The music industry has changed.
There are no real barriers anymore.
You don’t need permission.
You don’t need a label.
You don’t need to wait.
You can choose:
- how your music sounds
- how you grow
- how you release
As you build your audience your strength grows as an artist. That’s when things start to move.
Strategy
Everyone has different ideas but the most common advice to new artists is to focus on singles, releasing an album is usually a mistake.
You don’t have:
- the audience
- the attention
- the infrastructure
So it doesn’t land. It’s actually over-giving in many cases. And all too soon that music gets old if there’s not enough momentum for it to sell like hotcakes. So instead, you may choose to focus on singles.
A simple strategy
A simple strategy is to release 5 or 6 singles, spaced roughly 6-8 weeks apart.
Each one gives you:
- a new opportunity to pitch to Spotify
- a chance to reach out to radio (including BBC Introducing)
- a moment for content
- an entry point for new listeners
Five singles = five chances to be discovered.
You need to promote during this time. Audience members want to know where you’re at too. E.g which single is currently for sale!
Build Momentum, Not Overload
When you release music, it has a lifespan.
If you drop everything at once, it becomes old quickly.
Spacing releases keeps you:
- visible
- relevant
- building
If you give people too much, too quickly, they switch off. I remember giving a label owner my album to listen to and he looked at me with complete horror. 🙂 There was no way he was going to listen to all that! Better start with a single from an EP.
You’re trying to hold attention over time.
Don’t Lead With Your Strongest Track
Another important one, timing.
Your best song shouldn’t be the first out the door usually.
You need room to build momentum. As a new artist you may not have many listeners yet. This means by single 3 if momentum is built you’ll already have shot your bolt with your best single and now it’s old I’m afraid.
Let your releases develop:
- curiosity
- familiarity
- connection
Cohesion Matters
I’m going to write more about this in another post but cohesion matters, if your releases matter. There are lots of artists who aren’t looking to hit the charts etc. But if you’re looking to build an audience, they need to know and like your style. Your singles shouldn’t feel random.
They should come from a body of work that has a clear identity.
Each release should reinforce:
- who you are
- what you sound like
- what people can expect
If every track feels disconnected, your audience won’t know what they’re following.
Final point
You don’t need a label to start.
You need:
- clarity
- consistency
- and a plan
That’s what builds an audience.
Reach out if you’d like some help getting your ideas, songs, voice ready!
