How to Create a Release Strategy for the New Music Marketplace

Posted on 25. Jun, 2009 by refe in STRATEGY

calender2 | How to Create a Release Strategy for the New Music Marketplace

If you are an independent artist or record label I want to challenge you to try something different. The normal course of business for most artists is to spend months or years writing and recording an entire album’s worth of material. Once it’s finished, you hype it as best you can for a few more months, trying to build interest so it will launch with a bang and make you enough to recoup your costs and maybe pay for a new amp or enough gas money to get through the first half of your cross-country tour. You throw a big release party and hope the orders begin to pour in. Sometimes they do, sometimes they don’t. Either way, you’re left to ride that wave for the next months or years until your next album is ready to drop.

Here’s my challenge: do things differently next time. Take a look at the market and respond to the way people are actually consuming music. Create a release strategy that capitalizes on consumers’ preference for purchasing individual tracks rather than complete albums, and that engages fans more effectively than in the past.

Instead of releasing a complete album, release one track. Market the heck out of it, spread it around, give it away, whatever you need to do to get as many people listening to it as possible. Encourage people to interact with it, remix it, shoot videos for it. Let the track promote your live shows, where people can hear more of your material.

A few months later, drop track number 2. Same thing – promote it and let it promote your shows. Give the songs some continuity like series television – a story line, a repeating theme. Leave your listeners anticipating the next track with a good cliff-hanger.

Repeat this process until you’ve released an entire set of eight to ten songs and offer the whole set for sale in special edition packaging. Make it something that people will pay money for – even people who have already downloaded your individual tracks. Artwork, photos, liner notes, lyrics, etc. Release it in vinyl, or on a t-shirt like Mos Def – whatever your unique brand of fan wants.

The idea is to engage your fans by increasing the frequency at which you release new material. Give them a reason to check back in with you early and often to see what you have coming out next. Don’t let them think that you’re just like so many other bands releasing three quality tracks and a bunch of filler – there’s no room for filler if each track has to stand on its own.

There are so many things you could do with this approach. Pre-release one of your songs as un-mastered tracks and create a contest to find the best fan mix to be released along with your own finished version. Release your singles on 7” with an interesting b-side, or on a CD with a bonus acoustic version. Auction off an opportunity to sing backup on the next release, or to create the artwork, or to host the next release party at their house. Get people involved and hold their attention for longer. Get them invested in the process.

Is the album dead? No, I don’t believe it is. Yet as an artist trying to make a career in music you can’t ignore the current market realities. Individual track downloads, real-time culture, constant communication – these have been seen as enemies to the recording industry but you can turn them into an opportunity to build your fan base foster deep commitment.

Let me know if you’re planning on giving this a try. It doesn’t have to look quite like what I’ve outlined above – you’re an artist, be creative. I’ll even commit to doing a feature here on the site on the first band that gets back to me with a report.

UPDATE: Read the follow up to this article How a Subscription Model Can Enhance Your Release Strategy.

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Tags: album, business, Mos Def, music

27 Responses to “How to Create a Release Strategy for the New Music Marketplace”

Justin Boland

25. Jun, 2009

As a reader, this was a disappointment — very little actual meat here.
- refe
  
  25. Jun, 2009
  
  Just a simple challenge to introduce a concept for others to build on. Judging by your blog you seem like a creative guy – feel free to build.
- Will Blumentritt
  
  25. Jun, 2009
  
  Aw, come on. Too much meat takes away the creativity! (I never take anybody’s advice verbatim anyway.)
  
  I definitely got something out of the story. And I appreciated that the writer didn’t drone on for 3 pages. I just want the big picture message.
  
  As they say, “If you can boil your message down to a few sentences, you’re more interested in hearing yourself talk than in communicating.”
  - refe
    
    26. Jun, 2009
    
    Glad you got something out of the article – feel free to add your thoughts and ideas as well.
    - Will Blumentritt
      
      26. Jun, 2009
      
      Well, our thoughts are to release recording (fairly decent ones, of course) of the songs as we get them sort of where we want them (every couple of months). That way when the CD comes out way later, they can see how the song developed along the way. We may even drop an interim version in the middle if we change the song significantly. Lastly, we will likely solicit comments from our fans on what they think of the song and how we might change the song to make it better.
      I hoping to shake loose time to get polls and comments going on our web site. Maybe in July.
Leigh-Anne Russell

25. Jun, 2009

Perfect timing for me to read this post as I’m considering an exciting opportunity to move into Artist Management.
- refe
  
