Consistency is Key for Effective Music Promotion

As cliched as it sounds, consistency really is the key when it comes to promoting music effectively.  Yes, it is possible to blow the market out of the water with that one magical release, but to assume any release will do this beforehand is complete folly; because such occurrences are few and far between, and it could be argued that even when something incredible does happen, it is only possible if a label has already established a foothold in the market by promoting consistently good music, to the right people, for a sustained period.  Very few big tracks have ever truly 'come from nowhere'.

So for most labels, the reality is the often unglamorous treadmill of A&R, promo, follow up, and so on and so on, for every release.  But it is definitely worth the effort.  By having a consistent music policy, release schedule and target audience, you will get your music nearer to the front of people's minds, which can lead to the following:

• DJ mixes and chart coverage - if you're hitting your DJs and tastemakers every few weeks, you are more likely to be right at the top of their inbox at an opportune time.
• Licenses to compilations - similar as above… keep the output going and increase the chances of a lucrative deal.
• Brand development - this is about consistency of sound as well as output… to become synonymous with a particular sub-genre and/or with certain successful artists has obvious benefits.
• Increase audience - a hundred friends and associates can only turn into thousands if a label keeps putting its name out there with decent music… how else can potential new fans find out about a label?
• Association with bigger musical brands, i.e. club nights/venues - a consistently good message will make a label attractive to promoters/clubs that want a particular sound.

Artists should also be thinking along the same lines about their music/message.  The way DJs capitalise on their reputation as producers is a prime example of the importance of consistent output to the market - release enough [good] tracks in a particular genre and promoters/people will want to pay money to watch you perform.

So much of this is common sense.  Every day, companies and corporations the world over work tirelessly to build that consistent message… any serious record label should be doing the same.

Consistency is Key for Effective Music Promotion