C Squared Music Marketing and Justin Roth (WAR CURSE) will be hosting a seminar on how to plan your next release. Justin is a member of WAR CURSE, which is signed to Metal Blade Records and has taken an active role in shaping the band’s strategy and in advising other bands on merchandise creation, graphic design, advertising campaigns, and international tour management. Justin has been the creative and strategic driving force behind various musical projects for over 20 years. Many releases fall flat because artists fail to develop strong release plans and follow through on them. Forming and following through with a release plan that will maximize your results can be complicated and intimidating, so you can expect to learn more about the following strategies and more during our seminar:
Planning the time frame of your release
Planning the time frame of your release goes far beyond merely picking a release date. One release may need several months of promotion time, both before and after the release date. Your main considerations in choosing a release date and setting up your promotion timeline should be: when your music will be mixed and mastered, when your content will be ready for publication, and when your band will be ready to tour. You will also want to avoid releasing your music on the same day as larger artists in your genre, because listeners’ attention will gravitate toward the larger artists before they find you. These are just a few of the most important factors to consider when planning your release; the time frame cannot be rushed.
How to maximize your results while working with a PR company
Your PR company cannot help you promote your music if you do not provide enough information for them to use. When you start working with a PR company, you will need to discuss your goals, your current accomplishments, your strengths, your biggest hurdles to overcome, other interests you have that could become cross-promotional opportunities, and your own marketing ideas. If you do not currently have a band bio, you will need to give your PR company your lineup, stylistic influences, genre, and a general overview of who you are as a band so that your PR company can write a band bio for you. You can set your PR company up for success by keeping all of this information organized in Google Drive with an EPK, links to all social media and websites, current band photos, and logo files.
Managing your expectations based on your level
To succeed in the music industry, you cannot skip steps. You cannot expect to be signed to a major label if your streams, sales, and following are not at the level of a major label artist, and this may not happen until several albums into your career. However, even small shifts forward can set you up for major career wins; your PR company may not be able to get you coverage in Revolver, but they may be able to get you coverage in smaller news outlets that will lead to bigger opportunities down the road. Music is a marathon, not a sprint; prepare accordingly and understand that every small step forward leads to another opportunity.
How to plan merchandise designs and sales
Your merch designs should coordinate to promote your release. This means putting your album cover, current logo, and any designs that correspond with the theme of the album on shirts, hoodies, signed posters, patches, stickers, and other merchandise. This will serve as a continual reminder that your album is out there, and it will help the album resonate with more people.
Benefits of adequate promotion
If you create a comprehensive plan, work with a reputable PR team, and follow through on your plan, you will have a successful release. That doesn’t mean you will make it big right away, but it does mean that your band will be better positioned to grow than you would have been without a proper release campaign. Your network should have grown. Your fanbase should be growing. However, this is all contingent upon you doing the work and continually following through. Heavy music has always been a game of longevity. The connections you make today will inevitably, steadily help you reach the next level tomorrow if you stick with it. Take every opportunity seriously.