1. REMEMBER TO STAY FOCUSED ON YOUR GOAL: SALES.

1. OBJECTIVE

1. Who is your audience? How will you reach it?

1. IMAGE

1. Describe your image. Ensure you maintain a clear image in all graphics.

1. VIDEO

1. Is the concept of a video clip in line with the overall image of the artist?

1. PACKAGING

1. Describe the artwork to be used for the cover of the compact disc.
2. Describe the layout, the number of panels, the photos and the information you want printed on the booklet, inlay card and compact disc front.

1. ADVERTISING AND PUBLICITY

1. Consider all print and broadcast media.
2. Consider developing media alerts and media releases.
3. Consider which consumer publications and genre specific media you should target.
4. Consider which ads will be placed in newspapers and magazines.
5. Consider creating radio fact sheets outlining your radio marketing plans.
6. Consider which radio formats will be targeted and which titles will be promoted on radio.
7. Consider whether the titles will also be released in formats downloadable from the internet.
8. List the costs against the benefits.

1. LAUNCH

1. Will there be a compact disc release party? List the costs against the benefits.

1. SALES

1. Will there be a bar code included in the compact disc cover design?
2. Will you create distributor fact sheets stating all sales and marketing ideas?
3. Will there be display material? Will there be any in-store play material?
4. Will there be other sales opportunities such as mail order, live shows, web site?

1. TOURING

1. Will you be touring to promote your product (clubs, fairs, festivals)?

1. INTRODUCTION

1. Product planning includes the graphic design, distribution, sales, promotional and publicity methods you will use to expose people to your product. You should also consider committing to a live performance schedule to support your release.

1. TIMELINE TO PUT THE COMPACT DISC AND PROMOTIONAL MATERIAL TOGETHER

1. List what needs to be accomplished each week leading up to the compact disc release.
2. Include a start time for each element of your project.
3. Include deadlines for each element of your project.
4. Note who needs to be informed of these deadlines.

1. DETERMINE THE NUMBER OF CDs YOU ACTUALLY NEED TO MANUFACTURE

1. Why 500 CDs? Do you have 500 potential customers?
2. How many free copies will you send to regional and national radio stations and magazines?
3. How many free copies will your distributor need to give to retailers as a purchase incentive?
4. How many compact discs will you give away to your families and friends?
5. Calculate the price you will need to charge to recover your costs or to make a profit.

1. DESIGNING THE ARTWORK

1. 90% of the first impression people get of an artist’s music is a visual impression.
2. Select photos, graphic art, colours and fonts to impress distributors and industry people.
3. Browse through the music stores to look at other artists’ compact discs and booklets.
4. Become aware of your competition: you or your distributor will be sending your compact disc to people who see more compact discs in a week than you see in a year.

1. DESIGNING THE BOOKLET

1. Print your name in the top third of the front cover so as to stand out from the album title.
2. Include a biography, liner notes about the music, photos, lyrics, personnel and personal credits.

1. DESIGNING THE INLAY CARD

1. Print the release catalogue number and a bar code (needed by retail compact disc stores).
2. List all titles and their durations (needed by radio programmers to fit into their set).
3. List the label’s name, contact details (postal and email), recording studio and producer credits.

1. DESIGNING THE SPINE

1. List your name, the album title, the label’s name and the release catalogue number.