{"id":8321,"date":"2023-02-23T14:47:30","date_gmt":"2023-02-23T14:47:30","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2023\/02\/23\/10-ways-to-build-anticipation-for-your-new-music-music-marketing-blog\/"},"modified":"2023-02-23T14:47:30","modified_gmt":"2023-02-23T14:47:30","slug":"10-ways-to-build-anticipation-for-your-new-music-music-marketing-blog","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2023\/02\/23\/10-ways-to-build-anticipation-for-your-new-music-music-marketing-blog\/","title":{"rendered":"10 Ways to Build Anticipation for Your New Music Music Marketing Blog"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/23\/10-ways-to-build-anticipation-for-your-new-music-music-marketing-blog\/#Making_fans_care_BEFORE_your_music_arrives\" >Making fans care BEFORE your music arrives.<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/23\/10-ways-to-build-anticipation-for-your-new-music-music-marketing-blog\/#3_kinds_of_anticipation\" >3 kinds of anticipation:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/23\/10-ways-to-build-anticipation-for-your-new-music-music-marketing-blog\/#Anticipation_is_NOT\" >Anticipation is NOT:<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/23\/10-ways-to-build-anticipation-for-your-new-music-music-marketing-blog\/#10_approaches_to_promoting_music_pre-release\" >10 approaches to promoting music pre-release:<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/23\/10-ways-to-build-anticipation-for-your-new-music-music-marketing-blog\/#1_Dont_think_of_your_release_date_as_the_starting_line\" >1. Don\u2019t think of your release date as the starting line<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/23\/10-ways-to-build-anticipation-for-your-new-music-music-marketing-blog\/#2_Know_your_story_from_multiple_angles\" >2. Know your story from multiple angles<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/23\/10-ways-to-build-anticipation-for-your-new-music-music-marketing-blog\/#Some_of_these_videos_include\" >Some of these videos include:<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/23\/10-ways-to-build-anticipation-for-your-new-music-music-marketing-blog\/#3_Inspire_participation\" >3. Inspire participation!\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/23\/10-ways-to-build-anticipation-for-your-new-music-music-marketing-blog\/#4_Tease_like_a_film_trailer\" >4. Tease like a film trailer<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/23\/10-ways-to-build-anticipation-for-your-new-music-music-marketing-blog\/#5_Explore_unfinished_things\" >5. Explore unfinished things<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/23\/10-ways-to-build-anticipation-for-your-new-music-music-marketing-blog\/#6_Investment_in_the_story\" >6. Investment in the story<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/23\/10-ways-to-build-anticipation-for-your-new-music-music-marketing-blog\/#7_Hook_them_with_the_hook\" >7. Hook them with the hook!<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/23\/10-ways-to-build-anticipation-for-your-new-music-music-marketing-blog\/#8_Sometimes_DIFFICULTY_boosts_value\" >8. Sometimes DIFFICULTY boosts value<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/23\/10-ways-to-build-anticipation-for-your-new-music-music-marketing-blog\/#9_Dont_make_it_all_about_ONE_thing\" >9. Don\u2019t make it all about ONE thing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/23\/10-ways-to-build-anticipation-for-your-new-music-music-marketing-blog\/#10_Contests\" >10. Contests!<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/23\/10-ways-to-build-anticipation-for-your-new-music-music-marketing-blog\/#Have_you_created_anticipation_for_your_music_before_it_was_released\" >Have you created anticipation for your music before it was released?<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h1><span class=\"ez-toc-section\" id=\"Making_fans_care_BEFORE_your_music_arrives\"><\/span>Making fans care BEFORE your music arrives.<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p><span>Too much music is being released today for the launch itself to be special<\/span><span> just because your music is available.<\/span><\/p>\n<p><span>Or as songwriter <a href=\"https:\/\/www.tiktok.com\/@robynottolini?lang=en\" target=\"_blank\" rel=\"noopener noreferrer\">Robyn Ottolini<\/a> said in a panel discussion I recently moderated: <\/span><\/p>\n<p><em><span>\u201cIt\u2019s not their job to care. It\u2019s your job to make them care.