Releasing a Single 101

Are you a musician looking to make a splash in the music industry in 2024? Releasing a single is the perfect way to kickstart your journey and get your music heard by a wider audience. But with the ever-changing landscape of the music industry, it's essential to adapt and embrace new strategies to stand out from the crowd. In this comprehensive guide, we'll walk you through the steps and share the latest trends and marketing techniques to release a successful music single in 2024.

In this blog post, we shall touch upon the following topics:

1. The Importance of Releasing Singles in 2024
   
   
2. The Waterfall Strategy
   
   
3. Planning Your Single Release
   
   
4. Our Final Thoughts

The Importance of Releasing Singles in 2024

Releasing a single is not only a great way to make your mark as an artist, but it also provides valuable experience in releasing and promoting your music. The more singles you release, the more you'll learn about the process and build a dedicated fanbase. This experience will come in handy when you're ready to release bigger projects like an album or EP.

In the fast-paced world of the music industry, where attention spans are shorter than ever, releasing music regularly is crucial to keep your audience engaged. This is where the "Waterfall Strategy" comes into play. The Waterfall Strategy involves releasing a new single every 3-4 weeks, just as the previous single is at its peak or starting to decline. This strategy helps you stay relevant, build an audience, and eventually create an EP or album over time.

The Waterfall Strategy

Implementing the Waterfall Strategy has numerous benefits for independent artists. By releasing more singles, you increase your chances of gaining more streaming rewards. Streaming platforms like YouTube and Spotify offer rewards programs for artists, and releasing regular music can help you qualify for these programs and earn more revenue.

Moreover, regular music releases prevent you from falling into the "out of sight, out of mind" territory among your fans. By consistently putting out new music, you stay on their radar and maintain their interest. Many successful artists, both big and small, have embraced this strategy and quickly climbed the music ladder to build a massive following.

Here are a few examples of famous artists who’ve utilized this strategy: 

• The Chainsmokers: They're often credited with popularizing the waterfall strategy with their 2018 album "Sick Boy." They released a new single almost every month throughout the year, leading up to the album's December release. This kept fans engaged and built anticipation. 
• Billie Eilish: While not for an album, Eilish used the waterfall strategy for her 2021 single releases leading up to her second studio album, "Happier Than Ever." Each single, like "Therefore I Am" and "Your Power," kept fans engaged and fueled excitement for the album's arrival.  

Planning Your Single Release

Planning

Releasing a single requires careful planning and preparation. Here's a step-by-step guide to help you navigate the process effectively:

Step 1: Choose the Right Distributor

To get your music on popular streaming platforms like Spotify, Apple Music, and Amazon Music, you'll need to sign up with a distribution agency. Look for a distributor that offers comprehensive services, including distribution to multiple platforms, detailed analytics, and prompt customer support. This will ensure that your music reaches your target audience and you receive accurate data to refine your marketing strategy. A few distributors like Amuse and RouteNote also provide free distribution services. Paid options include CD Baby, Distrokid, or TuneCore.

Step 2: Plan Ahead

Give yourself enough time for planning and preparation. Set a release date and work backwards, creating a timeline for tasks that need to be completed before and after the release. Consider factors like cover art design, mastering, and promotion strategies. Starting the planning process 1-2 months in advance will give you enough time to execute your pre-release strategy effectively.

Step 3: Establish a Hook

To stand out in the saturated music market, your single needs a unique hook. This could be a catchy melody, a compelling story behind the song, or an innovative sound. Identify your hook early on and build your promotional plan around it. Highlight the hook in your visual assets, press releases, and social media posts to create intrigue and attract listeners. Take inspiration from artists like Charlie Puth, who made content on Instagram and TikTok showcasing his creative process behind his hit numbers like ‘Light Switch’ and ‘That’s Hilarious’ in a rather quirky and fun manner. This is his hook to lure in listeners and viewers from around the globe from his sheer creativity in making content.

Many times, as traditional musicians, we often feel that the sudden need for artists to be “content creators” is rather irrelevant to the soul of creating music. In many ways, that’s right. For example, there’s no reason why a shy and timid bedroom musician should wake up one fine day and feel the need to now break free from his personality to make quirky content that sells well on social media. For such a person, music would be their only outlet of expression. But unfortunately, the times have changed and as musicians, if we want to sell our music, we need to don multiple hats, one being a content creator, to adapt to the ongoing trends and algorithms on social media. We could always make music and keep releasing them, which would go unnoticed and under the radar if you aren’t a smart marketing head.

Adapt and improvise with the current changes in trends and you’ll find your music reaching a wider audience than before. 

