Four questions to ask before you release new music in December (as an independent artist)
Timing is everything when it comes to releasing new music. When an artist is signed to a record label, chances are their release dates have already been set, with the backing of various label-funded marketing plans and strategies.
What labels often do is pre-plan so they can kick off promo campaigns as early as possible (at least 6-weeks prior) especially if they’re trying to pitch for covers or certain playlists for top notch placement of their artists.
Releasing new music in December is a question game. This time of the year is laden with closures, festivities and other viral sounds. Sure, music is timeless, but the season is challenging as it can be hard to get people to actually listen to your music.
As an independent artist, here are four major questions (with more follow-up questions) to ask before you say yes to releasing new music in December:
- WHAT IS THE MOTIVE?
Why December? We crossed 11th months in the year but you’ve chosen this time. What informed this decision? Is it data, statistics, advice or a hunch? What are you willing to achieve? Is it streams? Visibility? Followership? You have to state it.
Knowing and understanding fully the real reason you’ve chosen this time period helps inform your post-release budget and tactics. It also puts you in a better position to manage your expectations.
2. HOW DOES YOUR IMMEDIATE MUSIC SCENE LOOK?
What genre is popular in your region? Who are the biggest artists in your region? Who are the most popular (local or international)? When last did they drop new music? What kind of music did they drop? Do they have new music scheduled for this December? If yes, how many share a close or same date as you? You need to gauge the music scene that surrounds you in December and the three months preceding it.
When artists put out music, they often have some sort of expectation of the “festive” period - attention and buzz. They forget that their label counterparts have put out music months back which have been serviced over time and in turn, rotate the speakers in the period.
3. WHAT DOES YOUR MUSIC SOUND LIKE?
It’s not enough to have lyrical flow or a significant voice in this period. You need to assess the music that has been scheduled for release. Is it one within or outside your niche? Does it follow the trending sounds of your immediate music scene? Is it thematic to match up to the festive season? Towards the end of the year, in some regions, the music industry is clouded by Christmas jingles and melodies.
If you’ve identified that you’re operating outside such regions, you might need to be in tune with some elements of your region at that time.
4. DO YOU HAVE ANY CONNECTIONS?
Who do you know across the industry? Asides your likely distro and other paid music partners. As an independent artist, you’ll need to cut through the noise. What platforms are you choosing to focus on? Social media or traditional media? What do you need? Who can help you achieve that? If you plan to drop new music in December, you’ll need the people who can plug your project in a few places for you without having to spend too much breaking your bank.
Lastly, the music business tends to slow down for certain tunes towards the end of the year, especially between the second to third week. In December, you’re not only battling for attention with music players for things like adspace and airplay, you’re also battling with show promoters and other brands across industries as it is the “end of year”.
Avoiding December sounds like solid advice, however music climates and media temperatures differ from country to country. Releasing music this season might work in your favour if you have asked the necessary questions and answered them to the T.