You’ve worked for months on your new album. Now what? Unless you have a major record label, experienced management, or a generous amount of investor money backing you, the ability to promote your own album is crucial. Aside from a talent for making great music, promotional skills are some of the most important skills you can have as an independent artist. When you can’t afford to hire a PR firm to push the album for you, try these five steps and cover your bases. Although daunting, keep in mind that these actions are crucial to your success and the process requires the 3 P’s: planning, persistence, and patience.
1. Target the right audience: It is very important to know and understand who your audience is in all aspects. What age group are they? Where do most of them live? What type of music do you like? If you pay attention to these details and come up with a list of people you want to contact, you can save a ton of time and money. Write lists and address each relevant group.
2. Create a press kit/promotional pack – This process isn’t as intimidating as people make it out to be. Think about what you need to include so that the media can see everything they need to know about you in a concise but detailed way. For example, a press kit could include:
A. A press release about the new album.
b. A concise biography (one page)
against The CD (either a single, EP or full length)
d. Quotes taken from press coverage you’ve had in the past, if any
my. contact information
F. a color photo
gram. Links to your websites (Myspace, Facebook, etc.)
Some people can be more creative, but the basics are all you really need at the end of the day.
3. Build a media list: Gathering your contact list is one of the most important things you can do. You can write a wish list of the local and national press you want to contact. Make sure you have email addresses, postal addresses, and phone and fax numbers; press contacts differ in the way they want to be contacted. If you have more options, you have a better chance of being considered.
4. Plan an album release party: The event doesn’t need to be massive, but something should promote the new album. Find a cool place you feel comfortable in, plan a set, have merchandise available for sale, and invite everyone you can: fans, media, family, and friends. The bigger the crowd, the better. Invite the media to meet and greet the band, get a free CD and check out the show if possible. Don’t push. If they say no, they may be open to watching a future show. Do not press any buttons and respectfully accept any cover passes. Still, just getting your name out there does wonders.
5. Mailings: Compile a press list and send your CDs (with or without press kits, but at least send a bio with contact information noted) to each contact. Make a note to follow up if you don’t hear back in a couple of weeks. Don’t follow up if you get a response and the reporter walks by. You don’t want to be a pest, remember, there is always later. If you are too strong, the person may permanently reject you.