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Releasing Your Music: Physical Media or Digital Only?

Planning Your Release Format from a Creative Headspace

Kallie Marie · 02/03/25

If you are a self-releasing artist and aren’t working with a label, chances are that release strategies may take up a certain amount of your headspace, once you’ve got new music to share.

Along with the various digital distribution options (which we'll discuss in detail in another article), there are a number of physical formats and combinations thereof that you might also be considering. There are pros and cons to each, and figuring out how to leverage each to your benefit is multifaceted. Below, we take a look at how to get the best out of some of these options and why you might choose one over the other.

Considerations for Digital Releases

Let’s start with digital releases, and making sure that you get the best out of them—even when you have nothing physical to sell. Teeing everything up with your digital distribution is a key step, which will cover everything from making sure that your music is available both for purchase and streaming, as well as having music videos, visualizers, video trailers/teasers, and even synch placements lined up. Some digital distribution services may also include QR codes for things like pre-saving releases, or other fun gamification of releases.

You can also leverage your digital releases by selling them on places like Bandcamp. On Bandcamp, fans can stream before buying (a set number of times that you decide). You can set your own prices, sell physical releases alongside digital ones, allow fans to pay what they want (and edit this whenever you like), unlock secret tracks, print out download codes, download your whole catalog, bundle music with merchandise, and more. Plus, this can be a great way to get your fans' contact information—building a "list" that helps you keep them informed about future shows and releases.

The drawbacks, of course, are that some may find it difficult to convince people to buy digital releases, and in which case only streams might occur, resulting in a potentially lower return on investment. If you have a larger fan base, who you know will pre-save and stream a lot, as well as watch, share, and save your videos, that can work in your favor. If you have a smaller dedicated audience, who are more likely to buy directly from you, chances are that giving them a variety of options could also work in your favor. They may want to show support in a variety of ways, in which case purchasing your music directly from you might be a way they feel they can guarantee that you’ll see the support more directly. Artists and bands also might find that taking download codes to shows, or offering them as a perk of buying a live show ticket or merchandise, can be another great way to leverage the digital release experience.

Considerations for Physical Releases

Still, if you do intend to do a physical release, there are a variety of options for physical media. Choosing which kind of physical media is a conundrum in and of itself. What you choose can say something both about knowing your audience, and your aesthetic as an artist. There are, of course, practical considerations for each as well.

If we start with vinyl, which has had a great renaissance of sorts, one would need to factor in different mastering at the post production stage, as vinyl releases require a different master than do digital releases. Importantly, vinyl isn't the most sustainable option for the planet. Luckily, there are now many more companies coming onto the market, like Press On Vinyl who do offer sustainable vinyl pressing and even do short runs.

If you’re looking to go the cassette or CD route there are companies like duplication.ca who can do all kinds of formats, including vinyl, and offer a huge range of physical format services—even including printing services and USB.

[Above: USB "Cassette" for Nick Reinhart's Into the Couch, released as Disheveled Cuss; a particularly fun and successful example of using a USB drive as your album's physical medium.]

As for the USB route—it is, in our opinion, an under-explored and very fun physical media option which can work really well to double as merchandise on your online shop and at shows. Consider that all USBs are created equal, and finding something that is more like wearable tech for your audience could be a more stylish and useful approach. Otherwise, the USB drive might just end up being something that’s another thumb drive to throw in a drawer. Personally I’ve seen a band I produced turn their USB album into a wearable dog tag necklace, so its not only wearable tech merchandise and a reusable USB, but it's their album. Plus, USB drives have the (huge) benefit of being able to store additional media—making it possible to deliver all sorts of extras and exclusive content to your fans, such as images, videos, software, or even recording stems your listeners could use to "remix" your album.

Being creative with your physical release really comes down to how you want to communicate your artistry/persona/brand/album concept etc.

Pros & Cons

The pros, of course, are obvious: making something that has a tangible value that your fans are likely to engage with, that has a collectable status, and that could make your release something that’s coveted for years to come.

The cons, however, are also worth considering. Some might feel that the environmental impact of making more stuff and shipping more stuff just isn't for them. Beyond purely environmental concerns, though, there are also plenty of practical concerns: do you have space in your home for merchandise to sit around? Do you have the time and resources to deal with shipping and handling of every order, and taking some of these items on the road? If things go really well, do you have enough team members to help you fulfill orders fast enough? Do you have enough demand for physical goods to justify getting them made, or will they be laying around your home for a decade? (Keep in mind, of course, that many companies do allow for small-run printing of cassettes, CDs, etc.—so it's always just important to plan your release according to expected demand!)

While some online distribution channels may offer order fulfillment, most won't. So, whether you plan to allocate a team member/bandmate to help with order fulfillment or setting up your online presence vs. choosing a service that does offer fulfillment is worth consideration.

Thinking Creatively

Of course there’s a hybrid in-between which requires a lot of thinking outside of the box, which can only add to the personal quality of creating something bespoke for your audience and to communicate your art. As we have hinted about above, there are many forms of nontraditional media, inventive ways of packaging the album, and limited edition artifacts—allowing you a chance to sell your digital downloads with the packaging of one of these unique treasures. In the digital realm, there are other unique ways of doing this—contests, giveaways, and more.

The options are truly endless, they just require a little thought and planning. Your audience will know that you’ve spent the time to carefully craft something unique, and adding personal touches to order— if you enjoy doing that sort of thing—can really create a memorable experience for your audience. This could look like hand written lyric sheets, one of a kind guitar picks, autographed shirts/bags and other wearable, handwritten thank you notes, or whatever else you can dream up.

The drawback, of course, is how time-consuming all of this can be to fulfill on the order side, to create, and to store. If you are a solo artist with limited, or no team, then some of these ideas might be best if kept very small batch, or waiting until you do have some help. Also don’t forget in all of this that you’ll need to keep track of the shipping, handling, and materials expenses and profits for tax reasons, which may be another draw back of choosing to sell physical items. Of course selling your treasures and wares only in a live environment can lead to wonderful fan interactions and connections, and negate the aspect of shipping, but you’ll still have to take it all on the road with you, and you’ll likely need that support at the merchandise booth.

Finally, some services that are great for the physical release realm are: duplication.ca- which offers everything from custom cassettes, CDs, Vinyl, and printing services. There is also Atomic Disc, who offer CD, Vinyl, DVD, posters, graphic design services, and stickers—and they’ve gone the extra mile to be eccofriendly too! Also, check out Printful for T-shirts and other forms of merchandise—and most importantly, they take care of order fulfillment! And of course, the previously-mentioned Press On Vinyl do vinyl that is sustainable (over 90% reduction in carbon footprint compared to typical vinyl production services), and unlike some vinyl manufacturers, they are able to work globally.

No matter which route you choose to take, be sure to plan out your release journey by making the most of your digital release when choosing your digital distribution platform, connecting your merchandise and releases with your Bandcamp, and selecting what kinds of physical goods you’re going to offer. It's a great opportunity that will help you engage your audience while communicating the nature of your art, captivating their attention in a unique and genuine fashion.