Every release day carries a touch of magic. Having worked as a publicist for the past 8 years, I can attest that witnessing everything come together on release day never loses its charm. The fans' excitement, the artists' energy (and relief!) at finally sharing their work, and the press's reaction create a unique energy reserved for that special moment.
But I've also seen release days go awry. Instances where an artist releases a song without prior notice and wonders why there's no excitement. When there's no buildup, resulting in a lack of press, influencers, or fans to celebrate with them. Or when there's no strategy, leading to no real follow-through with the release. It debuts, perhaps generates some excitement, and then quickly fades.
The toughest part of these situations is that the music is great and made by kind people, and the lack of response can feel personal. In reality, it’s not about the music being poor (because it isn’t); it’s about the absence of a strategy behind the release. For an emerging band still growing its fanbase, lacking a strategy means a much smaller response than anticipated.
So let me stress again that if you’ve ever been there, excited to release something that the world wasn’t as excited to receive, it’s not a measure of your talent and it doesn’t speak to you as a person. It almost certainly just means you lacked a strategy and therefore, lacked a way to get your music out there.
Let's discuss that! If it's within your budget or if you're short on time, hiring a publicist for your release day can be incredibly beneficial. We frequently assist artists who have spent years trying to grow their fanbase and capture the industry's attention, and we help them achieve that. However, this is also something you can do yourself if you have the time and enthusiasm — and the best part is that it becomes truly enjoyable because you're promoting your passion, which is really exciting.
First: create a strategy
I understand this might sound a bit dull (unless you're as passionate about this stuff as I am!), but it's the core of what you're about to undertake, so you need to focus and get it done.
Here's the straightforward approach. With our clients, we develop an extensive press plan that includes the outlets we aim to target, the angles we'll pitch, and a timeline for when everything will occur. I want you to create something similar, but not as detailed. It doesn't need to be elaborate. You can simply type this up in a Google Doc.
Begin with the timeline, as it indicates when various tasks should occur. For example, if you're aiming to release a song in May, you should start seeking press coverage in April. This approach helps you set deadlines and organize your plans effectively.
Then, think about the themes around the song and how you can uniquely pitch yourself.
Is it connected to a larger cause such as animal rights or environmental well-being? Was it created in a unique setting or with a renowned team? Did a particular event in your life motivate this? Identify the relatable aspects and utilize them.
Next, determine who you want to share your music with. Be practical—if you're new to the scene, Pitchfork might not be a feasible option. But you can still put together a list of new or smaller blogs, podcasts, and influencers to target.
Then on release day you can…
1. Partner with other creators for a release day bombshell
Why not make a memorable impression on release day? Let me provide you with an example. A previous client of ours released a single/video titled “Chase,” which explores her fear of marriage and losing her identity. She described it as a deeply personal song, viewing marriage as living in a black and white world, which terrified her. However, after getting married, she felt like she was seeing color for the first time, which positively transformed her world.
For release day, rather than following the crowd with Reels or endless stories—which didn't align with Cassie's strengths in connection and spontaneous humor—she opted to go live instead. She went live with friends who shared their thoughts on marriage and their personal (often unspoken) fears, and she also joined someone else's Instagram live as a guest with her husband to discuss the same topic, thus reaching a broader audience. This approach generated significant interest as she invited people into a very private moment and discussion, sparking a lot of curiosity.
The takeaway: She played to her strengths, made her own rules, and partnered with other creators to share truths that, although highly relatable, were almost never spoken about. And it worked: she got a ton of engagement from fans new and old through the partnerships and vulnerability, and through it, she got to tell her story and really touch people’s lives.
I can’t emphasize enough how important it is to cater this to you, your brand, and the song. Don’t just follow a formula someone else did, think about what you enjoy, what your audience receives well, and how to tie it all in.
2. Run an online exclusive giveaway
There's nothing more enjoyable than handing out some goodies on release day! This can be an exciting way to involve your fans in the celebration and help spread the word about your release. You can make each share and tag count as an entry, or utilize tools like KingSumo to promote sharing and collect emails for your mailing list.