\u201d<\/span><\/em><\/p>\n<p><strong>If you can get them to care BEFORE the music is out, you\u2019ll have laid the foundation for a successful launch.\u00a0<\/strong><\/p>\n<p><span>So what we\u2019ll be talking about today is the difference between building an anticipatory experience versus conveying information. How to effectively do the former, and why you can\u2019t rely on the latter.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_kinds_of_anticipation\"><\/span>3 kinds of anticipation:<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span>Suspense or mystery (I NEED TO KNOW!!!!)<\/span><br \/>\n<span>Participation and identity (I CAN SEE MYSELF IN THIS!!!)<\/span><br \/>\n<span>Affinity, transformation, and triumph (I\u2019M ROOTING FOR YOU!!!)<\/span><\/p>\n<p><span>People have to feel like they\u2019re witnessing or going on a journey. Not simply receiving information. So\u2026<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Anticipation_is_NOT\"><\/span>Anticipation is NOT:<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span>Sharing a release date<\/span><br \/>\n<span>Saying \u201cthis is coming soon\u201d<\/span><br \/>\n<span>Pre-save now!<\/span><br \/>\n<span>Boosting an ad<\/span><\/p>\n<p>These things aren\u2019t bad necessarily; information is important. But it\u2019s equally important for you to understand that awareness is different from excitement.<\/p>\n<p>In the old days, labels relied on radio singles, advertising, PR, and touring to build anticipation and spread information at the same time. In the 21st Century, those modes have given way to platform features, playlists, and algorithmic recommendation.<\/p>\n<p><strong>In the new era, your tools for creating anticipation include real-time social, song snippets, participation, collaboration, surprise, and delight. <\/strong><\/p>\n<p>Sound vague? Or like a tall order? Let\u2019s dig into some examples.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"10_approaches_to_promoting_music_pre-release\"><\/span><span>10 approaches to promoting music pre-release:<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"1_Dont_think_of_your_release_date_as_the_starting_line\"><\/span>1. Don\u2019t think of your release date as the starting line<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span>As Cassie Petrey of music marketing firm <a href=\"https:\/\/crowdsurf.net\/\" target=\"_blank\" rel=\"noopener noreferrer\">Crowd Surf<\/a> recommended in the same panel discussion I mentioned earlier:<\/span><\/p>\n<p><em><span> \u201cYour REAL release date is the minute you share a clip on TikTok. The release of the full recording should be thought of as more of a remix in the imagination of your audience.\u201d<\/span><\/em><\/p>\n<p><span><strong>So adjust your notion of what it means to arrive.<\/strong> <\/span><\/p>\n<p><span>Think of the Apollo 11 mission. Yes, the \u201cofficial release date\u201d might\u2019ve been them planting a flag on the moon, but everyone watching back on earth cared so much at that moment because they\u2019d been thrilled by the danger and uncertainty up until that point.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Know_your_story_from_multiple_angles\"><\/span>2. Know your story from multiple angles<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The band Walk Off the Earth is an amazing case-study in building anticipation for a new song.<\/p>\n<p>For their latest single \u201cMy Stupid Heart,\u201d they created more than a dozen videos, all with very distinct concepts.<\/p>\n<p>Clearly they made some long lists, set aside massive amounts of time to execute on all these crazy ideas, had great social content to show for it, AND had the additional benefit of testing more than a dozen concepts against one another until one or more of them became true viral hits.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Some_of_these_videos_include\"><\/span>Some of these videos include:<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p><span><strong>The Giant Guitar:<\/strong>\u00a0with a full band playing it at once. They do a call-out explaining exactly what the song is about and who it\u2019s for. It got 6.6 million views.