My Revised (and realistic) Independent Music Release Strategy
As independent musicians we need to adjust our music release strategy to reflect the way the public now interacts with music. We need to account for the growing way that music is obtained, namely by downloading to a computer to play across a variety of devices, and find ways to fight through the ever growing barrage of real-time information that people are exposed to. In short, the old way of doing things, writing 10-15 song, recording them and then having a release of an entire album once a year just doesn’t cut it anymore. A year is just too long in today’s world.
Last week I did an analysis of a music release strategy put forward by Forrester Research that generated some buzz a month or two ago. They were arguing for a tiered release structure and while I believe in the basis of the notion, I think that there needs to be an alternative to Forrester’s structure. I’ve rearranged some of the key happenings into what I think is a more realistic approach:
Week 1
So in week 1 I am advocating for what I’ll call the Premium Release. This is the release of your song for digital download through channels that you control, i.e. your website and any other digital download site that allows you to simply upload and sell your music. In the coming weeks I’ll discuss how to set up your own digital download channel through your website, but for now know that I am talking about making a song or songs publicly available for sale WITHOUT going through the more traditional gatekeepers of iTunes or Rhapsody. Align this release with a show and promote it as a “Single Release Show”. Build buzz with your most ardent fans, send out an email notice that a new song is available and tweet it, broadcast it and update all your social networks. Maybe even make a video. Seek online reviews, some sites will review a track at a time, try to time it right. Basically make it a mini CD-Release event.
Week 2
After you build your Premium Release event and have your show then start submitting to free or ad supported internet broadcasting music channels. Update all social network profiles with the new track.
Week 3-52
Lastly, and really due to the nature of it all, is the creation of the physical CD for sale. Note, throughout the ensuing year you should repeat this process roughly 10 times, the digital release of your music for sale that is. Once you have 10-15 tracks, pull it all together and throw a proper CD release. Perhaps add a track or two to further entice the purchase of your music. Of course once your music is put in this still industry standard format, you will have access to another tier of publicity and music distribution in CD reviews and physical CD sales as well as digital distributors that only deal with physical product.
Conclusion
Granted, these mini releases won’t pack the same wallop as a full blown CD release, but you can have the best of both worlds. Stay better connected to your audience through a steady stream of output AND then pull it all together to create a traditional CD release event. You will be rewarded by staying closer to your ardent fans and you will be creating more opportunities to talk about and draw attention to your music. Good luck!
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