How should I roll out an album with a few singles?

I think about the natural progression of a customer journey across a whole campaign, so a big announcement at the beginning with the first single, maybe two singles in the middle, and another big push at the end towards the album coming out.

Those two milestones are more connected to active conversion, whether that conversion is a sign-up, a purchase or a show happening alongside it, and they’re the cheapest places to put money to engage your audience, because when people are sitting in the middle of a campaign it’s hard to engage them. So the two big pushes are where I’d spend ad money, and the middle sections are more content focused.

In those more organic moments, put up music from your existing catalogue. People who love one of your albums might not have listened to the rest, and it gets rid of the purchase mindset, so they think, this is a great song and it’s already available, I’ll go listen to this album, and then I’m excited for the new one. If one of your records is turning five, create a bit of a moment around that too.

I tend to have a few budget pools, some ad money pointed directly at a sale, and some for scaling something good, like boosting a post that’s doing well organically, where it might be worth putting 50 bucks on it to let it go a little further.

Reporting lets me assess risk and forecast, so if I can see the past 30 days and what we’ve spent on ads, I can see whether it’s a positive trajectory, and we can make decisions from that.