A killer pre-order campaign can make a huge difference in generating early buzz and sales for an album release.
But with so many artists putting out music these days, how do you make yours stand out? Don't worry –– we've gathered 3 essential tips from artists who know their stuff when it comes to pre-order campaigns to help you crush it like the pros.
1. Dazzle fans with exclusives
Let's face it, your fans love your music, and they'll love it even more if you give them something exclusive. Offering unique content, signed copies, or limited edition merch is a fantastic way to show your appreciation and make your fans feel like they're part of an exclusive club.
SZA has this technique down to a tee. For her album "SOS," she offered several deluxe editions, each featuring unique solo versions of songs like “PSA” and “Open Arms.” This thoughtful gesture provided fans with an extra treat before the deluxe album dropped, boosting her album sales for four straight weeks.
2. Skyrocket your sales with upsell campaigns and bundles
Upselling and bundling your music with cool merch is a surefire way to boost your pre-order campaign's success. By giving your fans more bang for their buck, you can increase your average transaction value and see a significant rise in revenue.
Coldplay aced this strategy with their album "Music of the Spheres." They debuted a line of merch that closely tied in with the album's theme, putting all of the items on pre-sale together months in advance. Fans couldn't resist the opportunity to grab both the music and the related merch, driving up sales during the pre-order period.
3. Collaborate for a creative twist
Teaming up with other artists or brands can give your pre order campaign a fresh twist, grabbing attention and expanding your fan base. Collaborations can range from co-created products to exclusive events or experiences.
Dolly Parton's 48th album, "Run, Rose, Run," featured an inventive pre-order campaign in partnership with Jeni's Ice Cream and 1-800 Flowers. Exclusive tracks were bundled with unique bouquets and a pint of ice cream, making it a super cool pre-order campaign that not only drove a third wave of pre-sales but also made mouths water.
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** If you plan on reporting sales, be sure to check in with your preferred chart to understand how your marketing strategy may affect reporting. If you're selling physical versions of this release (like vinyl), make sure to tag them for reporting.