New Release Image

Where to Start

You’re getting ready to release a hot new record…

First of all, congratulations! It’s a huge accomplishment to write, record, and master a song. The big wide world of promotion and marketing can be scary, especially when your marketing budget (or knowledge) might be minimal. Here are a few pointers I share with independent artists who want to rely on cheap or free promotion.

Newsletter Audience

From the beginning of your creative career, you should be actively collecting email addresses from fans. This includes hosting a widget (sign-up box) on your website, having a good ol’ fashioned sign-up sheet at your merchandise table during your live performances, and/or taking advantage of platforms like Bandsintown that collect this information. This contact list can be used when promoting an upcoming release, in addition to future sharing updates related to touring and other PR appearances.

Pre-save Link & Page

Creating a pre-save page and respective link is a great way to create interest for the release a few weeks prior. What is a pre-save page, you ask? A pre-save page is a webpage that allows fans to select their preferred streaming platform so that your upcoming record is automatically added to their profile as soon as it is released. This is a great way to start off strong when it comes to streams because you will already have a group of dedicated fans who will be listening to your record the day it is released. Further, you can use your pre-save page as a platform to promote any related video content because it remains live following the release of the record. A free-of-charge platform that can be used to set up a pre-save page is found.ee.

TikTok & Instagram LIVE

A great way to promote an upcoming release is to tease it or play it for your fans before it is officially released. This can be done via either TikTok or Instagram LIVE (or both), dependent on where you have the larger fanbase. Additionally, going “LIVE” allows for you directly connect with your fans by answering their questions, providing a back story to the song, or sharing any fun facts related to the recording or writing process. Alternately, you can plan to go “LIVE” the day the record is released, encouraging fans to listen to the record on their favorite streaming platform following the “LIVE” session. Prior to going “LIVE,” be sure to promote this upcoming appearance on your socials, via either Stories, an in-feed post, and/or a Bandsintown “message.”

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