The debate on the best way to release music rages on, but we can help decide what will work for your career.
Streaming changed the business of music forever. That statement has been repeated over and over for the last decade for good reasons. The music industry looks nothing like a did before services like Spotify began luring consumers away from physical media. From how we enjoy music to the amount of music consumed, the number of opportunities for music discovery, and the way an artist makes money, everything is different. Some changes are good, others not so much, but the only thing artists can do is adapt.
Recently, we spent a week in Los Angeles speaking with labels of all sizes about their approach to releasing music and signing artists in 2020. Almost everyone we talked to told us they struggle to break new artists in the current media landscape. Some are even changing their signing offers to focus on singles first as a way to ensure they don’t spend too much developing an artist that goes nowhere. They believe in new music, but they also need to be economical.
With this in mind, we got to thinking about unsigned artists and how they can best approach a career in the streaming age. There is no one way to establish yourself. What works for some musicians will not work for others and vice versa. That said, we can give you the insight you need to decide what is best for your career, which is precisely what today’s episode of Music Biz is all about. Check it out:
DaBaby is one of the biggest artists in the world right now, and even he doesn’t feel comfortable leaving social media. Why? It’s just too lucrative.
Jonathan Lyndale Kirk, otherwise known as DaBaby, has reached the peak of commercial success in the modern age. After a string of big singles in 2019, the North Carolina rapper has appeared on virtually every major television show and in the pages of every influential entertainment publication. He’s gone platinum, gold, and platinum again, not to mention having standout guest appearances on some of last year’s biggest songs. Your mom probably knows who DaBaby is by now, and there’s a decent chance your grandmother does as well.
But even now, with hit songs at radio and sold-out shows all over the map, DaBaby feels he is unable to leave social media. The viral success of his songs and their often outrageous videos certainly play a crucial role in his rising profile, but one would think he could leave and retain his prominence in the public eye. After all, if not him, then who?
Speaking to Fans over Twitter this week, DaBaby posted about his concerns with social media. “If social media wasn’t such a lucrative tool in the business I’m in I wouldn’t even be on it,” he wrote. “Lost souls influenced by lost souls. I hate to see it. I encourage people to have the courage to find themselves without the false sense of security they search for on the internet.”
If social media wasn’t such a lucrative tool in the business I’m in I wouldn’t even be on it.
Lost souls influenced by lost souls.
I hate to see it.
I encourage people to have the courage to find themselves without the false sense of security they search for on the internet.
He followed his initial post with another, adding “I always preferred to say less because social media ain’t a place for the truth. But lately, I been feeling like it’s my calling to say more. ion know how I wanna play it though, I respect my mind too much to allow myself to be identified as one of [these] internet mfs.”
We wrote earlier this week that social media often costs artists more than it produces. Fans want to hear from their favorite artists, and artists want their fans to feel heard. There is a belief in an unspoken agreement between fans and any social media presence in music that states, “if you engage with me online, then I will continue to support your career.”
That belief can be dangerous. Hip-hop is specifically at risk of diminishing returns due to the ability for artists to quickly record and release new music. Generating a high volume of output will help to raise any performer’s profile, but you earn longevity through quality, not quantity. Many young artists are falling victim to the ease of creation instead of taking time to craft great songs. These artists are training their fans to see music as a commodity to be consumed and almost immediately forgotten, which indirectly makes their careers similarly disposable.
But the question remains: What would DaBaby lose by leaving social media? What would any of us lose, really? Would our friends stop talking to us? Would our fans stop listening to our music? Would we slip through the cracks of culture and descend into obscurity because no one will know we exist or are continuing to create?
It doesn’t make sense from a business standpoint for any artist wishing to remain relevant to disappear from the internet altogether. However, you can take steps to limit how much time and energy you’re spending on social media. Artists that post less often receive better engagement on their content, in part because every piece of content they choose to share becomes an event.
