This post is so, so true.
When you’re planning a campaign for a release you can’t have too many hooks and bits of content (‘assets’) to hang it on.
You need to plan these well in advance and know when you intend to use them to keep attention focused on your release.
Last week at SF Music Tech Summit, Ethan Kaplan said something very telling yet true: “The worst thing you can do to keep fans actively engaged… is to actually release the album.“
Think about that — just because the album comes out does not mean the campaign is over. Hell, at that point, the campaign just BEGAN! Unfortunately, too many acts waste their ammo in the weeks leading up to the Big Event, then have little salvo to offer in the weeks following, especially if the press, the airplay, film placement, or the tour do not come in as hoped.