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By JPFolks Mentor: Valerie DeLaCruz
The album is finally finished; now to unleash it on the world and hope that someone notices! One of the best ways to celebrate the announcement (not to mention sell CD's!) is to throw a CD release event.
First, choose a venue that will look really packed; you should have a pretty good idea about the size crowd you usually draw. Seek out a venue that is either known as a great showcase club, or is something else completely (funky clothing store in a mall; radio station lobby). A showcase club has the advantages of a good sound system and lights.
Prepare a great press release with something interesting (perhaps a tie-in to some event....."Solar eclipse coincides with release of XXX's CD"). You have to find some "hook" to interest the media. Just a CD release is ho-hum to them because they are inundated with them (look at the pile under the desk next time you visit a music writer). My friend Bryan Thomas was able to parlay a Time-Warner Cable music special featuring him into a "video CD release"….he billed the release as taking place right in your own home!
Make a great invitation. This is very simple and inexpensive to do: paste up one from your computer typing and a photo, two or four to an 8-1/2"x11 page, and have them printed on glossy stock or heavy bright colored card stock, cut into 2 or 4 invites per page, then mail to your mailing list. Hand-deliver to your local media (radio stations, newspaper music writers) with an ADVANCE copy of the CD. The press stuff should go out 2-3 weeks before (any earlier and it will get lost in that pile we saw under the desk).
One thing that appealed to the music writers for my recording contract-signing party was the inclusion of "Special Guests." I had a few prominent musicians sit in with my band. Perhaps we were doing a song we had co-written but was not on the album. I used a violinist, and guest vocalists for harmony. Use the power of their draw potential.
I also printed up VIP passes that allowed the bearer a FREE drink (anything they ordered) for themselves and a guest. I had the bartender keep a tab of these passes. I ONLY gave these passes out to media people. This may get them there.
Try to schedule a radio performance a day or so (or that day) to promote the show.
Really plan out your set for maximum impact...no long pauses between songs; make this a really professional presentation of you; a CD puts you in the next category of artists.
If this isn't your first CD, again, you need to find a strong "angle" to use to get people interested. I made it a FREE concert (more bodies) and had huge local media buzz, all concurrent: articles in 3 newspapers on the SAME DAY (day of the concert).
Make sure you provide a great picture (worth 5,000 words) to the news media. I was told they used my picture once because it was "clear and the colors were crisp." We often think that 8x10 black and white is the only way to go. But the newspapers can print black and white from color, and if you're lucky, they just might use it on a section cover, usually in color.
Is there some interesting word in the title that you can play off of? For example, for my album "My Girlfriends Quilt," I wrapped the CD in a small handmade quilt. Or decorate the envelope with spray paint and stickers….anything to make it cry out from the pile!
(Ed Note: Valerie also hooked up with a quilting magazine and got a cover story!)
Now relax and go play like it's an arena concert! And be available to sign all those CD's that will be bought!