Releasing a single tends to bring to mind the idea of a huge global hit, reaching millions of views the day it drops. When this happens, it’s usually thanks to a spectacular and very expensive communication campaign. However, the big stars are not the only ones who release singles. Learning how to release a single is a crucial step in the promotion of any music project, and it should not be neglected. There are more and more tools available—including Groover—that allow you to promote your music effectively, whether you’re learning how to release your first single, or how to launch a single The Right Way This Time. The release of a single is the key step in the communication strategy surrounding your music project.
Here are 8 tips from Groover to make your single release as effective as possible.
1. Choose the perfect song to be your single
Above all, the choice of a single is essential for an effective communication strategy around its release. It must resonate with your musical project and be its figurehead. Preferably, choose a song calibrated for “radio” and very likely to appeal to the general public. Keep in mind: optimal listening time, catchy chorus that gets stuck in your head, etc. The single is showcasing your overall project and must be as polished as possible. It must give a first glimpse of your universe and your music to the listener without revealing too much.
On the other hand, it is also possible to take the opposite approach and propose a very specific piece. Though this will probably be a less popular track and a riskier approach, this shows courage and self-sacrifice. Your most hardcore fans will surely be grateful for it.
2. Plan the release of your single to perfection
It is essential to plan in advance in order to have a clear vision of the communication strategy. Everything must be anticipated and prepared in advance so that you don’t have to announce date changes, delays, etc. This could considerably harm the good reputation of your single. Also make sure to anticipate events that could spoil the visibility of your musical release (sports events, elections, for example).
Even if it can be tempting to want to release your single as soon as you have finished it to benefit from the first reviews, it is not always (or even rarely) the best strategy. There is no point in rushing to release your single: it is better to wait until you have prepared an effective communication and promotion strategy. The visibility of your song will be even better and your efforts will be even better rewarded when you will see your number of listeners grow on the streaming platforms.
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| Read also: Releasing Music in 2024: 6 Promotion Strategies That Work Right Now
2.1 What’s the Point of Releasing a Single?
In any artist’s music journey, the decision to release a single is a pivotal moment. It’s not just about putting a song out into the world; it’s a strategic move that can significantly impact an artist‘s life and career. The release of a single serves multiple purposes in today’s music industry, and understanding these can be crucial for any artist looking to leave their mark.
Firstly, releasing a single allows an artist to gauge the reaction of their audience. It’s a litmus test for the broader appeal of their music. A well-received single can create buzz and anticipation for future releases, be it another song, an EP, or an album. This immediate feedback is invaluable for artists as they navigate their creative direction. In a way, each single release acts as a stepping stone, shaping the artist‘s musical identity. What’s more, in an era where music consumption is largely driven by digital platforms, the release of a single ensures that an artist remains relevant and visible. Regularly releasing singles keeps the artist‘s name in the public eye, and on the playlists of listeners. This constant presence can be a powerful tool in building a loyal fan base. Each single release is a new opportunity to capture the attention of listeners, and in the crowded space of digital music, staying visible is crucial.
This tactic, often forgotten, is known as the “Waterfall Strategy.” Spotify even recommends it! Learn more in our article covering this musical master plan:
| Read also: How to Release Singles using the Waterfall Strategy
Furthermore, the release of a single can be a strategic move in building momentum towards an album launch. A well-timed single release can generate excitement and anticipation for the album, creating a narrative and a sense of journey for the listeners. This storytelling aspect is often overlooked, but is a vital part of an artist‘s relationship with their audience. Artists also benefit from the flexibility that comes with releasing singles. Unlike an album, which is a large and often time-consuming project, a single allows for more frequent releases. This means artists can be more responsive to trends, current events, or personal inspirations, keeping their music fresh and relevant.
In addition to these artistic considerations, there are practical benefits to releasing a single. It’s often more cost-effective and less risky than releasing an album. The distribution of a single, whether through a traditional label or a digital distribution service, requires fewer resources and can be a more manageable undertaking for independent artists.
Lastly, a single release can open doors to new opportunities. A successful single can lead to playlist inclusions, radio plays, and media coverage. For many artists, a single release is the first step towards wider recognition and commercial success.
2.2 How Long Should You Wait to Release a Single?
First and foremost, an artist should consider their creative readiness. Releasing a single is more than just putting a song out; it’s about presenting a piece of art that represents the artist at their best. The song should be well-produced, polished, and reflective of the artist‘s current music direction. Rushing a release can lead to a subpar song that fails to resonate with listeners.
