Advise an upcoming artist on the best way to launch a new album.

The answer should

include names of the organisation, artist, album and songs. These should be creation not to
use artists who are already practising.

In the 21st century, the rise and success of an artist requires an understanding of marketing
principles. For an upcoming artist to get music out there, there is always need for incorporation
and implementation of marketing techniques. Many upcoming artists spend most of their energy
in the studio and rush to release their new albums without making basic marketing considerations
(Majeed, 2007). This normally leads to failure to effectively launch new albums. In this regard,
any album launch should be carefully planned and designed in such a way that it ultimately
generates maximum exposure for and individual and his music. Albums should be promoted
using various techniques that will be analysed in this essay. MaxExposure Investments is a music
marketing agent and it seeks to assist an upcoming Zimdancehall artist, Souljah T to effectively
launch his new album. MaxExposure Investments has an artist marketing team that has
experience in the industry and has worked with many artists in the industry.

The Zimdancehall artists seeks to launch his new album in the next month and he has approached
MaxExposure Investments for advice on how to effectively market the new album. The new
album name is Maghetto Youths and it has eight songs. These are Maghetto Youths Kwatakabva
Kure Tatotora Gauro Tombodhisa Vavengi Amai Vangu Wehondo haanamate, Vakuru vauya,
and Mangoma angu. MaxExposure Investments will generate a positive predisposition towards
the new album. By means by providing information and persuading, MaxExposure Investments
will generate maximum exposure and awareness for the upcoming artist.

Before launching the album, there is need for planning to ensure that he has covered ground
(Awal, 2018). Souljah T needs to come up with a timeline on how he is going to execute each of
the activities involved. There is need to highlight the milestones and some of the important
activities that he does not have to forget. The artist should think about his album launch date and
ensure that it does not clash with other major activities like another bigger artist’s live show or
album launch or any other events and activities that might take away his prospective fans. Thus
the aspect of competition should be considered in the initial stages. The artist should think about
his own live show dates video premieres dates, teaser releases dates streaming sessions, press
release servicing date and ensure that these dates are ‘suitable’ and he will not have challenges.
Another central issue that Souljah T needs to consider is his budget. Before making critical
decisions about the album launch, he should consider all his expenses and also have a cushion
for unexpected expenses. Some of the issues that the artist may need to think about when crafting
a budget include social media promotion, digital advertising, publicity, release party and
promotional materials. He might need to print some T-Shirts written Maghetto Youths Launch
and give to various people so that he creates the much needed buzz, excitement and anticipation.
There is also need to link up with media practitioners and give them the story for publicity
purposes.

Souljah T needs to ensure that he utilizes all social media platforms by continuously updating
fans about the upcoming album. Posts on social media about the album launch date, the songs,
the venue and other important information should be updated on a daily basis. Visuals are also
important and the artist needs to ensure that he utilises all social media platforms and any other
communication channels to push his message to the fans. Any photos, flyers, and short videos
shared with people should be compelling and interesting to capture the attention of many people
(Chertkow and Feehan, 2019).

The artist needs to create a marketing and promotional strategy (Chertkow and Feehan, 2019).
Souljah T may consider the best channels of communication that will push his music to the
people (Chertkow and Feehan, 2019). Platforms like WhatsApp, Facebook, Twitter, Instagram,
YouTube, and Tumblr might be the best for marketing Zimdancehall music because most of the
audiences are youths who are conversant with social media platforms. The artist needs to ensure
that he reaches out to as many youths as possible though creating networks using social media
platforms. A website might also be necessary for updating it with all the necessary information
including the release date, the venue, and contact details amongst other issues. What is crucial is
to ensure news about the upcoming release is front and center especially on your social media
platforms.

Consumer sales promotion may also be taken into consideration. Consumer sales promotion is
any sale promotion activity that is done with the end consumer in mind. The artist can promise
fans that a certain discount will be offered for the first fans to buy his music (Majeed, 2007).
Consumer sales promotion might be designed to make fans buy the music on the album launch
day or to generate more awareness. The aim of consumer sales promotion also includes
reinforcement of brand image, strengthening relationships with fans, extending the artist’s brand,
amongst other reasons (Majeed, 2007). Consumer sales promotion tools include premiums,
specialties, sweepstakes, games, contests, sampling and rebates. Specialties, for example, include
items given to fans for free to promote the brand (Majeed, 2007). The artist can use this strategy
to promote the album.

