Underwhelmed by the Response to your Releases? Here are 5 EASY Steps to Propel it the Furthest

It seems to be getting harder and harder to get any traction on releases - with many of the artists I speak to feeling despondent and on the verge of packing the whole thing in due to feeling as if they have hit a wall.

However - do not despair, here are some quick, easy tips that will help your releases get just that bit further.

By Eimear O SullivanMusicngear Editor

Article photo - Underwhelmed by the Response to your Releases? Here are 5 EASY Steps to Propel it the Furthest


The following tips helped my releases get featured in the likes of Hotpress Magazine, Nialler9 and other major music publications, alongside receiving heavy commercial radio airplay.


1. In the weeks leading up to your release - plan out a manageable pre-release campaign week by week and stick to it

Article photo - Underwhelmed by the Response to your Releases? Here are 5 EASY Steps to Propel it the Furthest

This may seem like a very obvious thing to say - however, it makes the world of difference. Having a base plan to ground you in the weeks leading up to your release will prevent you from getting completely overwhelmed and becoming burnt out. The pre-release campaign is a crucial time for getting as much anticipation and curiosity going for your releases; both in terms of getting as many listeners as possible, and press coverage. 

✅ Make a list of a manageable amount of people to email about your release.

❌ Don’t share the artwork for the track until the pre-save link is live and ready; just to get as many people as possible to pre-save it, which will increase the amount of people who listen to your song, which will in turn increase the amount of new listeners that your song reaches. 

Tools like Canva are invaluable time savers that allow you to make short animations and lyric videos in - browser for free that look amazing and will keep your pre-release campaign engaging and interesting in the weeks leading up to your release (as opposed to just posting your artwork over and over again)

✅ Plan out what you are going to post and when


2. Find artists who had successful releases - and see what they did on their social media in the weeks leading up to their releases

Article photo - Underwhelmed by the Response to your Releases? Here are 5 EASY Steps to Propel it the Furthest

Look at the profiles of artists who have had releases that have done really well - and see what their social media campaign was in the weeks leading up to their release; and after. This serves as a great way to learn and get inspired; and to emulate/incorporate some of these elements into your own campaign. This can even involve looking at some of the tags they used on their Instagram posts to see if there are any you haven't used before, in order to expand your audience.


3. Sell yourself HARD in your press release and email (with example press release format)

Article photo - Underwhelmed by the Response to your Releases? Here are 5 EASY Steps to Propel it the Furthest

Include quotes. If a prominent DJ, journalist, musician/artist or blogger has ever said anything positive about your music or live shows in the past - add these as quotes into your press releases ( you can even include one in the body of the email if you are introducing yourself to someone who you have not made contact with before, as this adds a level of credibility)

✅ Mention the venues you have done live shows in, and if you opened for another artist (or were on the same bill as them) then definitely mention that also.

Press Release Format

[Album/Single Artwork]
About the track
[Artist press shot (if any)]
About the artist


Embed your links in the text of the email in order to keep things nice and short. For a pre-release campaign the best and most straightforward way to send a stream is to link to a private Soundcloud stream.


4. Tips for when your track is live

Article photo - Underwhelmed by the Response to your Releases? Here are 5 EASY Steps to Propel it the Furthest

✅ Send your music to radio DJs who have a strong social media presence. Not only will your be broadcast to a huge audience of listeners via the radio - if they do video sections of their shows with your music playing you will also gain the attention of some of their followers. (NOTE: Just to get the most out of this, make sure to find shows that suit your genre/vibe)

Submit to curated playlists and influencers. Getting on Spotify playlists can be very difficult due to the sheer volume of music submitted for editorial consideration on a daily basis; and although there is no denying that they are highly valuable - they are not the be all and end all of getting people to listen to your music. There are a huge number of independent curators from which you can reach new listeners; in addition to social media influencers, who wield huge power in this area (Tik-Tok has caused a lot of songs to blow up) - you can reach these people via Submithub or from your own research. 

Record an eye catching live version of it. Surround yourself with plants and lights; set an ambience and record a short live version of you performing your song in order to engage your audience and draw them in.

Sponsored Instagram posts. An affordable, easy way to reach thousands of potential new fans across the world - you never know who you might reach.


5. And finally, give it time and go easy on yourself

This industry takes a lot of time and patience, especially for independent artists - so go easy on yourself, do what is within your control, and know that it just takes time and that you will get there.

About Eimear O Sullivan

Eimear Ann O Sullivan is a multi-genre music producer, audio engineer and vocalist. After receiving a Masters in Music Technology from the CIT Cork School of Music, she went on to operate as a producer under the name Blakkheart. Her releases have received critical acclaim from Ireland's biggest music publications, such as District Magazine and Nialler9, alongside receiving heavy commercial radio airplay. She currently works in Cork recording studio Flashpoint CC. Previous clients of hers include the likes of Comedy Central’s Dragony Aunt star Candy Warhol, rapper Darce and Outsider YP. (Photo credit @Fabian Boros)

Contact Eimear O Sullivan at eimear.o.sullivan@musicngear.com

About Music Marketing

In this section of the blog you can find a growing array of resources and articles about music marketing, publicity tips and music business tricks.

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