Hello there! The weekend is knocking as it's Friday again, and we're all set with another riveting edition just for you. To all the fresh faces who've joined us this week, we couldn't be happier to have you with us. A hearty welcome to our ever-growing community!

This week we focus on release week marketing tactics!

Also, in this week’s edition:

• Snapchat rolls out virtual merch.

• Taylor Swift surprises fans with exclusive track release at New Jersey concert.

• Instagram reveals how content ranking works.

Release Week: Strategies to Boost Album Sales

Music charts are a hot topic at the moment with many calling into question the validity of charts in the current landscape.

While some critics argue that charts are an unrealistic reflection of today's musical landscape, there's an enduring truth: the music industry still loves a great chart result.

As such, a new album's release week sales often carries weighty expectations with the hope of launching the release into the top end of the charts.

So today, we're zooming in on release week marketing tactics with focus on the most common levers you can pull to help drive sales across the week.

Product Variations

One of the most successful strategies involves creating product variations. Catering to super-fans who crave everything related to their favorite artist, as well as casual listeners hunting for something special.

This could include colored vinyl, artwork variations, cassettes, or special editions with bonus tracks. This strategy requires thoughtful planning well in advance but can provide a significant boost.

Create Fresh Buying Incentives

Incentives could be your secret sauce for re-engaging fans or drawing in new crowds. Consider running a week-long competition with prizes like a signed instrument or a test pressing. The aim is to stimulate fresh album sales by providing a new incentive that fans must have.

Hosting Pop-Up Show or In-Stores

Pop-up shows during release week are a great way to get fans excited about the release. They also provide a platform for exclusive merch and of course album sales.

Another highly effective approach is to perform a run of small intimate shows or in-store performance, and provide first access to those fans who have pre-ordered the record, or simply creating ticket / album bundles, as seen here at Banquet Records, UK.

Listening Parties

Listening parties, whether online or in-person, are a fantastic way to rally your fan base.

For online events, leverage your social media channels or collaborate with potential hosts such influencers or media brands for a larger reach. Make sure to announce the date and access details well in advance. They are simple and effective ways to maintain a strong presence during release week where one of your goals should be to remind fans your new release is available now.

In-person parties require more investment and planning but have some distinct advantages. Firstly it can make for a very memorable experience for the fan, especially if the artist is there and they have a chance to meet them. But the main advantage is the opportunity to sell physical products and drive sales. Location is key—it should resonate with the artist's brand and be accessible to fans.

Alternatively you can simply invite all fans on a bike ride. 🚴🏼‍♀️

These events can create a sense of exclusivity and community among fans, which can translate into increased album sales.

Treasure Hunts

Involving fans in a physical, interactive experience, like a treasure hunt, is a fun way to get fans engaged across the week. This gets them out and about, supporting your release in a fun and engaging way. Whether it's tracking down hidden vinyl around the city or decoding clues to win concert tickets, the possibilities are endless.

Direct-to-Consumer (D2C) Bundles

Though digital downloads may not be the trendiest, bundling them with appealing merch offers or incentives such as new live recordings can significantly drive up release week sales. This presents an attractive package for fans and can be a win-win for both sides.

An important side note - to ensure all sales count you must be aware of the chart eligibility and reporting criteria in your local market because they do vary.

Add the above strategies to an already well executed radio, press and DSP campaign and you will be well on your way to a strong chart debut!

In conclusion, the release week should be a well planned, dynamic campaign that encourages fans to participate and invest in the artist's work. It's all about creating moments that resonate with fans while pushing album sales, generating buzz, and ultimately setting up the release for long-term success. You want to maintain a high degree of visibility across the week. Fans need to be constantly reminded that the new record is out and to go and stream it. Happy release week planning!

^{Written by Nick Lynagh}

In Other Marketing News

Snapchat Rolls Out Virtual Merch: Snapchat has unveiled a new feature that allows users to adorn their Bitmojis with virtual ‘Band Tees’.

