Maximize Your Music PR Plan With This Easy Guide
February 23, 2013
You don’t need a huge PR machine behind you to successfully launch a single/album, you just need to do your research, and follow these steps.
Here are some tips for your single/album
Be Prepared. Plan 90 Days in Advance
If you don’t already have a twitter account, Facebook page or website set up to promote your product, set them up now. If you already have a music website , set up a basic pre-launch web page with a simple sign up form to collect contact information from people interested in your release. Recently The 1975 gave away a free track in exchange for pre ordering their brand new EP. This is a great idea and pre release is a great way of bumping up sales.
Start identifying publications that might be interested in covering your music and cultivate relationships with the writers most likely to write about you. Target publications that cover music similar to yours, as well as those that cover the interests of fanbase. Start reading back issues of their articles and communicate to the authors via email and through social media. Here is a great blog about who and how to get press coverage online.
Don’t start pitching your music yet –
instead, provide useful information that helps the media write stories they’re
currently working on, or provide positive and helpful feedback in the comments
section of their site.
Find out who covers new music at your local newspaper. They are very likely to have a twitter handle. Start RT’ing their articles, start tweeting them and open a conversation. Do not plug your music, you don’t need to yet.
30 to 60 Days Before Launch
You want to make sure that people can
find information on launch day. Reviewers will need an upto date biography to
It takes search engines like Google and Bing about 30 to 60 days to fully index a site and have show up in search results. So start writing content for your website to attract the search engines, as well as new visitors. Write some blogs that can attract people to your site. If you have launched a kickstarter campaign make sure you are letting your fanbase know how it is going. If it is going well you may want to contact digital news sites like www.hypebot.com or www.digitalmusicnews.com
Post links to the articles you write to your social networks and continue to drive signups to your email form and gain more social followers. Keep building a pre-launch audience that’s invested in your music before it even hits the shelves.
5 to 30 Days Before Launch
The work you’ve done building
relationships with bloggers should now pay off. Let them know about the release
you’re working on, and pitch them on it. Keep the pitches short – no more than
six sentences – and make sure your message is on point with the topics they
typically cover. Find a unique story and give them a unique angle to work with.
Invite them to a preview of your music. A lot of bloggers prefer hard copy,
some bloggers just like soundcloud. Find out their preference.
Recently Stephen Fry and several bloggers were sent cakes decorated as muppets for the launch of the new Muppets 3D movie. Stephen tweeted the photo to his millions of followers and so did other people. Think outside the box and remember that bribery will work!
If you don’t get a response from them initially, give it a couple of days and follow up again. After the third try, move on – there’s a good chance they’ll be in touch once you start gaining press momentum elsewhere.
With A Few Days To Go
About a week before launch, hold a special intimate gig for fans and press. Free drinks and food are always a crowd pleaser. Even if you supply cans of beer and sandwiches it will make sure people have a good experience.
At all times, be gracious and thank them for their interest. If they have useful feedback, consider applying it prior to launch if you still have time.
Launch day will be your busiest day. Send an email out the night before to the people who signed up through website, so that they can be the first to get your music links. On the day of the release, send out another email and post links to the page hosting or selling your product across all of your social channels. Encourage the people who signed up for your pre-launch site to share the news with their networks, providing incentives like free gig tickets, T shirts for busiest people is a great way to get people involved
For people that have pre ordered the single, use your Facebook to ask them if everything is ok, and if they have purchased CD/Vinyl ask them to tag a photo of themselves with your product. Best ones get a T shirt.
Keep your eye on all of the publications you reached out to. You may find that even the ones you didn’t successfully cultivate a relationship with will write about you. Not all of the reviews may be glowing,but no matter the result, be sure to thank them and share the best stories with your followers on your social networks.
There’s no doubt, getting all of the marketing and PR done to launch your music is a lot of work. Add that to all of the work you’re already doing to get your product launched on time and you can quickly feel overwhelmed. But take your time and enjoy the process, and do everything you can to make the right contacts and get word of your product out there. You’ve put a lot of time and money into making your music . Don’t skimp on the time and effort to make sure they can also find it.
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