Are you REALLY ready for your next release?


  • Get clear around what you want to achieve with your next release (setting goals around a release is what smart artitst and labels do)
  • Identify your timeline and plan all the steps for the release
  • Determine all the partners and tasks


  • Decide what release format is best for your music: Singles? EP? Crowdfunding a full-length?
  • Craft your release around your narrative & brand themes
  • Hone in on the right messaging that resonates with your fans


  • Create a manageable timeline that speaks to your strengths and current resources
  • Breakdown microtasks that can be accomplished each day to maintain the momentum
  • Teach your fans how to best support you to make your next release your strongest ever!

The idea of running a music promotion campaign strikes fear in the heart of many.

But really, you have more power to promote your own music than you may think. Some good planning, persistence, and a healthy dose of patience are all that is required. Whether you’re a musician promoting your own project, a label doing in-house promotion of their releases, or a budding PR pro, planning for each of these steps lead to a winning promotional push.

A rookie mistake in music PR is not clearly defining what exactly is being promoted.

Vague notions of promoting “the band” lead to vague campaigns that won’t click with the journalists, radio producers, and others you’ll need to court while promoting your work.

Naturally, the overall goal of any PR campaign is to garner more general recognition of the artists involved, but you can achieve that goal by having another smaller, more tangible one. In other words, plan a PR campaign around a new release, a concert, an ​album launch party–anything specific that gives your campaign a focus.

Music PR campaigns can also be drawn up around a piece of a news.

For instance, if a musician wins an award, completes a successful Kickstarter campaign, or does something else of significance, a press push with the news can help keep awareness of the band high while giving your music campaign a defined purpose.

Successful PR campaigns take time but don’t give up on your work. Stay the course, and you’ll get those results!

Emergent Behaviors can help.

Development Plan



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Musicians Guide to DIY promotion

44 page FREE step-by-step DIY music promotion guide.

Welcome to our music marketing blog where we aim to help as many artists as possible! Learn more tips and tricks on how to take your music career to the next level. If your looking to become a client and build your brand you can contact us directly at