Music Premiere is a buzzword in the digital PR space. If you take a tour of music blogs you’ll see exclusive music premieres pop up in headlines quite a bit.
We’re attracted to the word because it sounds fancy, regal and quite literally, exclusive. In the arena of emerging artists, premieres are often revered as some sort of magical key to unlocking popularity, however, few artists who ask for them understand exactly what they are, how to get them, and the reality of their value.
The following is a guide for everything you need to know about music premieres
What a Music Premiere Is:
A premiere is offering a blog exclusive content (i.e. a track, music video, EP stream) in advance of its release for the music blog to host solely on their site for an agreed upon period of time (usually 24 hours). It can be an excellent tool which can be leveraged within a larger strategy.
What a Music Premiere Is Not:
A magical key to unlock massive amounts of plays and attention. Sadly, we have noticed that even though it is nice to have a music premiere, they don’t normally attract a massive amount of buzz.
What You Need for a Music Premiere:
You cannot get a premiere if you have no exclusive content to give. If you have an unreleased track, music video, or album that you are willing to stream, you may want to consider a premiere as part of your release strategy. Note that other content (photos, lyric videos, behind the scenes extras) are not usually content that a blog has any interest in premiering. The release of those assets requires different tactics.
In addition to unreleased content, you will need patience, a strong familiarity with music sites in your genre, and a sense of where you are in the zeitgeist.
The Logistics of Getting A Music Premiere:
Talent and creative genius aside, everything is easier when you are connected to the right people. This is why hiring a well-connected publicist can be a valuable decision if you are looking to secure a premiere on influential sites that will give you what you are looking for out of a premiere (more on this later). Your mid-tier blog is featuring about 2% of the material they receive on a daily basis, and not all of these submissions are for a premiere. If you want to stand out in an editor’s 2,000 email deep inbox, it helps to have someone reaching out on your behalf who already has a great relationship with them.
Whether you have a publicist or are pitching for a premiere yourself, which is entirely possible, the process is very similar. Due to the fact that you are offering exclusive content to a site, you must pitch each outlet one by one. In other words, it is very bad form to offer two sites the same content simultaneously. You must wait to either hear back or feel like you’ve given the site enough time to get back, before reaching out to the next site. Start with your loftier goal sites and work your way down from there. How long you wait between pitches depends on your relationship with the site, your past experience reaching out, it’s size, and the probability that you will be featured on it. A great publicist will have a good understanding of these things.
NOTE: Not all sites participate in premieres. Many have soured from them as the pressure from publicists and labels and managers and artists became annoying and overwhelming.
How Valuable Are Premieres?
As mentioned previously, a premiere can be a great component in a larger PR strategy. Think about your track, your video, your EP and how you want to utilize them. Each asset is not in need of a premiere. A good strategy is looking at want you have to work with and then figuring out the best way to move the pawns to achieve your ultimate goal. Pigeons and Planes had a great conversation with three industry professionals and EIC/Founder of P&P, Eric Moore, about the impact of digital PR and the vital need for smart strategy versus premiere accumulation. You can read the article here.
If you’re an up and coming artist looking to build cachet, landing a premiere on an influential site can be a great way to build up your stature. Offering a blog exclusive content is an excellent way to get a site to feature you, who normally wouldn’t. There are quite a few sites who will only feature an artist they’ve never heard of through a premiere. If one of your goals is to get a particular site’s stamp of approval and tap into their readership and social following, offering them a premiere might be the best way to do it.
Scoring a premiere on a major site is often times, not the be-all and end-all if you want to cast a wide net and get listens, and major traction. The site that premiered your track may have lots of prestige and a large devout following, but remember that your premiere will not be the main attraction on the site. The average lifespan of a tweet is 18 minutes and your premiere may not even be on the homepage for a full 24 hours. With those stats in mind, it’s easy to see the necessity for an effective social strategy coupled with lined up features for after the premiere date.
A music premiere can also expand the lifespan of a release. Building this into your overall marketing strategy is key. If you premiere an album stream one day and a week later make the album available for purchase that’s twice the amount of times you can hype up a release.