Bon Jovi. Now that's what I call serious rock pants.
OK, so you’ve spent 4 years recording your opus. And you’re getting ready to whack it up on iTunes, thereby putting it within reach of a global audience of music lovers, who will, if there is any justice in this world, buy it in their droves and propel your act into the league of leather-panted rock gods.
The problem is that you are in the same boat as Lord-knows-how-many thousands of musicians all across the world, who, just like you, all aspire to wear the leather rock pants (or lycra hot pants; take your pick). The digital revolution has made it ridiculously easy to distribute your music to a global audience, but the flipside of this is that quite frankly, everybody else is doing it. You are competing with an enormous pool of ruthless, fame-hungry musicians who would sell their granny’s false teeth, or even the granny in question herself, if it meant a whiff of success.
So how can you put yourself ahead of this pack of mean, granny-selling musos? One option, of course, is to find yourself a nice sugar daddy or mommy with a shedload of cash that they are willing to plough into your career; but even then, you will probably not be home and dry. Although it helps enormously, cash on its own will not buy you success. It’s quite likely that your talent won’t help much either; record companies get sent fantastic music all the time – which could chart easily if given the right push – that remains completely unheard by the masses (often because the lead singer is fat or has a bad haircut, but that's another blog post).
In a nutshell – and you probably know this already – rock and roll success is one of the most difficult things to achieve, and if cash or talent alone can’t secure it, then what will? Well, it’s our view that one of the most single important things that can help give artists an edge in the quest for success, but gets repeatedly overlooked, is this: a plan.
Here’s a classic example of what we mean: a band spends thousands of pounds on an album; hires a designer to create a beautiful album cover; manufactures digipacks made of gold; hires dwarves to serve cocaine at gigs…and then sets a release date for the record that completely ignores the fact that the music press generally demand to receive an album three months in advance of its release (the ‘long lead time’). Cue no press hype, no interest from radio as a result of great reviews and finally, no sales and no leather pants and screaming teenage groupies.
There are a multitude of other examples of this kind of thing – for example, bands manufacturing CDs without ISRC codes (making it significantly harder to generate royalty income from airplay); press releases being issued without release dates; the radio plugger not being made aware of a four star Q review before talking to the head of Radio 1; barcodes not being added to CDs; artist websites not being updated with new material in time for the release and so on. All of these basic mistakes make that elusive rock success even more elusive, and generally they all stem from poor planning. Although “project management” may seem like a boring term when you put it in the same sentence as “rock stardom”, the two go hand in hand; and regardless of your budget or the quality of your material, if you fail to plan, you plan to fail.
So, here are 4 key tips which we think can help independent or unsigned artists plan for an effective promotional campaign.
1. Assign roles and responsibilities clearly: most serious album release projects will require a music PR company, a radio plugger, a website designer, a print designer, a distributor (and perhaps a publisher or TV plugger too). Ensure everybody is clear who is doing what, even if you are taking a DIY approach and doing a lot of the legwork yourself.
2. If at all possible, try to get one competent, organised individual to oversee the release – to act as the project manager. This person should liaise constantly with all the above stakeholders and ensure that each key project task is completed on time.
3. Get all your stakeholders in the same room and draw up a release timeline that works for everybody. Discuss press lead times, manufacturing turnaround, distribution deadlines, barcodes, ISRC codes and so on. Come out of that meeting with a project plan that contains key tasks and realistic milestones for the project.
4. Don’t ignore that project plan that you spent hours creating! Your project manager should now use it as his/her reference point throughout the entire release and tick off each task as they are completed.
Obviously, these four tips won’t guarantee rock stardom; a few little things like a serious marketing spend, a lot of good luck and that good haircut come in handy too, but hopefully having a clear, simple plan will take you a step closer to the land of the rock pants, or at least give you the best chance possible of getting there, regardless of your budget or musical prowess.