Release Strategies: Singles or EPs/LPs?
Independent artists face a multitude of strategies when it comes to releasing their music. One prevailing myth that often circulates is the idea that releasing a single every month is the most effective way to garner attention and grow an audience. However, upon closer examination, it becomes apparent that this approach may not yield anticipated results.
Let’s dissect the single-a-month release strategy and explore the distinct advantages of regularly releasing EPs and LPs:
1. Accelerated Audience Growth
Releasing singles allows artists to grow at a snail pace monthly. By providing listeners with a cohesive collection of songs, artists create a more substantial project to attract and build audiences around. EPs and LPs have the potential to accelerate audience growth significantly.
2. Data-Driven Insights
With EPs and LPs, artists gain valuable analytics to identify which songs resonate most with their audience organically. This insight enables strategic decision-making regarding promotional efforts and content creation.
3. Focused Promotion
Armed with data on song performance, artists can focus promotion efforts on the tracks that are gaining traction.
4. Content Amplification
EPs and LPs allow artists to create a variety of content around their project, including lyric videos, performance music videos, alt versions and social media content. When we focus these efforts on top-performing songs, we know that it will amplify growth.
5. Sync Placement Opportunities
By packaging songs into EPs and LPs, artists increase their chances of securing sync placements. These placements not only drive awareness but also enhance engagement with streaming and social content.
6. Complete Narrative
A collection of songs within an EP or LP provides listeners with a complete narrative to connect with the artist’s music. This cohesive storytelling fosters a deeper connection and encourages repeated engagement.
7. Sustained Streaming
Unlike the single-a-month strategy, where efforts are focused on driving listeners to one song, EPs and LPs keep listeners streaming within the project. With singles, why spend all of that effort to drive a listener to one song and then have them kicked out to a different artist? A side note: sustained streaming behavior is also favored by digital streaming platform algorithms, resulting in increased visibility and discoverability.
The single-a-month release strategy is akin to placing small bets in a game of chance, hoping for a big win. However, by adopting a regular EP/LP release cycle, artists stack the odds in their favor, increasing their chances of success with each project.
Is there a place for releasing singles? Yes. Are there benefits to releasing singles? Yes. It’s less costly and easier to produce and release one song vs four or more. But, it has its limitations. The benefits of EPs and LPs far outweigh those of singles.
In closing, I’ll share an experience. On one occasion I was with a record label’s executive team with some artists. One of the artists lauded how one talent was able to grow an audience and sign a major label deal by releasing a single a month. One of the record label executives responded, “What you don’t see is that it took that artist nearly 5 1/2 years to get there.” Prioritize building a cohesive body of work, with a regular release cycle, complimented by a social media plan and realize accelerated growth.
Got questions? Don’t hesitate to send me a message.