At JoeDolanPR, I often see well-accomplished independent artists announcing their new album releases with just a few posts on Facebook and Instagram, mentioning that it’s coming or that it’s available on Spotify, without much else in terms of promotion. I’m sharing a more structured approach that can help artists go beyond the basics and create a comprehensive campaign for their album release. This PR schedule was originally crafted for a band I worked with, and it’s been adapted to be applicable to virtually any band’s release. It’s designed to help you effectively promote your album, engage your audience, and achieve greater success with your launch.
Step-by-Step Guide for the Album Release PR Campaign
Initial Preparation (Before Launch)
Define the Band’s Brand and Story
- Finalize the band’s narrative, focusing on what makes them unique and their journey as an independent band.
- Ensure all visual elements (logos, album cover, band photos) are aligned with this identity.
Create a Press Kit (EPK) – Digital and Physical
- Include the band’s bio, album details, lead single, high-quality photos, album artwork, and contact information.
- Prepare the press kit for distribution to media outlets – Digital and physical.
Compile a Media List
- Identify local and online media outlets, including music blogs, newspapers, radio stations, and influencers.
- Organize the contact information and prepare for outreach.
Set Up a Content Calendar
- Plan and schedule all social media posts, email newsletters, and announcements leading up to the album release.
- Ensure consistency in branding and messaging across all platforms.
Update the Website and Email Newsletter
- Add a countdown to the album release on the band’s website.
- Create an email newsletter template for regular updates and announcements.
- Encourage visitors to sign up for exclusive content.
2. Pre-Launch Phase (4-6 Weeks Before Album Release)
Create Teaser Content
- Record and edit teaser clips, behind-the-scenes footage, and snippets of the lead single.
- Design and schedule social media posts to build anticipation.
Draft and Distribute Press Releases
- Write a press release announcing the upcoming album, the release date, and the lead single.
- Send the press release to your compiled media list.
- Follow up with media outlets to secure coverage.
Exclusive Previews and Media Outreach
- Offer exclusive previews of the lead single to select media outlets to generate buzz.
- Schedule interviews and features with local media, focusing on the band’s story and upcoming release.
Lead Single Release (2-3 Weeks Before Album Release)
Release the Lead Single
- Ensure the lead single is available on all major streaming platforms (Spotify, Apple Music, etc.).
- Share the single across all social media channels with links to streaming services.
Launch the Music Video
- If applicable, release the music video for the lead single on YouTube with a Premiere event.
- Promote the video on social media, encouraging fans to share it widely.
Engage Media and Influencers
- Continue media outreach to secure interviews, reviews, and features about the single and upcoming album.
- Partner with influencers to share the single and music video with their followers.
Host a Single Launch Event
- Organize a live performance or an intimate gig to celebrate the single release.
- Use the event to further promote the upcoming album and engage with fans.
Album Release Phase (Release Week)
Announce the Album Release
- Update the band’s website and social media platforms to announce the album’s availability.
- Send out an email newsletter to your mailing list with the release details.
Prepare for the Album Release Show
- (In this artist’s situation, we decided to) Announce that the album release show will be recorded instead of livestreamed.
- Encourage attendees to capture video footage during the performance.
- Promote an incentive for fans: those whose videos are selected for the final concert video will receive an autographed album bundle (including a t-shirt, press photo, and other merchandise).
Conduct the Album Release Show
- Record the entire performance with professional video and audio equipment.
- Ensure clear instructions are provided to attendees on how to submit their video footage for consideration.
Post-Performance PR Blast
Thank Fans and Announce Video Submission
- Immediately after the show, thank all attendees via social media and email.
- Remind fans to submit their videos for a chance to be featured in the final concert video and to receive the autographed bundle.
- Set a deadline for video submissions and keep fans updated on the selection process.
Tease the Upcoming Concert Video
- Share snippets of fan-shot clips alongside the official recording to build anticipation for the final video.
- Offer exclusive previews to fans who have submitted videos or to newsletter subscribers.
Post-Release Phase (1-2 Weeks After Album Release)
Release the Fan-Enhanced Concert Video
- Edit and finalize the concert video, incorporating selected fan footage.
- Schedule a YouTube Premiere event for the video release.
- Promote the concert video across all platforms, highlighting the fan contributions.
Acknowledge and Reward Fans
- Include a credits section in the video or on the band’s website to thank all the fans whose videos were selected. (We decided to include the submitters name at the segment of video they captured, in the video itself)
- Distribute the autographed album bundles to the winning fans and share their excitement on social media.
Continue Engagement and Promotion
- Keep the momentum going by releasing follow-up content, such as acoustic versions, behind-the-scenes clips, and tour announcements.
- Pitch the album to media outlets for reviews and feature stories to maintain visibility.
It’s crucial to minimize stress later on by having as much usable content prepared in advance and ensuring that each step is ready to launch well before its scheduled date. While things may change, be added, or adjusted along the way, having your photos, press kit, recorded and finished CD, digital uploads, and metadata properly typed in etc. – this will save you time and headaches. By being organized and prepared, you’ll be able to adapt to changes more easily and focus on executing your campaign smoothly. This preparation allows you to handle any last-minute adjustments with confidence, ensuring that your album release remains on track and successful.
I hope this helps, and you can always reach out: www.joedolanpr.com