The last few months have been challenging, to say the least. As a result of the Kovid-1 pandemic epidemic, one of the few things that has become clear is for the future beyond the travel table, and artists are having dilemmas about how and when to release new albums. Published with live show. But many are quickly finding innovative ways to connect with their audiences.
London-based folk artist Laura Marling Just decided to move on without releasing his album Song for our daughter, But also moved forward to the 10th of April from the end of the summer. As venues began to close and travel plans broke down, Marling chose a collection of impressive simple folk songs as an offer that could be healing for his audience. He explains, “I don’t see any reason to stick to something that can at least entertain, and at best, provide some sense of togetherness.”
A label of marling, Team record, Is working closely with his artists to navigate new ways of releasing albums. Jenna White, managing director of Partisan, sees this as a little eye-opening, even an opportunity. “Where artists we work [with] That we would usually plug them in [album] Campaigning around their touring availability, it’s an opportunity for us to be creative and talk directly to their fanbase, and to get some more engagement online, the band doesn’t need to be in Seattle to do that KEXP session, or a rough trade session to go to London, “he says. . ” I think everyone is learning a lot about what can be achieved in this regard. “
Photo courtesy of Laura Marling, team record
Evaluate, then reschedule often
If you’re preparing to release an album during this turbulent time, try to remember that “there are some tests and errors in it,” White says. “You have to be prepared to say, ‘Everything is changing a lot. What I know today may not be what I know tomorrow. What can we do to move things forward?'”
Part of that preparation is getting ready for the right moment. Ukrainian artist a few months ago Evan Dorn Was looking for a release date for his EP Numbers, Collaboration with electronic singer / songwriter and producer Seven Davis Jr. With the audience sitting at home seemingly interested in new music, Dorn and his team decided that April felt right. “We got the idea that this is actually the right moment of release, because everyone is watching online,” he said. “There was a great moment where everyone focused online.”
Dorn is the founder of Mastersky, an independent label with an active international listing. As more Masterskaya artists prepare to release their albums, Dorn says they are looking at everyone to make sure they mean time for each artist.
Brick Walpole, the national publicist for Chicago-based public relations firm Pitch Perfect PR, is doing the same with his clients. “Since it all started, there has been an ongoing conversation between me and the teams I work with – the artists themselves, the labels, the management and of course the booking agents,” Walpole said. “Obviously this is water completely unknown to everyone. It is important to continue releasing new music. I have found that most authors and publications are really acceptable. ”
Photo by Evan Dorn, Cassinia Cargina
Even if you may not be on stage, there are plenty of ways to actually engage with the audience. An easy route is Using social media; Once you have an idea What To use the platform, you can start thinking How You want to use them. Live Home Performance There have been come-and-go for many artists, but these are not the only means of communication.
“In the case of online tools, it really depends on what you’re comfortable with as an artist,” says White. “Listen to the fans and think about what works for them – how do they react?” Because that’s probably it [how] You have the opportunity to connect with more people. ”
Usually a rare social media poster, Marling started Isolated guitar tutorial on IGTV, An ongoing live series where he breaks down his songs. “Getting his fans into his world and giving them something he felt could be valuable to them in terms of skills that was normal to him,” White said.
While the goal is to grow your audience, always remember to focus on your relationship with your fanbase. As White puts it, “They’re the people who were there for you before, and they’re the people you want to make sure will be there for you in the future. Everyone else is uncertain.”
IDLS, Another band on Partisan’s roster, known for their high-strength live shows and their tight-knit, active fan club known as the AF Gang. Recently, the UK Rockers did a week Live Q&A with AF Gang On youtube. “It was amazing to see how it lit up their fanbase so much, because they could actually spend a whole week in their living room answering their questions,” White said. “It’s the perfect level of engagement that we wouldn’t have time to do if they were usually on the road.”
IDLS, picture of Tom Ham
Unveil a few more singles first
One more way to speed up the release of an album is with some more online breadcrumbs, such as singles. Not only does it give listeners more time to get acquainted with the tracks, it allows you to show more songs that might not otherwise get the spotlight. “I see that during this process, some of the artists I’m working with are releasing more singles because there seems to be more response – people are writing more at home on the Internet, people are writing more about music; There seems to be more reception, ”Walpole said.
Westerman, Another artist from Partisan, releasing singles continuously before his soft-pop debut, Your hero is not dead, Planned for June. “It was a key issue because he couldn’t go on tour,” White said. “It was a plan we chose because each song was very powerful; Feels good to give place. ”
Honestly you are
Maybe there’s something you’ve been too nervous to try before, but now can be a great time to experiment, because fans now want the artist’s authenticity more than ever. “I think the search is very positive,” Walpole said. “I find a lot of artists I’m working with, videos were planned for their specific singles and that’s why they had to go the DIY route, and it has created this really amazing part of the art-isolation video. It’s really a special way that they’re doing something different. ”
For Dorn, the way to connect a new album with the audience is “more natural, more interesting, deeper.” He continued, “If you want to get the right audience to pay attention, you have to do something very organic and honest. [a] Stories about how this music happened, some short films or stories about your demo, how you’re working in the studio, how you’re working on the song, and so on.
Whatever you decide, remember: honesty is the key. “If things aren’t authentic, fans get to see them very quickly,” White said. “There needs to be some real offer for what you are giving.”
– Robin Bassier