People get way too excited about a self release, so it is important to distribute the energetic buildup. For musicians, they spend time writing, editing, recording, editing, mastering, editing, and eventually album manufacturing. From start to finish, thousands of creative hours have been poured into to one product, so clearly excitement is running high to get the album on shelves. Problem- where are those shelves? Whatever the amount of time it took to produce the album, the industry rule of thumb is to spend at least equal amount of time marketing the album before it hits the shelves. Example: if you spend 18 months writing and recording, at a minimum you should spend 18 months marketing the album. To have a financially beneficial release, along with elevating your artistic reputation, it is essential to focus on the marketing effort. I get it, really I do……you want to put out the album, but slow it down. Musicians are musicians, they are creators, but they aren’t marketing experts. Start by establishing a small buzz about a future release within your current fan base, and massage that buzz until it turns into a frenzy months before the actual release. Spend time finding distributor outlets, organizing future release parties, and maybe even a cross promotional partner. Bottom line, spend the time marketing.
If I see an independent musician that’s described as “international recording artist” in their bio, I immediately dismiss them. Industry executives look for a variety of key aspects when evaluating an artist, one of which is realistic expectations and business planning. Don’t get confused, if you release an album, a release itself doesn’t mean you’re international icon. About the only thing international about it is the fact it can be found on the internet. YouTube and iTunes does not equate to an international singing sensation. If the intention is to have a global release, have an actual global release! Going global is possible, but it takes additional marketing time, researching market trends, and generating a fan base internationally. If this is the plan, first target a particular country. “Global” isn’t a blanket concept within the industry, as it means targeting new markets in far away countries. This is difficult but doable. “Global” is more a marketing trend as opposed to selling two downloads in Tokyo. Get some tips at 5 WAYS TO GO GLOBAL.