If you’re looking to release music over a set period, you will either be releasing singles, EPs or LPs. What you release doesn’t necessarily depend on the number of tracks you have written that are ready to be recorded; instead, it depends on what you’re looking to achieve with your release. Are you looking to nurture an existing fanbase, attract publicity, or prepare for a tour, for example?
In other words, how you release your music depends on the strategy that you are implementing — whether you choose to accompany a single with a music video is part of that equation.
Singles
Music videos are almost always only related to single tracks, but these could be one track on an EP, a few songs from an album, or a single release. You should weigh the pros and cons of releasing each type; however, the state of the music industry today encourages keeping your fans’ attention by releasing music more frequently.
This might mean 12 singles throughout a year instead of an LP, or it could mean 3 singles and an EP. It doesn’t really matter, but if you put out songs and videos on a regular basis you will be rewarded by your fans and by Spotify. Singles cost less to produce, can be released in a way that drives streaming, and allows you to focus your marketing.
Single Downsides
There are some downsides to releasing singles, however. Albums convey more of a story and are considered more ‘artful’. Also, fans can get bored of new single announcements if you release too often. Most importantly, however, is that it is harder to get attention by releasing a single. Single releases aren’t taken as seriously as albums but can be the bread and butter of an album release timeline.
Strategies and Videos
Your decision therefore depends on your strategy. If you want to drum up attention to drive sales and pick up fans, you might be more inclined to choose an album. But an album carries inherent risk: it is an incredible amount of work and there is no guarantee that you will solicit the attention you need. Many artists face this dilemma, but there is a solution: music video production for your singles.
You don’t need a music video for every single, but if your releasing strategy is looking to build fans and get views, a video should be at the top of your to-do list. If you’re releasing several singles in one go, you should spice things up with a music video every 3 or so releases.
What Type of Video Should You Choose?
You should do a video for one of your singles that allows you to tell a story, or that conveys an aesthetic that translates well to camera. The most successful music videos either tell a compelling story, look extraordinarily beautiful, or convey an idea that people want to share.
Telling a compelling story requires a song that reflects the themes of the story. Looking extraordinarily beautiful means you need to have a clear cinematographic vision and a video producer that is skilled enough to share that. Conveying an idea that people want to share doesn’t necessarily mean make it ‘memey’, but if you nail this, you can find it can be a fast-track to going viral.
The key is to find the very best moment of your song and then design a piece of footage to accompany the best bit of your song that people will want to recreate and share (e.g. a particular dance, a funny exchange, an iconic pose, etc.).