We get asked all the time, are people still using CD’s? Isn’t everyone just downloading? Well, yes and no. As a promotional tool, CDs still provide an important role of physically placing music into a listener’s hand. As a sales tool, the added value of a tangible object can help produce better sales numbers for bands that have a loyal fan base who want more then a simple download. The digital download phenomenon has changed the way we all access music, but some things get lost in translation. I am a big fan of digital downloads, just like everyone else, but feel it is a tool not the whole toolbox.
In the difficult world of marketing your music in today’s saturated market you have to do more then just stick your thumb out and hope to get picked up. When it comes to offering free downloads or access to streams of your music, the instant gratification factor is large and may spark some interest in the short term, but once you navigate away from that site, or that download gets filed away in the massive music library you can be quickly forgot about. With a physical disc, it has a better chance of reminding the person about you for an extended time. When a disc looks great people are more apt to keep it around. Personally, when I buy a CD or someone gives one to me, I stick it in the player in my car and I may listen to it 5 or 6 times. When I download an album (especially one that was a giveaway) I will listen to it once or twice but not nearly as much as one that goes into my car. It takes a very long time for a technology to go extinct so CD’s are here to stay for a long time; heck, some cars still have a cassette player!
When promoting yourself with a CD you are putting a musical flyer of sorts into the hands of the person you gave it to. By simply handing that person a CD you are able to give them all of your vital information regarding yourself and your music before they even listen to it! If your CD looks good and is well thought out you have a great chance that the person you just handed that disc to will actually take the time to listen to it. People like free stuff, and when you hand someone a promo CD that looks great, they want it- even if it is a genre of music they typically don’t listen to. You can put together an inexpensive, good looking promotional disc with a sampling of your music to give away in front of clubs, at the mall or at your shows that will get people to put your CD into their car on the way home. If they like what they hear they are apt to check out the info on the disc and go download more tracks or buy your actual album.
When it comes to marketing your music to Billboard reporters, tastemakers, Internet and traditional radio stations, it is safe to say they get a lot of CD’s. It is also pretty safe to say that they get even more emails and downloads. If you have the means to get a physical CD to them rather then just another spam email in their inbox, you are showing them that you have the desire to spend a little to present them with your work. Don’t fall prey to people who offer to “email blast” the world your music for a fee. Bought lists and spamming is just going to annoy listeners. A lot of the email address’ that send the blasts may have even been blocked. Presenting someone with a gift of your music is much sweeter when they can touch it and they know you personally sent it to them. Of course it doesn’t hurt to contact them and ask if they will give it a listen. If they won’t, it is a waste of your time to send it anyways. When it comes to someone reviewing your music, being able to look at your information while they listen is always a big advantage. Don’t forget about a cover letter with your bio and credits that will also set you apart from the masses.
Here are a couple of good ideas for CD promos:
Keeping it simple
Sometimes less is more. Nothing beats your standard black thermal print with a white paper sleeve. The cost savings means you can get a little more for your money and that means more ears will listen to it. It would be a good idea to drop a business card inside the sleeve with your contact info on it (if you haven’t read our blog on business cards as flyers check it <here>)
Take it a step up
Opt for a clear poly sleeve and a printed insert and you’ve got yourself a rocking promo CD with a lot of real estate to sell your sound. You are keeping your costs down by using an inexpensive poly sleeve but upping the value of the promo with the insert.
Go all out
If you plan on pulling out all the stops and going for a more complete release look such as a jewel case, digipak, or jacket, make sure that your promo is not going to outshine the albums you are putting out. When you want to go all out, get creative! Have the disc be a short sampling of your music, but the have the packaging list the entire album info and instructions on where to download or buy the rest of the album to complete the package.
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All in all, giving out a physical CD as a promo has some great advantages and is a valuable tool for anyone serious about promoting themselves. Even if your budget is tight, having a small quantity to give out to the people that matter will do you a world of good, but make sure they look professional. If you hand someone a CD with your name and number scribbled on it and another person hands them a full color disc in nice packaging, your disc is heading to the trash. Grab their attention, make it loud and be proud of your creation.
