10 Tips for Planning a Successful CD Release Show
By David Codr

Releasing a new CD is an exciting time for any artist.  But getting to that CD release show can be a very stressful situation.  This article profiles a band that recently had a new CD replicated.  At the end of the story you will find a few dos & don’ts and a few insider tips to ensure your CD replication and release is a success.

CD replication is one of the most vital components to any CD release show.  But unless you are on top of the production schedule, delays can jeopardize your show more easily than you think.

I spoke with a band that selected one of the major CD replicators to press their CDs.  At every step along the process, there were issues that set the band’s CD release date in jeopardy.  The shipment got lost at the replicator, and they took nearly two days to track down the package.  Then the quote the company had originally given the band was found to have errors which forced the band to pay an extra $300+ they hadn’t budgeted because of the mistake replicating company’s sales guy made with the original quote.

Once the band’s artwork was processed, the replicator found one of the fonts missing.  The band was informed the next day and sent the font via email an hour later, but had already lost two production days.  To make matters worse, the band needed a small text change made which pushed things back another day.

The proof was to arrive first thing in the morning two days later, but by noon nothing had arrived.  The band called and was informed the art department was confused about the band’s request to include the last 4 digits of the barcode for the issue number.  The band had sent very specific directions with the artwork that the CD replicator should replace the four X’s with the last four digits of the barcode, but the confusion caused another days delay.

When the band finally got the pdf proof, they noticed one of the graphic elements was missing and displayed as something completely different.  This alarmed the band as the element was displayed on the hard copy proof the band sent with their original files, but it slipped by their art department.  Since so much time had passed due to the delays, the band decided to go without the graphic element.

Now the company’s production rep was very helpful in getting these errors corrected and they were able to get the CDs to the band the day before their CD release show, but they did loose production time.  However, one thing the band had asked the company to guarantee throughout the whole process was getting the CD track names added to the disc so it can be displayed in car and higher end CD players.  This is a very important element that is often overlooked by independent artists.  Sadly none of the major CD replicators seems to put much, if any, effort into ensuring the CD Text is displayed.  If you asked every independent artist who has released a CD whether or not they would want the CD Text to be displayed, id have a hard time believing any of them would opt for no text. The fact that major CD replicators don’t address this need is totally unacceptable.

When the band brought this to the attention of the CD replicator, the department manager became hostel and blamed everyone (The band, the band’s producer, etc) but the company for the lack of text.  The band pointed out they had asked repeatedly for information on how to prepare the CD to ensure the producer would add the text names in the proper place.  But after numerous requests and five weeks, even the company’s manager didn’t know how or where to place the CD text.  When a company that replicates thousands of independent CDs can’t tell a band what to do to prep their files after five weeks or requests, it doesn’t bode well for that company’s desire to help their customers.

The end result was very stressful for the band and did result in a loss of income & a few promotion opportunities by missing the company’s original “in hand date” and the lack of the requested CD Text.  The band made over 30 phone calls and sent several emails while going through the preproduction process.  Had the band failed to stay on top of things, the chances of the CD arriving in time for the CD release show would have been practically nil.

For the record, I have spoken to many artists who have used this CD replicator and had no problems whatsoever with their replication.  I have also spoken to more than a few artists who had a similar experience.  It is possible this was simply a matter of a band that didn’t pay as much attention to detail as they should, and a few very off-days for the company’s art & production department. But it is a good example of how things can go wrong, especially when proper planning and follow through are not implemented. It’s your CD, not the CD replicators.  Don’t expect them to look out for you.

