Why releasing singles is so important and the growing commercial strategy behind it

19 Feb 2020

So you've recorded a bunch of singles now what? What's so important about planning releases? 

So with the rise of streaming services and the 'allmighty' social media, single releases are currently trending as one of the more effective commercial methods artists can adopt. In a modern age of playlisting and attention retention, releasing singles/music more frequently has a significant upside when compared to traditional methods. Even more.. 'commercial' artists such as Taylor Swift, Justin Timberlake and Rae Sremmurd are adapting to new release strategies based on retention.

Nowadays it's not uncommon for an artist to release as many as six singles prior to an album.

justin timberlake what GIF

TRADITIONAL RELEASE CAMPAIGNS VS. A MODERN MARKET aka YOUNG PEOPLE

....But wtf is a traditonal release campaign? 

Traditional release campaigns focus on benefiting commercially through sales; this would involve releasing an album or project, disappearing then breaking into the market again with a grand gesture or announcement and expecting audiences to remain loyal ..(Long Live Zeppelin)

However, these days due to the popularity of streaming services it’s more commercially viable for artists to increase time spent on their profile/steaming platform. This is where single releases can thrive through playlisting, social content, fan engagement and more. Streaming platforms even reward its users who upload more regularly through its playlisting algorithms.

SINGLE RELEASE CAMPAIGN BENEFITS

This is where the power of  the single release begins to show its benefits;
-               Releasing a single is cheaper when compared to an album or larger release
-               Your audience prefers singles/playlisting
-               More regular releases keeps you top of mind
-               Single releases help build a foundation for larger releases later down the line
-               Singles help gauge listener response
-               Single release stratagies provide physical analytics and insights for next step
-               Combats one-hit-wonder syndrome

Now at this stage there is no tried-and-true method and the rules remain largely undefined as artists, managers and labels try to determine exactly what formula works. When should I release my next single? Why? How many singles should I release? How can we maximise coverage?

jurassic park mind blown GIF by Spotify

Promote your music with TikTok
Chat to our GYROdigital marketing team and tailor a release strategy for your upcoming release.

HEY... WHAT ABOUT US NEW ARTISTS?

For new artists starting with a single is ESSENTIAL. First and foremost a single is a cost-effect way of entering the market and establishing a tangible presence on the major streaming services. Match this with your social channels and your well on your way to building your brand and fanbase.

Now while all the major streaming services will allow you to create an artist account, to access its promotional and analytical features you will need to claim your profile by uploading a single. No Music = No Data

SPOTIFY FOR ARTISTS
APPLE MUSIC FOR ARTISTS
OFFICAL ARTIST CHANNEL ON YOUTUBE

Want to have your new release on on over 150 streaming platforms? GYROstream can help.

These promotional features can include.
-               Profile customisation
-               Social media integration
-               Personal messaging
-               Engagement statistics
-               Listenership analytics
-               Playlist Pitching and Promotion

Want to get your song pitched to all the major music platform plus over 200 independent playlist curators sing up here

These tools can be influential in an artist's career and something you should want to access straight away. The idea behind them – the more insightful decisions an artist can make the more likely their presence will grow and so too the platform.

Our advice... use all the tools available to you, help them build your audience, promote your follow-up releases and focus on retaining your audience's attention.

Photo by Dylan McLeod on Unsplash