Everyone knows, in order to make a living doing music, you have to make some kind of money. And that's not as hard as your friends may make that out to be, but it won't just happen without a plan and some concrete goals. This post is intended to help you establish some of that.
Single Release
A month or two before the release of your album release one of the singles. This can be a great way to create a spark about your project. If you have the budget, you could bundle this with a music video for the song. If you don't, a single will suffice. At this time start talking about your Pre-Sale packages and how they'll be available next month.
Pre-Sales!
Before the release of your record, hold 'Pre-Sales' for it's release. This could be a month before or two months before. It's up to you, but you want to let two weeks to a month have passed since the release of your single. If you release your record through CD Baby there's a Pre-Release option. I highly recommend it.
If you have a site, create different packages for your album release.
Example:
1. Digital Copy + Hard Copy + 2 Album Release Concert Tickets + Exclusive Single
2. Digital Copy + Hard Copy + Band T-Shirt
3. Digital Copy + Hard Copy + 50% off a prior release
4. Digital Copy + Hard Copy + Stickers
It's not uncommon to make each package exclusive to itself. Meaning, you can't get the sticker and the t-shirt in the same package and more importantly, the 'Exclusive Single' is only available in the premium package.
A week or two before the release, send your fans who purchased your pre-sale packages their goods and send them the full album the day before it releases. Hey, there's perks to being prompt!
Album Release Show
Book the venue for your Release Show as early as possible. Don't try to book the venue a week before the release. Just don't do it! It's also smart to start inviting people to it. Tell them where it's gonna be, date/time and price. Keep your fans in the know! Also start gathering your merch or pressing t-shirts yourself (if you have to). Just because it's for your new album doesn't mean you can't sell a lot of great merch. Have a plan for your merch table's design and recruit a friend or a relative to run your merch table on the day of the concert.
Press Release
It's easier to get your music into people's hands when you have help. Many artists ignore this facet of marketing, but press is good. Before the release of your album make a list of who you would like to reach out to about your new project. Are there any notable bloggers, newspapers, magazines, websites, podcasts that would be a good fit for the music you make?
Now, get a variety of photos taken of your band. Some can be color, but have some black & white just in case. When getting the pictures done, remember...you're the focus not the location. A simple picture here is better than one where you're balancing on a tightrope over a pit of guitars. They need to see your face (or maybe not), just whatever fits your music's brand.
Then you'll want to get a good writer to do a short bio of you as an artist. This could be a friend that's an English major or it could be a professional who writes copy for a living. It's up to you and your budget, but remember you want to be taken seriously as a professional. So make sure it sells your act. Be sure to include info about your new album/project in the write up but don't go into painstaking detail. The press doesn't need to know what mic you used to record the pan flute. Unless it's a recording magazine. Again...the aim is to sell your art and your new project.
When contacting press be sure to offer them some free stuff. If it's a music blogger offer them a free track from the new album. Give them an exclusive. If they like it, offer to send them the album free of charge for their personal listening. This is a friend you want to keep.
After the initial contact, be sure to follow up with them. See what they thought of the album. If they're going to do a feature on the project be available for an interview or to answer any questions they might have about it. If they do cover your project check on them once a week or once every two weeks at least, to see how they are and how it's been received. Like I said earlier...this is a friend you want to do your best to keep.
Contests
Free marketing is great marketing. Allow your fans to market for you. I recommend to artists to run a contest for a free copy of the album or for a free Premium Pre-Sale Package. Again...it's up to you.
The contest could be as simple as recording a cover of your single on YouTube and have their friends view their video to win. Most views wins the prize. Or it could be make your own music video for the single of our song. Or you could hold a remix competition and provide contestants with the stems. The contest can be anything, but the point is to maintain momentum before the album drops.
Release Week
On the week of your release, keep checking in with your press, send any packages that still need to be sent off and choose your winner for your contest. This should be a fairly busy week for you. Post on your website and your social media about the release, but don't be annoying. A simple two lines with a link is enough.
If you have these kinds of fans, ask them to write reviews of your album on iTunes. I know it sounds crazy, but albums with reviews sell way more than ones without. Don't wait too long to do it either. Sales are greatest the first two weeks. After that there's a steep decline in sales, so you want to have those reviews as soon as possible.
I hope that helped and gives you a game plan for your next release. It's a lot of work, but hey I promise it'll be worth it when you can quit your day job to do music full time.
be kind+make good music.
