Use this checklist to ensure everything is set up to create maximum impact on and before your launch.
1.Master version of the track including metadata
Metadata should contain:
Title | Credits | Record label | Publisher | Genre | Mood | Instruments
2. Set a release date
Ensure enough lead time to prepare your launch campaign. Usually 6 weeks in advance.
3. Prepare a release folder with all assets for sharing
This will include your release, the album artwork and your EPK (Electronic Press Kit).
Your EPK should include the following:
When writing (or commissioning) an artist bio, follow these tips:
Reference your history and what makes you stand out
Mention key milestones (performances, media coverage, collaborations)
Talk about your Influences, genres and similar artists
Always have a long & short version of the bio for different uses
Always keep it up to date with latest info
Professional photos or any images that capture you as a brand and/or fit with the release.
This should be eye-catching and usually represents the lead track or full EP.
Press Release: These will help you to secure more media coverage, or can be useful for adding trackable links on your website. When writing (or commissioning) a press release for your release, follow these tips:
Present the release as a story to maintain interest, talking about your inspiration and production of the track etc
Include smart links to your social pages and streaming platforms
List upcoming shows and plans for the artist or label
List contact details of anyone who may be relevant to contact
Artist one sheet:
A one sheet is useful for labels and distributors to easily understand the new release and the artist. You can also send them out via email or post to fans. When producing (or commissioning) your one sheet you should consider to:
Present your most important talking points at this moment in time or for the release
Use this as a branding opportunity and present your self image using colours, fonts etc
Include a short artist bio
Include info about upcoming releases and shows
Include a press shot
Include links to website, socials and streaming (Tracked if digital or social handles if in print)
Include your key previous tracks and links to video content
Create multiple versions for live, radio & press
4. Produce all social and streaming artwork for the release
This should be both teaser content used to generate interest up to the launch and content prepared ready to post after the drop. You should create banners and profile pictures to fit each social media and streaming platform used. This should ideally be artwork leading up to the launch, then new or edited artwork for post launch. Using consistent creative across all platforms will create a bigger impact.
Consider to start drip feeding teaser content up to a month in advance
A few creative ideas:
Short promo video or snippet of music video
Snippets of the new tracks
Post a series of images or quotes - Don’t give away too much, keep people intrigued
Plan ahead and record behind the scenes content to use, such as creating video during the production of the track
Share pre-save & pre-order smart links
A few creative ideas for launch / post launch:
Swipe up to buy stories
Full music video
Any media and PR
Any other engaging content on the release to maintain a continued steady flow of advertising.
Always remember to adjust the pre & post designs to fit the specs for each platform
5. Website or landing page on current site optimised for the release
This page should be heavily branded to suit the release, and include all social and streaming links. Data capture through the site will provide accurate insights to help you ensure you make informed decisions on how to best reach your target audience throughout the campaign. You can also use pixels for remarketing at a later date, which would allow you to choose to specifically market to engaged fans and serve personalised messages and content to certain demographics.
Set up Data Capture:
All links used should be smart links
Use tracking pixels on your website page (Google pixels, facebook pixels etc)
If possible, put tracking pixels in your smart links before you post them to socials and streaming platforms. This can be done in the back end of some smartlink providers. (Linkfire is a good choice)
Use google tag manager to keep all your tracking pixel data in one place from separate pixels
6. Set up pre saves & pre orders
Ensure your pre saves and pre-order options are set up across your streaming and download sites, complete with album artwork.