‘Keeping up with the Jones’, ‘keeping it real’, all the while doing it ‘hustle and flow’ style, just to stay current and on beat in the markets of the music world can be a real bitch! But for independent artists and labels the scenario is all too real when navigating sharky waters in the quest for notoriety, fame, profit, and longevity in an industry that at times feels bloated with oversaturation of talents. But how does an artist keep up with the marketplace in the music industry. Let’s investigate a few of these questions and get a few strategies to get some headway.
Let’s see. The frequency of releasing singles over time will greatly impact an artist’s presence with their audience. So, this is important for emerging artists wanting to build some notoriety, and releasing new music on the regular is crucial to their success. There are some that would suggest that artists should release a new single every 4-8 weeks. Given the nature of social media and the attention span of most users, you’re talking about putting out somewhere between 6–12 singles a year. That’s a lot of writing, rewriting and musical arrangements. But this will steadily build up your catalog and by attrition an album or two annually. This kind of production will keep your fans engaged while attracting new ears to your music.
Typically, 3-4 singles released before an album is dropped is the way, but it can vary. The overall strategy is to build anticipation for your album using single release, as a way ‘to hint’ with a taste of things to come. It is a balancing act, and with a typical release of 3-6 singles before an album drop considered the norm, it’s effective enough to garner interest without giving away too much. But this stance has an emotion twist to it also, being that some artists feel that releasing one too many singles might diminish the overall feel of a completed album to their fans. On the other hand, there’s the opinion that having a studio session where 10 – 12 songs are produced can have a more cohesive feel and be a more complete package. This will depend on the individual artist after all. But the outcome is what the ‘strategy’ is geared towards.
Once you have your strategy for singles and an album drop, you’ll want to have a plan for your follow through. That means, a multifaceted approach to breaking through in the music industry requires a few key moves, and you will have to be consistent. You will need to support your single releases and albums to stay viable. Don’t let all this work sit on a shelf or go stale sitting on some stagnate social media page. Some of these will be obvious but repetition is sometimes good medicine.
"The music industry is very competitive and at times can seem overwhelming and oversaturated with talent."
In supporting your singles and album releases, live performances are paramount to your success as it is one of the best ways to connect with your audience, showcase your talent, and build those most important memories and experiences for your fans to relive in the years to come while building a loyal fanbase. This is a win-win for any working artist.
Make sure to record video and/or audio of your live performances, along with any photos. These bundled along with your single releases can play an important role in building your brand on platforms like Instagram, TikTok, and YouTube. Also, get those behind-the-scenes videos, these are great for showing your personality. Having interactive posts can also help in building a rapport with your fans and help build a stronger online presence.
Network, network, network! This is how you expand your reach! Collaborating with other artists, influencers, and brands can open doors beyond your imagination. The opportunities that arise from such networking can also impact your audience base and build your brand in the music industry.
Creating singles and dropping a hot album is one third of the equation. Using the strategies above makeup the other two thirds. For up-and-coming artists, employing these strategies can help navigate the waters of the music industry. And increasing your chances of success comes down to how you utilize all the tools at your disposal. The music industry is very competitive and at times can seem overwhelming and oversaturated with talent. But it is your own unique voice and sound that will stand out if you stay true to yourself.
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