If You Don't Shout, Nobody Will Hear
It doesn't matter whether you've signed the best record ever written, it's simply not enough to put out a release and expect that it will do well without giving it a bit of help.
To give it the best chance, you need to get behind it with a comprehensive promo campaign - one which helps you cut through the noise of the other 25,000 tracks released that week and gets your release in front of as many relevant people as possible.
There are many different ways to run a promo campaign, but the successful ones usually have a few key things in common...
Plan. Plan. Plan.
A good campaign doesn't happen by accident, and it shouldn't start on release day either. Give yourself enough time to prepare visual assets, write a press release, and work out a timeline that allows you to capitalise on every available promotional opportunity.
Data Is King
Use platforms like Songstats, Spotify and Facebook to learn about your fans. Where do they live? What social media platforms do they use? How can you target them effectively?
It's Not Just About The Music
A good campaign should look great too. Prepare a stash of engaging images, videos, animations, stickers and GIFS to keep the campaign moving without getting stale.
Create Your Own Hype
Get the release into the hands of as many touring DJs as possible. Offer exclusive first play opps to key tastemakers or media platforms. Share videos of the tracks being played at events (when we're allowed!). Get the music out there and let it do what it was made to do.
Tell An Interesting Story
Add an extra dimension to the release by showing its place as part of a wider story. How was it made? What was the inspiration behind it? What makes this track unique?
If you're pitching for press coverage, reviews and features, or employing a publicist, they're all going to want to know the story behind the music so get creative!
Get Excited & Don't Give Up
Probably the most important part of any campaign, because let's face it - if you're not excited about it, why should anyone else be? Promo campaigns are tough but if your product is good, your message is consistent and you persevere, there's no reason why you can't hit the #1 spot too.
For more advice about promotion and marketing best practices, check out the articles on the Label Worx Knowledge Base
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