Consider movie marketing as an example. The first trailer for a new Star Wars film is guaranteed to generate millions of engagements in its first day of release, as well as several million more in the days that follow. Disney, the company that owns the rights to Star Wars, will often wait months before revealing any additional footage or imagery from the upcoming film. Why? They know that fans are hungry for content, but they don’t want them to get so familiar with the new movie that they begin to lose interest. They want every new reveal to be an event, and the anticipation of those events is what keeps the film a focal point of pop culture conversations for months at a time.
So maybe DaBaby cannot quit social media, but he (and you) can step back. Your fans want more music, more videos, and more shows. They appreciate the tweets and Instagram posts, but that is not why they follow you. Fans want the thing you do, which is making music. Don’t be afraid to set boundaries that allow you to create more efficiently.
With the year coming to an end, it is time to take stock of where we’ve been and where we plan on going.
Most days it is hard to believe that 2019 is almost over. In roughly six weeks, people everywhere will be gathering to celebrate the start of 2020. There will be parties held and promises made, all of which hinge on our awareness that time marches on whether or not we are prepared for what comes next. The best we can do is to position ourselves for success, which is what you need to do in the days and weeks ahead.
We live in exciting times. There is so much happening at any moment that it is all anyone can do to try and be present. If you take your eye off whatever you’re doing right now to reflect or plan you’re likely to miss the next opportunity that presents itself. Thankfully, the end of the year signals a slowdown in music that gives people at every level of the business a chance to take stock of their lives.
There are three things every musician should do before the years ends, but before we get there, consider this: Are you happy? Is the work you’re doing, including everything that has happened over the last year, making you smile? Is the path your on in line with your dreams? If the answer is yes, great! Keep on keeping on. If the answer is no, then consider this moment the perfect time to make a change. Don’t allow yourself to enter another year living a life that doesn’t reflect your values or interests. We only have a limited time on this planet, and you owe it to yourself to do everything your heart desires. Don’t push off being your true self any longer. Be the real you to the fullest extent possible.
After you do that, do these things as well:
Take time to appreciate your journey.
With so much happening all the time most people rarely take the opportunity to reflect on their journey. A lot has transpired over the last year, probably much more than you realize, and it’s important to set aside time for reflection. Maybe you did not accomplish everything you hoped for, but you no doubt did a lot. Maybe you played shows in places you’ve never been or wrote a song about something you never thought you’d share. Maybe you wrote a single lyric that made you feel like your truest self was being expressed. Whatever the case, take some time before the year ends to appreciate the work you’ve done. The life you are living now was once a dream that felt out of reach. Don’t forget that.
Show appreciation to those that support your dream.
No one is an island. Your success is the direct result of other people caring about you and your creativity. Every listener, concert attendee, and person who responded to an email has helped shape the career you have today. Before entering 2020, reach out to those who made an impact on your career to show your appreciation. Make them feel as special as their support has made you feel however you are able. If you can send notes or cards or gifts, do so. If you want to post a blog that recounts some of the more memorable experiences you’ve had receiving help from others, do that. Go above and beyond to show how grateful you are for the support you have received because there are many who would do anything for the following you have right now.
Make a (reasonable) plan for the new year.
The goal of every artist is to do something new and exciting with each passing year. The best way to position yourself for success in 2020 is to enter it with a plan already in place. Set reasonable goals for yourself that play into your strengths. If you wrote two good songs this year, consider planning to release an EP in the new year rather than two full-length albums. If you played two shows this year and want to play more, try making plans for a short tour instead of a month-long trek across the country. Set your sights on achievable goals that won’t feel too great to tackle when it comes time to work.
Furthermore, once you have a few goals in mind, create checkpoints in your calendar to help keep yourself on track. If you want to tour for a week in the summer, set aside time every other week where you work on building connections and pitching venues. If you want to record, set aside time weekly to work on your material.
Small accomplishments can easily lead to major accomplishments, but trying to do too much without a plan is a recipe for disaster. Take your time, trust yourself, and commit to seeing things through. If you can do that, which may be a bigger ‘if’ then you realize, then you will already be ahead of the competition.
Anyone can find someone to post about their music, but finding the right place to promote your next release takes time.