Again, keep this related to your brand. Maybe it’s band merch, maybe it’s a VIP hang with you and the band pre-show, maybe it’s tickets to the release show, or maybe it’s something totally different and that only your fans would get.I previously collaborated with a singer-songwriter who teamed up with a small guitar company to offer a guitar as a giveaway at her release show. Attendees needed to register by providing their email, and she selected the winner from those entries. This strategy served as a major incentive for attending the show and was an excellent method for collecting emails for her mailing list, while also giving back to her fans.The point of this is to celebrate your fans on this day as much as they’re celebrating you.
3. Get Gimmicky
A simple growl can make a big impact. The late Ruff Ryders rapper DMX was famous for his deep bond with dogs, which went beyond mere affection. His strong connection with man's best friend was woven into his persona and music. X could be heard barking and rapping on tracks such as "Get at Me Dog", and he was often seen handling pitbulls in his promotional photos. Although this might have seemed unusual at first, it suited DMX perfectly.
Another artist we can consider is Jeezy. Back in 2005, when Jeezy was known as Young Jeezy, he created an angry snowman with furrowed eyebrows and a straight line for a mouth and placed it on a T-shirt. This new tee became part of his marketing strategy to promote his debut album, Let’s Get It: Thug Motivation 101, with merchandise that spread throughout the streets of ATL and beyond.
The Atlanta rapper then had a diamond-encrusted snowman medallion made and wore it on the cover of his Trap or Die mixtape. For Jeezy, the snowman represents being a genuine hustler. "Snowman is a cool dude," he told MTV News in 2005. "He's a gangsta, too. There's a Snowman in every ’hood, several Snowmen in the ’hood. You gotta be that guy to look up to with the car and the girl. Whatever you do, be the best at it, because that's what the Snowman is going to do." Jeezy is a cool dude and knows how to market himself.
A good gimmicky can go long way.
4. Throw a release day party — with a theme!
Too many release parties are boring (I’m sorry, I had to say it). They feel formulaic, and almost the same as a regular show. There’s no pizazz! If you want to stand out and have a little fun with your release show, create a theme around it. You can do something easy like a Halloween party around an October release, but you can also get super creative with the theme.
Here are a few examples:
I once went to a release day show that was inside a small art gallery and had free appetizers and drinks for the guests. It was limited to about 25 people; 5 or so were members of the press and the rest were fans that had won a spot or bought in through crowdfunding to be there. It was highly intimate and interactive and truly special. I still think of it as one of the best shows despite it being over 7 years ago.
Another was a Halloween party where everyone dressed up, including the bands. Each band had a different theme (one Clockwork Orange, one Alice in Wonderland, and so on) and anyone in the audience who dressed up got a discount. They even had a fog machine to make the whole thing super memorable.
I remember going to a show for a newer indie band that had a synth-pop, almost tropical vibe to their music and they had neon trees set up throughout the venue and gave everyone that entered a postcard with the band’s photo and socials (just like if you were on vacation and sending a postcard home). I still have that postcard.
5. Keep promoting after the release
Perhaps the most important point is this one. Don’t stop promoting after your release is out.
While it's important to create a lot of buzz and excitement for the release day, a significant amount of coverage and listens will happen in the weeks that follow, so keep up the effort!
Continue exploring different opportunities, keep sharing behind-the-scenes content, and keep striving to attract fans. One way to approach this is by utilizing the press to keep expand your reach. It might appear minor, but I guarantee you, we observe MANY outcomes in the weeks following a release, making this period just as crucial as the release day itself!
If you choose to incorporate paid promotion to boost organic engagement, 94.2 Blazin Marketing and Promotional Support team offers a service to elevate your online music presence.
Achieving visibility is best accomplished by being featuring in articles, getting interviews, and various media platforms. Our promotion campaign packages is designed specifically as your one stop shop, by offering you the most optimal reach by combining multiple platform together.
A combination of paid services and paid promotion is a great power-up for your music. When you optimize your profile, receive verification marks, and add a high-quality promotion, you will blow the whole platform and see your songs in various charts, including daily and weekly playlists!
ARE YOU LOOKING FOR EXPOSURE FOR YOUR NEW SINGLE
Comments