<\/span><\/p>\n<p> <a target=\"_blank\" title=\"@walkofftheearth\" href=\"https:\/\/www.tiktok.com\/@walkofftheearth?refer=embed\" rel=\"noopener noreferrer\">@walkofftheearth<\/a> <\/p>\n<p>If you have a stupid heart, then drop a  in the comments! <a title=\"walkofftheearth\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/walkofftheearth?refer=embed\" rel=\"noopener noreferrer\">#walkofftheearth<\/a> <a title=\"stupidheart\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/stupidheart?refer=embed\" rel=\"noopener noreferrer\">#stupidheart<\/a> <a title=\"lovesong\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/lovesong?refer=embed\" rel=\"noopener noreferrer\">#lovesong<\/a> <a title=\"givingseason\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/givingseason?refer=embed\" rel=\"noopener noreferrer\">#givingseason<\/a> <a title=\"yearontiktok\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/yearontiktok?refer=embed\" rel=\"noopener noreferrer\">#yearontiktok<\/a> <a title=\"givingszn\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/givingszn?refer=embed\" rel=\"noopener noreferrer\">#givingszn<\/a> <a title=\"fyp\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/fyp?refer=embed\" rel=\"noopener noreferrer\">#fyp<\/a> <a title=\"foryou\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/foryou?refer=embed\" rel=\"noopener noreferrer\">#foryou<\/a> <a title=\"music\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/music?refer=embed\" rel=\"noopener noreferrer\">#music<\/a> <a title=\"heart\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/heart?refer=embed\" rel=\"noopener noreferrer\">#heart<\/a> <a title=\"love\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/love?refer=embed\" rel=\"noopener noreferrer\">#love<\/a> <\/p>\n<p> <a target=\"_blank\" title=\"\u266c My Stupid Heart Walk off the Earth - Walk off the Earth\" href=\"https:\/\/www.tiktok.com\/music\/My-Stupid-Heart-Walk-off-the-Earth-7174155730482645765?refer=embed\" rel=\"noopener noreferrer\">\u266c My Stupid Heart Walk off the Earth \u2013 Walk off the Earth<\/a> <\/p>\n\n<p><strong>Up close and acoustic:<\/strong> No call out, just an intimate performance of the chorus. 6.3 million views.<\/p>\n<p> <a target=\"_blank\" title=\"@walkofftheearth\" href=\"https:\/\/www.tiktok.com\/@walkofftheearth?refer=embed\" rel=\"noopener noreferrer\">@walkofftheearth<\/a> <\/p>\n<p>We\u2019re pumped ya\u2019ll are felling the new tune idea! Time to write some verses! Stay tuned and smash the  to support! <a title=\"walkofftheearth\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/walkofftheearth?refer=embed\" rel=\"noopener noreferrer\">#walkofftheearth<\/a> <a title=\"fyp\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/fyp?refer=embed\" rel=\"noopener noreferrer\">#fyp<\/a> <a title=\"stupidheart\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/stupidheart?refer=embed\" rel=\"noopener noreferrer\">#stupidheart<\/a> <a title=\"mystupidheart\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/mystupidheart?refer=embed\" rel=\"noopener noreferrer\">#mystupidheart<\/a> <a title=\"newmusic\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/newmusic?refer=embed\" rel=\"noopener noreferrer\">#newmusic<\/a> <a title=\"band\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/band?refer=embed\" rel=\"noopener noreferrer\">#band<\/a> <\/p>\n<p> <a target=\"_blank\" title=\"\u266c My Stupid Heart Walk off the Earth - Walk off the Earth\" href=\"https:\/\/www.tiktok.com\/music\/My-Stupid-Heart-Walk-off-the-Earth-7176337626960612101?refer=embed\" rel=\"noopener noreferrer\">\u266c My Stupid Heart Walk off the Earth \u2013 Walk off the Earth<\/a> <\/p>\n\n<p><strong>Fruit drum machine:<\/strong> Bizarre, absurd, pointless\u2026 which was exactly the point. People loved it. 10.4 million views.<\/p>\n<p> <a target=\"_blank\" title=\"@walkofftheearth\" href=\"https:\/\/www.tiktok.com\/@walkofftheearth?refer=embed\" rel=\"noopener noreferrer\">@walkofftheearth<\/a> <\/p>\n<p>We gettin\u2019 fruity wit it! \u2018My Stupid Heart\u2019  coming soon! <a title=\"walkofftheearth\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/walkofftheearth?refer=embed\" rel=\"noopener noreferrer\">#walkofftheearth<\/a> <a title=\"mystupidheart\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/mystupidheart?refer=embed\" rel=\"noopener noreferrer\">#mystupidheart<\/a> <a title=\"newsong\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/newsong?refer=embed\" rel=\"noopener noreferrer\">#newsong<\/a> <a title=\"lovesong\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/lovesong?refer=embed\" rel=\"noopener noreferrer\">#lovesong<\/a> <a title=\"fyp\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/fyp?refer=embed\" rel=\"noopener noreferrer\">#fyp<\/a> <a title=\"givingszn\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/givingszn?refer=embed\" rel=\"noopener noreferrer\">#GivingSzn<\/a> <a title=\"newmusic\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/newmusic?refer=embed\" rel=\"noopener