Releasing Music: Post-Production

Why Release Music?

Releasing music is a crucial step for musicians, providing numerous benefits:

• Raise Profile / Create Calling Card: Establish yourself in the music community.
• Audience Engagement and Sharing Music: Allow your music to be heard by a wider audience.
• Increase Awareness and Performance Opportunities: Open doors to new gigs and collaborations.
• Build Legacy: Capture your performances for future generations.
• Create Indirect Earning Potential: While direct earnings from recordings and royalties might be limited, they can lead to other revenue streams.
• Sell at Gigs: Physical copies and download code cards can be sold at performances. Depending on your demographic this can add to your income.

Reasons Not To Release Music:

• Prioritising Live Performance/Composition: Some musicians prefer to concentrate on live gigs and composing without the distraction of a release campaign.
• Insufficient Material: Release music when you have a well-prepared set of high-quality recordings as rushing may harm your reputation.
• Financial Constraints: Producing, promoting, and distributing music can be expensive. It might be wise to delay the release until adequate funds are secured to ensure a quality product and effective promotion.
• Strategic Career Planning: Sometimes it’s better to build more experience, develop a following, or wait for a strategic moment or milestone in order to maximise impact.
• Lack of Promotional Resources: A successful release needs a comprehensive promotional strategy. Wait until you have the necessary channels and resources and capacity for effective marketing and promotion.
• Ensuring Quality Over Quantity: In an oversaturated market, exceptional quality is crucial. Spend more time perfecting your material to stand out.

Irish Context:

Ireland, with its small population, presents unique challenges and opportunities:

• Small Island on Europe’s Edge: Approximately 1% of the European population.
• Strong Cultural Reputation: Known for punching above its weight in many areas despite its size.
• Folk/Trad and Pop/Rock Dominance: Ireland is best known for these genres, with jazz/improv being lesser-known.
• Small Audience and Community: A smaller, more insular jazz community, but sharing recordings and thinking outside of the box can build your profile and create opportunities both nationally and abroad.

Steps to Release

Pre-Production:

• Write, Arrange, Rehearse: Develop your compositions, arrangements, improvisations and ‘sound’ - solo and/or as a group.
• Funding: Consider seeking financial support through grants, such as those from the Arts Council or local councils, or consider crowdfunding platforms to raise funds for your project.
• Home Studio Recording: With the right equipment and setup, you may be able to achieve professional-quality recordings in the right home studio.
• Book Performers, Studio, Producer, Engineer: Assemble your team and book your recording space.
  

Production:

Record, Mix, and Master: Capture, refine, and perfect your sound. High-quality recordings are crucial for impact.

Post-Production:

• Plan Release: Develop a strategy and timeline (several months out) for your release
  
• Promote: Engage in continuous promotion before and after the release
  
• Release and Distribute: Make your music available to the public through various channels.

Recording Quality

Quality recordings are essential:

• High-Quality Sound: Ensure your recordings have excellent sound quality.
• Good Studio and Engineer: Invest in a professional studio and a skilled engineer.
• Rehearsal: Practice thoroughly before recording.
• Professional Mixing and Mastering: Consider professionals like Michael Buckley and Sean Mac Erlaine, or get good advice if doing it DIY. AI mastering is possible.

Promotion and Distribution

Good recordings need effective promotion and distribution.

Press Pack Content:

• mp3 and/or wav files
• Artist/Performer Info
• Concept/Story
• Artwork/Photo for digital and physical releases
• CDs/LPs: design cover, internal info, label, legal info etc, track order, numbering, duration, composer/lyrics
• Contact Details
• Key Dates

Codes and Tags

Don’t forget the essential codes and tags:

• ISRC Codes: Unique identifiers for each recording, necessary for royalty payments.
  
• ID3 Tags: Metadata in MP3 files including title, artist, album, and track number.

Label vs. Self-Release

Label:

• May provide financial support and handle production, promotion, marketing, and distribution. This scenario shares risk and costs, allowing the artist to focus on creating.
• Increasingly though, smaller labels are handing distribution and some marketing and promotion only, and want to hear the finished product before agreeing to take you on - at which point they are then looking at releasing 18 months later.

Self-Release:

• The artist handles all work, costs, and risks.
• Offers more control, including timelines (can be quicker to release), but requires more effort and knowledge.
• Many bigger publications won’t review self-released music, hence many artists create their own personal labels exclusively for their own music.