The state of music is pretty wild right now. There are more artists than ever releasing more music than ever onto platforms that more people can access than anything that came before. The opportunities for exposure and fan creation are limitless, yet meaningful engagement and promotion are increasingly rare. People are distracted, and who can blame them?
The music discourse is increasingly splintered. There are countless blogs and podcasts and YouTube channels claiming to know what you should be listening to, but most struggle to retain an audience as much as the artists they support. Even the biggest publications, like Rolling Stone and Alternative Press, are struggling to stay on top of everything in today’s marketplace. The reasons for this are numerous, but they largely boil down to being driven by what gets clicks over what is most important or engaging. New artists and songs from unknown talent generate far less traffic than the latest insta-update from an arena headliner. That is a hard truth pill to swallow, but it’s nonetheless true.
Some artists will tell you it has never been easier to get press coverage, and in some respects that may be true. There are an infinite number of outlets in existence, and if you email enough of them you are bound to find several who are willing to post about your latest endeavors. However, posting alone does not benefit an artist. You’ve heard the question about whether or not a tree falling in the woods makes a sound if no one is around to hear it and the same applies here. If no one is reading the blog that posts about your music, does it matter that the post happened?
As a journalist myself, young artists often share songs and videos with me that they hope will attract attention from the press. The key, I tell them, is to make as big of an impression with the initial release as possible. A song may live forever online, but if people don’t notice your talent right away the likelihood that material takes off at any point in the future is incredibly low.
Generally speaking, artists looking to premiere a song or video need to be more patient in their hunt for coverage. Everyone wants to share everything right now, but a speedy release does nothing if the content isn’t properly supported. My advice is to allow up to six weeks to find and secure an outlet to share your content. That way, musicians can find the outlet that best suits their material and, hopefully, they can work with the writer preparing their coverage to create the best article possible. Maybe there can be a digital campaign that teases the premiere for a week before the material drops or maybe the song or video being shared can be coupled with an interview that shares insight into the artist’s career.
Artists should treat every update as the biggest thing that has happened to their career to date. You can’t expect consumers to feel strongly about your latest activity if you don’t feel the same. If the press for your next release is rushed or sloppy or underwhelming, the impression it makes on consumers will not be good. We’re talking about your art, after all, and that is an extension of how people view you. Take your time, plan everything as much as possible, and position your next release to be the one that changes everything.
Music marketing is just as important today as the songs themselves.
There are countless ways to promote your music today. From social media posts and traditional print advertising to pop-up shops, video streams, song premieres, and more, there have never been as many ways to share your art as there are right now.
For the most part, this is good news. Artists are free to promote themselves how they see fit. Music Marketing is a ‘create your own adventure’ scenario that is unlike anything the entertainment industry has seen before. However, many artists are still missing out on simple, cost-effective promotional methods that are proven to make a significant impact on their bottom line. Here are three:
Make the most of your cover photos.
Reach is a struggle on all social media platforms, and that is something that shows no signs of improving anytime soon. Facebook and Twitter offer an olive branch to musicians with cover photos, which sit atop every profile and allow for a large, wide image. Many artists see these rectangular spaces as a place to add aesthetically-pleasing images or new band photos, which can be lovely, but they are much more powerful than many assume.
Fans news and old want to know what you’re doing next. The hope is that your latest developments appear on their timelines, but that is increasingly not the case for most. Most fans know the best way to learn what is new and coming soon is by visiting their favorite musician’s social media pages, which is why you need to utilize the cover photo space for promotional purposes. The last thing anyone wants to do is scroll and search for information that should be readily available. Use your cover photo to share whatever is most important right now, from tour dates to song releases. Be shameless about it. The easier it is to stay up to date with your activity, the more likely consumers will be to support you.
A great example of using cover photos to convey important information.
Maximize the content opportunities found in life on the road.
Touring was once viewed as something artists dreamed of becoming popular enough to do regularly. While that is still a dream for many, going on tour is now an essential part of most musicians’ lives. The vast majority of talent today spends far more time promoting their work on the road than they do making music. It’s a grind, but it’s a worthwhile one for those passionate about the work of being a professional musician.