noreferrer\">#newmusic<\/a> <a title=\"playtronica\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/playtronica?refer=embed\" rel=\"noopener noreferrer\">#playtronica<\/a> <a title=\"producer\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/producer?refer=embed\" rel=\"noopener noreferrer\">#producer<\/a> <a title=\"producertok\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/producertok?refer=embed\" rel=\"noopener noreferrer\">#producertok<\/a> <a title=\"weirdinstruments\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/weirdinstruments?refer=embed\" rel=\"noopener noreferrer\">#weirdinstruments<\/a> <\/p>\n<p> <a target=\"_blank\" title=\"\u266c My Stupid Heart - Walk Off The Earth\" href=\"https:\/\/www.tiktok.com\/music\/My-Stupid-Heart-7176444189641541634?refer=embed\" rel=\"noopener noreferrer\">\u266c My Stupid Heart \u2013 Walk Off The Earth<\/a> <\/p>\n\n<p><strong>Their kids playing the song:<\/strong> Cuteness overload. Went crazy viral with 57.5 million views.<\/p>\n<p> <a target=\"_blank\" title=\"@walkofftheearth\" href=\"https:\/\/www.tiktok.com\/@walkofftheearth?refer=embed\" rel=\"noopener noreferrer\">@walkofftheearth<\/a> <\/p>\n<p>Our boys have been obbsessed with our new song \u2018My Stupid Heart\u2019 and wanted to perform it for our TiKTok peeps! What should their band name be?! <a title=\"walkofftheearth\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/walkofftheearth?refer=embed\" rel=\"noopener noreferrer\">#walkofftheearth<\/a> <a title=\"mystupidheart\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/mystupidheart?refer=embed\" rel=\"noopener noreferrer\">#mystupidheart<\/a> <a title=\"romeoeats\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/romeoeats?refer=embed\" rel=\"noopener noreferrer\">#romeoeats<\/a> <a title=\"wote\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/wote?refer=embed\" rel=\"noopener noreferrer\">#wote<\/a> <a title=\"wotekids\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/wotekids?refer=embed\" rel=\"noopener noreferrer\">#wotekids<\/a> <a title=\"fyp\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/fyp?refer=embed\" rel=\"noopener noreferrer\">#fyp<\/a> <a title=\"foryou\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/foryou?refer=embed\" rel=\"noopener noreferrer\">#foryou<\/a> <a title=\"foryoupage\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/foryoupage?refer=embed\" rel=\"noopener noreferrer\">#foryoupage<\/a> <a title=\"newmusic\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/newmusic?refer=embed\" rel=\"noopener noreferrer\">#newmusic<\/a> <a title=\"musictok\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/musictok?refer=embed\" rel=\"noopener noreferrer\">#musictok<\/a> <a title=\"producertok\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/producertok?refer=embed\" rel=\"noopener noreferrer\">#producertok<\/a> <a title=\"newsong\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/newsong?refer=embed\" rel=\"noopener noreferrer\">#newsong<\/a>  <\/p>\n<p> <a target=\"_blank\" title=\"\u266c My Stupid Heart - Walk Off The Earth\" href=\"https:\/\/www.tiktok.com\/music\/My-Stupid-Heart-7176444189641541634?refer=embed\" rel=\"noopener noreferrer\">\u266c My Stupid Heart \u2013 Walk Off The Earth<\/a> <\/p>\n\n<p><strong>Mom and son \u201cofficial sound\u201d comment video:<\/strong> A casual response to the viral hit. 13.4 million views.<\/p>\n<p> <a target=\"_blank\" title=\"@walkofftheearth\" href=\"https:\/\/www.tiktok.com\/@walkofftheearth?refer=embed\" rel=\"noopener noreferrer\">@walkofftheearth<\/a> <\/p>\n<p>Replying to @Bella so many requests to make this an official sound. Here it is! ps. Full kid version coming soon! <a title=\"mystupidheart\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/mystupidheart?refer=embed\" rel=\"noopener noreferrer\">#mystupidheart<\/a> <a title=\"walkofftheearth\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/walkofftheearth?refer=embed\" rel=\"noopener noreferrer\">#walkofftheearth<\/a> <a title=\"romeoeats\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/romeoeats?refer=embed\" rel=\"noopener noreferrer\">#romeoeats<\/a> <\/p>\n<p> <a target=\"_blank\" title=\"\u266c My Stupid Heart Walk off the Earth GRL - Walk off the Earth\" href=\"https:\/\/www.tiktok.com\/music\/My-Stupid-Heart-Walk-off-the-Earth-GRL-7188581078138637062?refer=embed\" rel=\"noopener noreferrer\">\u266c My Stupid Heart Walk off the Earth GRL \u2013 Walk off the Earth<\/a> <\/p>\n\n<p><strong>Acoustic duo punch:<\/strong> Slower version with an unexpected (and controversial) punch. 