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The popularity of TikTok is leading a revolution in music release strategies that is unlike anything we've witnessed in decades.

Music marketing and release strategies are at the heart of every artist's career. How and when you release music matters as much as the content itself—sometimes more—and for the better part of twenty years, virtually every album has followed a similar promotional path:

1. Announce your release

2. Tease your release

3. Ask for preorders/presaves

4. Finally release the song

5. Promote the song

Traditional industry thinking tells us that you must promote music before its release because it's the only way to guarantee strong first-week sales, which often determines how much support a record will receive moving forward. History teaches us that if an artist fails to deliver an impressive launch week, the likelihood their label continues to pump money and attention into their career falls drastically.

As Bob Dylan said, "The times, they are a-changin'" because a new generation of musicians refuses to follow tradition. Between the boom of TikTok and the rise of the "give it to me now or I don't want it" culture, artists are choosing a more direct path to release and promotion.

1. Release the song.

2. Promote it.

That's it.

TikTok is an amazing tool for discovery, connecting users with an endless variety of content creators algorithmically-tailored to their interests. When someone hears a song snippet they enjoy, logic dictates they will head to the creator's profile, hoping to find their music online. If the user then visits the artist's page and FAILS to find the song they heard on TikTok, the chances they save the artist and return later are virtually non-existent. In other words, you have one chance to grab someone's attention, and if you blow it, they [most likely] won't return.

To avoid this problem, artists are now choosing to skip promoting new material until it's available worldwide. The risk of losing potential fans because you went viral before the release date is too high for most to gamble, but that's not the only reason.

The so-called "TikTok Approach" is also a cost-effective promotional solution for cash-strapped independent artists whose marketing budgets often equate to whatever they can spare after paying for living expenses. Rather than waste your money teasing a song or record people cannot yet enjoy, spend your pre-release time creating content you can share immediately following the song's premiere. Any engagement will lead to immediate streams (AKA money).

And it's not just independent artists shifting their thinking around releases. Everywhere you look, the time between a song or album announcement and the release date is shrinking. Even Post Malone, arguably one of the world's biggest musicians, announced his recent 2022 album only six weeks before its initial release. The first single? A surprise release.

Making this one adjustment to your next release strategy will ultimately save time and money. More importantly, it will give anyone interested in your music instant access to it. You want as few barriers between strangers and hearing your music as possible, and in our quickly evolving world, that requires making changes as culture dictates it necessary.

Remember the phrase, "Don't bore us, get to the chorus"? The same applies to release strategies. Stop fooling around and deliver. Your fans will be thrilled to see new music, and anyone new won't have to wait around to see if you're as good as your teasers claim. Everybody wins.

Manticora (Kristian Larsen)

The Music Biz PodcastBy Music BizSep 02, 2020