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Proper Planning To Executing Your Strategy

May 28, 2013

*WARNING: This happens more than we’d like to admit so if you are one of the people reading this who’s done this please do NOT be discouraged or think this is a personal attack. We do however hope you will learn to take more planning your next project so that it can be better executed!

A band, record label, manager, what-have-you gets into contact with Red Tentacle asking for our assistance with promoting an artist’s new record, tour or other time sensitive project. The only downfall, the project has already begun or if we are lucky it might be 1-2 weeks away from starting. And there are numerous issues with this scenario.

#1. For us to do our job properly we need time to plan.

We can’t just get your album audio and/or your tour dates and immediately start working for you. We need to first build a plan/strategy around the most effective way to execute your campaign.

#2. We don’t really do RUSH jobs.

Much like many other music industry professions we have don’t have time to RUSH things. In our line of work that not only causes errors and confusion but can often cause both us and/or the artist to look unprofessional (something we always want to avoid).

#3. It puts us in a bad position.

For a company like Red Tentacle this often means one of the following: trying to do the job with the materials provided in the timeframe required (which seldom goes as well as we’d like) or we have to turn down the job and miss out on potential business.

So why does this happen? Well this is a damn good question but I have to assume it’s often one of these.

#1. Inexperience / Good old fashion oversight.

The band was so busy with the writing/recording/album pressing, etc… they really never thought about marketing the record until it was already announced.

#2. Artists are reluctant to pay for services they feel they can do themselves.

I’d be lying if I said you couldn’t do your own publicity and marketing. But I’d also be lying if I said the average artist could do it near as good as an industry professional who’s taken the time build relationships and establish contacts. Does that mean you need a publicist to promote your first demo? Most likely not but much like many other services in life you often get what you pay for.

#3. Artists don’t feel they need to market their record as they feel the music will speak for itself.

Although I agree good music should always be first and forefront that doesn’t mean you don’t need to have marketing plan and budget to do so. I’ve seen many artists approach us 3-6 months after their record is released because they don’t have as many reviews or radio play as they hoped and sadly by that time their key press window of opportunity has already shut.

Again this blog isn’t meant to discourage the many artists who’ve emailed Red Tentacle over the years about helping them out, just keep in mind for us (or anyone else) to work with you effectively we need proper time to plan, strategize and execute your campaign!


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