201 8 U LTIMATE REL E ASE GUIDE 1

2019 ULTIMATE RELEASE GUIDE 201 8 U LTIMATE REL E ASE GUIDE 2

Times have changed for independent artists.

Today, success isn’t just about making great music, it’s about understanding the fundamentals of marketing and release planning to get your music

still see artists making the same mistake – devoting all their time and energy into creating music (that’s the fun part), only to rush through their release.

That’s why we created the Ultimate Release Guide for 2019. INTRODUCTION 3

This best-practice guide will keep you organized, help you To really get the best results from this guide, you need to start focus on what matters most, and give you industry tips from planning early. Running out of time is one of the most common our artist marketing team with years of experience releasing mistakes we see artists make. So, start planning at least two music. We’ve also included some real case studies from months before Release Day to make sure you’re covered. AWAL artists on how they approach the release process.

The guide breaks down the release process into three stages:

Pre-Release Release Day Post-Release PRE-RELEASE PLANNING 4

PRE-RELEASE PLANNING PRE-RELEASE PLANNING 1 TIMELINE 5

1 As we said at the start of this journey — organization is key. Make a Release There are a million things for you to keep track of, so before you start anything, begin with making a clean, easy-to-follow Timeline timeline. This will be your guide during your entire release process, highlighting all major milestones and important dates. Organize your timeline in three major buckets:

Pre-release Release day Post-release

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Keep in mind that your personal timeline might include some, all, or a completely different set of milestones. Customize your plans to your release. PRE-RELEASE PLANNING 1 TIMELINE 6

Then, break those three into specifc events you can use to not only earmark as goals to work towards (or backwards from) but also use in all of your planning and strategizing.

These might include:

Single and/or album release date Live show dates and release parties Video premieres or teaser releases Streaming sessions Press release servicing date PRE-RELEASE PLANNING 2 BUDGET 7

2 Before you make any major decisions about your release Set a Budget plans, make sure you have the budget to cover all of your expenses — including a cushion for any unforeseen charges or last-minute opportunities. Depending on your particular strategy, and what responsibilities your team has, you may need to pay for:

Social media promotion Digital advertising Publicity (including hiring a publicist) Show/release party Promotional materials

PRO TIP Always be realistic with how much you can do yourself. Even if you’re currently handling all of your marketing and promotion yourself, will you feasibly be able to maintain social media while prepping and promoting your release? Though hiring someone to help out might require spending a bit of money, the benefit of being able to properly spread the word about your music while focusing on big-picture release execution might be worth it. PRE-RELEASE PLANNING 3 VIDEOS 8

3 A stream or MP3 is great, but obviously not the only way to Plan to Create share your music. Depending on what works best for your brand and budget, you could consider releasing a music Music Videos, video, lyric video, or even a live video of you playing the Lyric Videos, song in a venue as a post-release strategy. The reason why we’re mentioning this in your pre-release plan is because the time to think about creating any kind of and More visual content is well before your music ever comes out. In some cases, more elaborate videos may take a few weeks or months to fnish, so get any plans in this arena rolling well before your release happens. PRE-RELEASE PLANNING 4 CREATIVE ASSETS 9

4 Visuals are everything. You need to make sure you’ve got Organize Your visuals that are compelling and really grab an onlooker’s attention. So, make sure you’re planning and preparing your Creative Assets photo and video content well beyond your release date. It can be extremely useful to create a downloadable folder to make it easy for industry contacts, your publicist, and/or team to help lock in any premieres, shows, or partnerships.

Here are just a few of the digital assets you’ll want to have on hand for your release:

Artist bio Any album liner notes Hi-res press photos Track or album artwork Audio/visual teasers Music or lyric videos Animated GIFs PRE-RELEASE PLANNING 5 MARKETING / PROMOTION STRATEGY 10

5 Depending on your budget, build out some ideas of Create a marketing and promotion that might be effective for your new release. Would local radio be a logical vehicle for your Marketing music? What about an interview or premiere on a small, niche blog? Pretend social media doesn’t exist for a hot and second (diffcult, we know), and think about how you’d spread the word in the before-times.

