Is a global pandemic the time to release new music? An analysis

Well, we’re dusting off Advice By The Slice to focus on some timely issues that have come up due to COVID-19. Let’s get to it!

It’s no secret that times are weird. Due to COVID-19, touring is cancelled for the foreseeable future and every other “normal” promotional thing kind of feels up in the air. It’s only logical that artists are questioning their release plans. This is probably the main question I am getting asked right now -- “should I move forward?” While I can’t give you a specific answer for your project, I do have some ideas that might be worth your consideration. 

1. Understand the landscape.

   • There are a few things you need to know. 

     • Press - There have been a massive amount of layoffs in the world of press, so getting a ton of write ups for a new project is going to be significantly harder. If you’re already established, you still may have a hard time simply due to the lack of available writers. This doesn’t mean that albums shouldn't be pitched, but it’s a reality we’re facing. I’ve also seen a massive increase in outlets shifting their focus to livestreams, so that cuts into true editorial for singles/albums. 

     • Streaming - the way people are streaming music has changed. “Commuter” playlists have seen less action, while calm, ambient sounds, or playlists focused on kids have seen a jump. Again, this doesn’t mean other playlists aren’t getting curated, but DSPs are naturally going to focus on what is working right now (but as we all know - banking on playlisting is not a marketing plan either way!). 

     • Touring - we literally do not know when this will happen, so you shouldn’t build it into your plan.

     • Emotions - People are mentally exhausted. Even if they still have a job, this has taken a toll on the industry. I’ve seen things slip through the cracks simply because people are working remotely and it’s difficult to get everyone on the same page. 

2. Are you ready to be all in?

   • If you decide to go for it - then really GO FOR IT. There is no half in. Same as anytime, if you just put out a song and hope for the best with no real promotional efforts behind it, then you will not get the results you are hoping for. However, now, more than any other time, you need to be engaged on social media and check off all items on your release plan. Allow the excitement for your  release to  bleed into every part of your life. 

3. It’s time to get crafty.

   • Knowing that a lot of traditional in-person press & promotional opportunities are no longer available, you’ll need to get creative with how you market your release. Think about ways you can engage your audience (from a distance, of course) with things that are a natural fit with the music. For example, we created custom cocktails for each Hula Hi-Fi single and partnered with a local bar to add them to their to-go menu. Also, video shoots are gone. What can you do to visually represent your sound that makes sense? Vimeo Create just launched and is a great tool to create short form promotional videos. Can you shoot a video with your bandmates and edit it together to form a music video? There are endless options for videos - but it’s time to head into your imagination station and come up with something unique.

4. You’ll need to be understanding and flexible.

   • Logistically speaking, things are way out of whack, so if something doesn’t happen exactly the way you envisioned it, you may need to be a little bit flexible right now. Know that going into your release. Errors happen, and from what I’ve seen, they are happening a bit more now. If it’s not something that will really break your campaign - maybe pump the breaks on angry emails and calls. 

5. People are ready to form connections.

   • This is the perfect time to form genuine relationships with your fans. Everyone is weathering the same storm and transparency is key. While no one wants to be reminded over and over of the shit show we’re all in, it feels real when someone says “THIS IS HARD.” We’re all feeling it. Now more than ever, fans are likely to tune into a live stream, so take advantage of this and let your personality shine. Even with the most avid social media poster, personalities can get lost in the feed. But IG Live? It’s like we’re all on a big facetime! Just be yourself, pour a cocktail, play a song if you feel like it, have a freaking dance party, chat about your day -- whatever feels right! That’s what people are craving right now - the real shit. 

BOTTOM LINE: With all of these considerations, I think that it is more than doable to put out new music right now. It will come with a unique set of challenges, but people need art and they are open to new things. Your strategy will need to be honed to make sure you’re optimizing what’s still available, but ultimately… I say go for it. 

[SLICE] End of the Year To Do List for an Independent Artist

Ok - it’s OCTOBER (how). It’s time to get your shit straight! There’s still 2.5 months left in the year, so you better make sure your ducks are in a row! If not, then find your ducks, tell them it’s time to get serious, and to get in their appropriate row. Ducks are IMPOSSIBLE to keep in line.

Here’s your to-do list:

1. VOTE.

   • So, that’s not music related, but it’s your civic duty and NOVEMBER 6 IS THE DAY.

