Here’s How To Effectively Release Your Music, According To Data From Interscope Records’ First Digital Analyst
In the second installment to a three-part series, Stem Artist-In-Residence Kiran Gandhi recently shared the best strategies to release music in the modern digital age, according to data research found in her days as Interscope Records’ first digital analyst. For musicians, this data is crucial in an ever-changing music climate, especially as record label teams grow scarce and indie ventures continue to multiply. Now, more than ever, it’s the artist’s responsibility, as well as the label’s, to completely understand their consumers’ behaviors and market their product to achieve maximum results.
Here are some of Gandhi’s tips to effectively and efficiently make your music marketing count.
Don’t stop marketing your music after its release.
Don’t just release your music and wait for the Internet to do the rest. According to Gandhi, this is where a lot of artists go wrong, thinking their job is done once their music hits the Internet. In reality, it’s only the beginning. It’s imperative to push your product even after it’s out to get as many ears as possible listening to it. Don’t slack up.
Do your homework.
Gandhi says it’s important to do your due diligence in understanding the full picture of the music landscape, including knowing which outlets to reach out to and when. Proper execution of aim and timing is key in optimizing the reach of your music. It also reduces costs in the long-run when done correctly.
Release your single via iTunes or stream first, then release your YouTube video seven to ten days business days later.
This is subjective to the artist’s desired goal and intent, and the reverse is still logical, but Interscope data says this is the definitive option in achieving higher success. By releasing content single first, artists can direct all visual-generated excitement towards purchase of the music that’s already out.
Don’t worry if your Spotify streams are initially low.
Streaming patterns are very different from YouTube views or iTunes sales, Gandhi says. Spikes in YouTube and iTunes consumption are usually seen in the first 24 hours of the content’s release, then taper off into smaller spikes after. The majority of the volume and traffic happens those first days, then that’s it.
According to the data, the lifetime performance of a single on Spotify is not the same as that on the other platforms due to inherent differences in music discovery. On Spotify, some music can see a spike in growth as late as two months post-release. Therefore, artists and labels shouldn’t worry if you don’t see that initial spike on Spotify. Such development in the music’s growth weeks later is a very new, different concept in the music industry, Gandhi says.
Still be aware of your consuming audience’s behavior.
Follow your numbers. Be sure to pay attention to your own track record with your consumers and move accordingly. If you see a bigger response from fans by releasing videos first, follow that strategy, Gandhi says. Also, if your Spotify streams spike much later than your original release, plan your press coverage around that timeframe for an added boost.
Check out the original Stem piece here.
Image: Kiran Gandhi