Promotion Social media, however, does exist, as we all know, so don’t neglect it when you’re thinking about marketing and Strategy promotion. Platforms like Facebook, Twitter, Instagram, YouTube, Tumblr, and more are your direct channels to engage and communicate with your fans to share music and build loyalty. Even if you’re deep in the throes of promoting your latest release, make sure to keep 80% of your posts “personal” and 20% (or less, ideally) “salesy” pushes for your music.

When digitally advertising or sponsoring posts on social media, make sure to check in with native analytics tools (like Facebook and Twitter Insights) that can help you better target whatever ads you decide to run. Also, use trackable PRO TIP links from Linkfre or SmartURL to point to your music on Don’t forget about social media — DSPs (i.e., Apple Music, Spotify, etc.). You can use these keep yourself on track and organized by creating a comprehensive social links not only on social media, but also for tracking clicks to media calendar to plan your posts your music, mailing list, and more. across Twitter, Facebook, Instagram, and other platforms. PRE-RELEASE PLANNING 6 YOUR WEBSITE 11

6 As we’ve mentioned before, your website is your central Create or hub for any big news. It’s where many of your existing and prospective fans will be looking to for any new releases. So, Update Your it’s important to plan ahead with that in mind. Website Before a new release, you want to make sure your website is looking its best or create one if you don’t already have one. Make it easy for people to learn more about you, and ensure your fans can get the key info in one place, including:

Tour dates Store Contacts Bio Socials Listening links PRE-RELEASE PLANNING 6 YOUR WEBSITE 12

More importantly, make sure news about your upcoming release. Updating hero visuals across your digital channels release is front and center, with pre-order call to actions with the artwork and information about your arriving music taking precedence. Beyond that, think about matching is definitely a good idea. the aesthetics of your website to that of your upcoming

See how AWAL artist Tom Misch updated the aesthetics of his website to highlight his upcoming album release and tour. PRE-RELEASE PLANNING 7 SOCIAL MEDIA 13

7 Your website isn’t the only digital real Additionally, fnesse your biography and Update Your estate you want to update in advance contact information to work in the date of your release. Consider updating of your release. If you have a Wikipedia Social Media your social media headers and profle page, make sure that’s current also. images with release information. This is Pages something you may want to plan having both pre- and post-launch.

Tom Misch also updated the heroe images of all his social pages to help promote the news of Geography’s arrival. PRE-RELEASE PLANNING 7 SOCIAL MEDIA 14

Maintenance is only half the battle. Think about creating a content plan and teaser campaigns. It’s a great way to build hype around a release. Release images from the studio, promo shots, video clips, tracklists, GIFs, etc. throughout your release cycle. Tag partners and the people involved on social media. As your release campaign rolls out, you’ll be able to see which channels are growing faster than others; this can really help you decide where to spend that marketing budget.

AWAL artist Emma McGann gets extra social engagement by tagging all those involved in her release. PRE-RELEASE PLANNING 8 MAILING LIST 15

8 First, put some effort into your mailing list. You want to make Work on Your it as easy as possible to sign up. Consider putting email captures on all your digital real estate like your website and Mailing List social pages. You can even have a physical mailing list at shows for people to sign up. It’s also a good idea to include some kind of incentive, like sending a free MP3 or a ticket giveaway in exchange for email addresses.

VÉRITÉ added a subscribe option on her website so she can start capturing fans’ email addresses to stay in contact with them. PRE-RELEASE PLANNING 8 MAILING LIST 16

Second, for your upcoming release, build out a fow of comms to send to your list that will keep them in the know about any important details. Email is a bit more invasive as a means of communication, so be cautious about the frequency that you contact your fanbase. You want to keep people engaged, but you don’t want to be annoying. There’s a balance to maintain.