2. RELEASES:

   • Make sure your releases are ready to go for holiday deadlines. iTunes/Apple Music sent their dates out last week and since I’m nice, I’m going to post them below! Please note that your distributor may have separate, earlier deadlines! Check with them.

   • If you are not currently planning on releasing music, DO NOT MAKE A PLAN TO RELEASE MUSIC NOW. 4Q is still inundated with big releases and if you don’t have yours strategically planned out, it’s just not worth it at this point.

   • If you have early 1Q release plans, there are deadlines for those too! Get your artwork, press & marketing plans ready to go.

3. PRESS:

   • Pitch to press early. Everyone goes on holiday - even cynical music writers! They want to get their work wrapped up and out the door. Plus, those “best of the year” lists are getting put together right now, so get to work! For January releases, premieres and features get locked in in November or early December

4. TOURING:

   • Make sure your 1Q tour or show plans are already in place. If you’re still deciding whether or not you’re going to tour in January, you might as well wait until April.

5. MONEY:

   • Do your best to start to gather financial info together for taxes. If you have a CPA they will want some info before the end of the year. Did you pay people this year? You’ll have to send 1099s in January. Might want to start thinking about that.

6. WRAP UP:

   • Make a list of what you need to get done before the end of the year and start checking things off.

7. PLAN:

   • Draft out your goals for next year and (if you haven’t already) start an outline of what you want the top of the year to look like for your project.

I knowwwww, you just wanted to float on into the new year full of Turkey and champagne. Me too! I want that too! Just a few things left to do and then we can make that happen.

And now for those deadlines:

Vote for us! SXSW 2019

Hey guys - HUGE favor to ask! We put together a panel for SXSW & we need your help getting selected! Below is our panel blurb & here's the full link to vote: https://panelpicker.sxsw.com/vote/88286

DIY(UYC): Do it yourself (until you can't). Indie torchbearer Ron Pope & the team from Brooklyn Basement Records break down the DIY philosophy that has driven Pope's unprecedented success & explain how artists can take a hands on approach to their careers & find meaningful growth without intervention from the conventional music business. One of the first artists to explode on the internet, Pope has sold millions of singles, amassed over a billion streams, toured the globe & generally crushed every metric for what seemed possible for an independent artist all while carefully growing the BBR staff and roster. This panel will break down strategies for indie artists, labels & managers regarding release & branding plans, social media promotional tactics, how to attack streaming sites & more.

Voting ends August 30! Will we see you at SXSW next year? Here's our post on how you can make the most of it! 

[SLICE] Radio Promotion for indie labels and artists

Author: Randolph Infinger (@dolphin_finger)

[Editor's note: we're circling back around to the topic of radio. Read our last post on radio for indies HERE]

Radio is by far the most consumed source for music and it’s no secret that major labels have a huge stake in radio companies (ever hear of iheartradio in every city you visit?) But what can independent labels and musicians do to gain airplay? Luckily, there are other avenues independents can take to successfully promote their music.

Who do I submit to?

First of all: avoid iheartradio stations. It isn’t worth the time and effort as they are looking for major label music. I start with radio-locater.com to find a market’s full list of FM stations and look for  AAA (Adult Album Alternative), public radio, and college radio. AC (Adult Contemporary) is a toss-up as some can be useful while others are more geared towards pop music. When you find one you’d like to submit to, check out their contact or about page and find the music director’s info. If they don’t have a music director, try the programming director or simply reach out to the station’s general email asking who to contact for music submissions.

How do I pitch in my email?

If you’re independent you likely understand the hustle and creativity you have to put into everything. Radio is no different, so get creative and get moving! The first step to a successful pitch is knowing the different programs and shows they offer throughout the week. Most stations have a “playlist” feature that lists all of the songs played during a certain DJ’s time slot. If they have music similar to yours, make sure to mention you really enjoy the ______ program and think your music perform well on it. The added personalization can go a long way in showing you’re not just sending out a mass email with a million BCCs.   

Ok now what?

Now begins the hustle. In order to really get the music directors attention you MUST follow up consistently. Very rarely have I seen a introductory/first email get a response unless the music director already knows the artist. Follow up once a week (some people like to say 2) and continue to follow up until you reach about 4-5 emails. At that point it most likely is a no-go and you should move on. Keep the follow up simple: one sentence is more than enough and gets the point across that you are trying to reach them.

