The Most Basic Rollout Checklist Ever
Use this checklist to make sure your rollout is, at the very least, pretty good.
I often get asked what criteria I rate rollouts on for this column, so this is my best attempt at a very general answer. Feel free to reach out to me on social media (@geminitoofly) and let me know if I forgot anything.
Some basic elements of a good rollout:
Great social content.
Enough lead up time to make sure all your fans know you have new music coming. One post isn’t going to cut it. Two isn’t either. Even three is pushing it. If only 10% of your audience sees each post, well, you can do the math.
Fan engagement: try to do at least one creative thing (a close friends exclusive, an early preview for presavers) to reward your most loyal fans.
Visuals: a photo shoot, a music video, or simple social content can check this box.
BONUS: Don’t forget the roll-after. The best time to promote your song is when fans can go right to it. Don’t stop marketing your music just because it's already out. Continue marketing for at least 3 weeks post-release for singles and months for albums.
That said, all of this is important, but sometimes music marketing is a game of consistency more than anything else. Repeat for each release, and keep good music at the center of it all.