A single tends to evoke the idea of a global hit reaching millions of views the day of its release. This is usually thanks to a spectacular and very expensive communication campaign. However, stars are not the only ones to release singles. It 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. The release of a single is the key step in the communication strategy surrounding your music project.
Groover gives you 8 tips to make your single release as effective as possible.
1. Choose the perfect song for 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 multiply on the streaming platforms.
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).
4. Encourage the purchase of the single on your socials
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
To build anticipation, announcing the release date of your single a few weeks in advance is a very good solution, provided that you stay active until the D-day. 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 and radio stations
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, blog, webradio, playlist, label, manager, publisher, booker, etc.). This will give a real boost to your musical project and its promotion!
– Translated by Betty Gonzalez Gray –
> Planning your release: The checklist for your next release
> The best tools to know to promote your music