My most successful album release has occured during prerelease!

On February 5th, Steve Uccello and I played a lovely duo set together during one of my LIVE Ustream Jazz shows. Afterward, it was discovered that we had apparently just recorded a live album. That alone is pretty special. Add to that the wonderful album art that UK artist Linda Palmer contributed to the project and you have a full-on internet-fueled collaboration.

…but there’s more.

Rather than simply announcing to the world that there is this album can be had at a “Pay what You Want (even nothing)” price, I decided instead that I would make the new album available only to a small set of friends on my mailing list. I linked them to a private password protected site here on my blog. Anyone already on the list or who cared to join, would then be encouraged to share their thoughts on the music and share the music itself with anyone they like.

The response was quite a surprise.

Within 3 days, my mailing list grew by nearly 30%. The number of people who listened to the music during this pre-release was far and away more than during any promotion that I have done thus far (by a margin of ~500%).

…and the album has yet to be released.

Pretty cool huh?

Coming Tuesday, March 9th, Live Stream Jazz: Rob Michael & Steve Uccello

If you’d rather not wait, you can still gain early access by joining the mailing list.

aslevin

So, is the current standard process for getting a release out backwards? The current standard process seems to be: 1) issue pre-release copies to a select group of reviewers 2) issue CDs 3) lastly, make digital available to fans.

Instead, would it be better to do:
1) early notice of digital release to fans, with ability for fans to spread the word on social media
2) more formal media announcement
3) physical CDs

As it is, as a fan, I see recordings being previewed, but I can't listen or spread the word until much later. My listening is mostly digital these days, so the CD is of no use.

I'm not a music blogger, but I do tweet what I listen to, and recommend music to friends. This type of peer sharing is probably meaningless to major pop music stars, but is meaningful to working musicians who are building a “1000 true fans” type fan community.

Your experience suggests that the release process should be turned on its head, to enable the fanbase to be the preview audience.
http://www.atmosmusic.com/wordpress Rob Michael

Thanks for our comment aslevin. Whether the method I chose is *better* than previous industry standards, I can't really say. The industries that established the standard aren't doing very well, so I'm not much interested in repeating their methods/ results.

I am far more interested in what interested engaged people think over the opinions of most music reviewers.

Your observations seem pretty much on the mark.
aslevin

So, is the current standard process for getting a release out backwards? The current standard process seems to be: 1) issue pre-release copies to a select group of reviewers 2) issue CDs 3) lastly, make digital available to fans.

Instead, would it be better to do:
1) early notice of digital release to fans, with ability for fans to spread the word on social media
2) more formal media announcement
3) physical CDs

As it is, as a fan, I see recordings being previewed, but I can't listen or spread the word until much later. My listening is mostly digital these days, so the CD is of no use.

I'm not a music blogger, but I do tweet what I listen to, and recommend music to friends. This type of peer sharing is probably meaningless to major pop music stars, but is meaningful to working musicians who are building a “1000 true fans” type fan community.

Your experience suggests that the release process should be turned on its head, to enable the fanbase to be the preview audience.
http://www.atmosmusic.com/wordpress Rob Michael

Thanks for our comment aslevin. Whether the method I chose is *better* than previous industry standards, I can't really say. The industries that established the standard aren't doing very well, so I'm not much interested in repeating their methods/ results.

I am far more interested in what interested engaged people think over the opinions of most music reviewers.

Your observations seem pretty much on the mark.