As anyone will tell you, owning your audience is extremely important. It’s not only benefcial to “own your audience” for comms around your release, but it’s just a best practice, overall. PRE-RELEASE PLANNING 9 INFLUENCES 17

9 Infuencer marketing is a huge aspect to start thinking about before Think Social your release. Think about the key people to involve ahead of time who might share your music or your news. Consider press, industry contacts, Infuencers or even just peers, fans, and/or any partners. Ideally, you want to shoot for individuals and/or organizations who have a substantial following. It’s best to approach them in advance and onboard them within your timeline; that way, you can beneft from their following.

PRO TIP Consider partnering with music companies that not only distribute your music but promote its success to their followers as well! PRE-RELEASE PLANNING 10 LOCAL RADIO 18

10 If you decide that radio will be part of your release strategy, Hit Up Local start approaching stations, hosts, or shows with your release before its street date. Common collabs with radio include Radio Shows pre- or post-release interviews and airplay, day-of premieres, or even live, in-studio acoustic performances. Regardless of what your ideal radio situation looks like, it’s another element that requires thought and planning as far out as possible to maximize time to make it happen. PRE-RELEASE PLANNING 11 MUSIC DISTRIBUTORS 19

11 How are you getting your music to major services? There Partner with are tons of music distributors that will take that burden off your shoulders and can really maximize your exposure. For a Music example, AWAL distributes to different stores and services covering 190 territories across the world such as Spotify, Distributor Apple Music, Amazon, and YouTube Red. Due to its curated roster, AWAL has formed strong relationships with DSPs, getting artists on more popular playlists more frequently.

PRO TIP Newly welcomed Need help finding the best digital music distribution singer/songwriter service for you and your music? Here are the major Rupert Stroud knew considerations to evaluate before coming to a final it was time to fnd a decision, including the right time to start looking for partner in preparation one and the qualifications that really matter. of a big 2018 release. PRE-RELEASE PLANNING 12 DIGITAL SERVICES 20

12 Just like with your websites and social pages, your streaming Prep with profles should refect and champion your upcoming music as well. Two of the biggest you absolutely want to prepare Digital are your Spotify and Apple Music profles. Make sure all your hero and profle images are updated to refect your song art, Services your bio with release info is updated, and that you’re posting content on your Apple Music Connect profle about the news with teaser content.

PRO TIP If you’re looking for some tips to get the most out of your Spotify or Apple Music profile in preparation of your release, we’ve got you covered with everything you need to know to update your profiles and get yourself noticed on these crucial platforms. PRE-RELEASE PLANNING 13 MUSIC DISTRIBUTORS 21

13 Selling merch is a great way to You not only need to contemplate Create Custom generate some extra buzz around inventory, but it’s also important your release. Think hats, shirts, for you to plan out how you’re Merch backpacks — whatever seems going to sell everything. An easy reasonable within your budget. solution is to use a platform like Regardless of what you end up Music Glue. They’re a specialist going with, just make sure it e-commerce platform specifcally accentuates the aesthetic of your for artists, where you can create new release. a free website and store to sell merchandise, experiences, tickets, music, and more direct to fans in one simple transaction. If your budget is limited, their print-on- demand T-shirt feature is an easy way to stock your store for free; it’s money in your pocket when you make a sale.

