The most effective method of promoting music is through a holistic approach. This means including different types of marketing strategies (which are relevant to you), alongside PR, for example. However, before the promotional work for a new music release can even begin, it is crucial that the product itself – the music – is of high quality. This also extends to all of the accompanying assets notably artwork, artist/ band photo(s), and any promotional graphics. If the product itself is not up to scratch, all of your time, effort and the financial cost of promoting your music will not yield the best results.
The Music
Fundamentally, music, as with any art form, is subjective. When discussing the quality of music, it is a more general reference to the sound quality of the recording and production process. These aspects can, of course, be genre specific – a highly produced style is arguably better suited to a progressive metalcore song than a DIY black metal project.
The process of recording and producing your music will most likely consume a significant amount of your release budget, and it should as this is the product you are creating to sell. Ensure that you research reliable and recommended recording studios and engineers to work with. If you are recording at home with your own set up, do your research on how best to optimize your space for example with adequate sound proofing. Studio time can be expensive, so carry out all of your preparation for recording before stepping into the studio space. You should be focusing on giving the best performance in the studio, not learning lyrics for the first time in front of the microphone.
For the production elements, thoroughly research your chosen mixing and mastering engineers. They may be the same individual or you may choose different professionals who specialize in each area. Check out the bands they have worked with and consider: do they understand your genre/ style? Are they the right fit for your release? Are you choosing engineers based on their name or does this not matter to you?
Throughout the production process, you, as the artist, need to be as organized as possible. Be reachable for if the engineers have any queries. When reviewing mixes check the mix on a variety of speakers and earphones/ headphones. Give clear feedback instructions preferably with time stamps and explanations around which instrument(s) need tweaking. This will ensure you get the most out of each feedback round and ultimately attain the best version of your track(s).
Additionally, if you require any alt versions of your track(s) e.g., radio edits or instrumental versions, discuss this with your engineers during the process!
The Assets
Photos
Band/ artist photos are essential. As well as being required for marketing and PR, there is a psychological element in the respect that people will be more likely to connect and engage further with photos of other humans. Photography best practices:
- Hire a professional photographer – research a photographer who works with bands, and has a creative style that will suit your band’s brand.
- Ask for a selection of both vertical and horizontal photos to be taken. Vertical photos are great for social media platforms, but you will need horizontal orientations for websites as well as for marketing and PR purposes.
- Choose a location that suits your style, and discuss outfits that also align with the band image ahead of time.
- Ensure your faces can be clearly seen in photos (this, of course, is a different matter if you choose to wear masks).
Artwork
On streaming platforms especially, the artwork for your single or album has the power to entice or discourage consumers from giving your music a listen. Consider the following:
- Does the art style/ color palette/ imagery aptly convey your band’s genre and style, and any themes relevant to the release?
- Is the artwork file scaled appropriately for the platform? It should be clear and sharp, not stretched or distorted by being too small in size.
- Is it original? Do not copy other’s work. If you find an existing piece of art you’d like to use, contact the original artist to enquire if you can use/purchase it.
Artist/ Band Biography
It is useful to have a band/ artist biography with different versions suitable for different purposes: a brief bio for social media profiles, a mid-length bio for platforms such as your band’s profile on Spotify, and a long version for your website. This information must also be kept up-to-date with any changes e.g., in line-up. Key biographical information to include:
- The genre(s) and/ or style(s) of your music
- Band location
- Latest release / news / tour announcement
- line-up, with full names preferred
- Links to social media, streaming platforms, and websites
- Band history, including major events and collaborations
Your music must be your priority in terms of quality. As mentioned above, personal taste is exactly that, personal, so it is a case of ensuring that your personal creativity and talent is showcased in the best means possible by investing your resources in the music itself. Preparing suitable assets also will greatly assist the promotion of your music when you are ready to take that step.
Further reading:
Building Your Image: The Importance Of Branding
Branding & Professionalism: How To Avoid Social Media Faux Pas
Music Videos: Tips For Planning Your Shoot