Another crucial factor is the artist‘s promotional strategy. Before releasing a single, an artist should have a clear plan for how they will promote their song. This includes considering things like social media campaigns, press releases, and potentially even music videos. Releasing a single without a promotional plan can result in the song going unnoticed, regardless of its quality.
Artists should also think about the context of their release. This includes considering the timing of other music releases (both their own and those of other artists), seasonal trends in music consumption, and any relevant cultural or global events. Releasing a single when people are most receptive to new music can significantly impact its success.
Lastly, artists should think about the frequency of their releases. While it’s important to stay visible, oversaturating the music market with too many singles can be counterproductive. Finding a balance that keeps listeners engaged without overwhelming them is crucial. By taking the time to understand these factors, artists can optimize the timing of their single release, maximizing its impact and effectiveness in the competitive world of music.
3. Set up a pre-order system
Having planned your communication gives you a head start: since everything is anticipated, you have time to offer your single for pre-order = pre-save, on Spotify or iTunes for example. Your fans can then be sure to get it the day it is released. For a single, the price is often 1.29€, but you are of course free to set it as you wish (not too high though).
Social networks allow you to be very creative and they have become much more sophisticated in recent years. It allows artists to sell their music much more easily. It is possible to install buttons that redirect users to your website where they can buy your single.
You need to direct all of your social media channels (Facebook, Twitter, Instagram, YouTube) to the purchase of your music. For example, Instagram stories are a good way to redirect your fans to your single: you can send them directly to your site when they “swipe up” on one of your photos/videos.
5. Attach a music video with your new single
Offering a video clip with your single is also a real plus, when you have the means. It contributes to enrich the universe that you create around your song and will allow it to spread much more widely, as the image is effective compared to the sound, especially on social networks.
The video gives a real attachment (or not) to your music and allows the listener to immerse themselves a little more in the universe of your musical project, which they will not want to leave. It is also a certain proof of quality and shows that you provide a consistent work, which goes beyond the music.
6. Adopt a teasing strategy
Building anticipation is another key step to take before release. An artist might tease the release of a single through social media or other channels, creating a sense of excitement. This buildup can be as short as a few weeks, or as long as several months, depending on the artist‘s profile and the nature of the release.
To build anticipation, announcing the release date of your single at least a few weeks in advance is a very good solution, provided that you stay active until the big day arrives. So, you can start a countdown on your social networks that will keep your fans on the edge of their seats: at least one piece of content per day that reminds them of the release date of the song and the number of days left. Photos of the video or the shooting for example often please the future listeners and slowly start to immerse them in the universe of the song. Be creative to offer them new content too!
You can also unveil a few audio or video clips of the single at strategic moments (choose the date and time carefully: you can analyze your fans’ habits via the data analysis tools available on most social networks).
You have to make your fans want to stay connected with you until the release of your musical project. The better you can tease your single, the more successful it will be on the day of its release on streaming platforms.
7. Encourage audience interaction
It is very important, to maintain interaction with your audience and to make the most of the passion that your fans have for your music. For example, promise to unveil a song, a clip or any other content you find relevant. You could unveil content after reaching a certain number of “likes” on your page, on a clip or shares on a publication. This “give and take” system will greatly increase the “buzz” around your single on socials and your fans’ expectation will multiply. The community of fans that you took time to gather can be very useful!
8. Contact specialized media outlets, radio stations and playlist curators
Contacting media, blogs, radios, etc. is another essential step to increase your visibility when releasing your single online and to get reviews, shares, etc. that can considerably boost the visibility of your song. Getting reviews and comments from music industry professionals on your music is also a great way to get your music out there. Try your luck with the media you like!
Since it is not always easy to get answers from these musical influencers, Groover offers you the most efficient solution. You can contact playlist curators, media, radios and music industry professionals and get at least one feedback from each of them. Find the pro that suits you (media outlet, blog, online radio, playlist, label, manager, publisher, booker, etc.). This will give a real boost to your musical project and its promotion!
To promote your single, send it to the media, labels, professionals of your choice on Groover, guaranteed returns!
– Translated by Betty Gonzalez Gray –
Next Articles:
> Planning your release: The checklist for your next release
> Pre-Save: A new essential tool for artists to promote their music
> Smart links : Share your music all in one place and analyze your fans
> How to analyze Musical Metadata correctly?
> The best tools to know to promote your music
