The world of music promotion has shifted dramatically over the last decade. Even with vinyl and CDs experiencing a renewed interest among fans and collectors, artists can’t rely only on physical product to get heard.
This article from the DiscMakers blog called “How To Promote Your Music After Releasing A Vinyl Or CD” makes it clear that physical releases need to be paired with smart publicity, online engagement, and community building to reach new listeners and keep existing supporters active.
Understanding Today’s Music Promotion Landscape
The article starts by explaining that music discovery is now decentralized. Physical formats like vinyl and CDs still matter because fans like something tangible and high-quality, especially collectors and audiophiles.
But reaching people requires embracing both online and offline approaches.
Before the Release: Build Anticipation
Promotion should start months before the release date. This gives you time to generate interest and momentum, rather than treating the launch as a one-off event.
Tactics mentioned include teaser singles, music videos, behind-the-scenes posts, and advance contact with press outlets. Getting your core fan base involved early increases the chance they’ll spread the word.
Launch Phase: Make It an Event
When your physical copies arrive, treat that moment as the real beginning. Organise a launch event or release party that’s worth people’s time, ideally with a live performance and merch tie-ins.
Promote the launch across your social media channels and consider even a small ad spend to push the event beyond your immediate audience.
Social Media and Content Strategy
Consistency on platforms like Instagram, TikTok, YouTube, and Facebook is key. Eye-catching visuals and short, snappy videos perform best. Running giveaways or contests, such as a signed copy of the vinyl or exclusive merch, can help spike engagement.
The article also suggests sharing behind-the-scenes clips and content that shows your personality and process rather than only focusing on the final product.
Community and Networking
Connect with local record stores, online communities, music forums, and local music fans. Independent record stores can be especially valuable allies for hosting in-store events or recommending your music to customers.
Building real relationships, not just transactional contacts, can open avenues for ongoing support.
Collaborations and Influencers
Collaborating with other artists and content creators expands your reach. Cross-promotional posts, joint live streams, or even remixes can expose your music to new audiences.
When working with influencers or other artists, focus on genuine alignment rather than just audience size.
Radio, Podcasts, and Traditional Media
Getting airplay on radio shows and podcasts—however small their audience—can still be a meaningful part of promotion. Try to pitch not just your music, but also yourself as a guest for interviews or live segments.
Approaching DJs and hosts respectfully with materials tailored to their show helps build those relationships.
Digital Platforms Alongside Physical Releases
Even when you’re primarily focused on vinyl or CDs, having your music on streaming services boosts discoverability. Encourage fans to pre-save the music on platforms like Spotify to improve its standing in algorithms and seek playlist placements whenever possible.
Platforms like Bandcamp also allow you to sell physical and digital copies in one place, often with better margins.
Creative and Guerrilla Marketing
The article suggests thinking beyond typical promotion and experimenting with unconventional ideas—pop-up concerts, flash mobs, unusual merch, or other “guerrilla marketing” tactics that surprise and delight fans.
Email marketing is also highlighted as a direct way to reach listeners with offers, updates, and exclusive content.
Sustaining Long-Term Engagement
Once the initial promotional wave settles, ongoing connection with your audience matters most. Keep sharing new content (like live show announcements or behind-the-scenes stories), offer specials or exclusive access to fans, and consider building a membership or fan club to retain deeper engagement.
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