Promoting a Release to Listeners Abroad: A Four-Week Plan
Registering a song with streaming services makes it available around the world. That alone, however, does not mean listeners abroad will find it. Deciding who you want to reach and preparing assets and announcements ahead of release day can change how the first few weeks go. Here is a four-week plan Japanese independent artists can follow before an international release.
Four weeks out: choose your regions and listeners
Instead of aiming at "overseas" as a whole, narrow it down to one or two regions where you are likely to get a response. Past streaming data, where your social media followers are, and where similar artists are popular are all useful clues. The services and platforms people use differ by region, so this choice shapes everything that follows.
Three weeks out: prepare your English basics
Settle the English spelling of the artist and song names, a short English bio and a description of the song. Rather than translating the Japanese text word for word, add a few lines on genre and highlights for people hearing you for the first time. Use the same spelling across every service and platform so you are easier to find.
Two weeks out: gather your assets
Organize the artwork, artist photos, music video and short clips you will use, by purpose. Having vertical, horizontal and square versions saves time when posting to different platforms. Decide at this stage whether your videos need English subtitles.
One week out: set the order and timing
List what goes out where and when, from teasers before release to release-day posts and follow-ups afterward. Schedule posts for the time zone of the region you are targeting, keeping in mind that a Japanese evening may be someone else's morning.
After release: read the response and plan the next step
For the first one or two weeks, check which regions and services are bringing in listeners. If a region you did not expect responds, put more effort there and carry the lesson into your next release.
Reach the world with BRUSH MUSIC
BRUSH MUSIC works to bring Japanese independent music to the world, offering artist development support, music, video and design production, and digital marketing. Artists and labels who want to talk through an international release are welcome to get in touch. The scope of support is confirmed for each project.
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