Should You Premiere Your Next Single?
Premieres are all the rage right now amongst the music and media community, but is offering a premiere really in your best interest?
Let me back up a minute and define what a premiere is exactly. You have a premiere or exclusive when you offer content such as a video, single or album stream to a media outlet before anyone else. You are basically telling the outlet they can post the content before any other media outlet.
Is it really in your best interest to do this though?
Premieres are a great way to bring a high profile outlet like SPIN, Stereogum or Paste on board. And back in the day that worked, because there wasn’t the competition to secure the premieres. When a premiere was offered, it really was exclusive for the outlet because they weren’t receiving the high number of premiere offers they are now.
Now, not only are publicists trying to secure exclusives, so are bands which only increases the intensity. And now it’s not only the high profile outlets premiering content, but outlets of all shapes and sizes.
The premiere seems like a great idea to insure coverage, no matter where it’s going, but you need to dig deeper. What kind of impact will that outlet have? Will they influence other outlets to cover your music? Are they truly passionate about your music and willing to champion you?
Will offering a premiere be the only way you will see coverage? That’s doubtful. Although tougher when you are a DIY band working on your own publicity, if you have a great publicist who knows how to target the media who’d be interested in covering you, then you’ll most likely receive coverage without the aid of the premiere. This doesn’t mean they shouldn’t be offered, but they should be focused on the outlets who will have the greatest influence or are really passionate about the music, otherwise you could ultimately limit the success and listenership.
Why? Because you have now singled out one outlet to cover your content with the exclusion of others. If they don’t recognize the outlet, don’t respect it, or simply feel scooped, then they may decide to pass altogether.
At the same time, if you are unknown band with limited social followers it’s unlikely an outlet at the caliber of Stereogum will pick you up. If an outlet has a great readership or following of their own shows interest in running a premiere, it’s almost always in your benefit to accept the offer. As mentioned earlier, those offers don’t come easily and you often won’t get a second chance. You have to be realistic about the stage you are in your career and where you music is most viable among media outlets.
The goal of a premiere should be to get that elusive and influential outlet on board who wouldn’t cover you otherwise or to support those who show a genuine and passionate interest in supporting you.
Green Light Go: Make a wish list of who you’d like to premiere your next single. Then take a closer look at the outlet to determine if it’s in your best interest.
Sharing is Caring: Know someone releasing a single, album, EP or video? Send them this article to develop a great strategy for the release.