How do you work with releasing music and promotion?

Question on Open Counseling:

After a song is released, will the label promote it? What does this typically include? What are the next steps after the first song is released? Will there be a pre-release campaign to promote the song before its official release? Do artists participate in interviews or podcasts after releasing a song or album?

1. Will the label promote my song after its release? #

Yes, Rexius Records promotes your song, but the level of promotion depends on the market response and where the song fits in our Dynamic Release Model. This model is designed to optimize the success of each release based on data-driven insights and feedback.

In the initial Launchpad Release phase, promotion typically includes:

• Digital distribution and monetization.
• Editorial playlist pitching.
• Catalog management to ensure your song is included in key playlists and networks.
• Basic promotional support to give your song exposure.

If the song performs well in the market test and aligns with success criteria, we can escalate the promotion to the Momentum Tier or beyond. This might include influencer campaigns, advanced playlist pitching, and media outreach.

2. Will there be a pre-release campaign? #

Yes, part of our strategy includes preparing for your release with pre-release activities tailored to your song’s needs. Pre-release efforts in the Launchpad Release phase may involve:

• Market testing within our close network to gather initial reactions.
• Creating assets like press kits or promotional materials for distribution.
• Prepping digital platforms to ensure your release is optimized for discoverability.

If the song moves to the Momentum Tier, pre-release campaigns become more extensive, such as influencer outreach and radio promotion.

3. What are the next steps after my first song is released? #

After the first song is released, the process follows these steps:

1. Performance Analysis
   • We evaluate the song’s performance, including streams, playlist inclusions, and audience engagement.
   • If the release meets success criteria, we discuss opportunities for additional promotion or moving to the next tier.
2. Opportunity Meeting
   • We can book a meeting one month after the release to assess outcomes and plan future actions.
3. Future Releases
   • Overall, we follow the project plan we set up in the beginning of the project and follow a series of releases following the same processes, leveraging insights gained from the initial campaign.

4. Do artists participate in interviews or podcasts after releasing a song or album? #

This depends heavily on your current position in the market and what you bring to the table for media outlets. It’s essential to understand how podcasters, bloggers, and media think and what they look for when featuring an artist.

Key Questions to Ask Yourself: #

• Does your name drive traffic? Are you a recognizable figure who will attract listeners or readers?
• Will your new release drive clicks? Is your song or album tied to a buzzworthy topic or unique story?
• Do you have something interesting to say? Can you offer insights or a story that would captivate an audience?

If the answer is yes to these questions, there are likely opportunities to secure interviews or podcast features. However, for most upcoming artists who are still building their audience, the reality is different.

Aligning Tactics with Your Current Position #

As an emerging artist, we can’t replicate the promotional strategies of globally recognized names like Taylor Swift. For established stars, headlines like “Taylor Swift Releases New Album” immediately draw interest due to the weight of their name alone. For you, a more tailored approach is necessary.

Instead of focusing on your name, your story and unique attributes should take center stage. For example:

• “The most relatable country girl-next-door releases a debut hit about overcoming heartbreak.”
• “A passionate indie artist redefines pop with their first viral single.”

This approach shifts the narrative from relying on fame to emphasizing your story and relatability—qualities that can resonate with audiences and media outlets.

What Works for Emerging Artists? #

Rather than pursuing traditional media immediately, these marketing tactics can match your stage in the journey. (What we do depends on the market test and the new scope after discussing opportunities)

• Social Media Engagement: Leveraging platforms to tell your story directly to fans.
• Playlist Features: Building traction where your audience already discovers new music.
• Targeted Blogs: Reaching niche music blogs that cater to your genre and audience.
• Micro-Influencers: Collaborating with influencers who align with your style and values.

As your music gains traction and you develop a stronger following, opportunities for interviews and podcasts will naturally grow. For now, the key is to build your audience and give media outlets a compelling reason to feature you.