In the upcoming weeks, we are thrilled to present a series of insightful posts curated by Holly Royle. These posts will serve as a guide, offering valuable tips and essential steps for effective PR preparation, especially in the music industry. Our focus today is on the foundational aspect of any PR campaign: your music.
Essential Materials for a Successful PR Campaign
A well-orchestrated PR campaign requires a carefully compiled set of materials that align with your promotional goals. Whether you’re launching new music, a music video, or announcing a tour, these materials are critical. Preparing for a PR campaign isn’t an overnight task. It’s advisable to start planning at least three months ahead of your intended launch. The music media landscape is fast-paced; once your music is released, it quickly becomes yesterday’s news. To maximize impact, your releases should be in the hands of journalists well in advance. Print media, in particular, requires more lead time due to its longer production process.
Campaign Variations: News, Announcements, and Music Central Campaigns
Campaigns vary depending on their focus. News and announcement-oriented campaigns, like tour dates, major label signings, or special events, differ in structure from those centered on music. As with music-focused campaigns, having all necessary assets and information prepared in advance is crucial. For specific details tailored to your campaign, communication with our team or your chosen PR firm is essential.
PR Timeframes and Preparations
If you’re contemplating PR but unsure about the required timelines for your release, don’t hesitate to contact us. We’re eager to guide you through the entire process. Prior to seeking PR, it’s recommended that your music is completely finished, including mixing and mastering. This clarity ensures we understand precisely what you’re aiming to promote. While discussions can start with demos, they often don’t convey the full scope of your vision or the eventual sound quality of the final product.
Choosing Your Release Date and Distributing Your Music
Determining your release date is a collaborative effort with your PR, who can advise on optimal timings. After setting the date, upload your music to your preferred digital distributor, as digital platforms are increasingly the primary choice for listeners. For Bandcamp users, set your release as a ‘pre-order’, a step that can be initiated 90 days before the release. Note that singles cannot be set up as pre-orders and should be treated like an album release for this purpose.
Optimizing Digital Platforms and Preparing Music Files
Once your music is on digital distribution platforms like Spotify and Apple Music, it’s important to claim your artist profile. This step allows you to establish your branding, update your biography, and add relevant photos and links. For your PR campaign, providing your music files is indispensable. At C Squared, we use Haulix, which conveniently watermarks files sent to journalists and media. While some PR firms might prefer .wav files, we require MP3s for compatibility reasons. It’s vital to correctly tag these MP3s with your artist or band name, track number, and title. Accurate tagging not only prevents confusion but is also often a prerequisite for radio airplay, thus avoiding missed opportunities due to administrative oversights.
These guidelines serve as an essential roadmap for artists and bands looking to navigate the complexities of PR in the music industry. Stay tuned for more tips and insights in our forthcoming posts!
For further free advice, check out the Heavy Business Podcast!