Every music release and artist requires an array of copywriting. From the one-sheet that accompanies releases sent to publications, music propagators and their connected music streaming and download sites, to related promotional and social media sites. It’s the copywriting, not the music, that grabs the interest of the listener and helps them select new music from the plethora of releases fighting to capture their attention.
The adage ‘people buy from people’ applies to pretty much all products and services, and music is no exception. Perhaps it applies more so to the arts than to other products and services. These are personal and emotive purchasing decisions. Art is such an expressive medium and people seek a great deal of confirmation that they’ve bought into the ‘right artist’ and one that relates closely to their tastes, story and values. Stories that show a listener may have a connection to certain works, and the meanings and values behind them can leverage a release to no end.
As well as conveying the meanings behind the music, the second challenge is getting all key messages across within a limited number of characters. We live in an increasingly quick-fix media landscape. Video, as an example, is nowadays largely short form, meaning people don’t deep dive into subject matters. They select their media quickly and then lose interest in it just as rapidly, moving on to the next video. This attitude and behaviour extend to other media, including music. Grabbing the attention of the audience, convincing them they’ve made the right decision and then suggesting a call to action, i.e., what they should do now, is all part of an effective ‘copywriting for music’ process. It’s a technique not that different from the age-old copywriting formula known as AIDA: Attention, Interest, Desire and Action.
As with all copywriting that aims to convince and convert, a headline is imperative. The ‘attention’ aspect must convey as much meaning derived from the core messaging of the release as possible, and the best headlines convey the very essence of selling a product and service. In other words: all consumers have a problem or need that needs fulfilling. The solution to this is the product or service that we’re selling, and we must communicate that our product or service provides this solution.
The ‘interest’ aspect of the copy embellishes the headline, or ‘attention’ element. The headline and supporting ‘interest’ paragraph could, in theory, be enough on their own. But once we’ve gained interest, the hungry consumer will seek more information, and this is where more meaningful and emotive information is added. We can embellish the previous copy, creating a strong ‘desire’ for the consumer to act.
The desire section provides us with opportunities to ramp up the need to buy and humanising this section as much as possible is key. A simple quote from the artist is a start. Whatever this real person mentions in a quote can indeed make the reader feel closer to their work. After we’ve convinced the audience that this is the release for them, that they relate to the artist, their previous work, influences and values, then we need to ‘close the deal’.
The ‘action’ part of the copy is called ‘call to action’. It’s spelling out what now needs to be done. Assuming the reader knows what to do could be our downfall. If clicking on the buy button or download link isn’t obvious to all, the reader might simply go elsewhere, or lose interest. Firmly and clearly ‘spelling out’ what the reader needs to do now, through a clear ‘call to action’ is imperative. In the case of a music release, it might be a subscription, download, or ‘listen now’ link.
If you’re planning a release schedule, make sure your copywriting makes an impact. Speak to Middle 8 Media now. We have a wealth of copywriting-for-music experience. We’ll ensure we extract all of the meaningful facts, information and sentiment behind an artist and their release, and guarantee that your release copy connects strongly and effectively with your target audiences.
To find out more and to stand out from the repetition of verse, chorus, verse, chorus, click here to speak to Middle 8 Media.