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?
Video is playing an increasingly important role in music discovery, which means you could be one clip away from stardom.
Like it or not, creating great video content is key to succeeding in music today. The digital generation has embraced visual media far more than their parents, in part because of how easy it is to access, and that trend is likely not going to change. Video is everywhere. You can watch countless hours of visual entertainment for free with just a few clicks anywhere on the planet, with thousands of additional hours of content being uploaded every day.
YouTube consistently ranks as one of the top places to discover talent, which means a great music video could be your key to breaking away from the competition. But how much do videos cost? Indie Mogul may have the answer.
In a new video shared to their YouTube channel, the team at Indie Mogul sat down with a music video producer who has worked with a variety of talent to examine the cost behind three recent viral videos. The producer explains how the videos were made, how much time they required, how many people were likely involved, and sheds light on the cost associated with each clip.
The big takeaway is that cost does not equal quality. No one can guarantee a music video will perform well, nor can any amount of money spent. Successful music videos require a great talent, a great song, and a great team of people working together to create something that has an intangible quality of uniqueness. The clip, for lack of a better phrase, needs to captivate viewers.
Watch the full video from Indie Mogul below. If you want more video content related to life in the music business, head over to our YouTube channel and subscribe today.
Finally, a streaming service solely focused on music videos has debuted in the United States.
The internationally popular music videostreaming app XITE has made its official debut in the United States today, March 12. The free service, which is now available on a number of major platforms, arrives with a catalog including all three major labels — Universal Music Group, Sony Music Entertainment and Warner Music Group — as well as indie labels and distributors like Beggars, EMPIRE, PIAS and Armada.
Already available in Europe, Canada, and the Middle East, XITE is a Netherlands based company that launched in 2008. The 24/7 music video streaming app has been quietly rolling out on Comcast X1 Infinity, Apple TV and Amazon Fire TV over the past few days and weeks, with Roku availability coming soon and mobile and tablet availability scheduled for arrival the second half of the year. The official launch happens on the same day as the start of SXSW Music 2019 where the company will be participating in numerous events, including panel and mentor sessions.
XITE differentiates itself from other video streaming platforms by focusing solely on music videos and exclusive performances. The service allows users to favorite and skip videos; create new stations and playlists by genre, era or style of video; and adapts to users’ preferences based on watching and liking history. There are also dozens of XITE curated playlists to enjoy as well, some of which are highlighted in a video released to celebrate the platform’s launch in the United States.
“Music videos continue to dominate overall music streaming, and we see an enormous opportunity to bring a beautifully designed, pure-play music video service to the U.S.,” said co-CEO/co-founder Cees Honig in a statement. “We’re excited to give U.S. music fans a new way to enjoy music videos, the way we have for millions around the world.”
XITE is currently free to use, but a premium service is planned for later in 2019. Details of the premium service and pricing have not been revealed.
U.S. GM Shelly Powell added, “XITE is all about giving fans the best possible way to experience music videos — on the biggest (or smallest) screen in the house — whether they’re leaning back and enjoying a playlist created by our expert curators or making their own personalized channel.”
One successful musician explains what it takes to ‘make it’ today
Everyone working in music believes they know a thing or two about what it takes for someone or some group to ‘make it’ in music today, including the people behind this blog. We believe – just like everyone else – that our advice will help you get new fans, engage with those already following, and build a career worthy of your talent.
You know what most of those people, including those working on this blog, have not done? Lead a successful career as a musician.
Brian Burkheiser is another story altogether. One-part of popular alternative rock group I Prevail, Burkheiser recently took to Facebook to shed some light on how he and his bandmates found success in this crazy industry on their own terms. We hung on every word and believe you will (should) too. Enjoy:
So a lot of people always ask me how I Prevail grew so quickly. Here’s my response.
If you want your band to grow and get big, you need to be involved in every aspect of your business and constantly be looking to improve your craft.