AWAL artists Sea Girls know how to showcase and sell their customized merch from their website! PRE-RELEASE PLANNING 14 DIGITAL SERVICES 22

14 Part promotional strategy, part rallying cry for your new Use Live music, live shows are a great way to not only premiere new tracks but also generate buzz around upcoming Shows to releases. Get creative with these shows, whether that means playing the entire album start to fnish (while Create Buzz bookending with songs your fans love to sing along to, of course), creating a custom takeaway item for every person in the audience or even giving them a free download when your music is offcially unleashed. PRE-RELEASE PLANNING 15 RELEASE DAY 23

15 Think of release day like your birthday. If you want it to be Plan Something a success, you’ve got to do it big. There are tons of fun and creative ways for you to capture as much attention as Special for possible around your release during the big day. Release Day RELEASE DAY 24

RELEASE DAY RELEASE DAY 1 SOCIAL MEDIA CONTEST 25

1 Contests are a great way to drive organic engagement and Throw a draw attention to your new release. They can be as simple or as elaborate as you want; you know your fanbase better than Social Media anyone, so make sure you tailor your strategy specifcally to Contest what you think they’d interact with. Starting early in the day, post across every channel encouraging fans to share their favorite tracks from your new release with a specifc hashtag and to tag you in their posts. Your custom hashtag should relate directly back to your new album or single; try keeping it simple by transforming your release title into an easy-to-remember tag. Alternatively, create your own promotional post and encourage followers to share it on their own profles along with your custom hashtag. RELEASE DAY 1 SOCIAL MEDIA CONTEST 26

Don’t be afraid to think outside the box when brainstorming contest ideas. For example, if your band has a rocking, guitar-heavy sound, invite fans to record and share videos of themselves jamming out air-guitar style. Anything fun and engaging will capture your fans’ imaginations and get them excited about participating — and about your new record.

Like the contest concepts themselves, prizes really run the gamut. Something as simple as a retweet, follow, or direct message from you is probably enough to motivate some fans to share, but giving away signed CDs, concert tickets, or merch isn’t a bad idea either. Whatever you do, make sure to clearly indicate the stakes at the beginning of the contest so there’s no disagreement about who won later on.

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Wondering which social media platform is right AWAL artist Grabbitz for your release-day contest? Here are some promoted the release important factors to consider in general when of his single “Things choosing where to spend your time and place Changed” by launching an importance when it comes to your socials. Use offcial hashtag and social this evaluation to help determine where fans contest to complement will most likely flock to your contest. his release day. RELEASE DAY 2 REAL-TIME NOTIFICATIONS 27

2 As you brainstorm your release-day marketing tactics, which Set Up may very well center on social media, make sure you’re also thinking of ways to make sure people actually see Real-Time your posts and promotions. Consider methods that come with a notifcation for friends and followers in real time, like Notifcations livestreaming on Facebook and Instagram. Otherwise, create a specifc budget to promote your posts and ensure they’ll escape algorithmic traps, which plague artists at every level for Your Fans from DIY to mega-superstar. RELEASE DAY 3 SUPPORT FROM FRIENDS 28

3 Chances are, you’ve got friends in similar-sounding bands or Ask for within your particular genre and scene. You might even share pockets of fans with these artists. Give your fellow musicians Support a heads up that your release day is approaching, and ask if they’d be willing to share a link and/or a track with their fans From Friends and followers via social media. (Bonus: Offer to do the same for them when they release new music.) Sometimes it’s really that easy. You just have to ask!

On release day, shoot them a DM with the link to your album or lead track. You can even draft a line or two of “suggested text” for a post; make sure to switch it up a bit for each person you’re tweeting so their fans aren’t seeing the exact same post from multiple bands. Think about asking your friend to tag you in their posts so you can share or retweet.

Likewise, you’re probably a member of at least one or two genre-related groups on Facebook or via forums, independent mailing lists, etc. Make sure to share a link with these folks on release day and encourage them to pass it along to their listeners and followers. Just be sure the group applies to your music; if a metal artist pops into a folk-music group and posts a link to his or her new screamo EP, it probably won’t gain any traction (and will probably be deleted). A group catering to metalheads, however, will probably run with it and help increase your exposure. RELEASE DAY 4 MEDIA EXPOSURE 29