To wrap it all up:

Radio is weird. It’s a necessity and can be a burden for independents. The best way to approach radio is a numbers game; the more stations you submit to the more you’re likely to get airplay. It will take time, but the more you hustle the more you will ultimately gain.

The Music Industry Guide to Digital Organization

Author: Randolph Infinger (@dolphin_finger) Organization+ Software= Success

Organization and efficiency is something everyone is always striving to be better at. Here’s a short list of some of my favorite software/apps that have made organization easy while working in the music industry:

Slack: Organize your team

Emails can be overwhelming when working on multiple projects as sometimes threads are lost or details misplaced. Slack allows you to create seperate “channels” to communicate with team members regarding specific projects. The instant messaging that is provided in these channels is amazing for quickly asking a question without cluttering inboxes or interrupting work flow.

Dropbox: Organize your files

If you’ve ever lost data due to a computer crashing or lost hard drive, you know the feeling of losing your hard earned work. I put almost everything in Dropbox including venue contracts, financial documents, photos and videos, release/marketing plans and much much more. Dropbox also makes it incredibly easy to share your files with others how you wish. I find myself sending a dropbox link out almost everyday. If you’re not so keen on Dropbox’s price, Google Drive is a fine alternative.

Remember: one local backup, one offsite backup, and one cloud backup for safe measure. (Yes, it’s overkill but hey you don’t want to lose that awesome video you made!)

Evernote: Organize your thoughts  

I write everything down; if I don’t I know I will easily forget. Evernote takes note taking to a whole new level. This isn’t just a checklist app, but a comprehensive list that allows audio recording, links, tables, you name it. Personally I love the cloud feature because I can start a note on my laptop and finish it on my phone at a later time.

Omnidisk Sweeper/Disk Doctor: Organize your computer

If you work in photo or video editing, you probably already use a program such as these to get rid of those pesky cache files. Often people complain of “bogged down” or “slow” systems and this is the first step I take to help remedy that. With laptops/computers being the primary way we conduct business, we have to treat them with same respect we would take treating our cars. Think of using something like Disk Doctor as a quick oil change for your system!

Have any that you love? Let us know what we're missing out on! 

[SLICE] Creating and Maintaining Connections in the Music Industry

While we’re all creeping out of our SXSW recovery period, we wanted to touch on a topic that’s super relevant after any big industry shebang: creating and (more importantly) maintaining industry connections. It’s SO easy to meet a bunch of people, say “hey we should meet up soon” and then turn around and forget that person’s name. Unfortunately, this is a wide spread industry problem, so if you are counting on the other person to be the one to remember - DON’T. Luckily, we've got some easy, common sense tips to help ya!

Seven ways to create and maintain industry connections:

1. Exchange business cards or contact info at your first encounter! So you’re having a great conversation with someone you randomly bumped into -- don’t say, “I’ll find you on Facebook” -- GET THAT CONTACT NOW. You never know if they aren’t super accessible through social media or if their website lists an info email address that’s rarely checked. My personal facebook is under a totally different name and is private! For our business cards, we love Moo.com! (they even did a cool little write up on us)

2. Get in contact the next day via email or text. Do not wait and give them time to forget you. Keep it short and sweet. “Hey, it was great chatting with you at that show - let’s connect soon!”

3. Set up a meeting within a week. Personal connections are always more valuable than internet ones. Grab coffee or a beer - something that won’t take too long. Even if there isn’t a way to directly work together right now, it’s great to establish a face to face rapport.

4. Learn a little about them. Obviously you want to meet up to get to know them and what they do better, but it’s always great to have a starting point -- “I saw you worked on that event with Third Man. That’s so cool; what did you do for them exactly?”

5. Don’t expect them to just give you something or work with you because they met you once. A HUGE pet peeve of mine is when I meet someone one time and then they ask for my entire contact list. I’m down to help people out when I know they are legit, but just it becomes really clear really quickly when people are just using you to get to someone else. That said…

6. Be helpful and valuable. You have worth, skills, and connections! If you’re asking for something, be prepared to help out where they might need it also.

7. Just chill. Realize that not all contacts are going to turn into business deals. I honestly have a group of managers that I meet up with from time to time just to vent. There really isn’t a great way for us to work together, but we learn from each other and our separate experiences. Those are so important and can keep you sane.

Once you’ve established a good connection with someone, keep it up! Grab coffee every once in a while - just shoot the shit. This world is full of crazy twists and turns and friends always like to help friends out.

