How To Prepare A Proper Promo Plan For A New Release
we share our experience with a few ideas on how to easily prepare a proper promo plan for your new release
There are a few things you can do in order to increase the chances for your new release to trigger the algorithmic playlists or enter the editorial playlists. Below you will find a list of simple actions to be followed when releasing a new song. We also added a checklist at the end of this paper. This checklist can be followed for each release you’re planning in the future.
By all means, the most important thing that will greatly contribute to your music success over time is to grow your number of fans and followers on your social media handles. Each and every new release is yet another good moment to create content and generate reactions and engagement among your fans, so seize these moments and get the most out of them!
All you need is time and consistency. And don’t forget to have fun!
Prior to the release
Create an EPK (electronic press kit), containing press shots, the story of your song, social links and media assets. Send the EPK to music websites and blogs, radio stations, influencers who resonate with your audience. Soundfeed provides all the needed tools to create a complete EPK.
Obtain your pre-save link. If you work with Soundfeed as your distro partner, then the pre-save link will be provided by default. A pre-save link is an unique link that leads your listeners to pre-save your new release on the plaform of their choice. The more pre- saves, the better, so promote this link on all the channels at hand: Instagram Stories with a link sticker, Instagram bio, tiktok bio, facebook posts, youtube community posts. Speaking of which, use the description area of your most popular youtube videos to promote the pre-save link. Using youtube v-cards is also a good idea. Go as creative as you like with at least one Story per day, announcing the release date and the pre-save link: short video teasers from your music videos, song artwork, selfie videos encouraging fans to pre-save the song. Sky is the limit when it comes to creating content. You can get more inspiration from here.
Promote your Spotify Artist profile, using the same channels and handles described above. A healthy fanbase of followers can bring a good amount of streams from Release Radar playlists.
Fill in the Spotify pitch form, including a detailed promo plan for your new release. This promo plan is important: the more detailed it is, the more chances the track has to get the music curators’ attention. Even if this is not required by your distro partner, it would simplify your job for promoting your new release, providing a clear way of organizing your promo actions. A simple promo plan is provided in Soundfeed at each of your tracks. Use it to it’s best.
Make sure you do this at least 7 days prior to release date, to increase your chances of getting into the editorial playlists. This can be done through your Spotify For Artists account. More details here.
After the release date
It’s time to announce the release of your new song! Your pre-save link usually transforms automatically into a smartlink that redirects your fans to their prefered streaming platform. Regardless if you use Soundfeed or not as your distro partner, you will find a smartlink on your track page in Soundfeed, free of charge. Push this link to all your social media channels, like above: instagram, facebook, youtube. Use tools like Spotify Promo Cards or Spotify Canvas to easily create eye popping visual elements, then use these to promote your song on your social media channels.
Give extra attention to your Artist profile on Spotify:
— pin your new release to the Artist Pick section
— create a playlist where your new track would fit naturally, then add it to your Artist profile. Promote the playlist on your social media channels, the same way you did with the pre-save link. Make sure the playlist has a catchy title. Update it every month or so with new tracks. Use the update moments to promote it again on your social media handles.
Enforce paid ads campaigns to promote either the smartlink, your Spotify Artist profile, your youtube music video or the playlist you’ve just created. If you need help in setting up your campaigns, please contact us. Build your ads audience using data from your Spotify For Artists accounts, to identify where your audience is coming from. Setting up the right parameters for your ads ensures that these will be cost effective, so if you need help to create your ads, you can contact Soundfeed to provide you the needed support.
Pitch your new song to independent playlists. This is a good way to reach new audiences and it could also help trigger Spotify’s algorithms. The most straightforward and time effective way to reach independent playlists is to use services like Submithub, PlaylistPush, Groover, SongRocket. You can also contact a specialized music promo agency to help you (if you need recommendations to find the partner who fits your style & sound, please contact Soundfeed).
For the same reasons as above, contact youtube channels that promote music similar to your sound and discuss the terms of uploading your song on their channels, also.
Don’t forget to share your track with potential licensees in different territories. The easiest way is to use the share feature in Soundfeed: this would put you in direct contact with established record labels and promo agencies around the world. Contact us if you need further assistance.
Extra things that could bring extra fans and listeners
— TikTok challenges where you use a hook from your new release — giveaway contests to encourage fans to listen to your new song — remixes to boost the original song popularity.
Fanbase is KEY! Build it & nurture it at any given time!
We cannot stress enough on the idea of building a loyal community of fans. Once you reach a critical mass of people who love your music and who would gladly share it, half of the promo work is already done! On the long run, the fanbase will be the best way to conduct an efortless promo campaign for your music.
Why is a fanbase so important?
- fans are the first ones to add your music into their personal playlists – one of the best indicators for Spotify algorithms that your song is loved and it needs to be pushed further to other people who may enjoy it
- fans tend to use your music on their social media accounts when creating Stories and TikToks. This is an effective way for your music to reach new audiences
- hardcore fans easily become supporters: buying concert tickets, financing your music, buying merch. The bigger the community, the bigger the group of supporters.
How to build a community
- find the things that define you as an artist: from your appearance to your interests. There are many people out there who surely resonate with these
- start building content around these things
- make them feel special and cared about. Offer free stuff, from music to visual content.
Few simple rules to grow your social media handles
There’s no recipe for success when it comes to social media, but there are a few simple rules that, when applied, would greatly contribute to growing your online fanbase
Be consistent with your posts. Social media algorithms favor the ones who post regularly
Be active! Engage with your community with comments, replies, reacts
Be authentic! Don’t pose into someone you’re not. On the long run, displaying a fabricated image of yourself is not sustainable
Focus on the platform where your audience is active
The main issue with being active on social media is what content to share. This is where your personal touch comes forward: share cuts form rehearsal sessions, behind the scene footage, holiday pics, mood pics, your hobbies, your personal achievements, pet pics, etc. Cover trending songs, adding your creative touch to the original song. Check what content triggered engagement and focus on it. Experiment with content apps: use filters and animations to create appealing visual content. Ask you audience opinion on what they want to see from your side.
To make things easier for you, we have prepared a checklist (see below). You can also download it from here.