Songwriting, performing, social media, marketing, merch, finances, etc. If it’s your baby and you really have a vision, you need to be 100% involved in everything your band is doing. There are a lot of distractions in this music scene and it’s very easy to lose sight of what your initial dreams were when you started your project if you get to caught up in all the outside commotion.
A lot of people will sneak their way in as you grow and get bigger. They’ll tell you what you want to hear in the moment, but then ultimately try to get you to follow their vision instead of yours. Don’t be bullied, if you feel strongly about something, fight for it. The biggest lesson I’ve learned in the industry is that if you don’t fight for your way, you’ll get walked all over. Industry people who are used to pushing artist around will do so if you don’t stop them. Your job is to speak up if you’re not in agreement with something.
At the end of the day, it’s your band. Sure, there are a lot of amazing people you will work with that will help grow your career. But it’s your job to separate the good guys from the bullshiters. Don’t let anyone gain too much control of your business if you don’t feel absolutely confident in them. All it takes is a couple bad moves to bring your band down in an instant.
If you want to continue to grow, never lose your work ethic and continue to grind. There will be a lot of days when you think, “is this worth it anymore?” Well, just know if you can get past those thoughts and keep fighting, you WILL succeed in this industry. Quite a bit I feel mentally and physically fried, especially when I’m out on a long tour. Touring can be a grind, especially when your trying to run a buisness at the same time. That’s where your drive will really get put to the test. How much time are you willing to dedicate to your band?
I’m not saying you can’t have fun and enjoy yourself a lot while on the road, it’s just about finding the right balance. If you are too caught up in the party lifestyle you’ll forget what got you here, but at the same time if you never give yourself a break from the business side and being a perfectionist, you’ll drive yourself mad. It will take some time, but eventually you’ll find the right balance for you.
Now the most important thing about this whole post. Your fans. Always treat your fans right. They made you. They’re giving you a chance to live your dream. Do right by them, and they will always do right by you. I’ve had so many incredible interactions with so many people the past few years and it’s absolutely what keeps me going. I get emotional thinking about how many stories I’ve been told, and how happy it makes me that someone can relate with the same stories that I’ve relayed through my music. Even on your darkest days, just know that your fans will always be by your side. Always be thankful for that.
So yeah, I know that was a novel. I just wanted to get out some advice I feel like I would have loved to have been given when starting my band.
I Prevail can be found on Vans Warped Tour all summer long. You can get a taste for their music below:
Staake, a renowned creative mind behind numerous music videos, recently found himself in the unusual predicament of showing up to a shoot only to discover the talent that hired him was nowhere to be found. The extras and label reps were present however, as were the set pieces, so Ryan did what any professional on a schedule would: He pushed on.
The job in question was a music video for the single “Wyclef Jean” from Atlanta rapper Young Thug. Staake had based his shooting schedule on a recorded conversation with Young Thug that had taken place prior to the day of production, but when Thug was nowhere to be found the morning of the crew had to work around his absence. The same shots were completed, sans Thug, with a promise from label reps and management that the rapper would appear later in the day.
….But that never happened.
Staake’s budget for Wyclef Jean was $100,000, and though he did not have his star he managed to film every sequence he was tasked with bringing to life. He was given some performance footage to splice in after the fact, which was shot in a lower quality than the video itself, but that was all he could get from the man who was supposed to be in essentially every scene of the video.
With no other paths to getting the shots he wanted, Staake decided to deliver a final cut that featured everything Young Thug wanted (except, of course, Young Thug himself). He also added text overlays to explain what should be happening in sequences, as well as what shots were impossible due to Thug’s absence. The result is one of the most unusual and amusing music videos in a long time. Check it out:
Perhaps the most surprising thing about the video above is that it was actually uploaded on Young Thug’s official Youtube account. This mean Thug either approved of the cut above himself, or that someone at his label figured they might as well use the clip after spending a cool one-hundred grand having it made. Whatever the case, I’m happy this clip made it to the light of day.
James Shotwellis the Marketing Coordinator for Haulix. He is also the Managing Editor for Substream Magazine, host of the Inside Music Podcast, and a 10-year veteran of the entertainment business. We recommend you follow him on Twitter.
