CD Release Party

You would be amazed how often I get a phone call like this: “We’re almost finished mixing our songs and we have a release party booked for next weekend. How fast can we get our CDs made?” Unfortunately this scenario happens all too often.

Don’t book your CD release party until you’ve got your CDs in-hand and you’ve given them your stamp of approval, because having a party without CDs is a disaster. Right?

If you’re organized and well-prepared, the CD manufacturing process can be surprisingly quick but you have to be ready for potential delays such as graphic design issues or even data flaws in your content master. We certainly can’t fault artists for being excited about unveiling their shiny new CD, but many times that excitement causes the artist to overlook important planning details.

Don’t fall into the trap of thinking your release party is supposed to be the first time that anyone sees or hears your CD. Why do major record labels and movie studios promote their new releases in advance of actually releasing them? Imagine a big blockbuster production silently appearing in stores or theatres without the benefit of advertising, artist interviews, rave reviews, public appearances and press junkets. If the release isn’t hyped in advance by promotion, who is going to know about it? Who is going to care? Who will be lining up to buy it? The same thinking applies to your CD release party.

Your CD is only new once so take advantage of this great opportunity to promote yourself and your music - the purpose of which is to drive loads of people towards your release party. The time you spend waiting for your CDs to be manufactured is the perfect time to create a detailed plan about what you’re going to do when your discs arrive.

• Once you’ve got your CDs in-hand pick a release date that gives you plenty of time for promotion and doesn’t compete with other major events in your town.

• Write out a schedule for your promotional plans. Set targets, goals and completions dates.

• “WIIFM”: What’s In It For Me? This is the philosophy to keep in mind when you’re trying to attract new fans (ie: customers). Remember, your CD release party is for the fans… not the band… so provide lots of reasons why people should be excited about attending.

• Targeting Fans: There is no point spending time and money to promote yourself to people who won’t like your music. Find out where your type of crowd is (on the street, on the internet, in print publications) and then saturate those areas with interesting promotions.

• Targeting Media – Research local media outlets and figure out who the right people are to talk to for reviews, interviews and even personal appearances. Call them and ask permission to send them your press-kit for consideration. Be friendly and polite, and follow-up with them. 

• Artist/Sponsor Alliances: There are local businesses who will want to take advantage of having all your fans together in one place at one time so see if they are willing to offset some of your promotional costs (like posters and hand-bills) or if they will offer some prizes or give-aways in exchange for advertising or on-site access.

Remember - the vibe at a sold-out show is 10-times more exciting than having every second chair empty, so create excitement and anticipation for your CD release party. Don’t blow it with poor planning… and don’t risk having your CDs show up a week after your party.