Sadly, far too many artists on the road today fail to take advantage of the content opportunities made possible by tour life. The allure of the music business is the idea that anyone can use their creativity to make friends and see the world. Your fans want to experience life through your eyes because they know deep down that they may never do the things you’re doing. Let people into your world with a constant flow of content produced on the road. The places you’re going, the places you’ve been, and everything that happens in between should be up for grabs. Pull back the curtains and let people get to know the real you by showing them what it takes to share your creativity with the world.
Start a podcast.
We have written about this in the past, but every musician should have a podcast. Engagement is the name of the game in music promotion, and nothing helps artists directly engage their audience in a meaningful manner as podcasts. It’s the only media format where people can sit and listen to the people they admire for an extended period without hearing a journalist or other personality guide a conversation. Podcasts can be about anything you want, but they should aspire to let people better know you and your interests. If that means you discuss the music, great! If you talk about something else that may or may not influence your creativity, that’s cool too. Be yourself and your fans, as well as people who discover your broadcasts, will be happy.
In the age of social media, access comes with a cost. You can fight and complain, but sometimes, the price is worth the outcome.
In the age of social media, access comes with a cost. You can fight and complain, but sometimes, the price is worth the outcome.
Anyone promoting music for two years or more will tell you that meaningful reach is increasingly hard to achieve. Regardless of how many followers you have or how many people like your pages and posts, getting updates to your fans is a challenge music professionals struggle with every day. Mailing lists can help cut through the noise, but the likelihood of convincing the vast majority of your audience to sign up for such messaging is low.
Consumers like to believe that social media will tell them everything they need to know, but in many cases that isn’t true. The Haulix Facebook page, for example, has more than 2,000 Likes. Two years ago, any post we made would reach at least 25% of our audience (around 500 people). In today’s marketplace, however, the same posts reach 10% of our audience or less.
How many people are exposed to your posts is based on a number of algorithms. Reach benefits from the total number of followers or likes your account has, of course, as well as the amount of engagement a post receives. Reach is negatively impacted when an account posts too often and when posts receive low levels of engagement.
But isn’t it possible that low engagement is the result of low reach? Of course it is, and that is where Facebook — as well as other social media platforms — hope to convert users into customers with sponsored posts.
Many in the music business have preached against purchasing reach for as long as such options have been available to musicians. Many believe purchasing reach goes against the DIY ethics that so many artists and industry vets built their careers upon because it circumvents the traditional or ‘natural’ discovery process.
The problem is, natural discovery doesn’t exist in the world of algorithms. Spotify shows consumers what it thinks they want to hear and Facebook shows them what it thinks they want to see. Introducing new ideas takes a backseat to maintaining engagement/interest. Word of mouth may help get artists ahead, but getting in front of people who may become vocal supporters in the digital landscape is rarely something that occurs organically.
With that in mind, musicians must choose to either pay for reach or work against a system that increasingly limits the amount of exposure platforms will provide. The latter is makes sense morally, but from a business standpoint, the former is the smarter choice.
When artists research sponsored post creation and utilize their knowledge to target the people most likely to engage with their content the likelihood of success is incredibly high. There are artists today, such as Virginia rapper Lucidious, who utilize direct marketing strategies for Facebook and Instagram — often through guides provided by those platforms — to grow their audience to the point their careers become full-time jobs. Musicians are now able to reach the point of sustainability in their careers without labels or publicists as long as they learn and implement the tricks to working within the social media system.
Make no mistake: Purchasing reach with no understanding of how to set up ads that reach the people most likely to support you financially will end badly. Facebook and all other social media platforms do not care how well your ads perform as much as they do whether or not you purchase ads. Reach is guaranteed, but conversion is not.
And if you’re still on the fence, I get it. No one wants to pay for reach that should be given to them. If 100,000 people follow your account, then 100,000 people should be shown your latest update. That makes sense, in theory, and it sounds fair.
