The one thing most artists skip before dropping a single

You've spent months on the track. The mix is right, the master is done and you're ready to put it out into the world. So, you set a release date, throw together some content in the week leading up to it and hit publish. 

And then not much happens. 

Sound familiar? You're not alone. This is one of the most common things we see and it almost never comes down to the quality of the music. It comes down to what happened, or didn't happen, before the release. 

Here's the thing about a music release. It's not just a release, it's a campaign. And campaigns need time, structure and a clear story before a single piece of content goes out. 

Start with the story

Before you think about what to post or when to post it, you need to know what this release is really about. Not just sonically, emotionally. What does this song mean? Where did it come from? Why now? That story is the foundation of everything. Without it your content is just noise. 

Work backwards from your release date

Most artists start thinking about their campaign too late. A good rule of thumb is to start planning at least six to eight weeks out. That gives you time to build anticipation, create assets, pitch to media and playlists and give the algorithm time to warm up to your content before the release lands. 

Know who you're talking to

Who is this song for? Not in a demographic sense, in a human sense. What are they feeling? What do they care about? The more specific you are about your audience, the more your content will connect with the people who are most likely to become real fans. 

Be consistent, not constant

You don't need to post every day, but you do need to post with purpose. A smaller number of well considered pieces of content will always outperform a flood of rushed posts that don't connect to a clear narrative. 

Getting a release right takes planning, clarity and a bit of creative experimentation. If you're not sure where to start, we’re here to help.  

Thinking about your next release? Let's talk strategy.