Whether performing live is a crucial source of income for you or not, artists shouldn’t wait to release new music. We don’t know what’s in store for us this fall, a year from now, or even the next few weeks. This uncertainty doesn’t sit well with musicians with new music to offer for good reason. Something like a new album can come after years of hard work. Additionally, a massive financial investment and months of planning often accompany new music. But, like so much else right now, this is where we’re at whether we like it or not.
Releasing music now means sharing new work with the world without the ability to promote it with live, in-person shows. This puts countless musicians at a disadvantage when it comes to introducing new music to audiences and earning money.
The good news is that audiences are hungry for music in a unique and powerful way right now. You might not be able to round out the promotion for your new music with live shows, but you can still release new music. This is crucial for coming through for your audience during this time and earning an income. If you’re sitting on a new single, EP, or album, you’re essentially faced with the choice of waiting indefinitely for normalcy to return to the music industry, or to release your music now in a smart and impactful way. Instead of promoting new music with live shows, it’s time to direct your creativity and time into other strategies to get audiences excited about your music.
Live-streaming isn’t ever going to replace conventional shows. However, they’re a powerful way to maintain a music-based income and crucial connections with audiences right now. And the usual promotional suspects like web and social media marketing still apply during this time. But one of the most important ways to bring new music to fans right now is by shaping your promotional message in a way that meets the moment rather than trying to distract from it.
Your music doesn’t have to be serious or even thoughtful, but sharing it in a way that acknowledges what your fans are going through in a genuine, compassionate way will help you connect with your audience. You and the new music you’ve worked so hard to create are obviously important, but there’s never been a better time for sharing your work in a way that tactfully prioritizes your audience and their needs.
Your music can bring comfort, distraction, and hope to people who are in need. Whether you create music seriously for a living or not, knowing that your music can do something so important is a powerful reason to share your work right now.
Patrick McGuire is a writer, musician, and human man. He lives nowhere in particular, creates music under the name Straight White Teeth, and has a great affinity for dogs and putting his hands in his pockets.