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Singles Vs. EPs: What Should You Release?

single vs ep release strategy

As the music business continues to evolve, artists must learn to adapt. Finding the right plan for your next release is key, and today, we will help you figure things out.

The way we consume music is changing, so we must rethink how we release it. The days of people turning to albums for entertainment are gone. Today’s music fans expect everything to be available all the time at a moment’s notice. Those searching for new music seek out singles above all else. If they like what they hear, those same listeners will look for the rest of that artist’s catalog in time. That idea applies to new music from established artists as well, but only to an extent.

The first any artist should do is set goals. What do you want to accomplish with your next release? Be specific and reasonable with your answers. A good example of release goals would be gaining 1,000 followers and earning 10,000 streams.

Once your goals are set, release the song you believe is most likely to accomplish that goal and do everything in your power to make that track succeed. Create a music video, promote to your mailing list, create memes, and do anything you can come up with to reach your goals.

At some point between four and eight weeks after the track’s release, take time to review your goals and whether or not you achieved them. If the answer is no, choose another song and release that track. You should repeat the promotional efforts of the first song, as well as any new ideas you may develop.

When you achieve your goals, then you should move forward with plans to package songs together. You can pair your popular single with two to three additional tracks and release that material as an EP. That way, you can continue to capitalize on the momentum of the single while giving your current fans something new to enjoy.

That plan may not necessary for more popular musicians. Artists with sizable followings have to be accessible to new listeners while also keeping their more devoted fans engaged. These artists may see more value in sharing EPs over singles, if only because their audience is hungrier for content than those of musicians just getting their start.

In this episode of Music Biz, host James Shotwell answers one of the most common viewer questions by presenting multiple paths to success. The key to getting ahead is a combination of knowing yourself, your audience, and what you want to accomplish. If you can understand all that, then you are already miles ahead of your competition.

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Artist Advice Business Advice Editorials Haulix News

Promoting Music and Making Money During Coronavirus [VIDEO]

The live music industry is crumbling beneath musicians’ feet, but that does not mean the music business is in trouble. There are still many ways to maintain your creativity and generate revenue while touring is on hold.

The Coronavirus has turned the music industry upside down. In less than a month, virtually every tour and music festival have been canceled, with more postponed. These decisions have left countless artists without tour income they need to survive. That, coupled with the global closure or restriction of most service jobs, have left the global creative industry in dire straits. People are scared, and it’s hard to say when those fears will be alleviated.

No one can magically replace the revenue lost from live events, but the music business is still very much operational. The latest episode of Music Biz hosted by James Shotwell takes a look at what artists can do to maintain their sanity, continue creating, and — hopefully — generate additional revenue.

Don’t let the fear of the moment convince you that hope is lost. The music industry is incredibly resilient, and so is the human spirit. Throughout our history as a species, music has played a significant role in helping us through tough times and celebrations. Music keeps people believing in a better tomorrow, and when the time is right, people will flock to live music once more. Until then, do your best to apply the advice above, and try to take this unprecedented event one day at a time. You cannot control the world around you but you can control your influence on others.

For additional advice on sustaining your career during the Coronavirus outbreak of 2020, please click here and here. If you want examples of these ideas in action, we highly recommend individuals check out our stories on Code Orange and Dropkick Murphys. You should also follow Haulix on Facebook, Twitter, and YouTube.

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Industry News News

Should You “Shoot Your Shot” To Get Ahead?

A post from recent GRAMMY award-winning producer and songwriter Finneas has sparked a discussion over whether or not people should take a chance on themselves.

What is your dream? When you imagine your career in music, who do you work with and where? If you had the chance to show those people or companies your talent, would you?

“Shooting your shot” is a popular phrase for people who risk embarrassment and being turned away to share their ideas. Recently, GRAMMY award-winning producer and songwriter Finneas tweeted that he feels creative people should avoid shooting their shot and focus solely on developing something themselves. We agree with him, to an extent, but there are times when taking a chance on yourself is the only way to get ahead.

For starters, the competition for attention in music today is fierce. There are countless artists sending messages to labels, publicists, managers, booking agents, and anyone else they believe can help their careers daily. You can choose to sit out that battle, but doing so lowers the likelihood that someone in a position of influence will find you and give you a leg up your career needs to reach its maximum potential.

There is also the fact that being “good” is no longer good enough. There are many gifted artists with great songs and carefully-crafted brands that will never receive the amount of attention they arguably deserve. To stand out in today’s industry, artists need all the help they can get, and the best way to find the right person to elevate your career is by going after the professionals and companies you want to know about your music.

Billie Eilish is an outlier. Finneas is an outlier. Chance The Rapper is an outlier. There will always be exceptions to the rule, but for every outlier that reaches the mainstream, there are dozens or more artists who get there by shooting their shot and networking with others in the industry. There is nothing weak or wrong with taking a chance on yourself and reaching out for help. We’ll let Music Biz host James Shotwell explain the rest:

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Four Social Media Shortcuts To Avoid

There are a lot of tricks for improving your social media stats, but just because you can do something doesn’t mean you should.