But zoom out a bit and put that idea into perspective. Most people like at least a dozen artists. People also love numerous brands, stores, and content creators, all of whom have updates they want to share, as well as countless people they choose to connect with online. If everyone was shown every post by every account they follow no one would be able to keep up. Quantity would overtake quality in a manner that negatively impacts everyone, and all sense of community in social media would be lost. Algorithms, for the most part, help make sense of the chaos that would otherwise exist without such measure being put into place.
The truth is that sponsored posts are here to stay. You can rebel as much as you want, but those looking to get ahead should use this system to their advantage. Don’t invest heavily until you understand the tools. Once you do, the sky is the limit.
TikTok is making superstars, but what kind of musicians are most likely to get ahead on the fastest-growing social media platform?
TikTok is an unstoppable force in the world of music. With more than one-billion downloads worldwide and over 500 million monthly users, TikTok has a sprawling community of creators who are actively shaping pop culture on a daily basis. From dances to jokes and even music, TikTok is at the forefront of social influence among young people, and that trends is likely to continue for the foreseeable future.
TikTok’s influence on music is perhaps its most interesting. Since helping Lil Nas X rise to history-making success with his hit song, “Old Town Road,” the platform has aided other unlikely stars in finding success. First came Blanco Brown and “The Git Up,” which is now a platinum-certified song, and then came the one-million-dollar deal Stunna Girl received after her track “Runway” went viral. More recently, fast-rising star Ashnikko found a burst of attention after TikTok users discovered her sexually-charged smash, “STUPID.”
The users of TikTok are catapulting artists to the forefront of pop culture that may otherwise have never received a chance at stardom. Many of the biggest songs on the platform are from musicians with no deal, no touring experience, and only a small catalog of tracks. With the right users finding a track, virtually anyone can become the next star the platform gives to the world at large.
To help get you started, we studied the biggest hits on TikTok in October 2019 to find what, if anything, the songs have in common. Here’s what we learned:
Memorable lyrics are often key
The greatest songwriters from previous generations made an impact on culture with songs and albums that told elaborate, sprawling stories of the human condition. Some of those tracks may find an audience on TikTok as well, but most users are seeking out 4-16 bars that make an immediate impression on listeners. Lyrics that may seem silly or outright ridiculous to average music consumers often take TikTok by storm. Here’s just one example:
TikTok Loves Lyrics You Bring To Life
Going hand in hand with memorable lyrics are songs that are easily brought to life. That can mean direct call to action lines like those found in Blanco Brown’s “The Git Up” or a story that people can easily act out. Tongue-in-cheek lyrics tend to perform best, like these lines from rapper Lil Mayo:
People want to dance
Dancing is a huge part of the TikTok community. When users find a song that inspires them to move, trends begin that can change an artist’s career in a very short amount of time. Whether the dances are good or bad doesn’t matter nearly as much as the fun one has performing them, which is good news for every artist whose material has a great beat.
Don’t be afraid to switch it up
Sometimes the thing that makes a song popular on TikTok has nothing to do with the lyrics or the ability to dance. Kesh Kesh found success by sharing a song that includes a beat change in the opening moments that inspired an entire lane of TikToks where people surprise viewers with (often elaborate) outfit changes. Check it out:
You can never have too much bass
The majority of the viral songs on TikTok hail from the worlds of rap and EDM. Both areas of music are known for in your face production and lyricism, which fits well with the need all TikTok users have to make a quick impression on viewers. Bass-heavy tracks, as well as song that contain bass drops, have been known to take the platform by storm.
Remember: TikTok clips are usually fifteen-seconds long. When looking for tracks to upload and share on the platform, try searching from the most memorable clips from your material that fit that time restriction.
There are going to be a lot more looping videos on Spotify in the near future, and that’s good news for everyone.
Spotify is taking further steps to empower artists on its platform. This week, the streaming giant is expanding its Canvas visualization beta program to more of the ‘most active Spotify for Artists’ users. The company claims that adding a ‘high-quality [clip] to a track can increase streams, saves, artist profile visits, and shares.’