The following post was originally written by California based singer-songwriter Stormy Strong, who is currently being represented by the awesome team at Muddy Paw PR. We believe Stormy has an amazing future in music ahead, and I think there is something artists at every level can learn from their experience. Enjoy!
My name is Stormy Strong (yes, that’s my real name) and I am a saltwater rock singer-songwriter from Santa Cruz CA. As an artist, I have longed to spread my music as far and wide as possible, and I’m constantly trying to figure out how can I get it out there with all the competition of record labels and bazillion other forms of entertainment vying for people’s attention. The problem is, I simply don’t have the bank account of some of those larger entities. One way I’ve found to stand out without spending a ton of money is producing story based music videos.
Every musician should have a strategy for video releases. Continually creating and releasing content will keep your band relevant and current. When creating your next music video consider the following:
1. Song
I pick songs that I love and that I have a gut feeling are strong representations of who I am as a singer-songwriter and accurately represent the sound of my band. The song that embodies the vision of my musical journey. You can do this yourself.
2. Concept or Vision
I first come up with an idea around the song we’re working on either with collaborators or by myself, looking for themes that fit the song and my musical vision. I’m always sure to incorporate my personal brand, which in this case has strong nautical ties. My songs tend to involve storytelling but there are no hard and fast rules. Write a script or find someone to help you. Then create story boards (you can Google for tips on creating both) Keep iterating on it, you can do this yourself but it’s always good to have people you really trust with your art give feedback.
3. Budget
Set a minimum budget (what you hope it will cost based on research of what you will need) and a maximum budget (what you can afford). Then double the maximum budget (“disaster scenario”) and ask yourself, if it ends up costing me this this amount, will it be a total loss? Example: I want to make a video for $500 best case scenario (minimum). I could get $1000 if I had to (maximum) … BUT if disaster strikes and we lose all the footage because my friend dropped the camera off the boat then we’re looking at $2k, disaster scenario. Always make sure that your crew are paid—if not monetarily then in another agreed upon method.
Some costs to consider:
Talent
Crew
Props
Permits
Gear and rental equipment
Food and water for crew
Location
Insurance (for shoot and or gear)
Talent can make up a lot for lack of high end gear. I’d argue someone with the knack for filming and editing could make a very compelling video and give the pros a run for their money. In fact Talent > Gear.
4. Team
Collaboration makes it more fun and will result in a stronger final product. Try to find people who you trust, that are excited about the music and the concept, and have talent in the areas you’re looking for. Don’t be afraid to exchange services and if it makes sense, show them your budget so they can see where you’re coming from. No one likes being taken advantage of, so whatever you do, don’t burn bridges.
If not yourself, you’ll need someone to shoot and edit the video, as well as someone to do color grading if possible. Everything else will be talent: people helping with sets or lighting, props, etc.
5. Network
Everyone one has friends, colleagues, family, acquaintances, etc.—this is the time to call on those people. Ask around when you are looking for something you need. It’s amazing how helpful people can be and all of my videos are the result of leveraging my networks and extended networks heavily. Some people might hear about what you’re doing and want to work just for credit, or to play around with a piece of gear they’ve been eyeing. Some people LOVE doing certain things that rhyme with what you are doing… you just have to find them!
Once you have a script and storyboards in place you’ll be ready to start planning for the days of shoots. Make a list of all the people involved with their phone and email addresses (Google docs works well for this, as well as for sharing the script and storyboard for collaboration). You may be able to shoot the whole video in one long day depending on the number of locations and complexity, but the better you plan the more likely you won’t need to do pick-up shots (these are shots you have to later re-shoot). You’ll have to do a lot of hard work getting props, scheduling shoots, and keeping in touch with people to make sure they arrive at their scheduled times. If you have someone that wants to help with this (a band member perhaps) that’s optimal.
