The name Caroline Bottomley may sound familiar to you on The Daily Rind. As Managing Director of our Marketplace partner Radar Music Videos, Caroline has already guest written for us to share the merits and best practices of her amazing platform, which connects artists and labels with talented music video directors around the world. Today, she gives us a timeline for promoting an independent single release, beginning 14 weeks from release date, and on an imaginary budget of £5,000.
A lot of promo people we talk to say artists and managers often don’t know what professionals do to promote single releases. So we asked for help from some real professionals. Then we made up an indie band with an established following and a few previous releases. We made up £5,000 to spend. And we wrote this rough guide.
14 WEEKS FROM RELEASE
- Commission single artwork, even if it’s for download only — Designer: £300
- Commission artist photos — Photographer: £500
TIP: “Commission nice/weird/cool COLOUR band photos, the brighter the better.” –David Laurie, SiC Records
- Start social media engagement — Digital Promotions: £500 – £1,000
NOTE: Social media work continues from here up to and after release date.
12 WEEKS FROM RELEASE
- Begin promoting. Release advance copies/links to share to monthly press, for reviews, i.e. Q, Mojo, Clash, Uncut. Start with sending out a simple press release announcing the single and put the single into context, i.e. is it from an album or a stand-alone track; and will there be associated shows? — Engage PR: £500 – £1,500
TIP: “There are very few print outlets for singles, a couple of dozen really. It’s ALL about online for singles.” –David Laurie, SiC Records
NOTE: Press work continues from this point up to and after release date.
TIP: “The press release needs to be straightforward and attention-grabbing. ‘Artist releases great new song/album’ just isn’t enough. What’s your story? What’s special about you/the song/album and why?” –Gillian, Million PR and Naked Press.
- Engage Agent: 10% of gross
- Engage Radio and Video Plugger: £500 – £1,500
Note from The Orchard: We also have a radio plugging partner app in the Marketplace: iPluggers.