Canvas allows artists to create and feature looping visuals in the “Now Playing” area, which Spotify says is the most-viewed location in the Spotify mobile app. The clips last 3-8 seconds and can be updated as often as the artist desires. Here’s a Canvas clip in action for reference:
According to Spotify, “adding a high-quality Canvas to a track has increased streams by up to 120% and saves by up to 114%, in addition to lifts in artist profile visits and shares.”
The company adds, “It’s a way to get noticed and build a vision — and an excellent way to share more of who you are with your listeners, hopefully turning them into fans.”
But what makes a Canvas good, and how can artists on tight budgets compete with stylized visuals major labels can provide? Here are some tips to get you started:
Vertical video is king
Canvas uploads will be viewed by people holding their devices as they use the Spotify app. With this in mind, make sure the clips you upload are formatted for a vertical video presentation.
Do not use your song title or artist name
That information is already present on the screen. There is something to be said for emphasizing your branding, of course, but Canvas is not the place to make that a priority. Canvas uploads should reflect the aesthetic of your music. Think of it as an extension of the music itself. It’s an expression of who you are as an artist, and you shouldn’t waste the limited space available to you with restating information that is already clearly available on the screen.
Avoid footage with talking, singing, or rapping.
Canvas clips are 3-8 seconds in length. If your clip features mouths moving they will rarely, if ever, sync up with the music. That could distract people, which in turn will make them lose interest in the song.
Keep rapid cuts and flashing graphics to a minimum.
There are a number of people with sensitivities to strobe lights, as well as people who feel overwhelmed by quick edits. You want your Canvas to be as appealing as possible to as many people as possible, so try to avoid anything that might make people sick or otherwise uncomfortable.
Try telling a (very short) story.
3-8 seconds is not very long, but there are many ways to make something that grabs and holds listeners’ attention in that amount of time. After all, .gifs are equally as short and they’re widely considered currency in internet culture. Take up the challenge of creating content that seamlessly loops, or perhaps string together all the Canvas clips for your album to tell a single story. Think outside the box. Be weird.
People love a theme.
If storytelling is not your strength, try using canvas to tie your music together with a theme. Pull from your artwork or branding to create visuals that leave a lasting impression on viewers. For example, if you have flowers on your cover art, try using flowers throughout the Canvas loops created for the individual tracks.
Focus on the middle.
What people see at the edge of your Canvas clip will depend on the device they are using to view the loop. With this in mind, keep the most important content of your video centered in the frame. That way, everyone who views the clip is guaranteed to see what you created in full.
Update often.
Canvas loops should not be considered a one and done scenario. Some artists have found success by changing their loops every week, while others rotate visuals on a bi-weekly or monthly basis. Keep listeners on their toes by giving them new content to discover on a regular basis.
Don’t be an idiot.
People of all ages, genders, and ethnicities use Spotify to discover music. Creating Canvas clips containing violence, sex, or anything insensitive will get your content pulled and limit the potential reach of your music. In certain cases, Spotify may even delete your account.
The internet has created countless avenues to promote their music, so why would anyone invest money in people who are not crazy about their songs?
Music marketing is a tricky business. What works for one person may work for others, but there are no guarantees. You could write the best song anyone has ever heard, gain tons of engagement online, and still remain anonymous to the masses. It’s chaos.
If you are trying to promote your music right now you may feel desperate. You may feel like you would give anything to get the attention and promotion that only influencers can create. You may spend hours on Google looking up articles like this one seeking a solution.
If that is where you find yourself right now, I’m sorry. It shouldn’t be as hard to get the attention of music fans as it is, but that is life. You can curse the sky and copy the tricks of others, but there is one avenue for music promotion that should be avoided at all costs.
Never, under any circumstances, should you pay for press coverage. Ignore blogs and podcasts and video makers who claim they can make you a star in exchange for a small investment in their business. It is a hoax that has been perpetuated by numerous people since the dawn of music journalism, and it is increasingly prevalent in the digital age.
There are countless avenues for exposure today, and there are people in positions of influence who will take interest in your music. It may take time to find them, but they do exist. Influencers asking for money in exchange for promotion do not care about you, and there is a high likelihood that they never will. Why would you want to give that person money to spread a lie?