This was made possible through a collaboration with Republic Records, marking Snapchat's inaugural Band Tees collection. The collection is available for free and offers six new digital tees featuring designs inspired by popular artists such as Greta Van Fleet, Jonas Brothers, Kim Petras, Lil Wayne, Metro Boomin, and Nicki Minaj.

In their announcement, Snapchat emphasized the move as "broadening the overall music experience" and unlocking a significant opportunity for artists and record labels to connect with a vibrant, engaged audience.

💡Insight - With this latest announcement and plus the new partnership with Live Nation, it's pretty clear that Snapchat is setting its sights on the music scene. Sure, TikTok often steals the limelight when it comes to industry buzz, but let's not forget about Snapchat. We're talking about 750 million monthly active users here, and a whopping 250 million of them are playing around with augmented reality daily.

Taylor Swift Surprises Fans with Exclusive Track Release at New Jersey Concert: There was an exciting turn of events for Taylor Swift fans attending her New Jersey show last week, when Swift unveiled an exclusive track, "You're Losing Me," that would only be available on CDs sold at her concerts at the MetLife Stadium show.

The announcement was made last week, as part of the launch of a deluxe edition of her recent album, 'Midnights', which was set to debut on Friday.

This deluxe edition promises several additional songs featuring new collaborations. But the real surprise came for fans attending the East Rutherford, New Jersey show last weekend, who had the exclusive opportunity to hear the special track.

The CD, which included the new song, went on sale at 12:30 PM ET, and within an hour, an upload of the song had already started to circulate on Twitter.

Swift's official webstore introduced a digital download of 'The Late Night Edition' for $5.99, but with a catch - it would only be available for purchase for a 24-hour period.

💡Insight - This is a savvy mix of traditional and modern marketing techniques. It creates a sense of exclusivity, driving sales while also fostering a sense of community among fans who share their experiences online. By controlling the availability of her music, like with the limited-time digital download, she is leveraging the power of scarcity and community in engaging her fanbase. Great idea! And that is twice “digital downloads' has been mentioned in today's newsletter!

Instagram Reveals How Content Ranking Works: Instagram recently shed light on its ranking algorithms, processes, and classifiers on its blog. This transparency is intended to allow users to understand what they see on their Feed, Stories, and Reels, and why they see it.

Here’s a quick snap shot:

• Instagram Feeds ranking algorithm takes into account your activity, preferences, information about the post and the person who posted it, and your interaction history with the poster.

• Instagram ranks Stories based on viewing history, engagement history, and the closeness of your relationship with the author. The app predicts how likely you are to tap into a story, reply to a story, or move on to the next story to determine which stories will be shown higher in your stories tray

• Instagram selects and ranks Reels based on their perceived interest to the user. The most crucial signals, in descending order of importance, include a user's interaction with reels (likes, saves, re-shares, comments, and recent engagement), history of interaction with the poster, information about the reel itself (such as the audio track, visuals, and popularity), and information about the poster (including follower count and engagement levels).

💡Insight - There isn’t anything too groundbreaking being revealed here. The core principle remains unchanged: creating content that captivates and encourages user engagement and keeps people on the platform.

Learn

Why Metadata Matters: We know the term, we know the Label Copy spreadsheet, and we know the production teams get very unhappy when the data is wrong. But Why?

This new series here titled Metadata Matters: The Basics of Metadata discusses the importance of Metadata, and why we need to get it right.

The insights include:

• Public vs. Private Metadata.

• Rights Management.

• User maintained website such as Discogs and MusicBrainz and loads more.

ICYMI

Catch up on our recent stories:

• Inside DMA'S Winning UK Album Strategy

• The Marketing of Peach PRC's Chart-Topping EP

• The Secret Sauce of JVKE's TikTok Success

Get your work featured in Promoed

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Lead Writer - Olivia Gliku
Editor and Publisher - Nick Lynagh

Promoed is created and published by Habit Music Pty Ltd.

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^{We acknowledge the Turrbal people, the Traditional Owners of the land on which we stand, and pay our respects to Elders past, present and emerging.}