As a record producer I am often sitting with bands as they are planning and making their next release. When I say planning, I really mean not planning and just doing the obvious thing every band does. Most artists simply decide that they are going release their record, possibly tour/ play shows, maybe make a video and put out some songs on their Myspace from the release a few months later. This is about as exciting to your fans as watching paint dry. If you want to really make a huge mark with your next release you should be thinking about this curve and everything you can do to sustain the peaks of it on both the up and downside.
One of the first things you can do is actually put some thought into what you should be doing to keep this peak going. When I work with bands I try to make a plan for the next 9 months and in each of those months there will be something newsworthy that they will be doing so that they stay on their fans minds. Usually, I will try to make these newsworthy events start 2-3 months before an albums release and the rest of them after the release. The more unique and worthwhile to your fans each piece of news is, the more you can sustain the peak of your news cycle. Putting as much thought into this can be the difference between your release getting the prolonged exposure it needs to take you to a new level or just putting out another record that no one notices.
Next time we will discuss some ideas and techniques that will help you figure out what you can be doing in order to prolong this news cycle.