Here we go through the whole process from being signed to having a release with Rexius Records. If you wonder what will happen next, this is the outline.

Remember, you are always welcome to contact us if you have any questions, if you feel like we are not following the process or whatever. We are here to help you but we try to have a “teach how to fish” rather than a “give fish” approach. Meaning, we do a lot for you, but we can’t do everything. Please use us as a resource and ask us questions since we do have a lot of knowledge to share.

Important notice: We are not starting the Production Phase before we have completed the Planning Phase, and we are not setting a Release date before BOTH the Music Production and Visual Production is completed. Release date will be set around 45 days after both music and visuals are ready.

prepare and set up

Planning

The idea with this phase is to prepare and set up the project. We get to know each other, set up goals and define your brand identity.

1. Set Up

Stuff to do:

  • Book Big Brief and Project Start Meeting
  • Book Music Brief if we’ll produce an EP or Album together
  • Get contact information
  • We set up the project dropbox folder
  • We get access to social accounts
  • We get access to artists.rexiusrecords.com
  • Fill in Brand Archetype Form
  • Add globi@rexiusrecords.com to your contacts, this is our personal bot that will give you relevant information during the project

2. Project Start & Big Brief

We have a meeting at Rexius HQ and go through goals, deadlines, your brand, visual concept and target audience.

Startup Meeting:
  • Starting point
  • Goals
  • Project expectations
  • General Information
Big Brief
  • How are you unique?
  • Who are you relevant to?
  • How can we reach out?

3. After Big Brief

We structure all our notes and what we have discussed on the Big Brief and formalize into an MV Brief and if you have any questions, we go through the MV Brief together to clarify.

  • Marketing and Visual Report (MV Brief)
    • Artist Identity
    • Brand Archetype
  • Social Media Analysis
  • Previous Coverage (artist)
  • Start Music Projects and Visual projects
  • Create Artist Biography

4. Music Brief

If we’re about to produce an EP or Album together we will gather all the team and listen to your demos and together with the producer chose the songs to record. Here we will also take a look at:

  • Music Target Audience
  • Where to place you among the competition
  • How your music can stand out
  • Music feedback

All this will simplify the whole recording process.

creation phase

Production

This is the phase when we produce all the content for the Release; Music, Press Photos and Artwork. Depending on who is responsible for each deliverable (look in your contract) our involvement varies. No matter if you or Rexius is responsible for creating the content, we always have certain quality standards. The music and visuals are the most important success factor when it comes to releasing music.

Music production

Artists have different needs. Some are producing the music themselves and some record in studios either along with us or in other studios. No matter in what way the music is created, we would like to give our advice and input regarding the music. This is not to make your music more “commercialized” or inhibit your creative work. We listen to a lot of music, release a lot of music and would like to say that we know what works and what doesn’t. We would also like to ensure recording quality and other major points that we know a lot of artists are failing at. These are advice and not commands, but we don’t give advice just to have an opinion. If you would like to ignore our feedback, it’s totally fine (as long as the overall quality is good enough), but you should be aware of that the release might not go as well as expected. (If you suddenly feel like creating Nintendocore music, we might not have the same marketing strength in that area).

We know it’s important to give advice at the right time. For example, we won’t give feedback on songwriting in the mixing phase. This is why we have written down what we need from you in each phase and what we will give feedback on in “The Song Feedback Process“.

Visual production

In order to release music we also need some visuals: Cover Artwork and Press Photos. From the Press Photos and the Cover, we are creating “Release Visuals” that are used in social media, when creating ads and when distributing your music to YouTube.

There are pretty strict requirements for the music services regarding artwork so if you are responsible for delivering those to us, please follow the requirements:

No matter who delivers the visuals, it’s important that we have completed the MV Brief before the visual project is started. This is to ensure a coherent branding message all the way.

preparations

Distribution

One of the greatest mistakes we see artists do is to set a release date before artwork and all songs are completed. Another mistake is to set a release date as soon as everything is finished. A lot of stress and frustration will be created from this approach and often you’ll end up with bad results. Therefore, at Rexius Records, we are not discussing Release Dates before we have everything (Artwork, Press Photos, Songs and Meta Data) 100% completed and we have a rule to not set the release date within 45 days after everything is completed. Read why here.

What is done in the Distribution phase?

A lot of work is made by Rexius Records during the Distribution phase.

  • Preparing the distribution (Meta Data, Royalty Administration, IFPI registration)
  • Creating Artist Target Audience List
  • Creating Press Release, Sales Points, and sometimes translations
  • Creating the Electronic Press Kit with all the produced content
  • Creation of your artist page on rexiusrecords.com
  • Creation of release page on rexiusrecords.com
  • Distribution to music services
  • Upload music to SoundCloud and get a secret link
  • Setting up Spotify Pre Save links

What do we need to set a release date?

ready for take-off

Pre Release

The Pre Release phase is the time between the distribution of your music until the Release Date. In short, we prepare for the pitch and pitch your music to our connections and prepare for the release.

Assemble and pitch

This is what we do during the pre release phase:

  • If it’s the first project together we are announcing the signing and an upcoming release. Sometimes we do this on the release day since this post tend to be very engaging.
  • We receive Spotify links etc and create a smarturl
  • Pitching the music to Spotify
  • We are creating release visuals (if we are responsible)
  • We are updating/optimizing Facebook, YouTube and Soundcloud (if relevant)
  • Preparation of content and scheduling posts on social media
  • You are uploading content/schedule posts on social media and add Release Visuals
  • We prepare the “Hit List” of relevant influencers matching your target audience.
  • We pitch the Release to relevant influencers in the business depending on the goals and focus.
  • Depending on the genre between 30 – 90 blog pitches

Related Guides

reach the audience

Promotion

Peak promo

The Peak Promo phase is between the Release Date and approximately one week forward. A lot of work is made during the release date such as:

  • Pitching the music to influencers
  • Pitching the music to Spotify user playlists and playlist networks (after the song is released)
  • Distribute songs to own playlist network
  • Social Media distribution
  • Paid Advertising (Could be Google Ads, YouTube, Facebook, Deezer depending on project)
  • Newsletter send-out (Typically an aggregated email every month)

Passive promo

Even though we pitch your music prior to the release a lot of influencers won’t answer directly. Sometimes, we have seen blog posts coming up 3 months after the release. We take care of all the requests coming in and what to do about it.

For every influencer featuring your music, we will make a shout out on our facebook page and say thank you. This is really important to maintain a relationship. So should you.

You will be notified every time we hear something in terms of success from any influencer.

The music business is not like before where there is a huge peak during the release date and then all sales will go down to a low level. Today, a release can be built organically and stay up higher for a longer period of time if you play the cards well. Please take a look at this guide about creative content nagging to keep your releases alive! Maybe it’s time to create some merch?

what’s next?

Post release

Evaluation

With no reflection, there is no progress. A couple of months after your release we will arrange an evaluation meeting where:

  • We evaluate the project according to goals
  • You will receive an export of all the feedback we have received from blogs.
  • We will evaluate if you have gotten to the next level.
  • We will discuss what opportunities lie ahead?