4.8 million views.<\/p>\n<p> <a target=\"_blank\" title=\"@walkofftheearth\" href=\"https:\/\/www.tiktok.com\/@walkofftheearth?refer=embed\" rel=\"noopener noreferrer\">@walkofftheearth<\/a> <\/p>\n<p>Ummm that ending tho!!           A beautiful rendition of our new single \u2018My Stupid Heart\u2019 by Sarah and @karaleapior. Song drops Jan 27! PR3 S@VE, L!NK !N B!0. love you! <a title=\"mystupidheart\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/mystupidheart?refer=embed\" rel=\"noopener noreferrer\">#mystupidheart<\/a> <a title=\"walkofftheearth\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/walkofftheearth?refer=embed\" rel=\"noopener noreferrer\">#walkofftheearth<\/a> <a title=\"fyp\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/fyp?refer=embed\" rel=\"noopener noreferrer\">#fyp<\/a> <a title=\"foryou\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/foryou?refer=embed\" rel=\"noopener noreferrer\">#foryou<\/a> <a title=\"foryoupage\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/foryoupage?refer=embed\" rel=\"noopener noreferrer\">#foryoupage<\/a> <a title=\"funny\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/funny?refer=embed\" rel=\"noopener noreferrer\">#funny<\/a> <a title=\"musictok\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/musictok?refer=embed\" rel=\"noopener noreferrer\">#musictok<\/a> <a title=\"singersongwriter\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/singersongwriter?refer=embed\" rel=\"noopener noreferrer\">#singersongwriter<\/a> <a title=\"wote\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/wote?refer=embed\" rel=\"noopener noreferrer\">#wote<\/a> <a title=\"newsong\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/newsong?refer=embed\" rel=\"noopener noreferrer\">#newsong<\/a> <a title=\"fail\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/fail?refer=embed\" rel=\"noopener noreferrer\">#fail<\/a> <a title=\"whoops\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/whoops?refer=embed\" rel=\"noopener noreferrer\">#whoops<\/a> <\/p>\n<p> <a target=\"_blank\" title=\"\u266c My Stupid Heart - Walk Off The Earth\" href=\"https:\/\/www.tiktok.com\/music\/My-Stupid-Heart-7176444189641541634?refer=embed\" rel=\"noopener noreferrer\">\u266c My Stupid Heart \u2013 Walk Off The Earth<\/a> <\/p>\n\n<p><strong>Mom and son open verse call out:<\/strong> A direct invitation to participation, and we still haven\u2019t heard anything but the chorus! 13.4 million views on the original video alone, many more duet versions will have been shared.<\/p>\n<p> <a target=\"_blank\" title=\"@walkofftheearth\" href=\"https:\/\/www.tiktok.com\/@walkofftheearth?refer=embed\" rel=\"noopener noreferrer\">@walkofftheearth<\/a> <\/p>\n<p>Replying to @Guelu we can\u2019t wait to hear what y\u2019all come up with! <a title=\"mystupidheart\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/mystupidheart?refer=embed\" rel=\"noopener noreferrer\">#mystupidheart<\/a> <a title=\"openversechallenge\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/openversechallenge?refer=embed\" rel=\"noopener noreferrer\">#openversechallenge<\/a> <a title=\"walkofftheearth\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/walkofftheearth?refer=embed\" rel=\"noopener noreferrer\">#walkofftheearth<\/a> <a title=\"musictok\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/musictok?refer=embed\" rel=\"noopener noreferrer\">#musictok<\/a> <a title=\"newsong\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/newsong?refer=embed\" rel=\"noopener noreferrer\">#newsong<\/a> <a title=\"musicontiktok\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/musicontiktok?refer=embed\" rel=\"noopener noreferrer\">#musicontiktok<\/a> <\/p>\n<p> <a target=\"_blank\" title=\"\u266c My Stupid Heart - Walk Off The Earth\" href=\"https:\/\/www.tiktok.com\/music\/My-Stupid-Heart-7176444189641541634?refer=embed\" rel=\"noopener noreferrer\">\u266c My Stupid Heart \u2013 Walk Off The Earth<\/a> <\/p>\n\n<p><strong>Slap bass of chorus.<\/strong> Two guys playing the bass. No singing. 500K views.