Uploaded July 2020 | Updated September 2026, 5 minutes ago
Ice Nine Kills manager Mike Mowery talks about the strategies the band used to build their excellent brand, so you can too.
Mike is joined by Ice Nine Kills founder and singer Spencer Charnas, Karl of Kings Road Merchandise, Ben of atvenu, and Ian of 10th St Entertainment to talk about how to make merch for your band.
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Our complete system for releasing your album or EP the right way: https://outerloop.group/release-it-right/
Ice Nine Kills manager Mike Mowery talks about the strategies the band used to build their excellent brand, so you can too.
Mike is joined by Ice Nine Kills founder and singer Spencer Charnas, Karl of Kings Road Merchandise, Ben of atvenu, and Ian of 10th St Entertainment to talk about how to make merch for your band.
LIKE, COMMENT, AND SUBSCRIBE!
Sign up for near-daily emails with more in-depth advice for your career in music. Visit https://www.outerloopcoaching.com!
Free e-book! Music Management Primer by Mike Mowery https://outerloop.group/music-industry-career-coaching/
Get a powerful email program to monetize your email list: https://outerloop.group/email
Get our favorite resource for growing a great fanbase on the road: https://outerloop.group/toursmart
Breaking In For Non-Musicians https://outerloop.group/breaking-in-to-the-music-industry-for-non-musicians-2/
Our complete system for releasing your album or EP the right way: https://outerloop.group/release-it-right/
![When to Release An Album - [UPDATED FOR 2019]](https://i.ytimg.com/vi/E26y20unjoo/mqdefault.jpg "When to Release An Album - [UPDATED FOR 2019]
Dont release your album or EP until you have listened to this weeks episode!
You may only release 2 albums in your career. You might only release 5. Maybe 20 or 25! No matter how many (or how few!) albums and EPs you get to release in your career, each one deserves a proper release rollout.
Dont disrespect your recordings by just putting them out to the public. Hoping people will find them isnt good enough. Especially in a crowded market!
You need to plan and execute a real release strategy to cut through the noise. And that takes time!
If there is one thing weve learned from our years of working with great bands releasing great music it is this -
When should you release your album? It takes longer than you think!
Theres a lot of work to do!
Release It Right suggests a rollout schedule at least 12 weeks long. Release It Right The Silver Scream Edition has a 17 week long rollout schedule. Thats over four months!
Visit http://www.outerloopcoaching.com to download the Music Management Primer for free today!
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Sorry the audio is off from the video. :(
When you release your album effectively, you generate momentum for your career. This is crucial as, like I said, you only get a few chances for this. What would YOU do with a great amount of momentum for your career? Tour Europe or the US? Asia? Get an instrument endorsement? Collaborate with a songwriter you admire?
I go into much more detail in the video above, but if you already have Release It Right or Release It Right - Silver Scream, you know the list and so much more. And you also understand the importance of organizing your pre-release assets. Your pre-release assets, or rollout assets, are all the things you need to promote your album. These can be graphics, videos, singles, photos, and so much more.
Plus, you need a great EPK prepared. Make sure your EPK is up to date and branded to align with your album. The colors and style should be consistent and add to the immersive experience of the album itself. There should be no doubt YOU are the band responsible for THIS album.
And dont forget to book your release week gigs! Theres a specific strategy and reasoning for your release week gigs. Be mindful!
Damn. Theres a lot to think about.
Next week I will be back to talk about how to release your album independently. Dont miss it!")
