The day has finally arrived – you have the final masters of your new album, the final version of your music video has landed in your inbox, the tour dates have been confirmed, and you’re desperate to declare it all from the rooftops and unleash everything immediately. But wait. Once your new release is out there, it’s out there. In order to get the best out of your PR campaign, any marketing strategies, and ultimately what it is you’re promoting, it is imperative the time is taken to prepare thoroughly.
Key Areas to Consider: Timings & Assets
Setting a Date
Choosing a release date requires consideration. Do discuss this with your PR etc., if you are unsure on the best time (for record labels, it will most likely involve fitting in with their specific release schedules). Be mindful of other releases. Heavy Music HQ’s Release Calendar can be a helpful tool for gauging busy release periods. You also need to allow an appropriate amount of time prior to release for a PR campaign, for example, 8-12 weeks minimum for albums. Currently, 4 month+ campaigns are often proving to be more effective. If assets are yet to be produced, merch to be manufactured, and tour dates booked, also estimate reasonable time allowances to reduce any last minute rushes.
For albums and EPs, a number of singles is recommended not only to assist in boosting your presence on streaming platforms by adhering to the algorithm models, but also as a means to boost press coverage and have additional content to push to fans prior to the main release. The chosen album/EP release date will dictate the number of singles prior and how best they are spaced out.
Note: be aware of international holidays and the summer festival season when choosing your release dates as these can impact the likelihood of obtaining press coverage.
Assets
The assets you specifically require will vary depending on what it is you are promoting. They may include the following:
- Up-to-date (with current members) band/artist photos
- Album/ EP, single(s) artwork
- Up-to-date band history/ biography
- Social media/ promotional graphics
- Merch photos or mock-ups
- Physical release (i.e., vinyl, CD, cassette) photos or mock-ups
- Music videos
- Lyric videos/ visualizers
- Tour/ show posters
Release artwork(s), band photos and a biography will always be required in order for a PR campaign to commence. Where possible, having as many assets prepared and ready to go early is beneficial. Of course, life happens and ideal timings cannot always be achieved, so be open to potential alternatives or strategies if something doesn’t quite go to plan. Communication with your PR agent and any other industry professionals you are working with is key as the sooner they are aware of a situation the sooner they can act to mitigate any potential impact.
Note: high quality assets are a must – choose reputable professionals to work with. If you’re looking for a photographer, videographer or artist for example, reach out to fellow bands and musicians with artwork and media that is high quality and will be best suited to your branding.
It can feel incredibly frustrating having to wait months or even longer to unleash your new release into the world, especially if it has taken a long time to reach this point. However, once an album is out there it can be significantly harder to push for press coverage and seek to build up ‘post-release’ hype. Careful planning and consideration will position you in the best possible circumstances for PR and marketing strategies to be implemented effectively to get the best possible results and reach to new audiences. Don’t rush, and it will be worth the wait.