Releasing an album over time
So, you have just finished putting the finishing touches to a new album. Something that has taken time and money to produce over many months. You are rightly proud of the achievement and you want to get it out there, into the hands of supporters and those who will help you promote to the general public.
Normal approach at this stage is to distribute free of charge copies to all those you think may help.
They may be reviewers or radio presenters who specialise in your type of music who will jump at the chance to be among the first to unveil your work.
You may follow this with a special event or concert just to add to the excitement surrounding the release of new work.
Back to the presenters, on receipt of a copy they will of course take a listen and no doubt choose a track or two to include in their upcoming show. Show times may enable them to claim to be the first to play the tracks as an exclusive.
During this early phase after (Or even before) release of the album much hype is generated and for a few short weeks it would seem that your album is on air every few hours as show after show offers samples to their audience. You may even be album of the week and gain additional publicity that way.
How much that approach, which is fairly standard, impacts on longer term sales, I am not sure, however?
I wonder if there could be a different and ultimately more beneficial approach.
If we call this normal approach the “Big bang” then I would suggest considering a more sedate trickle feed as an alternative..
Maybe holding back and choosing recipients in a more serial way and thereby prolonging interest over a much greater time?
I know from experience myself and colleagues with similar shows find it dissapointing to find what is thought to be an exclusive opportunity to first play an album is in fact nothing of the sort. The album being played on several shows sometimes even following each other on the same day.
Another way of course is to ask the presenters to hold back on playing tracks. I know of several instances where that has worked really quite well.
So, I guess in conclusion like all matters in life and music it comes down to planning and communication.
And of course an excellent product that everyone wants to get their hands on……..