Here are a few helpful tips to keep in mind when getting your CD’s pressed

1. Before selecting a company to press your CD’s – make sure you get all the details of your quote, including turn times, IN WRITING BEFORE you select that company.  This will ensure you don’t get hit up for phantom charges later.
2. Make sure to preflight your art and double check to be sure EVERYTHING is sent in with your glass master.  A good way to check to make sure you aren’t missing a font, graphic element, etc is to take the CD of your artwork (That you plan to send to the CD replicator) to a different computer than you designed it on.  If you’re missing a font or element, the computer will tell you it can’t find it.
3. Stay in constant contact with the company replicating your CDs.  Remember you are one band out of many that they are pressing CDs for.  Most companies will try to move through the production process as quickly as possible, but there may be delays in informing you if there is a problem.  If you are the one contacting them at each step of the process, you may be able to save a day or two in terms of production time.  Remember there is a difference between following up and harassing them.  Be professional and polite when problems arise.  You will find companies that make mistakes will go that extra mile for you to fix the problem.  Don’t be rude or a jerk as this will make them less inclined to help you remedy the situation.
4. Ask for a written response on how to ensure CD Text is included on your CD. Many bands elect for the CDDB option which allows computers to use the internet to get that CD’s track names etc. However, many of the music pros you will send your CD to will listen to it in their car or home where the CDDB option doesn’t help.  Getting CD text included is an easy way to make sure anyone who listen to your disc knows who the band is.  Plus it makes you look professional which is never a bad thing.
5. Schedule your CD release show a MINIMUM of 30 days after you have sent in your CD for replication.  Since most clubs book out 30-90 days in advance, this makes scheduling everything much more important.  Id suggest you include an extra week or two in addition to the 30 days to make sure you have wiggle room.  Every band wants their CD out as soon as possible, but its much better to have your CD arrive a week or two early, than one day too late.

Five tips for a great CD Release Show

1. Contact local press about your CD release at least one month before the CD release show. Don’t be like every other band when you contact the press either.  Calling on the phone or sending an email is almost the least you can do. Set up a day and time to personally bring an advance copy of your CD to the local entertainment writer(s).  Many writers say very few artists bother doing more than call or email them these days.  Those same writers say that since so few artists actually bother to come to and meet with them personally, they usually write about the artists that do stop in person 100% of the time.
2. Set up a meet and greet the day before your CD release show. Many bands offer free entry to the CD release show for those who buy the CD at the meet and greet. It’ll make things easier if you select a locally owned store with a reputation for supporting local music.  Not only does this help you build support for your new release, it makes it easy to get your CD on sale there and shows the store you know how to drive traffic into their store.
3. Pick the right local radio station to support your show, either as a sponsor or to do an interview in the days leading up to your CD release.  I would advise avoiding any Clear Channel station as they seem to have very little interest in playing artists they don’t get paid to play. You remember payola right? If you pick a station that supports local music, you will get a much better push from the station.  Make sure you personally deliver copies of your CDs to the program or music director as well as any DJ who shows interest. Probably wouldn’t be a bad idea to drop off a few T shirts after your CD release show as well.  This will allow you to stay in the minds of the people who work at the station, and if they wear the shirt to work, that’s added exposure to the PD / MD and may help you get more spins on the station.
4. Make sure you get credit for the CDs you sell.  This includes asking retailers if they report CD sales to Soundscan.  Record label A&R reps, promoters and music publishers all check to see which artists are selling CDs through Soundscan.  Stretch the Skies offers a Soundscan reporting service for only 25 cents per CD.  The nice thing about their setup is it allows you to report CDs sold at your shows.  Fact is, around 70% of independent artist physical CD sales are done at their shows.  Make sure you get credit for those CD sales.
5. Give people extra reasons to buy your CD. In addition to #2 above, there are a number of “extras” you can include to help move more CDs.  One trick I have used in the past includes randomly sliding a $50 or $100 bill into one of the CDs for sale on your merch table. Obviously you’d want to announce that one of the CDs for sale has a $50 or $100 bill in it so the crowd knows about it.  If you decide to use this technique, make sure everyone who buys a CD opens the case at the table right after they buy the CD.  This is the sort of promotion you want to use later on.  Take a pic of the person who gets the CD with the cash in it as well as their name so you can include that in your newsletter to your fans.  This promotion can carry over to later shows if your fans know you do crazy things like this.

You’ll find more industry tips on having a successful CD Release show as well as assistance in your development as an independent artist in each copy of the Music Phone Book.  Order your copy now!