So You’ve Got an LP, EP, or Single Ready for Release: Now What?
The recording is done, and you’re excited to share your music with the world. If you’re happy with simply getting your music out there, whether it reaches 1 person or 1 million, it’s easy to press a few CDs or have major streaming services distribute your music.
But before you rush into releasing it, it’s worth considering a few key questions:
- Why are you releasing this record?
- What do you hope to accomplish with this release?
- How large is your fan base, and is it strong enough to help spread your music to new fans?
- Are you a relatively unknown artist hoping this release will give you new exposure and build your fan base?
Until you’ve answered these questions, it’s a good idea to hold off on the release and take time to create a solid game plan that aligns with your goals for the album. Build a team of friends, fans, and collaborators to help you execute the release strategy. If you’re fortunate enough to have label support or a budget from previous successes, your label or management team can guide the process. However, keep in mind that labels and management often won’t pay you from sales until they’ve recouped all the money they invested in your project. This means you might find yourself in debt after the release if the sales aren’t strong enough. Small labels with limited budgets might even ask artists to contribute towards the costs of making the record and help with publicity or tour support.
An insightful NPR article about the costs of making a hit song focused on Rihanna’s single but can apply to artists across genres. While the numbers may vary, no artist you see on TV or hear on the radio gets there without a significant investment in publicity and hype—whether independent or major.
Since the internet revolutionized the music industry, the landscape has changed dramatically. Artists are less reliant on labels and the revenue from record sales, which have dropped significantly. Instead, they follow models similar to companies like Amazon, Facebook, and Instagram, using social media and online platforms to build their following. For example, Rihanna’s Anti was given away for free to the first 1 million users who signed up for Tidal, sponsored by Samsung. Similarly, Run the Jewels released their second album for free to their mailing list, and Chance the Rapper released Coloring Book for free on iTunes, declaring, “I don’t release my music for free, I release it for freedom.”
So, how can you make money from your new release and continue building your career, all while covering your living expenses?
The traditional answer is to play live shows and connect with as many fans as possible. Look for opportunities to open for bands that align with your style and play for smaller crowds that appreciate what you do. Gradually expand beyond your hometown to grow your fan base.
The new approach requires creativity in reaching and engaging your fan base. While you may give away your music, there are other products and strategies to build revenue. Major artists like those mentioned earlier have mastered the art of turning their music into a larger brand by offering products beyond the music itself.
Can you turn a catchy lyric or song line into a cool t-shirt or hat? Can you sell limited-edition vinyl or cassettes at your shows to loyal fans? Merchandising has become a huge part of many artists’ success. If you’re a new band, selling just ten t-shirts at a gig could fund your next project.
Also, think about creating music videos with your friends that showcase your unique personality. Share these videos on social media so they can reach a wider audience. Maybe wear a branded hat in the video and sell it at your shows and online.
For many musicians, the idea of merchandising can be tough to swallow. It’s easy to think, “I just want to focus on my music—why bother with t-shirts?” But it doesn’t need to be a huge burden. Merchandise represents you and your music. Even legends like Miles Davis, with his “Prince of Darkness” persona, had merch. Willie Nelson’s braids and earrings became iconic in themselves, and Beyoncé has built a multi-faceted empire around her music and brand.
Get together with your friends and brainstorm ways you can creatively represent yourself in a way your fans would love. You don’t have to go overboard—just think of something that resonates with your music and identity.
At the end of the day, simply be an artist. Create something personal that you can share with fans who truly appreciate it. While your music might attract your fans, the merchandise they buy could allow you to sustain your career and fund future projects. Although the music industry has changed, the freedom to build your career on your terms, as Chance the Rapper said, can be incredibly rewarding.
Check out the rest of the series on making a record: