Preparing to drop a new release, whether it’s a full-length album, a music video or even a tour announcement, there is a lot to consider and the workload can often be higher than anticipated. To avoid a last minute rush that may compromise the quality of your promotional materials or the release itself, planning ahead is key.
It is worth noting that sometimes life gets in the way of our plans and unexpected events occur that throw off even the most organized. This article is not about preparing for every scenario, but planning what is within your scope of control.
Elements to consider:
- Different promotional approaches are required for varying types of releases. A full album PR campaign cycle operates differently to the way in which a stand alone single may promoted, both in terms of time scales but also respecting the method of pitching to press.
- Build in contingency time into your schedule. Sometimes, tracks need additional mixes, and artwork requires further revisions than initially anticipated.
- Seasonal/ associated events to consider. Are you planning a release that is associated with a particular event, season or holiday? Ensure to factor this into your work schedule.
- Where does your release sit in the wider scope of releases? Have a look at who else is releasing music throughout the year. You want to avoid, where possible, competing with major bands for press. Heavy Music HQ’s Release Calendar is a useful tool for this: https://heavymusichq.com/heavy-metal-album-release-calendar/
Before you can begin promoting a release or tour, whatever it may be, you need all of the information and high-quality promotional materials to be finished and ready for use. When approaching a PR company, for example, you should have the final masters of your tracks, so your PR understands exactly what it is you are promoting. Updated band photos, release artwork, music videos, tour poster/graphics all of these are needed as early as possible. The press kit cannot be sent out to media outlets without all of the key information and assets that journalists require included.
Issues with final mixes or final edits for photos do occur from time to time. In this situation, keep your PR informed. If the expected completion time for these aspects is unknown, it is better to postpone your initial release date (if possible, this will depend on your specific circumstance) than to rush your PR promotion with too little lead up time.
If you are interested in working with C Squared for PR, get in touch!
Check out our in-depth discussion of this topic in Episode 302 of the Heavy Business Podcast: