Dear Musician Releasing Music in 2024. Are you simply bad at marketing and PR, or do you just not want to do it?
I ask myself this question whenever I come across a beautiful body of work 2 or 3 years later than I should have. As the new car smell of 2024 fades, the “Compliments of the New Year” sentiments will also disappear. When it does, the dreaded “When are you releasing your next project” questions will flood in. Soon enough, music lovers will dig through their favourite streaming services for fresh finds. Is 2024 the year when they find you? Ultimately, the readiness to release your project should be compatible with the listener’s readiness to receive it. However, for every artist that is not Beyoncé, a surprise release might not do the trick.
The powerful, precision grip that major record labels have on the networks in the music industry is eye-popping. Needless to say, this segregates signed and unsigned artists into the haves and the have-nots with unbelievable ease. However, the divide that this inequality promotes is shrinking, thanks to social media. Pre-save links and Instagram stories are a popular yet timid way to tell people you are releasing new music. Nevertheless, you must do more if you truly want people to hear your music. My exploratory understanding of contemporary artists is that they are often unprepared or have little resources to do more.
Merriam-Webster defines modesty as not being too proud or confident about yourself or your abilities. Sharing the news about your art takes a level of conviction and confidence that few artists have the time to nurture. South African Jazz artist Emamkay paints this picture beautifully in ‘Love Is’ from his ‘Love Is Energy’ album. He says, “But I’ve been so obsessed with this music shit, that I could straight produce the hit, then forget to move the shit. That’s useless.” Indeed, producing hits and telling nobody about them is a waste of production and obsession. Treating the industry as a supply chain that distributes your bars to adoring fans is important. The work of selling yourself is not pretty, but it is necessary. Unfortunately, the internet’s vastness ensures that much of the content we produce disappears into a void. Consequently, a calculated strategy will make sure that does not happen.
Understandably, the thought of shoving your art down people’s throats does feel disingenuous. However, with 120,000 songs uploaded on DSPs daily and 4 billion playlists on Spotify’s catalog, competition is fierce. Are you an artist making beats in your studio and just don’t know where to start? Here are 4 basic tips to get you on the right track:
- Choose a Good Distributor.
Transparency is an important element of any music distribution service or platform. Pay special attention to music royalty splits and ensure you get what you are paying for. Opt for a ‘non-exclusive’ clause, which allows you to use different distributors for each release. However, select an exclusive agreement if you want a distributor to be hands-on with all your releases. Your catalogue will be solely controlled by one distribution company. If they do an excellent job, you won’t need to worry.
- Prioritise High-Quality Single/Album Artwork.
If you are not a graphic designer, befriend one. Unique, eye-catching cover artwork is one of the few subtle ways to get people talking about you. Additionally, people listen with their eyes as well as with their ears. If you can successfully stimulate both senses, you increase your chances of connecting with a listener.
- Create and Execute a Post-Release Plan.
Time zones and algorithms guarantee that some people will hear about your music before others. Create a content loop that seamlessly leads them to your music and social media accounts. There is no right or wrong type of content to publish on your accounts and channels. Ultimately, whatever fits your personality is what you should focus on when you are brainstorming. Your audience will enjoy consuming if you look like you’re having fun creating.
- Tell SOMEONE That You Are Releasing New Music.
Word-of-mouth is one of the oldest yet most effective ways to market yourself. Also, there is no shame in the “listen to my music” game. Social media users always look for the next best thing to celebrate or criticise. Do not let the insensitivity of modern-day subjectivity intimidate you. The successful creation of art is worth the celebration. The blood, sweat, and tears it took to lay it all on the track are worth mentioning.
“Sharing music is personal because music speaks, it feels, it breathes. And it always says something about you.” C.G. Drews, the author of this quote, uses it to tell a passionate story about music’s power to bring hope. Therefore, by sharing the music, you’re sharing the hope too. When the time comes for you to share, may you relish the results, and may your community feel your heart.