<\/p>\n<p> <a target=\"_blank\" title=\"@walkofftheearth\" href=\"https:\/\/www.tiktok.com\/@walkofftheearth?refer=embed\" rel=\"noopener noreferrer\">@walkofftheearth<\/a> <\/p>\n<p>Introducing the slappy bass riff from \u2018My Stupid Heart\u2019. Full song this friday! Who\u2019s pumped for this tune? <a title=\"bass\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/bass?refer=embed\" rel=\"noopener noreferrer\">#bass<\/a><a title=\"walkofftheearth\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/walkofftheearth?refer=embed\" rel=\"noopener noreferrer\">#walkofftheearth<\/a><a title=\"mystupidheart\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/mystupidheart?refer=embed\" rel=\"noopener noreferrer\">#mystupidheart<\/a><a title=\"acoustic\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/acoustic?refer=embed\" rel=\"noopener noreferrer\">#acoustic<\/a><a title=\"acousticcovers\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/acousticcovers?refer=embed\" rel=\"noopener noreferrer\">#acousticcovers<\/a><a title=\"fyp\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/fyp?refer=embed\" rel=\"noopener noreferrer\">#fyp<\/a><a title=\"foryoupage\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/foryoupage?refer=embed\" rel=\"noopener noreferrer\">#foryoupage<\/a><a title=\"foryou\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/foryou?refer=embed\" rel=\"noopener noreferrer\">#foryou<\/a><a title=\"bassguitar\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/bassguitar?refer=embed\" rel=\"noopener noreferrer\">#bassguitar<\/a><\/p>\n<p> <a target=\"_blank\" title=\"\u266c My Stupid Heart - Walk Off The Earth\" href=\"https:\/\/www.tiktok.com\/music\/My-Stupid-Heart-7176444189641541634?refer=embed\" rel=\"noopener noreferrer\">\u266c My Stupid Heart \u2013 Walk Off The Earth<\/a> <\/p>\n\n<p><strong>The boys excitedly announce the song is out now!!!<\/strong> More cuteness. 11.7 million views.<\/p>\n<p> <a target=\"_blank\" title=\"@walkofftheearth\" href=\"https:\/\/www.tiktok.com\/@walkofftheearth?refer=embed\" rel=\"noopener noreferrer\">@walkofftheearth<\/a> <\/p>\n<p>The day has come!!! Thank you to our tiktok community for blowing up this song! Go have a listen now. Ps. Kids version coming soon. <a title=\"walkofftheearth\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/walkofftheearth?refer=embed\" rel=\"noopener noreferrer\">#walkofftheearth<\/a> <a title=\"mystupidheart\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/mystupidheart?refer=embed\" rel=\"noopener noreferrer\">#mystupidheart<\/a> <a title=\"musictok\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/musictok?refer=embed\" rel=\"noopener noreferrer\">#musictok<\/a> <a title=\"newmusic\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/newmusic?refer=embed\" rel=\"noopener noreferrer\">#newmusic<\/a> <a title=\"newmusicfriday\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/newmusicfriday?refer=embed\" rel=\"noopener noreferrer\">#newmusicfriday<\/a> <a title=\"romeoeats\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/romeoeats?refer=embed\" rel=\"noopener noreferrer\">#romeoeats<\/a> <a title=\"fyp\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/fyp?refer=embed\" rel=\"noopener noreferrer\">#fyp<\/a> <a title=\"viral\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/viral?refer=embed\" rel=\"noopener noreferrer\">#viral<\/a> <a title=\"foryou\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/foryou?refer=embed\" rel=\"noopener noreferrer\">#foryou<\/a> <a title=\"acousticcovers\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/acousticcovers?refer=embed\" rel=\"noopener noreferrer\">#acousticcovers<\/a> <a title=\"foryoupag\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/foryoupag?refer=embed\" rel=\"noopener noreferrer\">#foryoupag<\/a><\/p>\n<p> <a target=\"_blank\" title=\"\u266c My Stupid Heart - Walk Off The Earth\" href=\"https:\/\/www.tiktok.com\/music\/My-Stupid-Heart-7176444189641541634?refer=embed\" rel=\"noopener noreferrer\">\u266c My Stupid Heart \u2013 Walk Off The Earth<\/a> <\/p>\n\n<p><strong>The squeaky door:<\/strong> Funny in-studio moment where some squeaky door hinges seem to be singing the melody to the chorus.<\/p>\n<p> <a target=\"_blank\" title=\"@walkofftheearth\" href=\"https:\/\/www.tiktok.com\/@walkofftheearth?refer=embed\" rel=\"noopener noreferrer\">@walkofftheearth<\/a> <\/p>\n<p>Even our door is singing My Stupid Heart! Stream the full tune now!! L!NK in B!0. <a title=\"walkofftheearth\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/walkofftheearth?refer=embed\" rel=\"noopener noreferrer\">#walkofftheearth<\/a> <a title=\"mystupidheart\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/mystupidheart?refer=embed\" rel=\"noopener noreferrer\">#mystupidheart<\/a> <a title=\"fyp\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/fyp?refer=embed\" rel=\"noopener noreferrer\">#fyp<\/a> <a