You’ve got a new album in the works, maybe you’re waiting for the final master, or still wrapping it up in the studio – but at some point you’re going to have the thought “so… what next?”
Just because the EP or album’s nearing the finish line doesn’t mean you can sit back and relax – after all, your music won’t just sell itself. Especially these days, when anyone and everyone can release new music – you need to get it out and get it heard with some promotional efforts! For many artists, recording their first full-length also means their first step into publicity and music PR. Whether you’re pushing your own material, or looking to hire professional music publicists, timing is everything. And it starts sooner than you think.
Here’s a rough guideline in preparation for your release – it’s never too early to get started!
4-5 months out – Decide if you want to push the promotion yourself, or hire a publicity/PR company
If you’re on the fence, send inquiries and include as much information as possible; at the least a private stream of your new release, links to your social media, a copy of your biography (or basic information if you don’t have an existing one).
Look beyond the initial price tag and big names they’ve landed and ask questions to ensure that they’ve worked with your genre and similar acts before. A good question to ask would be they can personalize their campaign to suit your bands needs, and make sure that they are a fit for your personality – after all, they will be representing you!
If you decide to do the promotion yourself, get reading and researching – learn how to format a press release, look up pitch examples, and begin to compile a database of suiting contacts! It’s also a great time to consider other aspects of your band’s marketing – do you have a e-mail list for your fans? Does your social media need a revamp?
If this is your first time doing press, give plenty of time so that no part of the process is rushed and additional assets can be built. These may include writing or updating your biography, taking new press photos, and so on. All these need to be done before your new release is pushed!
2-3 months out – You should have the details of your campaign sorted or in the final stages of planning, with a rough timeline.
If you’re working with a PR/publicity company, be prepared to put down a basic deposit, and be sure at this point you have agreed on a tentative timeline (as well as outline of expectations) for your campaign. Ensure you designate a point of contact within your band – all members can contribute to press quotes, interviews, etc. but one person should be responsible for checking their e-mail, or the band e-mail. Even while publicists are doing the heavy lifting, they often will need to check in with you for approvals and fine-detail clarification, especially as they begin pitching!
You’ll want to make sure that all assets are in order. This includes checking that your singles/record are properly scheduled for distribution. You’ll want to pre-schedule them no later than two weeks before each item is set to release. If you plan to pitch for premieres, this is even more important, to ensure items stay private ahead of public release and your timeline will run smoothly. Using a tool like Dropbox is a quick an easy way to compile your assets into a shareable. You’ll also want to make sure you have hi-res photos, MP3 and WAV copies of your music, as well as radio-friendly copies.
1-2 months out -It’s crunch time to start your music promo!
Whether you’re using a company or pitching yourself, your music should be out for pre-release review at least a month before you plan to release your EP or album (ideally 6-8 weeks). Outlets get flooded with emails on a daily basis and often are under-staffed – no matter how good you think your music is, it will take time to get eyes and ears on it! Press releases, individual pitching, follow-ups and of course tracking all of the information… it’s crunch time! You’ll thank yourself for all of your pre-prep and organization.
If working with a publicist, discuss when you can expect items for review, and how often you should receive an update (or how often you can check in, without hovering). You should be hyping your fans on social media, both announcing the upcoming release, as well as being active with organic and engaging content. Depending on your release, as press hits come in you’ll want to share them in a timely manner on your social media.
1-2 weeks out – Stay responsive & engaged!
If you’ve successfully landed a premiere, your release should be going live sometime during the week of your public drop (in some cases, even earlier). With or without a premiere, it’s great to do a short teaser the week before your release – perhaps it’s a short snippet of a track, or mash-up of a few; video is a great medium and gets high share-ability on social media platforms.
If working with a publicist, standby for a copy of the press release so you’re able to review and work with them to ensure it’s telling your story properly, and including all newsworthy content that you want included (link to all digital streams and your merch store, all of your upcoming tour dates, mention of your producer?). If writing the release yourself, get a draft done sooner than later and have a variety of friends and family review it!
Release day!
Pop some champagne with your bandmates, but don’t lose focus – now that your music is publicly out, you need to push it and engage with your fans!
Interviews are great, but you can also get creative with special features – album breakdowns, track-by-tracks, guest blogs, and more! If you’re promoting yourself, keep it up with follow-ups and reaching out to new blogs and contacts that you continue to find for at least a month after your release. Many times, if an outlet published a news post on your work, they’ll be more than happy to conduct an interview or feature – one thing can lead to another, and it never hurts to politely ask.
If working with a publicist, make sure you’re checking for regular updates (ask if you’re not receiving them) and express your interest in special features – if you have a creative idea, be sure to share – after all, it’s a team effort! Try to post all press hits to your socials with a few days of their posting, and be sure to always tag the outlets in thanks. Turn around interviews in a timely manner but with thoughtful responses- press and readers will appreciate when you put in the effort!
Finally, while timing is everything, keep your expectations in check. If you’re a new band with a new release, don’t expect to be landing in Alternative Press and Rolling Stone! Could it happen? Sure – but outlets will often look at what press you have received before, and it takes time to build up a reputation. Smaller blogs with quality content and write-ups are valuable when building the foundation of your name, so be sure to give them – and your publicists – some love!
Looking for music PR services? Give us a shout!
Thanks for reading, we hope you found our blog helpful as a beginning tool to planning your next music release! If you thought ‘that sounds like a lot of work’ – you’re right, it is! We offer customized, personalized publicity and PR campaigns for artists and bands of all genres, from new music releases to tour publicity and beyond. We’d be happy to listen to your new music and talk about your needs. Learn more and contact us!