Always go with your gut on the set and be professional. It’s your video so you will need to exercise patience, and compassion, while being efficient and keeping things moving. Make sure you have a solid relationship with the crew and never be afraid to tell them what you want. That being said, a lot of great ideas come from collaboration, so try to remain open to alternatives. Often weather and sick crew or talent will be your biggest hurdles. Always have a backup plan.
If you don’t mind hard work, and are patient, then you can make yourself one hell of a music video without a huge budget. It’s an extension of your music and I guarantee after your first video you’ll be itching to create more.
Santa Cruz, CA based alternative “saltwater” rock leviathan Stormy Strong formed in 2006 and has been sweeping the globe atop a tsunami of salty melodic anthems ever since. Unrelenting rock hooks sink unforgettably deep in his music, giving way to honest lyrics soaked in raw emotion that splice seamlessly with award winning song-writing. His songs will leave you cast adrift, melodies swimming around inside of your head long after the show is over. You can view his latest music video, “Sail Away” HERE and keep an eye out for the premiere of the “Holiday” music video later this year.
If you’re anything like me, you probably started the day by recognizing that the start of a new work week had indeed arrived and then immediately began shaking your fists at the sky in anger. Monday is rarely anyone’s favorite day, and from what I have seen firsthand it feels safe to say it’s the one day of the week some people outright hate. I guess to them the arrival of the work week symbolizes the end of their quote/unquote freedom, and as a result they head into the office/factory/restaurant/store with a negative outlook already on their mind. This leads to bad attitudes, which only makes the experience of being at work worse, and for some reason it also seems to make time slow to a crawl. We’re not about that life, and we hope this post can do the same you that the song contained within it did for us.
This morning I woke to the sight of my cat, Paws Von Trier, staring out the window with a look that was slightly different than the one I’ve grown customer to greeting with each new day. He glanced at me after I rustled the sheets, then looked back out the window again. I asked if he was looking at birds, but his head did not swivel as it usually would, nor did his voice crack with the half-squeak half-meow sound that he typically omits whenever attempting to make conversation. That momentary silence told me everything I needed to know about what was happening outside. Paws wasn’t quiet and still because he was worried the birds might catch on to his voyeuristic intention, but rather because he was witnessing the first real snow to hit Boston since Winter began. I don’t know much about the longterm memory of cats, but having survived New England’s worst winter in over a decade with Paws by my side just a year ago, during what would have been his first winter ever on this planet, I’ve grown to believe that he associates any snow falling from the sky as a sign of an impending blizzard.
Of all the ways one could choose to wake up, I’d wager that opening your eyes to almost immediately recognize the fact snow has fallen since you fell asleep is rarely, if ever, someone’s first choice. Knowing the world outside is not only cold, but likely filled with small tasks requiring varying amount of physical labor (snow shoveling, scraping ice off cars, etc), makes an already stressful work day infinitely worse. It also starts your day with a negative outlook, which never bodes well for your personal goals or your interactions with the outside world. You may try to wash off the bad vibes in the shower, or perhaps attempt to drown them in two or four cups of coffee, but more often than not these efforts are futile at best. Nature’s decision to surprise you with snow has cursed your entire Monday, and as a result everyone you meet must feel your wrath.
This is where music comes in. For whatever reason, and scientists will agree, music has the ability to ease the worried mind and relax a tired heart. When all hope seems lost and you feel as if you will soon come apart at the same there is always a better than decent chance a well timed song with just the right sound or feel will save the day. Hell, it may even save your life. Music, and by that I mean the kind of song crafted by one or more people working together in a small space out of a desire to do nothing more than express themselves, is the best medicine outside of actual medicine, and it can work wonders that words fail to properly describe. I cannot tell you exactly why a song or album saved my day, but I can tell you how it made me feel when it hit my body via my ear canal. I can describe to you the way the colors of the world around me grew brighter with each note plucked from a guitar played by Koji, or how the chaos of traffic in a city setting felt somehow complimented by the crashing drums of an overlooked song from Have Heart, but my ability to convey my experience immediately falls apart when asked to explain the mechanism behind it.