title=\"foryou\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/foryou?refer=embed\" rel=\"noopener noreferrer\">#foryou<\/a> <a title=\"foryoupage\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/foryoupage?refer=embed\" rel=\"noopener noreferrer\">#foryoupage<\/a> <a title=\"music\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/music?refer=embed\" rel=\"noopener noreferrer\">#music<\/a> <a title=\"musictok\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/musictok?refer=embed\" rel=\"noopener noreferrer\">#musictok<\/a> <a title=\"trending\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/trending?refer=embed\" rel=\"noopener noreferrer\">#trending<\/a> <a title=\"weirdmusic\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/weirdmusic?refer=embed\" rel=\"noopener noreferrer\">#weirdmusic<\/a> <\/p>\n<p> <a target=\"_blank\" title=\"\u266c My Stupid Heart - Walk Off The Earth\" href=\"https:\/\/www.tiktok.com\/music\/My-Stupid-Heart-7176444189641541634?refer=embed\" rel=\"noopener noreferrer\">\u266c My Stupid Heart \u2013 Walk Off The Earth<\/a> <\/p>\n\n<h3><span class=\"ez-toc-section\" id=\"3_Inspire_participation\"><\/span>3. Inspire participation!<span>\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span>Can you get your audience to shape the music or artwork in some way?<\/span><\/p>\n<p><strong>Can you drive your community so they feel invested in the outcome?<\/strong><\/p>\n<p><span>You want them to feel like \u201cWe\u2019re doing this together!\u201d\u00a0<\/span><\/p>\n<p>Some examples include:<\/p>\n<p>Walk Off the Earth\u2019s open-verse challenge (duets, stitches, etc.)<br \/>\nasking for people to contribute lyric or topic suggestions in the comments<br \/>\nusing Questions or Polls tools on social<br \/>\nor even something more intensive, such as the way <a href=\"https:\/\/diymusician.cdbaby.com\/music-promotion\/gamify-discord\/\" target=\"_blank\" rel=\"noopener noreferrer\">Emma McGann invited her audience to help her design the 3D-modeling<\/a> for one of the monsters in her Monsterverse videos and RPG (as discussed in a previous episode of our podcast).<\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Tease_like_a_film_trailer\"><\/span>4. Tease like a film trailer<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span>This one is a lot harder for you to do than it is for me to recommend, since\u2026 I can\u2019t think of a great example off the top of my head. Haha. <\/span><\/p>\n<p><span>But you know the feeling: A preview comes on in the theatre, or an ad plays before a YouTube video, and you say to yourself, <em>damn, I can\u2019t wait for that movie!<\/em> <\/span><\/p>\n<p><span>Can you create that same feeling for your music? Good luck!<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"5_Explore_unfinished_things\"><\/span>5. Explore unfinished things<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span>Not everything has to be complete. <\/span><\/p>\n<p><span>Our mind both hates and loves mystery, so we keep obsessing on the thing that\u2019s left undone.<\/span><\/p>\n<p>Maybe you shoot a TikTok where you hype up the new music in an interesting way and then fall down a manhole before you can say the release date. (Not legal advice).<\/p>\n<p><span>Do something incomplete. Like a TV cliffhanger. Like the way creators intentionally clip off the ends of their TikToks. Like a\u2026<\/span><\/p>\n<p>[sound of splash, thud, crack]<\/p>\n<h3><span class=\"ez-toc-section\" id=\"6_Investment_in_the_story\"><\/span>6. Investment in the story<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span>Fan loyalty is partially about the music, but also about <strong>identifying with the artist<\/strong> on a more personal level.\u00a0<\/span><\/p>\n<p>This is true for even the most aloof bands of yesteryear. We loved Pink Floyd because their remoteness felt cool, and we saw some part of ourselves in the heady enigma of it all.<\/p>\n<p>On the flipside of aloof, we\u2019re now in an age of \u201ctransparency\u201d and \u201cauthenticity\u201d (in quotes on purpose). Can you reveal a deeper part of yourself so fans buy into your story of rejection, triumph, or transformation? Can they celebrate how you\u2019re overcoming a struggle?<\/p>\n<p>Whether that\u2019s a change of genre, or \u201cthis is the new me no matter what the world says!\u201d<\/p>\n<h3><span class=\"ez-toc-section\" id=\"7_Hook_them_with_the_hook\"><\/span>7. Hook them with the hook!