  26. Jun, 2009
  
  This is an exciting time to be making that move – so much opportunity for innovation.
Jim Combs

27. Jun, 2009

The key idea here for me is to consider individual songs as the “whole” to promote/market/sell, rather than waiting for or assuming the album is the “whole”. My latest album was released in Feb and enjoyed a nice run on radio that has just tapered off. I’ve been looking at a vinyl pressing as one way to introduce something new, but will also consider an single release of new material. Thx!
- refe
  
  28. Jun, 2009
  
  “The key idea here for me is to consider individual songs as the “whole” to promote/market/sell, rather than waiting for or assuming the album is the “whole.”‘
  
  Exactly, and well put!
Matt Rod

28. Jun, 2009

I’m on the brink of releasing an EP, and I have been contemplating a ‘release strategy’ for quite some time. This is one of the topics that I have been toying with in my mind, and I thought it was a great post.

If one thinks rationally, everything points to releasing in this way.

1) the attention span of the modern consumer is minimal. the general consumer is more likely to listen to 1 track if you give them 1 track, than listen to 1 track if you give them 8 tracks (in which case, they’ll probably listen to 20-30 seconds of each track, quite unfortunate)

2) all new releases have an impact at and around time of release. then it tapers off. this is natural, unless you are touring rigorously to keep maintain that ‘buzz’.

3) to establish a relationship, or at least meaningful conversation with one’s fans, one needs fairly consistent (but not excessive) contact

So, it makes complete sense to do this. 1) The consumer is FAR more likely to listen to the FULL track
2) By releasing a track periodically, one can create a far more consistent interest and general hype (one that lasts over a longer period of time) in one’s music
3) Well, actually having a reason to email your fan-list !

The only two factors, as I see it, are impatience on the side of the artist and impatience/enthusiasm on the side of the consumer.

The artist has been working on this for 6 months! He wants everyone to hear it, now, because he believes it to be quality.

The consumer LOVES the first track. And wants to burn a CD to listen to the album in his car! But he must wait 2/3 months for the whole album to be released!

It’s tricky. Especially when you have put your hear and soul into the recordings, and you are excited about the material.

I think I may try it (the track by track) with certain bonus features for email subscribers. How do I contact you if I’d like to tell you how it worked out?
- Jim Combs
  
  28. Jun, 2009
  
  Matt, it is tricky. I’m coming to the conclusion that promoting current/new material has an ultimate benefit of also encouraging sales of previous releases. Sales of my first CD picked up greatly when I released my second CD. So I will rely on my older releases to satisfy those interested in a complete album. If the trend toward singles continues, it is likely that my fans will have some songs but not whole albums. Stay in the present to sell the past;^)
- refe
  
  28. Jun, 2009
  
  Matt -Just use the ‘Contacts’ link at the very top of the site and fill out the form. I’d love to hear about it!
  
  There’s nothing wrong with keeping your audience waiting a bit! Anticipation makes the heart grow fonder, to adapt an old phrase. And remember, there’s no reason why you couldn’t be playing your yet unreleased tracks at your shows.
  
  Still, if you can drum up that kind of anticipation imagine the response you could get from the complete, special edition packaged album…
  
  And Jim – you’re right, staggering your releases can extend the relevancy of the entire catalogue if you play your cards wisely.
Matt Rod

29. Jun, 2009

Jim, that’s interesting. Nice to think that a later release will spark interest in one’s old previous recordings.

So, here’s a question:

how long do you think one should wait (or what is a good time period) to release each track ?
- refe
  
  29. Jun, 2009
  
  That really depends on where you’re at with your fanbase. Are you already fairly well known? Do you already have a substantial back catalogue or are you starting from scratch? How often do you perform live? There isn’t a one-size-fits-all solution.
  
  In general, though, I would recommend putting out a new track every few months to keep people interested. You don’t want do it too close together or the novelty will quickly wear off.
  
  Also remember that periodically releasing single tracks puts the emphasis back on your live shows. The shows become the main course and the recorded tracks are an enticing sample. Time your releases to coincide with your biggest gigs, and think about promising those who show up something exclusive like special artwork or packaging, or simply a coupon to download the song for free.
Twitted by Lost_Penguin

30. Jun, 2009

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DjLHood

09. Jul, 2009

After reading this I realized everything I have done this year is right on track.. check for me on itunes..

good insight!

DjLHood
- refe
  
  14. Jul, 2009
  
  Glad to hear it – I’d feel bad if you came and said that because of my article you realized that everything you had done over the past year was a complete waste!
  
