Music Marketing and Promotion 102

Posted By Musician Coaching

In Part 1 of this article I outlined the importance of having prepared properly for a new music release. This covers everything from having captured video, stills and writing about the making of your new music to making sure you have your social networks and website sorted so you have places where said footage can live and work to your advantage. I also neglected to mention that it is important that your bio, press clippings and photos are up to date at least several weeks if not months prior to your release date. Long story short – there is a ton of set up to do for any well marketed and promoted release and there are a ton of moving parts to keep your eyes on.



Yes, like a game of whack a mole. If you are releasing your record 100% on your own- chances are you are going to miss some of these metaphorical moles but I thought it would help if you at least knew them by name. An easy way for me to go over this believe it or not is to go over in very broad strokes the way record companies functioned around their releases over a decade ago. It is easier to break them down from their old terrestrial functions because the digital age has blurred the lines of what is PR vs. marketing vs. sales vs. anything else that moves the needle for an artist’s career. The solutions the different record label departments use today (and that you will use on your own) are very different than they were ten years ago but the needs that these departments addressed are still the same. You will note of course I am leaving out finance, business and legal, art, A&R – because they are slightly less applicable and there is no mention of a film and TV department or digital / online departments because ten years ago such departments were very tiny if they existed at all. They will be covered in a follow up article.

Meet the old moles:

Marketing:

It was the job of the marketing person to have relationships with various other entertainment entities and brands, to find interesting opportunities for their artists, to communicate with the band’s management and agent and make sure that all of the other departments at the label were performing their functions on a schedule that maximized the impact of everyone’s efforts.

Sales:

Sales departments at labels made sure..... this post is continued at

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