27/52: Doing Radio as an Independent Artist

Whenever an independent artist asks me about going to radio, my typical response is “DON’T DO IT” while wildly shaking my head and cringing.

Them: But my album is so radio friendly!

Me: stares blankly

Them: My song is a hit! DJs just need to hear it and then they’ll play it! I’m like if Beyonce and Jay-Z had a baby!

Me: They did have a baby. 3 of them. None of whom have made hits (yet).

Them: I literally hate you.

Me: Show me where your vault of money is that you don’t care about and then we’ll talk radio

Do I have your attention? Great.

Radio is certainly still the king maker for big artists with all of the resources (and right genre). Plenty of people still listen to terrestrial radio in their cars and are happily fed the same songs over and over.

So why am I warning against it? There are a few reasons:

1. The statistics are changing. The 18-34 market has been on a downward trend with radio and those are the people that matter. Why? They buy merch, music, and show tickets.

2. IT’S FREAKING EXPENSIVE. A “cheap” campaign hitting a niche format (like, Americana or Rock) can be $5,000-$8,000+ without mailing costs (that you will likely have to do yourself). Trying to go at pop radio?? Good luck. You’ll need at least $150,000. Yeah, I’m serious.

3. It’s INCREDIBLY competitive. Without getting into the whole debate over this, you need to know that only a few companies own the majority of the radio stations in this country. Guess who they are best friends with? Yep, major labels. There is virtually NO room on playlists for new acts -- especially new acts without major backing.

4. Radio doesn’t like to take risks anymore. There was a really beautiful time for radio when it facilitated amazing music discovery. That doesn’t happen anymore. With stations shutting down every day, they can’t afford to risk playing songs that won’t hold their audience.

5. Scams. I’ve said it once, I’ll say it 1,000 times until you believe me. There are SO many shady people in this business that take advantage of independent artists. Just watch out for anyone who seems a little salesy and initiates contact with you out of the blue.

6. Limited tangible results. So, a good scenario is that a couple of stations play you once a week for 5 weeks. What does that do for you? Very likely it won’t sell more tickets and it’ll gain you very few fans. While every fan counts, I don’t think every fan is worth $500+ (remember our talk about ROI??)

All that said - if you do have the money in your promo budget, there are a handful of indie promoters who can do a good job. However, they are in high demand and if you don’t have all of your ducks in a row, there is absolutely zero reason to contact them. Your row of ducks should look like this: tour planned, album release date set, distribution set up, promo plans laid out, publicist on board.

In some situations, if you have a runaway hit on Spotify, it might be worth looking into radio. However, in that situation, you need to ask -- do I even need radio at this point? And the aforementioned ducks... are they in a row? 

So you still want to do it? Ok, here we go.

If you don’t have the money to spend, but still feel like you need to give it a shot, then here are a few things you can do on your own:

1. Start local and think indie. While it’s still incredibly competitive to get added to an independently owned station (each state only has a few), most have a locals only specialty show that could be a fit. You need to be making some noise on your own in the community before asking though -- make sure you’ve been playing gigs and have great support from actual people that live there. It’ll make it world’s easier to get them on your side (FYI - this is what we’ve been doing with TRUETT and now he has great local radio support that we can try to build off of)

2. Give college radio a shot. College is tough - it’s run by busy students and they aren’t always at the station (or in school). Plus, the contacts change every year. However, if you have a summer release it’s not a bad idea to send it to them (in snail mail because... I have no idea, it’s really dumb, but that’s how radio works). Aim for the end of summer so they get it right when they get back to school. Fall gets rather busy if you wait much longer! Then as I’ve said before, FOLLOW UP! Do not assume that just because you mailed them a CD that they got it or played it. Call or email. Don’t worry, they are used to it.

3. Target very specifically. Have a tour coming up? Target the local indie station in each market a few months before you head out. Get them the CD, email them, etc. Same as with the local suggestion, you should really have some good buzz going on before you do this. It’s hard for anyone to get on board if nothing else is happening. Indie on the Move already did a lot of the research for you! Look through their massive list here.

This takes a TON of leg work and will eat up a bunch of your day(s). But it’s much, much cheaper and you will know that the work is being done. Plus, when a station gets back to you and says they will spin your tune you will feel like the champion of the world.

REASON TO IGNORE THIS ADVICE: You have a buttload of money