Creating a Release Plan: Key Considerations

So, I just want to talk through a few things that you need to consider when you're putting a release plan together. There is no straight, hard and fast rule; this will differ depending on what you're doing and what your objective is.

1. Artwork

First of all, your artwork. Now, as simple as this might sound, because not everyone is buying CDs anymore, you kind of need to know what your artwork is going to look like on a streaming service or a phone. Not a lot of people consider this, and some of that creative inspiration and art can get lost in the mix.

• Tip: When you're designing your album cover or your single cover, shrink it right down, like right down, so that you can see what it will look like on a phone or on any sort of streaming or digital download service as a tiny square.

2. Release Timing

Something else that you need to factor into your release plan is when you're going to be releasing.

• This matters more depending on what level you're at in your career.
• If you know for sure that there are a load of people in the same genre or scene releasing on the same day, you're going to be fighting for column inches and editorial on that day. Those slots might go to the other people releasing.

So, while it's not always possible, if you do know ahead of time that other people are releasing, maybe try to steer clear. If you're not bothered, you can go up against them, but understand that it could work against you.

3. Understanding Metadata

The next point is one of the most critical topics for your release schedule: understanding your metadata. Metadata is important for various reasons:

• It will help you get paid by listing things like who's on the record.
• For the streaming age, people don't just search by band name or track name anymore. We live in an era of context-based search.

Examples of Context-Based Searches

• Is your music good to work out to? That probably needs to be included in a metadata line.
• Is your music chilled and acoustic? That also needs to go in a metadata line.

Now, with everyone using voice recognition, people are asking for things in ways they've never asked before.

• For example, if you have an international fanbase, let's say you're in France and they have a smart speaker, they're not going to ask for music to work out to in English; they'll ask in French.

Importance of Multilingual Metadata

• All major labels have scrambled to convert their metadata into every language possible.
• As a self-releasing artist, it might not seem important, but if you want to be listened to across all devices, it absolutely is.

Uploading Your Metadata

• If you want to be discovered across all continents, consider this from the start and ensure you're inputting it.
• Where to input this metadata: If you're self-releasing, there will be a section when you upload your tracks that asks for metadata. Most distributors have a minimum requirement that you must submit, which is crucial for getting your music out there.

4. Distribution Strategy

Another crucial consideration when self-releasing, particularly with your distributor, is where do you want your music to go?

• The answer we often advise is everywhere.
• Limiting where your music might be available restricts the number of people who could discover you.

Going Wide

• In the early days, I would honestly recommend going wide and delivering it to every possible platform.
• If you later feel the need to limit it, you can look into that, but it's not often something we suggest when putting a release strategy together.

5. Playlisting

Another aspect to consider is playlisting.

Key Tips for Playlisting

• It's easier than you think to find the people who make playlists online.
• Start by searching on Twitter for the term "Playlist Curator." You would be surprised how many people list themselves as playlist curators, often with links to their playlists.

Tools for Playlist Discovery

• There are also some great software options out there, both free and paid. One that I recommend is Chartmetric. It lets you search through all manner of playlists and often lists the curator behind them.
• While it might not give you direct ways to contact them, it sometimes lists social profiles.

Connecting with Curators

• If you find ten playlists you want to be on, take the curator names from Chartmetric, and search for them on Twitter, Facebook, LinkedIn, or Instagram. You'll usually find them somewhere, and that's a way for you to submit your music to them.

By following these steps and keeping these considerations in mind, you can create a well-rounded and effective release plan that enhances your chance for success.