Music Testimonials: Another High-Value, Pre-seller
Keenan Wright
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In my experiences, most independent musicians do very little, if anything, in the interest of generating advance exposure for their upcoming new music releases. This is, most likely, due to not having 
a strong enough budget in most cases.
When I was writing my first music handbook fifteen years ago, I contacted a Phoenix radio music director for one of my book's interviews and asked how important advance promotion was for new music releases.
She stated that advance and pre-promotion was responsible for as much as 80% of the success and longevity of both exposure and sales for music, regardless of genre or whether the product was a major label or independent release.
That makes a lot of sense, because as much "noise" and interest that you can generate and get going *before* the actual release date, the more interest and awareness you can sustain for it during its actual release phase.
This includes advance radio airplay, advance on-air interviews, advance press coverage, sampler giveaways, and anything else that you would do to promote and publicize your music...only doing it in a PRE-phase.
"Yeah, Kenny, that's cool, but what about artists who already have a release out and are way past the pre-promotion phase?"
I'm always glad when you ask me those types of questions, as they really keep me on my toes, figuratively and literally.
Well, if you are an artist who missed the proverbial pre- promotion boat, but haven't begun manufacturing your product, I would suggest your having as many people listen to your music on a CD-R, or even better and cheaper, emailing them MP3 versions of your music in order to get their responses (and, positive ones, hopefully).
Concentrate on getting as many local, regional or national radio music directors, program directors, television personnel, or print media editors or writers to give you a simple reaction to and endorsement for your music.
When I was writing my first music handbook fifteen years ago, I contacted a Phoenix radio music director for one of my book's interviews and asked how important advance promotion was for new music releases.
She stated that advance and pre-promotion was responsible for as much as 80% of the success and longevity of both exposure and sales for music, regardless of genre or whether the product was a major label or independent release.
That makes a lot of sense, because as much "noise" and interest that you can generate and get going *before* the actual release date, the more interest and awareness you can sustain for it during its actual release phase.
This includes advance radio airplay, advance on-air interviews, advance press coverage, sampler giveaways, and anything else that you would do to promote and publicize your music...only doing it in a PRE-phase.
"Yeah, Kenny, that's cool, but what about artists who already have a release out and are way past the pre-promotion phase?"
I'm always glad when you ask me those types of questions, as they really keep me on my toes, figuratively and literally.
Well, if you are an artist who missed the proverbial pre- promotion boat, but haven't begun manufacturing your product, I would suggest your having as many people listen to your music on a CD-R, or even better and cheaper, emailing them MP3 versions of your music in order to get their responses (and, positive ones, hopefully).
Concentrate on getting as many local, regional or national radio music directors, program directors, television personnel, or print media editors or writers to give you a simple reaction to and endorsement for your music.