Pressing Media: Planning your Release
Source: Kelly Warren, Vancouver
Publication date: July 5, 2011
Here at Pressing Media, you would be amazed how often I get a phone call like this:
“We’re almost finished mixing our songs and we have a release party booked for next weekend.
How fast can we get our CDs made?” Unfortunately this scenario happens all too often, and it’ the reason why I decided
to share a few thoughts about it.
Don’t book your CD release event until you’ve got your CDs in-hand and you’ve given them your stamp of approval,
because having a CD release party without CDs is a disaster. If you’re organized and well-prepared, the CD
manufacturing process can be surprisingly quick, but you have to be ready for potential delays such as graphic design
issues or even data flaws in your content master. I certainly can’t fault artists for being excited about unveiling their shiny
new CD , but many times that excitement causes the artist to overlook important planning details.
Don’t fall into the trap of thinking your CD Release Party is supposed to be the first time that anyone sees or hears your
CD. Why do major record labels and movie studios promote their new releases in advance of actually releasing them?
Imagine a big blockbuster production silently appearing in stores or theatres without the benefit of advertising, artist
interviews, rave reviews, public appearances and press junkets. If the release isn’t hyped in advance by promotion,
who is going to know about it? Who is going to care? Who will be lining up to buy it? The same thinking applies to
your CD release party.
Your CD is only new once, so take advantage of this great opportunity to promote yourself and your music – the purpose
of which is to drive loads of people towards your release party, website & your social media. The time you spend
waiting for your CDs to be manufactured is the perfect time to execute your promotional campaign. This should be
planned and started well in advance of the manufacturing process to ensure you have industry professionals, press or
media and most importantly as many fans as possible who are interested in purchasing your exclusive new product release.
Once you’ve got your CDs in-hand, pick a release party date that gives you plenty of time for promotion;
between 4 and 12 weeks is common for an indie-band and doesn’t compete with other major events in your town.
You don’t need unnecessary competition stealing away your crowd. Write out a schedule for your event’s promotional
and marketing campaign. Set targets, goals, completions dates for different tasks with everything building up and hyping
your big event – kind of like the election campaign prior to Election Day.
Remember “WIIFM”: What’s In It for Me? This is the philosophy to keep in mind when you’re trying to attract
new fans (i.e.: customers). Remember, the event is for the fans… not the band… so provide lots of reasons why people should
be excited about attending.
Targeting Fans: There is absolutely no point spending time, effort and money to promote yourself to people who won’t
like your music. Find out where your type of crowd is (on the street, on the internet, in print publications) and then
saturate those areas with interesting promotions. Leave lots of reminders about your ‘big show’ using posters, handbills,
display ads, CD artwork, band photos, banner ads, articles, reviews, interviews with local college or school newspapers,
websites, entertainment magazines, regional radio and television interviews. Exhaust all potential avenues.
This takes a lot of what is called “advancing” and requires you to have your CDs in-hand. This is the most commonly missed
opportunity by new recording acts. Research local media outlets and figure out who the right people are to talk to for reviews,
interviews and even personal appearances. Call them and ask permission to send them your press-kit for consideration.
Be friendly, polite, and follow-up with them. Collect as many reviews/interviews as possible and constantly update your press-kit
with them to make it even more impressive. Ask them if they would be available to attend your show as an MC or VIP.
You can advertise this fact to gain additional credibility and reasons for fence-sitters to attend.
Artist/Sponsor Alliances: There are local businesses who will want to take advantage of having all your fans together in
one place at one time…music stores, clothing stores, skateboard shops, printers, etc. Contact them and see if they are willing
to offset some of your promotional costs (like posters and hand-bills) or if they will offer some prizes or giveaways in
exchange for advertising or on-site access. Even consider getting another band involved with your party to help sell-out the
room and split-up the costs. Keep in mind that the vibe at a sold-out show is 10-times more exciting than having every second
chair empty. If you take the time to properly plan your strategy and create awareness about your new release, it will
drive excitement and anticipation for your upcoming release party. Don’t blow it with poor planning.
Don’t risk having your CDs show up a week after your party.
Kelly Warren is CEO and Co-Founder of Pressing-Media, an Eco friendly factory direct manufacturer.
Call today for an expert opinion regarding “You Pressing Needs”
Toll-Free: 1-800-511-8171 x 101 or email: sales@pressing-media.com