<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span>Again, this worked super well for Walk Off the Earth. <\/span><\/p>\n<p><span>Share that hook over and over until it\u2019s an earworm. <\/span><\/p>\n<p><span>Want the rest? Well here\u2019s the full song on Spotify!<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"8_Sometimes_DIFFICULTY_boosts_value\"><\/span>8. Sometimes DIFFICULTY boosts value<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When it comes to listening, almost everything is abundant, easy, and quick.<\/p>\n<p>So make it difficult. When there\u2019s already a sense of investment, <strong>fans love rarity and the adventure of the hunt.<\/strong><\/p>\n<p>Can you make your music launch resemble geocaching? Can you gamify things with a leaderboard where only the winners can hear the songs? How about making the medium less convenient, the way CD Baby\u2019s Cristina Cano talks about her cassette-only label as offering \u201canalog NFTs.\u201d<\/p>\n<p><span>There is a way in which difficulty and scarcity enhances interest. When you work harder for something, you often value it more. <\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"9_Dont_make_it_all_about_ONE_thing\"><\/span>9. Don\u2019t make it all about ONE thing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span>Don\u2019t rely on a single content piece to do the work. <\/span><\/p>\n<p><span>Build a journey <a href=\"https:\/\/diymusician.cdbaby.com\/music-promotion\/release-music\/\" target=\"_blank\" rel=\"noopener noreferrer\">the way songwriter Alice Howe did for her cover of the song \u201cBig Old Goofy World.\u201d<\/a><\/span><\/p>\n<p><span>Essentially we\u2019re talking about a marketing funnel, but one that feels subtle and fun, so you can <strong>lead fans towards an objective without them realizing they\u2019re on a structured path.<\/strong><\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"10_Contests\"><\/span>10. Contests!<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span>Contests are hard to do right, but they can work well. <\/span><\/p>\n<p><span>If you have a great prize, one that\u2019s worth winning, and one that\u2019s tied in with your music in a meaningful way, <strong>you can get a ton of participation and buy-in before the music is out.<\/strong><\/span><\/p>\n<p>I\u2019m talking about a lot more than just \u201c2 points for a retweet, 10 points for a follow, 30 points for an email\u201d type stuff. That sounds like a lot of work for the fan with a slim chance of winning.<\/p>\n<p>Make participating in the contest its own reward, the way Smalltown Poets created a coloring book content, or how <a href=\"https:\/\/www.elliedixonmusic.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ellie Dixon<\/a> created a whole video game where the top scorers would get a limited-edition merch bundle.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Have_you_created_anticipation_for_your_music_before_it_was_released\"><\/span>Have you created anticipation for your music before it was released?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>I\u2019d love to hear about it. What did you try? What worked, or didn\u2019t? Let me know in the comments below.<\/p>\n<p>\u00a0<\/p>\n<p>The post <a href=\"https:\/\/diymusician.cdbaby.com\/music-promotion\/build-anticipation\/\" target=\"_blank\" rel=\"noopener\">10 Ways to Build Anticipation for Your New Music<\/a> appeared first on <a href=\"https:\/\/diymusician.cdbaby.com\/\" target=\"_blank\" rel=\"noopener\">DIY Musician<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Making fans care BEFORE your music arrives. Too much music is being released today for the launch itself to be special just because your music is available. Or as songwriter Robyn Ottolini said in a panel discussion I recently moderated: \u201cIt\u2019s not their job to care. It\u2019s your job to make them care.\u201d If you can get them to care BEFORE the music is out, you\u2019ll have laid the foundation for a successful launch.\u00a0 So what we\u2019ll be talking about today is the difference between building [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[11],"tags":[],"class_list":["post-8321","post","type-post","status-publish","format-standard","hentry","category-music-marketing-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/8321","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=8321"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/8321\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=8321"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=8321"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=8321"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}