I really did begin the day as described above, and I did attempt to shake the negativity from my bones with a hot shower and a gluttonous amount of coffee, but truth be told neither effort made much of a difference as far as my mood was concerned. The snow had chilled my heart, and it had lead me to believe the day would be as dull as the world now appeared to be from my office window. It wasn’t until I had sat down at my desk and began pouring through emails overlooked during the weekend that I stumbled upon a cure for my Monday morning blues. As with all the best surprises, the music that saved my day came from a group I had never known on a label I did not know existed prior to today. My guard was down and my mind was open, allowing me to be blown away by anything truly deserving of my attention, and just as I thought the day was doomed I came across a record that I now believe will soon be changing lives around the globe.
Simmer is a three-piece rock band that brings to mind the glory days of early punk and channels its ethos through a slow and expressive indie-tinged sound that is both ambient and experimental in ways that are endlessly enthralling. Their upcoming debut release for Dog Knights Productions, Paper Prisms, boasts the instrumentation of an angsty Explosions In The Sky combined with lyrical themes of growth, loss, love, and evolving world perspective. As the album plays you get the sense that the members of Simmer are soaking in life and the way it has changed with the passing of time, but they have yet to fully accept that we can never go back. This is a sentiment I am sure most you reading this now can relate to, though you might hate to admit it. There are people, places, and times in our life we spend weeks, months, and even years hoping to return to, even though we know such feats are never possible. Those memories, frozen in time forever, exist to remind us not of what we have lost, but of all the magic that can be found in our everyday lives. We as humans tend to forget that fact, choosing instead to believe those moments point to a time better than the one we have now, but as time carries on we grow to see things for what they really are in our own ways.
Take for instance, “Charles,” the first song from Paper Prisms to be made available to the public. The song sounds like a mix of shoegaze and punk influenced emo conveyed through a wall of sound approach that engulfs the listening from the opening moments and never lets up. You’re carried away in the band’s overall sonic expression before the vocal hit, and when they do their presence only adds to an already rushing wave of sound that you have no hope of escaping unhooked. Like all the best songs, “Charles” sucks you in and refuses to let you go. If you’re willing, “Charles” will allow you to get lost in a world of music far, far away from the inconveniences of daily life. You see, there is no pain in the world of “Charles,” just a journey through Simmer’s art that is both endless interesting and repeatedly jaw-dropping, just like Paper Prisms as a whole.
Whether you’re a post-rock kingpin in need of something new or an aging emo kid turned progressive punk loving adult hoping to find the next band that will change you life I assure you Simmer is a band you need to know. Paper Prisms is the first great indie rock album of 2016 that defies simple classification, and with the right marketing the record could very easily establish Simmer as one of the bands to beat in this still very new year. Even if that doesn’t happen, the record will still be great, and you would be a fool to not make room for it in your personal music library. This is the kind of album that can save you even on the worst days, and really, what more could you hope to find in any work of art?
Paper Prisms will be released on March 6, 2016 by Dog Knights Productions. Click here for pre-order information.
James Shotwell is the Marketing Coordinator for Haulix. He is also a professional entertainment critic, covering both film and music, as well as the co-founder of Antique Records. Feel free to tell him you love or hate the article above by connecting with him on Twitter. Bonus points if you introduce yourself by sharing your favorite Simpsons character.
Hello, everyone! Welcome to the beginning of a brand new week. We are kicking things off with a little help from our friend Seth Werkheiser, and we hope you’ll heed the advice he has to offer. The piece you’re about to read was originally part of Seth’s popular ‘Novelty And Nonsense’ email list. If you like what you read, click here and signup for future mailings.
This site exists to promote the future of the entertainment industry, and to do that we need input from people like you and your entertainment-loving friends. If you have any questions about the content in this article, or if you have an artist you would like to see featured on this blog, please contact james@haulix.com. We can also be found on Twitter and Facebook.
On YouTube you’re the pink space above. That’s it.
With a pre-roll ad you disappear.
