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First Release – 1st Single:
The first single will be introducing the EP. This first moment should introduce the mood of the EP referring to shoegaze, alternative rock, atmospheric and emotional at the same time. Main idea is to provoque curiosity for what is to coming, leaving a few things open. Before the first single, we should prepare:
- A short press text about the band and the EP
- Updated band Photo.
- Cover artwork and new visual identity within merch.
- A list of blogs, magazines, radios, playlists and record shops we will contact.

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Second Release – 2nd Single:
The second single will be released one month after the first single. This track should show another side of the EP and create a contrast with the first one. If the first single works as an introduction, the second single should increase the feeling that something bigger is coming. For the second single, we should focus on:
- Short-form video content using rehearsal, studio, and tour material.
- Behind-the-scenes of the recording process, artwork, and influence.
- Publish the upcoming Tour as part of the upcoming EP release.

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Third Release - EP Release:
The EP with all 7 songs will be released one month after the second single, parallel to a European tour through France, Poland, Germany, Austria, and Switzerland. The idea is to release it at the beginning of December, connected to a Vienna-based release concert. The EP release should be treated as the main campaign moment. It should combine digital release within the release of a physical preess. The Vienna concert is the central event for the release. For the EP release, we will prepare:
- A full EP press release
- A Bandcamp update.

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Printed media:

For the release concert, we are planning to print at least 100 vinyl records and 20 tapes, as well as a limited hoodie edition of 20 pieces to accompany the release and the first tour afterwards.

The physical edition should be presented as part of the EP identity, not only as merchandise. Since shoegaze and alternative rock audiences often value physical formats, artwork, texture, and collectable editions, the vinyl, tape, and hoodie should be communicated as limited, personal, and connected to the first chapter of the release.

In January, we are going to print a second run of 100 vinyl records and use it mainly for distribution between different music shops in Europe. This second run should be supported by a shop-focused communication strategy. We should create a small list of independent record stores that fit the band’s sound, especially shops connected to alternative rock, shoegaze, post-punk, noise rock, indie, and experimental music scenes.

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Social media:

Every single will be accompanied by at least 2 posts, 5 stories, and 1 reel on Instagram. The campaign should develop a narrative starting from the moment the first single is fixed for release. The same material will be reposted on TikTok, but with a more intimate and less polished approach compared with Instagram. Film material from our tour at the end of August will be used for this.

The social media strategy should be based on repeated storytelling, not only announcements. The goal is to slowly build recognition around the sound, visuals, and personality of the band.

Instagram should look more intentional and visually consistent. TikTok can feel more raw, personal, funny, noisy, and behind-the-scenes. This contrast can help the band feel both professional and approachable.

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Pitching:

We are going to invest time into local and organic, not too broad but realistic forms of reaching our audience. This will happen through local vinyl shops, but also by reconnecting with every magazine, blog, radio, venue, promoter, photographer, and cultural platform that has already worked with us in the past.

The pitching should start early, ideally 6 to 8 weeks before the EP release. Instead of sending the same message to everyone, we should prepare different versions of the pitch:
- Blogs and magazines
- Local and independent radio.
- Promoters and venues (Although we really do not have problems to bock concerts).
- Playlists and curators
- Personal message for people who already supported the band before

The strongest angle should be to focus on our Viennese locality and the DIY approach we do have so far. We should also include playlist and radio pitching. Even if we do not aim for very broad mainstream attention, independent playlists, college radio, local stations, online radios, and genre-specific curators can help the EP reach the right people.

Post-release strategy:

The release should continue after the EP is out. Many bands put all the energy into release day, but the strongest attention can also come afterwards, especially with the material we are going to accumulate. The campaign should continue for at least 4 to 6 weeks after the EP release.

-        Share live footage from the release concert and tour

-        Announce where the vinyl is available

-        Create a tour recap video

-        Pitch the EP again to shops and radio in January.