| You would be amazed how often I get a phone | | | | your discs arrive. |
| call like this: "We're almost finished mixing our | | | | Once you've got your CDs in-hand pick a |
| songs and we have a release party booked for | | | | release date that gives you plenty of time for |
| next weekend. How fast can we get our CDs | | | | promotion and doesn't compete with other major |
| made?" Unfortunately this scenario happens all too | | | | events in your town. |
| often. | | | | Write out a schedule for your promotional |
| Don't book your CD release party until you've got | | | | plans. Set targets, goals and completions dates. |
| your CDs in-hand and you've given them your | | | | "WIIFM": What's In It For Me? This is the |
| stamp of approval, because having a party | | | | philosophy to keep in mind when you're trying to |
| without CDs is a disaster. Right? | | | | attract new fans (ie: customers). Remember, |
| If you're organized and well-prepared, the CD | | | | your CD release party is for the fans... not the |
| manufacturing process can be surprisingly quick | | | | band... so provide lots of reasons why people |
| but you have to be ready for potential delays | | | | should be excited about attending. |
| such as graphic design issues or even data flaws | | | | Targeting Fans: There is no point spending |
| in your content master. We certainly can't fault | | | | time and money to promote yourself to people |
| artists for being excited about unveiling their shiny | | | | who won't like your music. Find out where your |
| new CD, but many times that excitement causes | | | | type of crowd is (on the street, on the internet, |
| the artist to overlook important planning details. | | | | in print publications) and then saturate those areas |
| Don't fall into the trap of thinking your release | | | | with interesting promotions. |
| party is supposed to be the first time that | | | | Targeting Media - Research local media |
| anyone sees or hears your CD. Why do major | | | | outlets and figure out who the right people are to |
| record labels and movie studios promote their | | | | talk to for reviews, interviews and even personal |
| new releases in advance of actually releasing | | | | appearances. Call them and ask permission to |
| them? Imagine a big blockbuster production | | | | send them your press-kit for consideration. Be |
| silently appearing in stores or theaters without the | | | | friendly and polite, and follow-up with them. |
| benefit of advertising, artist interviews, rave | | | | Artist/Sponsor Alliances: There are local |
| reviews, public appearances and press junkets. If | | | | businesses who will want to take advantage of |
| the release isn't hyped in advance by promotion, | | | | having all your fans together in one place at one |
| who is going to know about it? Who is going to | | | | time so see if they are willing to offset some of |
| care? Who will be lining up to buy it? The same | | | | your promotional costs (like posters and hand-bills) |
| thinking applies to your CD release party. | | | | or if they will offer some prizes or give-aways in |
| Your CD is only new once so take advantage of | | | | exchange for advertising or on-site access. |
| this great opportunity to promote yourself and | | | | Remember - the vibe at a sold-out show is |
| your music - the purpose of which is to drive | | | | 10-times more exciting than having every second |
| loads of people towards your release party. The | | | | chair empty, so create excitement and |
| time you spend waiting for your CDs to be | | | | anticipation for your CD release party. Don't blow |
| manufactured is the perfect time to create a | | | | it with poor planning... and don't risk having your |
| detailed plan about what you're going to do when | | | | CDs show up a week after your party. |