  Make sure to keep us up to date on how all this works out for you. I’m very interested in some real-life examples of artists who are taking this approach – whether positive or negative.
A boy with glasses

13. Jul, 2009

As an independent musician, the approach you have outlined above has been the one I have always used as A boy with glasses.
Interaction is the key, as Amanda Palmer has found out making money off of Twitter. But I have never done it for business purposes.
Instead, it has to do with the most human of needs: the need to communicate. Every day I get messages or comments from bands or artists promoting their music. I’m the type of guy that goes and listens. I often leave a comment, too. But if I never receive a reply or a “thank you for your time” message, I’m disappointed.
I’m disappointed because in today’s hyperactive world, where it takes a few seconds to write a comment, it shouldn’t be that hard to interact. Fans understand that you’re busy, they don’t expect you to answer each one of them. But to show some appreciation every now and then wouldn’t hurt these bands.
Anyways, if you feel like stopping by an interactive page (I’ve had people sing on my songs through email, draw pictures for me, etc.), come visit http://www/myspace.com/aboywithglasses and drop me a line. I’m always glad to chat.
Ciao!
- refe
  
  14. Jul, 2009
  
  You’re right, and if artists aren’t able or willing to make fan interaction a priority they don’t stand much chance in today’s culture.
  
  I want to quickly comment on one thing you said:
  
  “Interaction is the key… but I have never done it for business purposes.”
  
  As an artist every interaction is about business. You’re a songwriter, but you’re also a salesman. In fact, you’re probably the only one selling your music if you are an independent.
  
  These interactions that you have with fans and other artists not only serve to build relationships that are personally fulfilling, but also strengthen and promote your brand, and by extension, your music.
  
  Turning these conversations and exchanges into business opportunities is as simple as having a clear way to direct whoever you’re talking to at the moment to your work. You did that at the end of your comment, so it seems like you are probably doing this naturally already.
  
  Anyway, keep up the good work. I am not a big fan of MySpace pages (although I reluctantly acknowledge their place in the music world … for now) but yours was one of the most interesting and fun I’ve come across in a while.
Andrew McMillen

20. Jul, 2009

Fascinating read Refe, and I’m loving the discussion here too. Thanks a lot!
- refe
  
  20. Jul, 2009
  
  Glad you enjoyed it. I’m actually preparing to write something of a follow up to talk about creative ways of distributing music released this way, so stay tuned.
  - refe
    
    04. Aug, 2009
    
    The follow up has been now been posted – How a Subscription Model Can Enhance Your Release Strategy. Let me know what you think.
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29. Jul, 2009

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Joe

06. Aug, 2009

This is by no means a new idea.
Multimedia Design

08. Aug, 2009

Of course its not new – but why arent more people doing it? We might see more original music if artists took control of their own careers.
- Will Blumentritt
  
  12. Dec, 2009
  
  I have more insight on “why more people aren’t doing it”.
  In the past 6 or 8 months, Houston has been trying a Band Camp – which is a once a month forum where bands come together and a topic associated with running a band are discussed. While attendance was initially high, it fell off quickly. Those that stayed claim to continue to get a lot out of it. From our experiences with that, we have learned – in my opinion – that most musicians fall into one of three categories.
  1) They think they know everything already.
  2) They focus way to heavily on one single aspect – i.e., it’s all about the music – or the show, or the tone of the guitar, or whatever.
  3) They don’t see anything other than playing music as important to their success.
  SO: Most people aren’t even reading this, because they’re focusing elsewhere.
  For those who are reading this and agree with this approach; it still takes discipline, commitment, involves a fair amount on initiative, and a fair amount of work.
  
  Ever since reading this in June, we have been wanting to go this direction (and we soon even if it kills me.)
  
  We are not a full time band (I work at a high stress job and have a family, our drummer works full time and goes to college, etc) and we have to prioritize. We have been working on a lot of new music, but have yet turn adequate attention on polishing and recording one at a time (as opposed to slowly working on them all).
  
  As I write this, I’m thinking we just need to set a deadline and make it a high enough priority to make it happen.
  - refe
    
    12. Dec, 2009
    
    Ever since reading this in June, we have been wanting to go this direction (and we soon even if it kills me.)
    
    That’s great to hear. I really do believe that taking this approach could have a big impact on a band’s fan base, in terms of size, commitment and satisfaction in general.
    
    If you’d like to spend some time putting a game plan together please don’t hesitate to reach out. You can get at me through the form on the Contact page. I would be more than happy to offer my thoughts and ideas, or simply to act as a sounding board for a while.
    
    Regardless, make sure you let me know how it all goes!