Once you have finished your latest track, EP, or album, it’s time to get into distributing your music. The reason is, of course, you want to see your creations on the shelves, whether they are physical or digital! To achieve this, here are three initial steps for music distribution:
1 – Steps for music distribution: the Shortlist and the Calls
As with every attempt to have a successful business, the first step is always research. If you’re not looking for traditional outlets, then get along with the digital. It doesn’t really matter if you’re aiming to get your demo to a record label or to a distributor directly. The thing is to get your flow going. Before anything else, of course, make sure you already have your finished demo!
On the one hand, when you’re targeting a record label deal, then you need to know what they offer. Similarly, on the other hand, when you’re reaching for a distributor, then you must learn their linear notes, which are the written accounts that accompany a record. If you’re an emerging artist, we urge you to look into independent record stores, for they can be a wonderful first-hand knowledge resource to get the ball rolling.
First movement afterwards: produce a shortlist of ideal distributors. Second movement: make calls! To get to this, you need to introduce yourself and get approval to send your promotion package. And be persistent. Larger distribution companies will have a lot of filters to go through. The point is to get to the person (in charge) who’ll likely be the most interested to be the one who’ll listen to your pitch.
2- Steps for music distribution: the Pitch
In marketing, a pitch is a line of talk that persuades the potential buyer of your product to sign a contract with you. Since you’ll send a promo package to a distributor, you must make it as attractive and effective as possible. To do so, address the information that the potential distributor must know. That is, the information that will assure them they’ll want to sell your album.
For your pitch, you should include a comprehensive set of press clipping for all of your releases. Also add radio playlists whenever your album (EP or track) has received any attention from the radio (or other platforms). By this point of your endeavors, you should have already constructed a marketing strategy and a marketing plan, so you should be clear on your press and radio campaigns. These must include any impending press coverage. If, by this stage, you have already thought of tour dates, then the distributors must know. Any plan you have underway is crucial if it means something for the company. Last but not least: your music, of course!
3- Steps for music distribution: Be Prepared
Before sealing the deal, you should have already thought of its specifics. In the case of traditional distribution channels, these include the number of releases the distributor might want to start with, as well as the re-order stock if working with more traditional instances. Keep in mind, too, who will pay for the manufacturing. Another crucial question: how many promos will they need? and how long will it be before they need this material? Do not forget about the price of the album itself and how much are you willing to let the distributor get from each sale. This train of thought must involve the logistics of your payment: how, when, and how often you’re to be paid.
