Music for a product launch
What to commission for a launch, how far ahead to start, and why the song should be about the problem rather than the product.
A launch is the one moment where a song earns its keep, because it is the one moment when the same audience will see the same thing several times in a week.
Start six weeks out
A track takes about a week and a video a few days more. What takes the rest of the time is you: deciding what the launch is actually about, which is the input we need and the thing most briefs arrive without.
If you want it on Spotify rather than only on your own channels, add two more weeks. Distributors want the release scheduled at least a week ahead, and editorial consideration wants closer to four.
Write about the problem, not the product
The strongest launch song we have made never names the product. It is sung by the thing going wrong, which is funnier, more credible, and survives the launch week by months because it is about a situation rather than a version number.
A song that lists features is an advert with a melody, and people skip adverts.
What to use it for
The launch video. The conference talk that opens with it. The social cut that is fifteen seconds of the chorus. The thing somebody sends a colleague because it made them laugh, which is the only distribution that matters and the only one you cannot buy.
What it costs
From $8,000 for a track cleared for your site, socials and events. From $20,000 once it runs as paid media or broadcast, which a launch campaign usually does. Both include the copyright, assigned to you in writing. The full shape of it is on the music page.
Start
hello@nity.io, with the launch date and what the launch is about.