Step 4: Create Engaging Visual Assets

Visuals play a crucial role in capturing the attention of potential listeners. Design eye-catching artwork for your single, ensuring it aligns with your brand and the mood of the song. Additionally, consider creating a music video that complements your music and tells a captivating story. Visual assets not only enhance your promotional efforts but also provide a shareable and memorable experience for your audience. Use features on Spotify for Artists like Canvas, to upload visuals along with your music to make the overall experience for a listener, much more captivating. 

Step 5: Utilize Pre-Save Campaigns

Pre-save campaigns allow fans to add your upcoming single to their playlists before its official release. This generates buzz and ensures that your song will be immediately available to your audience on platforms like Spotify. Pre-saves also provide valuable data on listener engagement and help you build your email list for future marketing efforts. Use platforms like ToneDen or Feature.Fm to create Smart-Links for fans to pre-save your music.

Step 6: Engage with Your Audience

Engaging with your audience is crucial for building a loyal fanbase. Leverage social media platforms like Instagram, Facebook, and Twitter to connect with your fans on a personal level. Share behind-the-scenes content, teasers, and snippets of your upcoming single to create anticipation. As of 2023, Instagram Reels have an average video view rate of 2.54%, which is 0.8% higher than regular Instagram videos. Taking this into account, put out content on Instagram Reels and TikTok, leverage an average user attention span, and create short format videos that capture a viewer’s attention within the first 15 seconds. Use this tactic to direct viewers to your music directly through an attached smartlink.  Encourage your fans to interact with your content by asking questions, running contests, and offering exclusive perks.

Step 7: Leverage Playlist Pitching

Getting your music on popular playlists can significantly boost your exposure and increase your chances of reaching a wider audience. Research and reach out to playlist curators who curate playlists in your genre. Craft personalised pitches highlighting why your music would be a great fit for their playlist. Building relationships with playlist curators can open doors to new opportunities and expand your fanbase. We at GreaseRelease, also accept submissions from artists of various genres, from all around the globe. 

The Power of Press and Blog Features

Press Features

Getting featured on music blogs and securing press coverage can provide valuable exposure and credibility for your single release. Craft a compelling press release that highlights the unique aspects of your music and story. Research and reach out to relevant blogs and journalists, offering them exclusive access to your single and providing all the necessary information they need to write a feature. Building relationships with the media can lead to long-term collaborations and increased visibility.

Embrace Collaboration and Cross-Promotion

Collaborating with other musicians can be a powerful strategy to expand your reach and tap into new audiences. According to a 2020 study, releasing a collaboration song can increase the number of plays for an artist by 6.6%. This increase can be broken down into 27.5% for the current song and 5.1% for songs released after. Reach out to artists whose style complements yours and explore opportunities for joint releases, remixes, or features. For example, one of the most ground-breaking collaborations in the industry was when Steve Vai joined hands with math rock icons Polyphia on Ego Death from their 2022 album ‘Remember That You Will Die’. Cross-promote each other's music on social media and collaborate on creative projects to engage both of your fanbases and foster a sense of community within the music industry.

The Power of Freebies

Offering freebies can be an effective way to incentivize listeners to engage with your music and promote your single. Consider giving away free downloads or exclusive merchandise to fans who sign up for your email list or participate in contests. These freebies not only provide added value to your audience but also help you build a dedicated fanbase and gather valuable data for future marketing campaigns.

The Importance of Building a Team

Releasing a single as an independent artist can be overwhelming, and having a supportive team can make a significant difference in your success. Surround yourself with professionals who can assist you with marketing, PR, graphic design, and music production. Collaborating with experts in their respective fields can elevate the quality of your release and open doors to new opportunities.

Monitor and Adapt

Once your single is released, it's crucial to monitor its performance across streaming platforms and social media. Analyze data and insights to understand your audience, identify trends, and refine your marketing strategies for future releases. Stay open to feedback and adapt your approach based on what resonates with your audience. The music industry is constantly evolving, and being adaptable is key to long-term success.

Our Final Thoughts

Releasing a single in 2024 requires a well-executed strategy that incorporates the latest trends and marketing techniques. By following the steps outlined in this guide, you can maximize your chances of success and create a buzz around your music. Embrace the Waterfall Strategy, leverage pre-save campaigns, engage with your audience, seek press coverage, collaborate with other artists, and offer valuable freebies.

With dedication, creativity, and a solid plan, you can make a memorable impact in the music industry and pave the way for future success. Happy releasing! 

We at GreaseRelease, have a bunch of curators on our network who are looking for new & exciting music to push on their massive playlists. If you make music and want to reach a wider audience, check out our submission platform and get a chance to reach millions of listeners! Submit your tracks now!

 

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