There is also need to think of linking up with media practitioners for radio and television
interviews. Interviews on radio and television will enable the artist to get much publicity.
Interviews on radio and television will enable more fans to know about the artist and enable the
artist to clarify various issues and answer questions from fan as soon as possible. In addition, the
media might give the artist a platform to just give some highlights which might interest fans and
anticipate the album launch day. Soulah T should also consider key people to involve ahead of
time who might share his music or news and ensures that he engages them and they will spread
the information for him (Influencer marketing) (Sandbox, 2015 He can plan something special
for the album launch day for example it can be his birthday. Live shows can also be used to
create buzz. There is need to design posters and send invitation letters and messages to as many
people as one can reach.

Souljah T might also need to partner with a music distributor who will assist with direct
marketing. Music distributors might already have databases of fans and know much about the
kind of music they listen to. Direct marketing is a customer-oriented marketing technique that
makes use of details of customers from databases. Tapp (2008) observes that direct marketing
“uses consumers’ details, commonly held in databases, to perform three main activities: 1)
analyse consumers’ data, 2) formulate a marketing strategy, and 3) implement it to obtain direct
responses from consumers.” Stone & Jacobs (2008) argue that the foundation of direct marketing
is the use of consumer databases for purposes of understanding their behaviours and purchasing
habits. Information about the album launch can therefore be disseminated to specific fans.

On the album launch day, the artist can start in the morning to post messages and update people
about what will transpire throughout the day (Sandbox, 2015). On social media platforms, the
artist can create a hashtag and invite people to follow give people a chance to comment and give
feedback. If the artist is going to host a big event with a guest of honour there is need to ensure
that everything is planned and the guest of honour is contacted and he/she confirms attendance.
The guest of honour has to be a popular figure who will attract fans more fans on the album
launch day.

On the album launch day the artist can give away signed CDs, T-Shirts and other promotional
material for free (Sandbox, 2015). He should also link up with popular people who will spread
the news of the album to the rest of the country. The artist makes sure there is exposure on the
day and utilises all media platforms necessary, updating people on what is happening and other
future developments (Ralph, 2017). He is also available for those with questions.

Post album launch, the artist might need to update his websites and continue promoting his music
using available platforms. There is need to provide fans with relevant information about where
they can get the music (Sandbox, 2015). Providing links that are functional and asking friends,
family and fans to share the music and encourage other to listen to it.

Personal selling and display might also be used. Majeed (2007) says personal selling is
associated with face-to-face communication between one or more people.This kind of marketing
enables immediate feedback and flexibility. By interacting with fans, the artist might be able to
understand how fans are reacting to news about his album and what they are expecting from him.
This will enable the artist to alight his activities in accordance with the demands and
expectations of the fans.

The above techniques will be effective in helping the artist generate maximum exposure and get
more fans. As an upcoming artist, there is need to incorporate marketing principles and
understand strategies needed when one is still young. The above discussed can make Souljah T
have the best album launch he needs and make his brand known across the country.
References.

Awal (2018). Ultimate release guide.

https://cdn2.hubspot.net/hubfs/4045246/pdf/AWAL_2018_ULTIMATE_RELEASE_GUIDE
[Accessed 5 April 2019]

Chertkow, J and Feehan, J. (2019). Countdown to Maximum Exposure: a promotion timeline

brought to you by IndieGuide.com and CD Baby.

Sandbox (2015). Music marketing for the digital era. Available at: https://musically.com/wp-
content/uploads/2015/12/Sandbox147342.pdf [Accessed 1 April 2019].

Ralph, J. (2017). Music Marketing & Promotion. Available at:

https://bandzoogle.com/blog/how-to-promote-an-album-12-essential-strategies [Accessed 4 April
2019].

Tapp, A. (2008). Principles of Direct and Database Marketing, Fourth edn, Pearson Education
Limited, England.
Stone, B. & Jacobs, R. (2008). Successful Direct Marketing Methods, Eighth Edition edn,
McGraw-Hill, United State of America.