instagram Stories or their other social platforms, it will allow you to tap into another audience of potential fans.
Social media interactions
If you receive a comment or response on social media from a digital service provider (DSP) or an influencer – respond with a request! This could be a simple “Would love to colab!” or you could message them directly so that it’s not public. As an independent artist, the hussle is real. Don’t be afraid to ask for something that could further your career because anyone who is supportive of your music will most likely jump at the chance to work with you more closely.
Public relations (PR)
We all know that hiring a PR team can be expensive. Initially, it will be more beneficial to lean on DIY marketing; however once you start gaining traction, hiring a PR team for just a few months can really amplify the success you have been able to build through your own efforts. For example, if you have received any locals awards (i.e. “Best Songwriter” at a local fair, etc.) or have garnered an extremely large number of streams, this will be utilized by the PR team as ammunition to secure you press looks that include album/EP reviews, TV appearances, interviews, etc.
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