————————————————————————album release

Step 0: Prepare the Ground

Lord willing, we’ll begin by running a light promotion plan through Spotify for our existing songs to re-engage our listenership. 

Step 1: Break the Rules

In a world of increasingly short attention spans, we want to put out a work that is long-form, epic, and encompassing. There is a lot of pressure on artists from the big streaming platforms to put out work in high frequency, small-volume formats – we think this just feeds our culture’s consumer attitude–but our favorite artists are those who take the time to craft a full album, let it marinate, and put it out.

So we are hoping to do something’s little abnormal.

We view this project less of an album (individual songs compiled together) and more of a symphony: one continuous work telling a complete story arc.

Lord willing, our first release for this project will be to put out the entire album as a single track. That means if you clicked on it on Spotify or YouTube it would be put out in its entirety.

Our hope with this is that, for those valiant few who sit down and listen through the album, they will get to engage the work in its entirety: a unified storyline. 

Especially in independent (“indie”) music circles, strange moves like this sometimes result in the sort of deep-engagement listenership that we want to develop.

Step 2: Ground Swell

Somewhere between 1-3 months following this abnormal initial release we hope to follow the current best-practice strategy for releasing new music.

We hope to release four singles from the album, each spaced one month apart. If the Lord sees fit, this will generate momentum and queue the algorithm—Spotify particularly favors releases that are one month apart as an active account that it pushes new listeners to.

Step 3: Traditional Release

One month following the final single release we hope to release the full album on all streaming platforms. The main form of connection we will pursue is shows…

————————————————————————show strategy

We have found that our music does best in intimate gatherings where we can share the stories behind the songs and connect personally with the audience. Especially so with this album, which is a symphonic storyline.

Thus, we are in the works with praying through/dreaming about/planning out small runs of intimate house/church shows. These will be weekends/long weekends where we do runs of 2-4 shows. 

These will be ticketed shows, where the ticket will include a CD of this project. Our desire is for these songs to stick with people beyond the night, so the hope is that the concert is a launch pad for them to sit in the narrative of scripture.

Our aim is to find a listener or fellow artist that we can land with, share a show, and connect the testimony of the art with the folks who come out.

This is also partly to meet new, personally engaged listeners. We view the music as a springboard for personal ministry, so we want to prioritize shows where we can personally interact with folks after playing.

The format of the show is what excites us - we want to use this album to seek and save the lost and comfort God’s people.

The tour will be entitled, “What makes a hero?” In today’s disillusioned environment, we want to narratively arc these songs to point attendees to Jesus.

We have also been powerfully convicted recently of the need for this art to follow the commands of Jesus. To that end, we want our shows to sit under the call to “go and make disciples of all the nations.” Each show will have a clear call towards 1) the Gospel and 2) an encouragement to share the Gospel.

We also will be partnering with a missions organization for the shows. The hope is that these shows can 1) raise awareness for those who have not yet heard the Gospel 2) give folks a chance to give towards that (in the form of an offering taken 3) submit our music to the service of the needy (50% of show/merch proceeds will go to this organization).