4 If you’re working with a publicist, you may already have a Maximize press strategy in place for your release, but if not, try to secure an exclusive premiere with a music blog on release Exposure day by contacting them directly. Not only will a public premiere help attract that blog’s readers to your tunes, but From Blog and it’ll also give your release a bit of media cred; after all, you’ll be kind of a big deal if your lead single warrants a write-up Media Outlets and earns the respect of a hip blog. If you manage to wrangle a premiere, make sure you parcel out your other promotional efforts so that outlet has a true exclusive for a set amount of time. Also, remember to share your write-up multiple times across your various channels including via your website. Not only will it remind your followers you’ve got a new release and maximize your reach (i.e., if someone missed your frst post, they’ll see it the second time you share it), but any extra promotion will also ingratiate you with the publication. RELEASE DAY 4 MEDIA EXPOSURE 30

PRO TIP AWAL artists Now, Now When reaching out to press for any reason, make sure received great publicity to include everything they might need for a review from NPR Music around their or feature, including a current bio, one-sheet, hi-res latest release “Yours” and photos, and streaming links and/or downloadable made sure to pin it to the tracks. Try sending everything together via a virtual top of their social channels EPK or even a Dropbox folder. for maximum exposure. RELEASE DAY 5 RELEASE PARTY 31

5 It’s your release day, so that’s reason enough to celebrate, Plan a Special right? Consider giving your music some love by planning a special release show or other event to promote your new Release Show music. Many artists opt to throw a release bash complete with a live set at a venue they’ve frequented in the past (such as or Party one that served as their “home base” in the early days) or jump on a bill with friends and keep the party rolling all night.

If you’re playing live, especially if you’re performing with other acts, it’s a great opportunity to earn new listeners and move some copies. Chances are, you’re going to be pretty stoked anyway (who wouldn’t be?), so be sure to shake some hands between sets, let everyone there know it’s your big release day, and personally invite them to hear your new release. Take selfes, and ask fans to post photos with your release’s custom hashtag. Even better: Consider sending attendees home with free, custom merchandise promoting your album. Attempt to theme your merch to the title of your album or single to jog their memories later.

AWAL artists Glassio threw an epic release party to celebrate the release of their summer hit Papaya. RELEASE DAY 6 LIVESTREAM A SET 32

6 What if the bulk of your fanbase Also consider simply going live Livestream a is elsewhere (for example, if you on your Facebook, Instagram, just moved from Los Angeles to Twitter (via Periscope), or Release Party New York City and aren’t able to YouTube channel. travel back for your release day) or Live Set or the type of music you make If anyone purchases your album isn’t exactly conducive to playing during the party (which you may or live? Hold a virtual release party may not be able to see depending via one of these platforms: on which platforms you’re using for distribution), make sure to Google Hangouts thank them. For an added bonus, you can even think about telling Concert Window anyone who buys a song or full album you’ll make up a tune using Stageit their name live during the party. DaCast Get fun and get creative! Any incentive to engage your audience SharkStream will help you achieve your ultimate release-day goals. IBM Cloud Video (formerly Ustream) Livestream Gigee (currently in the process of re-launching) RELEASE DAY 7 Q&A 33

7 Even if you’re also planning a show in forge a relationship with it the very frst Hold a real life, invite your hardcore listeners, time they hear it. Even in a virtual arena, friends, family, and fellow artists to join having a direct conversation with fans Real-Time you from the comfort of their own living about what your music means and the rooms earlier in the day via Facebook intention behind it adds gravitas to your Live or a Twitter chat. Shake up the efforts and makes it resonate. Q&A traditional release-party format and consider holding a Q&A session where Okay, you’ve successfully put out your you can share some of the stories behind album and had a killer release day. the songs on your album. Congrats! The hard work is over now, right? Not quite. Believe it or not, they might be a little intimidated, but by showing your goofy Once you’ve put something out there side, you’ll put them at ease. If they’re into the world, you want it to remain still radio-silent, go with it and shift relevant and fresh for as long as into concert mode by playing acoustic possible. It’d be a tragedy to share versions of your tunes. something you’ve worked so hard on to only have it be forgotten over the course By bringing people who love your music of a week. That’s why an artist’s work is into your world in such an intimate way, never really done, and it’s important to as opposed to a straight-up concert keep engagement with your listeners experience, you’re deepening the already alive well past your actual release day. PRO TIP existing bond there and breaking down Here are some of the best ways to do If you’re feeling ambitious or want to walls. You’re also creating a connection just that. turn your release day into an online between your listeners and your new marathon, consider combining a full live set with a Q&A session for the ultimate material; they’re getting to know the virtual bash! heart and soul behind your album and POST-RELEASE DAY 34