DJs, Reviewers, Retailers & Distribution

• DJs and Radio Hosts: are looking for well-promoted, engaging, and high-quality recordings (.wav and mp3 files). Some are looking for an engaging story behind the music which they may read on air directly from the press release, or better yet - interview you about, live on air.
• Reviewers: Provide endorsements and often solely use your press release content.
• Retailers: Do sell online (e.g. bandcamp) via your website, and consider selling in physical stores (e.g. Tower Records, Spin Dizzy, Pluggd).
• Streaming: Consider utilising platforms such as spotify, tidal etc. to reach new audiences.

Artwork

• Double check rights to images etc.
• Working with designers can be very helpful.
• Good album covers are memorable and encourage promoters and audiences to listen to the album.
• Thumbnail artwork can almost be its own thing - consider how thumbnail of CD cover will look.
• Should only look “homemade” if you’ve really leaned into DIY and low-fi in your branding and music.
• Labels will often have a house style.
• Can be time-consuming - a lot of back and forth with the designer and your band mates to get it right.
• Sleeve notes require multiple checks and proofs: right acknowledgements, right legal details, right information.

Creating a Press Release and EPK

A good press release and EPK (Electronic Press Kit) are crucial for successful promotion. Set aside adequate time for the pivotal steps below. Your EPK should include:

• Utilise an online folder such as on Google Drive or Dropbox and double check “permissions”/access settings
• Press Release: in both Word and PDF formats. Include facts (e.g. release date, musician names) and good story-telling - what’s the story behind the music? What’s the album’s concept? Why is this timely? What is the USP and why is that interesting for listeners? Make it as user-friendly as possible as many radio hosts will read directly from the press release live on air (and no, the music won’t simply “speak for itself”).
• Clearly labelled Mp3 and WAV files
• Hi Res (incl. Print Quality) Artwork and Photos
• Track Listing and Details (incl. musician names and instruments, track lengths)
• Blurb and Bios
• Release Date and Availability
• Contact Details
• Suggest 1-2 specific tracks (of radio-friendly duration) directly to DJs (make it easier for them than listening to the whole album)

Physical and/or Streaming/Download

Consider a hybrid approach, combining physical and digital for maximum reach and income:

• Streaming: Low income, but wide reach.
• Downloads: Some income, low cost, more control.
• Physical Copies: More income, higher cost, more control.

CD and LP Production

AllWrite Media are a highly recommended duplicator and advisor (https://allwritemedia.com/)

CDs:

• Still popular with 25% of press and reviewers.
• Costs around €3 each for orders of 500+.
• Allow 3-4 weeks for production.
• Plan for 100-150 CDs and download code cards to be gifted to promoters and in networking situations.
  

LPs:

• There is a significant fan demand, but much more expensive to produce.
  
• Costs around €6-8 each for orders of 300+.
• Allow 2-3 months for production, including test pressings.

Steps and Timeline for Production & Promotion

• Build a Plan: Reverse engineer, working backwards from your target release date.
• Create Master Files: Allow 1-8 weeks.
• Proof and Finalise Artwork: Allow 4-8 weeks.
• CD Duplication: Allow 4 weeks.
• Vinyl Duplication: Allow 8-12 weeks.
• Engaging with Reviewers/Promoters and Retailers: Allow 4-8 weeks before release, and do follow-up!
• Mailings: 1-2 weeks.
• Plan and Schedule Social Media posts - minimum two per week (and doubling-up across platforms) in the lead-up to and post- release.

Sample Timeline

Release Window

Best times to release:

• Fridays (due to spotify playlists, chart eligibility, weekend listening, and consistency/expectations of both fans and the media)
• Mid/Late January to early March
• Late March to 1 week before Easter
• 1 week after Easter to late May
• September to late November

• December to early January (holiday competition)
• St. Patrick's Week
• Easter
• June to August (holiday and festival competition)

Useful Tools and Services

• MailChimp: for newsletters and email marketing
• Canva: Social media content creation/ accessible graphic design
• PPI: ISRC codes
• Irish Music Rights Organisation (IMRO): Licences and royalty tracking
• Mp3Tag: Metadata tagging
• All Write Media: Duplication service
• Bandcamp: Online selling
• Spotify/Tidal: Online Streaming
• Arts Council: funding through Project Award, Bursary Award, Agility Award, Next Generation Award
• Local Council: Funding rounds.

Recap

• Releasing recordings is worthwhile and beneficial.
• Post-production activities are vital and time-consuming.
• Good audio, artwork, and promo files are essential.
• Promotion is crucial for a successful release.
• A well-prepared press pack is vital.
• Be realistic about tasks and timelines.
• Having a plan and budget is crucial.
• Working with a label can ease the process.
• Don’t hesitate to ask for help or advice.