We couldn’t even begin to tell you how many talented artists out there struggle with promotion. This is no understatement but we could compile hundreds of amazing tracks living in the dark depths of SoundCloud, Spotify, YouTube and across just about every music distribution platform out there. Sometimes it doesn’t matter how great the track is, you still need strong promo behind it to give it legs. We compiled three low-key tips for crushing the promo on your next release. Peep them below…
1) Lock In A Blog Premiere Partner
Yea, yea, yea… you’ve heard this before — blog support is hugely significant. Yet still independent artists everywhere choose to ignore blogs. Yes, SoundCloud reposts can move the needle on plays, but quantity isn’t everything. Industry folks that matter, like label A&Rs and publishers, read blogs far more than they keep tabs with promo networks. Although you may not see a jolt in plays, you will inevitably get the right eyeballs on your content. It would be ignorant and foolish to say some promo network called Hot Vibes or Amazing Sounds is more important than a writeup by a notable media brand like Kick Kick Snare.
More specifically, do your best to lock in a premiere partner. Yes, it’s a natural feeling to want to get a track out the door once it’s finished, but that’s not always the best move. Be methodical with your promo strategy. Send out as many emails as it takes to lock in that premiere partner. Network with people you haven’t reached out to in months to navigate to the right person. Do whatever necessary to secure that ideal premiere partner, because it will not only give your content a well-needed kick but it will bring long-term benefits.
2) Whip Together Dope Cover art
Cover art is hugely underrated. Put it this way, if a user is scrolling down their SoundCloud feed or browsing new releases on Spotify… are they more likely to stop and play a track with some crusty clip art inspired album art or a colorful Pop art aesthetic? Probably the latter. Sometimes the only opportunity you have to get a user to hit play on that SoundCloud widget is through the background artwork. Plus, your artwork tells a story and rounds out the concept of your content. Use it as a palette to deliver a message to your audience and bring cohesion to your content. Spend time brainstorming the larger concept at hand and hire / pay a talented designer if needed.
3) Share Your Music In Every Possible Way
We live by this third point when comes to music promotion. DO NOT put a limit on your promotion. Share in every shape and form you possibly can. Share on Facebook, Twitter, Reddit, Bandcamp, URL, IRL, SMS and through whatever means necessary to get the word out. Every single share counts and you never know who may stumble upon your track.
For example, we posted (this artist we manage) Josh Tobias‘ track on a music sub reddit during the first week of release of his first single. It ended up catching fire on the platform and generated about 30k plays in 2 days, hands down our biggest day of promo. And all it took was 2 minutes to upload the track and cover art! Point being… share, share, share!
[photo credit: planetarygroup.com]