Premiere has become quite a buzzword in the digital PR space. If you take a tour of the blogosphere you’ll see the word 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 the coveted music premiere.
What a premiere is not:
A magical key to unlock renown.
What a premiere is:
A premiere is offering a blog exclusive content (i.e. a track, music video, album stream) in advance of its release for them to host solely on their site for an agreed upon period of time. It can be an excellent tool and event within a larger strategy.
What you need for a 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 require different tactics.
In addition to unreleased content you will need patience, a strong familiarity of music sites in your genre, and a sense of where you are in the ecosystem.
The logistics of getting a 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, 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.
PRO TIP: Not all sites participate in premieres. For example, Indie Shuffle no longer takes premieres and therefore you should not pitch them for one.
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 premiere can also expand the lifespan of a release. 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.
Premieres are just one piece of a PR strategy. To be sure you have all of the other pieces in order use our Music PR Check Sheet to help you strategize your next release.
Leave a Reply