Release Strategy: Independent vs. Label Release
Picture this: 💭
You've written a fantastic song and just finished the mix and master.
You're so excited to get that song out there to your listeners, and then the big question arises...
Should you release it independently, or try to sign it with a record label?
Each choice has its advantages and drawbacks. Today we'll take a closer look at this crossroads and help make that decision easier for you!
1. Independent Distribution
(using platforms like Landr, CD Baby, or Distrokid to directly release with distributors such as Spotify)
Advantages:
- Control: You have authority over your music and decisions.
- Revenue: Generally, a larger share of income from sales and streams goes directly to you.
- Flexibility: You can release on your schedule, without delays from external approvals.
Challenges:
- Marketing: Building visibility and reaching audiences is solely your responsibility, or that of an agency you hire (and pay out of your own pocket).
- Costs: All expenses related to production, promotion, and distribution fall on you.
2. Label Release
Advantages:
- Promotion: Labels come with established promotional channels and industry contacts. They will do most of the work plugging your music (if they're any good).
- Funding: Some aspects may be covered by the label, such as the cover art fees.
- Credibility: Being affiliated with a label can open doors to collaborations and bigger opportunities.
- Prestige: releasing on a well-known label could help you establish authority in your genre and a solid track record. Releasing on certain labels can be regarded as a stamp of approval. ✅
Challenges:
- Rights: Some labels may retain rights to your music. That limits what you can do with your song. For example, if you want your friend to be able to play your song on his gaming stream, you may need permissions from your label too. You may even need permission to upload to your own YouTube channel!
- Royalty Split: Labels take a share of the revenue from your music. It's not unusual to see an 80/20 split (where you get the 20% only after the label has recouped all of their expenses).
- Creative Control: There may be compromises you have to make based on label preferences. Perhaps they want you to change the vocalist or modify the lyrics. Maybe they want you to shorten the song. This is all standard business when releasing with a label.
Alright I got it... But what would each of these look like in terms of the release process?
Independent Distribution:
For independent distribution you are left to your own devices. You must put together the best plan of attack for your release. No one is going to be helping you get your song where it needs to be with playlists and promotional outlets. This can be a very difficult reality to face if you do not have a fanbase already.
Pre-Release Strategies:
- Social Media: Start building anticipation by sharing snippets or insights about your upcoming song on Social Media at least one week in advance. You want to make sure all of your fans and followers know you are releasing music, and you want to build anticipation.
- If you just announce day of release that you have a song out, you are basically hoping that all of your followers happened to see your content that day and feel inspired to go check it out. I'll just tell you, that doesn't happen. That's why It's much better to do a couple posts or stories leading up to launch day so that you cast a wider net (in terms of your fans and followers). Also, people will have the song release on their radar that way and release day doesn't come out of the blue.
- Email: Use your newsletter to make sure everyone who follows your work is in the know. Never underestimate the ability of Email to deliver your messages straight to your audiences. I've found it's sometimes even more effective than social media, because everyone has to check email.
- Playlist Plugging Services: It's no secret that you are going to have to use a platform like PlaylistPush or Submithub. Am I a big fan of either of those platforms and the services they provide? No, but they are two of the main players in the independent promotion space, unless of course, you choose to hire a PR firm or agency that will do this promotion for you. Either way, you are going to have to put some money down to see results. However, you may consider it worth a couple thousand dollars to invest in a promotional avenue that will ultimately give you a good return--since you may own the majority of the royalty stake in your song (by virtue of the fact that you decided to release it independently).
Post-Release Strategies:
- Engagement: Maintain active communication with your listeners through comments, SM posts, or lives. Ask your audience to share their reactions to the song, and consider making some videos reacting to fan reviews or reaction videos.
- Playlists: Track the performance of your song on the various playlists you have managed to get your song added to. It's important to know where your streams are coming from. For example, you may be added to a huge playlist, but if your song is in last place, it may only get a couple dozen streams a day. On the other hand, having your song in a good position in a small playlist could yield thousands and streams and even new fans. So keep your eyes peeled for positive trends with your playlisting!
Label Release
Pre-Release Strategies:
- Alignment: Ensure your vision aligns with the label's strategy for your music. Often times I have found that it is helpful to ask the label specifically what they intend to do to promote the song, and what playlists they are going to add it to. Sometimes you can even ask them to involve you in the promotional process, which can be a great thing as it can allow you to make new connections.
- Engagement: just as before you are going to want to give your audience a heads up about your upcoming release. You can employ the same strategies as with an independent release. You may also have some help from the label as they will likely tag you in posts and stories, and you can always repost those and add commentary or context.
Post-Release Strategies:
- Playlists: With label support, aim for features in music publications as well. The labels PR/promotional arm may help you secure some coverage. Even if it's a small interview, it could be a great opportunity to get more information about your project out there.
- Label Collaborations: You see this a lot--artists who release on a label will collaborate with other artists on the label. Indeed, consider working with other artists on the label you are releasing on in order to amplify your project's reach.
Conclusion
Whether you choose an independent route or a label partnership, understanding the landscape helps you make informed decisions. I hope this has made the process a little easier for you to understand! Remember, assess your resources, goals, and preferences to determine the best route for your next release. If you do that, you will be in excellent shape!
-Astara
