Traditionally, a roadmap is a list of directions used to get from one point to another. This concept is often employed by businesses as a guide to develop and sell a product. In the business of music, having a strategy before engaging in a project can save both time and money. It is a sure-fire way to ensure that you execute your goals properly, in order to reach your intended audience.
A roadmap can consist of many things, however, this article highlights 5 important milestones in the successful marketing of an album. Your starting point is a vision. The next stop on your journey is your target market, followed by the market position, the features and, finally, the release.
Vision
Without a vision, people perish. In this case, without a vision, your project will perish. This first step is of vital importance because it outlines your entire journey. It is equivalent to a map, detailing the steps necessary to get to your destination. It includes the objectives, goals, and due dates for the album.
Target Market
Next, you need to know your final destination, which, in this case, is who will purchase the album once it is completed. The target audience consists of the demographics of the potential consumers, including age, location, culture and gender. It is important to find a niche target market, and to focus on what they want to hear. Once your target is met, your reach will hopefully expand to include others.
Market Position
When you have created your roadmap and know the final destination, you need to determine where you are currently located on your trip, your starting point. Your position is dictated by your genre and by the number of competitors on the same journey. How do your sales match up in comparison to others?
Features
The features of the roadmap can be compared to the vehicle you are using to get from point A to point B. This includes what your album consists of, including the style of music, the album artwork, and collaborations with other artists and producers. What makes your music unique compared to the music of others? What musical influences directly affect the album?
Release
The release is equivalent to your arrival. You’ve followed the road map, and now your album is finally completed. It is time to release your music to the public. This is where you execute your prior planning, and where all the time and effort you have put into reaching your destination pays off. Since you’ve used a roadmap that is customized for your target market, reaching your destination should result in a successful album release.