Just Before You Release That Single
After putting in hours of writing, recording, do-overs and whatnot, your latest jam is finally ready. Congratulations. It doesn’t end there. Good music alone doesn’t just sell and make you money. Strategies, documentation, partnerships, planning and many other things do. Advancement in technology has meant many more artists releasing numerous songs for commercialisation. Here are a few things to consider, which will help your music get to its audience, help you make some money, and also take you to the next level in your career.
1. Create a Folder of Assets:
Basically, it is a folder that contains every file regarding your single. This may include the metadata, wav files, lyrics, stems, split sheets/writers’ agreements, album cover/design etc. It’s for ease of reference and organisation. Having this means you have all the information you need regarding the song handy. It would be best if you had them saved on Cloud, to avoid stories that touch.
2. Create a Marketing Plan:
How do you intend to make people aware of your music? Very rarely do we see songs/artists blow without intentional and aggressive marketing. You have to be deliberate and strategic. It’s advisable to have a marketing campaign weeks before you release the single. This will entail how you will release it, how to create awareness before and when it is released, and the follow-up plan to ensure it stays relevant. One important thing to note here is research. This will guide you in creating your marketing plan.
3. Registration:
The importance of this cannot be over-emphasised. There are tons of royalties that a musical work generates such as mechanical, public performance and digital royalties. These royalties are collected by different collecting societies such as PRS (UK), BMI (US), and other companies such as SoundExchange in the US. By registering with a collecting society, you will be able to collect your royalties and earn.
4. PR:
Thousands of artists like you also have songs to release as you do. What will make yours stand out, and visible from the rest? Promotion and publicity. You can do this by contacting a PR agent/agency, or even by yourself. Social media also plays a massive role in this. It would be best if your presence felt way before the release date by regularly posting and allowing people to know you. This could include snippets, throwbacks, your thoughts behind the song etc. In preparation for this, you should also have your press kit prepared. This will consist of pictures, cover art for the music, links to the music etc. It will also help if you make it easier for journalists and bloggers to write about your upcoming work. Overall, the aim to be unique and stand out from the rest.
5. Communication:
It is best to plan and create avenues and means to engage your fans even before the release of music. Avenues such as websites, mailing lists, blogs, newsletters and social media may help you communicate with your fans. Nigerian Afro-Pop star Adekunle Gold used a mailing list to engage his fans before the release of his album, and he regularly sent them personalised emails. The point is to make them aware of your upcoming music, anticipate its release, and keep them interested. By continually engaging them, and keeping the momentum going, even when you release the song, you are guaranteed to have a lot of interest in your music. Blaqbonez, a Nigerian rapper, used social media aggressively, to promote his single Haba, and this helped promote his single and increase his fan base. This could be the pathway to success, as the more fans and audience you have, the better your chances of success are.
Lastly, stay up to date with all you need to know about African music at SOA, right here.
I am a Nigerian qualified lawyer with over 3 years of post-qualification experience. I’m an alumnus of the University of Lagos and the Queen Mary University of London where I completed a master’s degree in corporate commercial law with a distinction. I’m also a drummer, a lover of dogs and an avid gamer.
Over the years, I have offered corporate and commercial services to companies, businesses and start-ups and also provided advisory services to artists and record labels. I currently work with Laude London, a music management consultancy firm which offers publishing, sync placement, branding, and A&R services to artists.