See those videos on the side? Distractions. Noise. All aiming to be more compelling than your video, chosen my algorithms to drive more clicks (and money) for YouTube. Cha-ching (for them, not you).
That’s the fight you enter into each time you Tweet a link to your brand new video on YouTube.
You’re bringing a knife to a gun fight.
Do this instead. That pink space? That’s yours.
Fill your space with upcoming shows, links to your merch, and / or pretty pictures of your cute face. Don’t give up that space to other bands, makers, speakers, or bullshit BuzzFeed videos (because they’re engineered to win).
It’s 2015 – start driving traffic to your stuff instead of landing pages for fancy-pant sites engineered to distract your fans.
Seth Werkheiser is the quiz master of metal trivia at Skulltoaster. He’s also the founder of some music sites you may have heard of, including Noise Creep (2009) + Buzzgrinder (2001). He’s anti-Facebook, anti-clickbait, and anti-growth hacking. You should most definitely follow him on Twitter. Yes, right now.
This may be the only Haulix company update of the year that falls on a holiday, and to be honest we haven’t the slightest clue how to make the most of the occasion. We do love Halloween however, and we love music that sounds inspired by the holiday even more. Take Harley Poe, for example. Hailing from Indiana with music that could double as the song version of your favorite horror film, this folk punk outfit offer unique thrills and chills that make it possible to enjoy Halloween all year long. Check it out:
Each and every Friday we like to take a brief break from our regularly scheduled programming to update and reflect on everything happening at Haulix HQ. We are far more than a music blog, as many of you already know, and posts like this give us an opportunity to share more our efforts with all of you.
WE HAVE A DEV UPDATE!
Last week was the first in over a month to not end with some kind of major development update, and it looks like that will remain the case for the foreseeable future as our team of creative minds continue to churn out releases that improve the Haulix experience for clients and members of the media alike. This week, our development team released a Promo Grouping feature that allows for clients to better organize and assign their team efforts. Here’s how it works:
Continuing our recent string of platform updates, we are pleased to announce Promo Grouping — a feature that will simplify your organizational efforts. This tool is one we have received many requests for, and we think you’ll find implementing it to be incredibly easy:
Sign into your Haulix account. On the Dashboard you will see your current promos listed at the bottom of the screen.
To begin creating Groups, first click the ‘Promos’ tab at the top of the page. When the new page loads, click the ‘Groups’ button at the top of the page. A new window will open and ask you to name your new group. Enter the desired title and click ‘Create.’ Another window will ask you to confirm the information. Agree and your new group will appear on the left rail of the ‘Promos’ page.
Once the Groups have been created, it’s time to organize your promos. Using the list of promos on the left rail, drag and drop each promo name underneath the group you want it assigned to. If you would like to organize the order in which the groups appear, use the arrows next to each group title to move them up or down the list.
You can also assign your new promos to a group as they are made. When editing a promo, click the ‘Groups’ dropdown list on the promo screen and select the group you wish to assign that particular promo to:
The Groups created on these pages and the promo order set in place will immediately be reflected on your Dashboard and Invitation screens.
Deleting a group is as easy as creating one. Return to the ‘Promos’ screen, click ‘Groups,’ then click the red ‘X’ next to the Group you wish to remove. Deleting a group will not delete the promos contained within that group.
Please note: Promo groups cannot be added or deleted by Sub-Administrators. Only Master Account holders are able to create and organize promo groups.
On the promotional side of things, our very own James Shotwell appeared on the 100 Words or Less Podcast. He spoke of Haulix and our plans for the future, as well as his own life experiences. Click here to check it out.
Our own podcast, Inside Music, is taking the week off. We will be back next Thursday with a brand new episode and plan to continue delivering new content every week in November. Fun fact: James turns 27 this month. He’s the youngest on our staff, but soon we won’t even be able to call him young! Where does the time go.
In case you missed anything this week, here is a rundown of our latest content:
That’s all the updates we have for you this week. Have a safe and absolutely insane Halloween. We’re taking tomorrow off from posting new content, but will return Sunday with a new Job Board update. Thank you for your continued support and readership.
