This is an excerpt from “Countdown to Maximum Exposure,” a free PDF guide written by IndieGuide.com and CD Baby for musicians who are preparing to release a new album within the next year.
Two months before the big release you should begin focusing on radio. You’ll already have a head start on the traditional media and press wires and your street team should be active.
Radio likes to play albums ahead of their release dates. Give them a chance to hear it first by running this campaign two to three months out. Also, you should target radio stations near where you’re planning on playing so that you can grant them interviews.The most effective way to do this is to call ahead of time before sending the album, then write “SOLICITED MATERIALS” on the envelope. Also, include the show dates that you’re going to be playing in their area. Offer to stop by the studio for an interview or in-studio session.
If you are an independent musician, you should probably target college radio since it’s the most receptive to new music. Especially college radio shows, which are usually run by students that love getting new releases before it hits the public. If you want to do it yourself, go to IndieGuide.com’s How To Run A College Radio Campaign and also check out CD Baby’s free guide to Getting Radio Airplay.