Social media has given us many gifts. The world is more connected than ever. People from all walks of life can share thoughts and feelings with anyone willing to engage them. Complete unknowns can become famous with one great idea. Anyone can be anything they choose, both for better and worse.

But the problems with social media are numerous. Rather than focusing on the miracle of our connectivity, social media has cultivated a culture of attention-seekers who lack the patience or work ethic traditionally associated with success. Many people believe there are shortcuts to getting the attention they seek that replicates the work generally required without the effort.

Sadly, lies and deceptions about the ability to scale the digital social hierarchy have been greatly exaggerated. Anyone hoping to get ahead in music today should realize their online presence will be under review. You can amass as many followers as you need to feel important. That said, unless you can show those followers are actively engaging with your creativity, the numbers associated with your social media mean nothing.

Before you fall victim to thinking there is a way to game the system, please make it a point not to fall victim to these negative social media trends.

The Follow/Unfollow game

One of the oldest tricks for building a social media following is for artists to follow as many people as possible who could potentially take an interest in their work. If they play punk music, for example, they might spend hours following people who follow other, more popular punk bands. After someone follows them, the artist then unfollows that individual to keep their “Following” count as low as possible.

Promoting in the wrong place (artist/label/festival feeds)

A popular way for artists to promote their music is by comparing their art to the creative output of someone more famous. That method of promotion is as old as the music business, and it works perfectly fine in press releases or conversations.

However, artists come across as desperate when they begin sharing their music in the feeds of the artists, labels, and industry events they idolize. If you look at any tweet from Billie Eilish, for example, inevitably, you will find numerous artists replying to her tweets, encouraging Billie’s fans to give them a chance. Maybe they sound similar, but that isn’t always the case. Either way, it’s not a good look, and it does not impress anyone in music.

Don’t DM anyone

Social media is a public place to engage with private citizens. You do not need to send your music to anyone’s direct messages on any platform without first receiving a request from the recipient. No one is logging onto Twitter or Instagram with the hope someone they have never met nor heard of is dumping new music into their direct messages.

You want Billie’s manager to hear your music? Send them an email. You want her label to listen to you? Send them an email. You want Billie to hear from you? I don’t know how you would find her email, but go ahead and send one if you acquire it.

Sliding into a music professional’s DMs out of the blue is a quick way to get written off as another desperate artist spamming the industry because they are too lazy to develop meaningful relationships.

Don’t shame or criticize industry professionals (unless it’s necessary)

There are very few good reasons to shame a fellow music professional publicly. Did they abuse you or someone you know? Are they a threat to someone? If so, make sure you have all the correct information and utilize every possible path toward resolution before making a fuss online. If you don’t, you may position yourself for blowback and backlash that will damage your reputation more than theirs.

That said, if you are mad that someone isn’t returning calls or emails, that is by no means a substantial justification for harassing them online. The same goes for unacknowledged press kits. Very few, if any, music professionals ignore people for the sake of being mean. Everyone in the business of music is busy all the time. The industry never stops, and the same goes for the people in it. Be respectful of people’s time, and if they can respond, most will.

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Should Artists Promote Their Music On TikTok? [VIDEO]

TikTok relies heavily on music to keep users happy, but should musicians be investing time and resources to promoting their work on the popular video-sharing app?

It’s easy to understand why the advertisers and record execs alike are fascinated by TikTok. With over 1.5 billion downloads worldwide and more than half a billion monthly users, TikTok has a diverse community of content creators that are changing the way people discover things online. Just look at the success of Lil Nas X, for example. The “Old Town Road” rapper first found viral popularity by placing his now-iconic breakout single on TikTok. Additionally, Blanco Brown, Stunna Girl, and Ashnikko all landed record deals because their music became popular on the app.

With TikTok turning unknown talents into internationally-recognized names in a matter of weeks, musicians everywhere are beginning to question whether or not the same could happen to them. After all, TikTok needs new music to keep its users inspired, so there is always a chance your song could be the next single that takes the platform by storm. It’s also possible that your song fails to find a following on the app and goes nowhere. The TikTok community is wild and unpredictable, which is what makes it so great, but that also means that anything is possible.

Before you invest hours of time and effort into developing a presence on TikTok or attempt promoting your music through the app, Music Biz host James Shotwell has some insight to share about the platform. From the revenue artists may or may not see to the difficulties people encounter when trying to leverage their success, having a hit song on TikTok may not be all that great for artists on the rise. Watch the video below for more information.

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Singles Vs. Albums: What Works Best in 2020 [VIDEO]

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:

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News

DaBaby Sheds Light on the Reality of Social Media for Musicians

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.”

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.

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What Every Artist Needs To Do Before The End of 2019

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.

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Why Artists Need To Be More Patient With Securing Press Coverage

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.

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Three No-Cost Ideas For Better Music Marketing

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.

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