Your next single release should be the biggest moment of your career to date. Whether or not that turns out to be the case is entirely up to you.
In the streaming era, singles matter as much — if not more — than albums. A single song can determine whether or not someone gives the rest of your music a chance, if they see you on tour, or if they ever think of you again. You have one chance to convert listeners, and most of the time that chance is the first thirty-seconds (or less) of any song you choose to promote.
With this in mind, it is very important that you treat each single release as if it is the biggest thing to ever happen. Your singles should be events that are promoted heavily and celebrated thoroughly. Everyone should know you have a new song, even if they don’t get around to streaming the track themselves.
Thanks to our pal Jesea Lee from High Road Publicity, we now have a seven-step guide to maximizing the value of a single release. Check it out:
Set a release date with enough lead time!
Most artists don’t have enough content to fill two months of promotion for a single song. Maybe you’re the exception, but generally speaking, four to six weeks is an ideal timeframe to promote new music. That allows you time to make sure everyone who cares about your career and many who don’t are made aware of your plans.
Create a Spotify pre-save campaign.
Streaming is king, so you might as well bow down and acknowledge the reign Spotify has over the music business. Pre-saves ensure people don’t forget your new music is released, and they only take a few minutes to create. SmartURL is a tool which allows you to create different geo-redirect links for music & more. It is completely free, although some features are restricted to registered users only (registration is free!). SmartURL has a tool called ‘Pivot’, which will allow you to put all of your URL links into one landing page, such as iTunes/ Google/Amazon/Spotify, etc, and your fans can then choose their favorite service and be redirected to it. If you’re looking to only set up a pre-save, there is a specific ‘Pre-Save’ tool. This is open to registered users. To set up a pre-save on Spotify you’ll need the URI of your release.
Other pre-save link generators exist. Find the service that best meets your needs and use it.
Update your Spotify profile.
When your new single comes out, and the world is finally paying attention, how will people know who you are and what you’re all about? Spotify profiles can feel sparse at first, but you can make the most of them by adding thoughtful bios, tour dates, and plenty of pictures for your fans to enjoy. If you have the budget, please consider hiring someone to help create a bio and other content for your page.
Submit for Official Spotify Playlist Consideration and Release Radar.
Playlists are the new mixtapes. Placement on popular playlists can turn unknown musicians into viral sensations overnight, sell tickets, and get people talking about your music. Spotify has a great tool for playlist submission that will get your song in front of curators who oversee some of the platform’s most popular playlists. Here’s how it works:
Log in or sign up to Spotify for Artists using a desktop computer.
On the ‘Home’ section, click ‘Get Started’ next to the music you’d like to submit.
If it’s an album or EP, choose one release to submit.
Complete the playlist submission form, giving as much information as possible about the track.
Reach Out to Press and Independent Playlists
You know what is louder than you screaming into the void known as internet about your new material? Dozens of people screaming into the void about your new material.
Haulix is used by thousands of artists to reach tastemakers in all corners of the world with fully-customizable promo pages that compliment the music being shared. You can sign up today for a one-month trial, upload your contacts, and immediately begin promoting your music to people in positions of influence throughout the industry.
If you need help finding independent playlist curators, try this post or this one.
Tease on socials.
Your creativity outside of writing and recording will likely determine how much traction your new single receives online, especially from people unfamiliar with your work. Create and share teaser clips, video clips, memes, song lyrics, behind the track information, and anything else you can think of to promote the song’s upcoming release. If you need help coming up with content ideas, especially if you have a limited budget, we recommend learning from artists like Heart Attack Man and Hot Mulligan. Both bands keep their names circulating throughout their music scene without needing to constantly release polished music videos or studio tracks. Just be yourself (in the most creative way possible).
Prepare your release day social posts
The last thing you want to happen on release day is to find yourself scrambling for content. At least five days in advance of your single release, take time to craft a series of social media posts that are unique to each of your channels. Know what you’re going to post to Instagram, Twitter, and Facebook, as well as when you’re going to post it. That way, when the day comes, you can focus all your energy on engaging with listeners in real time.