Hey there, everyone! Today is one of those magical days where we woke with plans to do one thing, but life quickly let us know we were meant to do something else altogether. Isn’t it exciting when those moments arise? The piece you’re about to read is based on events that happened this week, but truth be told they occur all the time. Whether you’re big or small, this one will help you when the unexpected occurs.
This blog exists to promote the future of the entertainment industry, and to do that we need input from people like you and your entertainment-loving friends. If you have any questions about the content in this article, or if you have an artist you would like to see featured on this blog, please contact james@haulix.com. We can also be found on Twitter and Facebook.
You know that saying about the best laid plans of mice and men and how they often go awry? The same can be said for the promotion of major label and indie artists. We can give you all the information you need to get started with your marketing efforts, and you in turn can do everything in your power to use those newly developed skills to build your brand, but sooner or later something will go wrong and your big reveal will be spoiled several hours, or even days, before its planned release. When that day comes, and regardless of how many smart people you surround yourself with it will eventually occur, the best thing you can possibly do is roll with it. Scramble to make a new plan, yes, but in the digital age it is impossible to put your metaphorical cat back in its bag. Once it’s free it’s free, and people are going to see to it your cat remains free even if you try to say otherwise.
This week, the popular hard rock group known as Bring Me The Horizon were set to reveal a new single titled “Drown.” The song, which is the first new material to be released by the band in well over a year, has been promoted throughout the month of October. Word broke on Monday of this week that the song would be released on Tuesday afternoon, but due to a miscommunication with the band’s label the video for the track was released shortly afternoon midnight on Tuesday morning. It’s unclear who discovered the clip first, but fans quickly began sharing the video online. When that information was brought to the band’s attention, they reacted by promoting the video across social networks along with a message that read, “Since our label are still struggling with the concept of AM & PM, #DROWN is here early.”
If this is where the story came to an end, this reaction would be a good example of what industry professionals should do when unwanted reveals arise. Unfortunately, Bring Me The Horizon’s label tried to cover their blunder by setting the video as ‘private’ so that it would not be available on YouTube. This occurred at a time AFTER the band promoted the video to their social network of well over a million fans, who in turn began sharing the video throughout their various social networks. Music blogs even posted articles about the video, complete with embeds. When the label moved the video to private, every single one of those links and embeds went dead. All the promotional efforts made by fans to help their favorite band promote a single that suffered early release went up in smoke almost as fast as it came into existence, and the chances of them repeating that share later in the day are extremely low.
Some fans reacted to the removal by taking matters into their own hands. Within thirty minutes of the video being pulled there were numerous links to pirated copies of the clip, as well as audio rips of the song itself, making their way across the internet. The quality was much lower than the actual release, but until the label decides to post the video a second time it’s the only version of the song curious fans will discover online. They might not be looking for pirated materials when they google the track later today, but if pirated materials are the only result that actually has content then it may be where they turn to engage with the material. This not only pulls focus away from the artist and release, it offers an inferior version of the musician’s product on a platform that gives nothing back to the people who created the song in the first place.
Beyond the immediate issues caused by the label’s attempts to hide their reveal, they have also severely hindered their ability to properly promote the song later in the day. By acting as if nothing happened they are only doing a disservice to themselves and the diehard BMTH fans who did their best to help the band they love. Sites won’t run the video twice, just like how people who promoted the clip as soon as it went live will not be sharing the visuals a second time. There are exceptions to these norms, of course, but they’re rare.
You only get one shot at a release for anything, be it music, news, or something else altogether. If anything goes wrong with that release, the hard truth is that it’s far too late for you to do anything about it without hindering the ability of you and your fans to promote that release. Unless the mistake is something so major it would be a detriment to your career if pushed to the public, do your best to roll with whatever surprises life decides to throw your way. It will be frustrating and at times even maddening, but the internet does not bother itself with second chances. You have to make the best of the situation you find yourself in, and make a focused effort to do everything in your power to make the next release better.
