PreRelease Guide You Need for 2024

When it comes to promoting music, it’s important that musicians follow through with these three key strategies. 

1. Pre-Release strategy 
2. Release strategy
3. Post-Release strategy

All of these can be broken down into multiple bits and pieces and today, we’re going to dive into ‘Pre-Release strategies’ which is the first part of the entire music marketing process. This is where the journey of a release begins – building anticipation, engaging your audience, and creating a buzz that drives your audience to create hype about your release. Ready to make your pre-release a successful release?

 Let's dive into some cool strategies that can guarantee you some exposure for your latest releases.

Idea #1: Mystery Collaborations

Have you ever considered a mystery collaboration? Team up with a fellow artist, but keep the identity under wraps. Drop hints on social media by creating polls on apps like Instagram and Threads, and let your fans play detective. The bigger the surprise, the louder the collective gasp when the secret is finally revealed. It's not just about the collaboration; it's about the journey of discovery with your fans.

Idea #2: Fan-Generated Content Challenges

Challenge your fans to unleash their creative side. Whether it's fan art, dance moves, or even covers of your previous hits, turn your audience into active contributors. Encourage them to post reels on Instagram with your music and, crown the winners and showcase their work – it's a win-win for both parties. The more involved your fans are, the more invested they become in your music.

Doja Cat had nailed this strategy on the head with the release of her single “Say So”, where she encouraged her fans to post Instagram Reels and TikTok of themselves performing a choreographed dance to the song. This worked wonders for Doja Cat, which led to her song skyrocketing to the top of the charts. 

Idea #3: Augmented Reality (AR) Pre-release Filters

How cool would it be to turn some of your creatives into an actual filter on Instagram or Snapchat for your fans to use? Create AR filters on Instagram or Snapchat related to your single. Let your fans virtually wear elements from your music video or try out thematic visuals. Let your fans be the trendsetters. It's not just about the music; it's about the immersive experience you provide.

I’m sure a lot of us have wondered, how it’s possible for us to make such complex filters with no experience. Well, lucky for us, software like Meta Spark Studio makes it super easy for us to create our very own AR Filters. A lot of our favourite artists like Dua Lipa and Olivia Rodrigo have their very own AR Filters to promote their releases, ‘Levitating’ and ‘Sour’, respectively. 

Idea #4: Playlist Submissions

Dive into the world of playlists. Submit your unreleased single to curated playlists on platforms like Spotify and Apple Music through several submission platforms such as GreaseRelease etc. Research playlist curators within your genre and build relationships for future releases. It's not just about being heard; it's about strategically pitching your music in front of the right audience.

Idea #5: Sync Deals

Imagine your music setting the mood for a climactic movie scene or adding flair to a gripping TV commercial. Sync opportunities bring your melodies to screens big and small, catapulting your music to wider audiences. The key? Ensure your song resonates with the visual storytelling it complements. Picture your music working seamlessly with visuals, creating not just delight for the ears but unforgettable moments across diverse media platforms. 

Another great idea that you could keep in mind the next time you’re watching your favourite film is, to take note of the name of the music supervisor which would be shown at the end of the film as the credits roll. You can later get in touch and submit your music to them and hope for the best! 

Idea #6: Guerilla Marketing

Guerilla Marketing is all about throwing out the rule book when it comes to music marketing. Imagine this: You release an exclusive acoustic snippet of your upcoming single in the unlikeliest of places - an abandoned warehouse turned into a concert venue. Or even setting up and curating flashmobs to promote your latest release. Guerrilla marketing could be as simple as hosting surprise live sessions with fans on Instagram or creating a series of cryptic teaser videos leading up to your release.

It's about being unpredictable and creative. You could even go on live-streaming platforms like Twitch or YouTube and have famous streamers react to your music. These reactions can be later used by you to make content and you could post them on Instagram Reels or Tiktok.

Idea #7: The Pre-Save Campaign

Get your fans in on the excitement by setting up a pre-save campaign on major streaming platforms like Spotify and Apple Music. This can be done with the use of smartlinks that can be pushed through to your fans. Let them be the VIPs with early access and exclusive sneak peeks. Throw in some cool incentives, like behind-the-scenes glimpses or exclusive discounts to merchandise or tickets to your gigs, to make the pre-save party even more thrilling.

Idea #8: Usage of Catchy Creatives

Bring your music to life by adding some eye-catching visuals. Whether it's a music video, behind-the-scenes clips, or catchy artwork, give your audience something cool to watch. Use this to fuel your Pre-Save Campaign by giving them access to such snippets as an incentive for pre-saving your track. You could also share these on YouTube or Instagram or even upload them as a Spotify Canvas to create a visual experience that sticks in their minds long after the music stops.

Spotify Canvas is a brilliant feature brought up by Spotify for Artists, which allows artists to include an 8-second visual to play behind the player, while your music plays. This visual can be the most visually appealing section of your music video or even just a visual that goes with the aesthetic of your track.

Idea #9: Crafting Your Press Release

Tell your story in a press release that's as catchy as your chorus. Highlight what makes your music special, spill the beans on your inspiration, and mention any cool collaborations. Send it off to blogs and journals like Rolling Stone or ones that match your style, and let them share the buzz about your upcoming release.

Pro Tip: Make sure to send in your press releases to such blogs and journals, WELL in advance. Such blog writers and editors receive thousands of such tracks over a week and it’s crucial to give them ample amount of time to come around to your track. A safe bet would be to send in your press releases 21 days before the release date. 

Idea #10: Influencer Marketing

Join forces with influencers who’ve got the numbers in their favour. It could be a music reviewer, a lifestyle vlogger, or someone with a massive social media following. Get them to review your music, create a reel of their own with your music in the background, or maybe even just shout you out. Their shoutouts can spread your pre-release hype like wildfire.

Idea #11: Ad-vance Your Reach: Running Paid Ads

Boost your pre-release game with clever ads on Facebook, Instagram, and YouTube. Create visually striking ads – maybe a snippet of your music, a sneak peek behind the scenes, or some eye-catching artwork. It's not just about spending money; it's about investing it smartly to make sure your music lands where it'll be heard and appreciated the most. For example, one of our favourite pop bands, Maroon 5’s marketing crew came up with cool and fresh banner ads that were a pleasant surprise. They jazzed up the group photo, making it less serious by adding elements like Adam Levine's bear cap. Plus, they threw in flowers and funny animal ears, somewhat like those fun Snapchat filters we all love.

Pro Tip: Make sure to carefully curate your target audience on such ads, rather than letting the platform decide it for you. This will get you closer to the desired results. 

Idea #12: Niche Community Engagements

Venture into utilising the internet tools – those niche communities that live, breathe, and sleep your music genre. Engage in conversations with your audience and tease your upcoming releases, all on niche and small exclusive communities like your personal Discord channel or an Instagram Broadcast Channel. Being in a close-knit community with your favourite artist must feel rewarding right? In the same way, quality relationships with true fans who appreciate your sound will always beat quantity.

So, there you have it – here are some ideas to work out your pre-release strategies and guarantee you a solid release. Get ready to push your music out to larger audiences like never before.

 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!