POST-RELEASE DAY POST-RELEASE DAY 1 AD CONTENT 35

1 In the previous section, we mentioned the importance of Change having paid ads. This is a surefre way to make sure your fans realize when you’ll be releasing a new track or album. Up Your Ad Of course, there’s a chance they’ve seen your ad, but forgotten to actually stream your music. Changing up your Content paid advertisements to share different content surrounding the release is a gentle way to remind your fans to listen to your music. For example, you could throw some advertising dollars behind a link to some great press like a review to make sure your share gets noticed. Having a post-release day timeline and content plan is just as important as having a pre-release plan.

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Ensure that you’re not wasting your advertising dollars by creating ads that speak to the people who matter most (and who are most likely to engage with your ads)! Follow these tips for ads that connect with fans on Facebook and Instagram. POST-RELEASE DAY 1 AD CONTENT 36

AWAL members Coasts did a fantastic job putting a little promotional backing behind the release of their summer album This Life to grab some extra listeners. POST-RELEASE DAY 2 POSTING VIDEO CONTENT 37

2 If you planned for these elements in your pre-release Post and Promote strategy, now’s the time to unveil them to the world. Videos are a great way to essentially reintroduce your Your Video Content music to the world after it’s already been released. It gives music you may have released two weeks ago a fresh, new feel. You could also try sharing other people playing your track, whether as a cover or as played by a DJ at a club. Covers and remixes are another great way to resurface music which has already been released.

AWAL member Madison Beer released the audio to her newest release on Nov. 2 but dropped the official music video two weeks later on Nov. 15, keeping the track “fresh” longer. POST-RELEASE DAY 3 FAN COVERS / REMIXES 38

3 Just as we recommended you to do a social media contest Encourage Fans encouraging users to share feedback on your song or release via a custom hashtag, you could also encourage to Share Their your followers to share their own personal covers, edits, or remixes of your song in exchange for retweets and support Own Covers or on your end. It’s a way to garner support for both you and Remixes lesser known artists. POST-RELEASE DAY 4 THANK THE PRESS 39

4 We can’t say enough how important it is to thank everyone Say “Thanks” who supports you every step along the way. Shoutout all the publications, writers, photographers, die-hard fans, for the Press and anyone else who you feel is seriously backing you up throughout your career. This shows humility and gratitude, and the fans will notice. It also works as an excuse to bring good news to the surface again.

AWAL artists Aly and AJ did a spectacular job thanking Nylon magazine for the press coverage on the release of their latest EP, Ten Years. POST-RELEASE DAY 5 BOOKING SHOWS 40

5 Now that you have a new release and are (hopefully) getting Use Your tons of attention, the time is right to pitch yourself to talent bookers, promoters, agents, other bands, and more to Spotlight to showcase your talent in a live space. It doesn’t matter if you’re playing music at a large venue, coffee shop, art show, music Book Shows festival, or in your local subway station — you’re still getting noticed and have a reason to be there, which is to promote your newest release. As we’ve said before, performing live shows is a great way to bring music which you have already released back to the forefront of everyone’s mind.

Your release plan doesn’t have to stop there; your new release is now an important part of your catalogue and story. For the foreseeable future, you’ll still be promoting it as your latest music, so keep brainstorming new and exciting ways to promote it using the above tips and techniques.