Timing Is Everything
What’s good people? Coming back at you with another insider marketing tip that can help increase your chances of getting your music discovered, placed or sold.
So as the old saying goes, “Timing is everything“. I don’t even have to tell you how important being in the right place at the right time is, regardless of the opportunity. I think we all know that but, there is a lot of luck involved with just trying to be in the right place at the right time and with this article, I am hoping to reduce that luck factor by changing the way we go about releasing our material, when and where.
For most aspiring artists whom are not signed to a label, rarely is there a campaign put together around the release of your material. In most cases, after it’s recorded, mixed, and mastered, (for those of you that actually take the time to get your music mastered) the music is just released on your websites (for those of you who have one), or to your social media platforms the day it’s finished. No consideration is given to when the music should be released and where. This is a very critical detail to consider due to the fact that the social media timelines or your fans or potential customers are literally flooded on a daily basis with ads from aspiring artists wanting them to listen to and purchase their music.
Releasing your material in an unplanned, untargeted effort will be about as effective as throwing a tiny pebble in sea, 10 miles away from the shore expecting to see the ripple it caused when it hit the water. Keeping that in mind, we should create campaigns around our releases whether they are singles, mixtapes, EPs, albums, videos, beats, sound kits, etc. Naturally the real question here is WHEN AND WHERE DO WE RELEASE OUR MUSIC?
To answer the when, as a general rule of thumb we should do things how they are done in the record industry. The record industry divides the year up into 4 three month segments called “quarters”, and they are referred to as 1st Quarter, 2nd Quarter, 3rd Quarter, and the 4th Quarter. How that looks on a calendar: (Jan. 1 to March 31st would be the 1st quarter. April 1st to June 30th would be the 2nd quarter) and so on. Technically you can release music during any quarter however, it is wise to know that certain quarters such as the 1st and the 4th, are very critical times because these are the times when labels designate their budgets for the fiscal year, this is also the time when they sign new artists to record deals. Producers should always be prepared to release beats no more than 2 months into any given quarter to factor in songwriting and recording time needed by the artists. Artists should put emphasis on the 4th quarter because that is when all of the labels release their best material of the year and trust me, you won’t want to miss out on that window of opportunity.
So now that we know about “quarters”, you can take some of the guesswork out of the timing of your release by simply figuring out what music related events, shows, concerts, lecture panels, seminars, etc will be taking place during that quarter. Target the ones that will get you the most bang for your buck as far as exposure, and attend those. Have your product and promotional items on hand, have business cards, promo USB drives, shirts, stickers, ect at these events so that you and your team can give them out to fans and music execs. Think presidential campaign every time you want to release new music, don’t just stop at putting your new joint up on soundcloud, facebook, and sending out a few tweets. You gotta go bigger, as much as your budget permits. Do your homework, make sure you are targeting the correct audience when selecting events to attend. Make sure the type of crowd that likes the type of music you do will be there. Engage people, shake hands and talk to them because you never know who they are or who they might know.
In this industry, you only get one shot and you can’t leave it all to luck. Smart people educate themselves about the industry and they usually tend to have a better chance at getting put on than those that don’t.
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