December is always chaotic. Christmas and New Year tend to dominate everyone’s focus, but when December also becomes a release month, that chaos ramps up fast. Here at Lipcrack, it’s meant juggling a growing list of tasks all at once — so I thought it was time for a brief rundown of what’s been happening behind the scenes.
When it comes to releasing a track, the way the industry is structured means it actually makes the most sense to release first through our own channels. The Lipcrack site is instantaneous, and the same applies to platforms like Facebook, YouTube, and Instagram. Once you move into the world of authorized music distributors, though, the pace changes completely.
These distributors then feed your music out to larger platforms such as Amazon, Shopify, and others you choose to work with. It sounds efficient on paper — but in reality, it takes weeks. Considering these services take a percentage of any sales, you’d expect a faster turnaround. That’s rarely the case.
There are moments where I honestly question why I still use some of these services at all. That said, each one has its own small advantages, and if you push the right buttons, they can help get your music in front of larger audiences. So far, Lipcrack hasn’t seen major wins from them — but one thing that is moving in the right direction is our YouTube subscriber base, which has been steadily growing since the release of Demolition Man.
Alongside the track, there’s also a small picture-based video that accompanies the release, which you can see here :
https://www.youtube.com/watch?v=Mzuq9bXf_Ng
At the moment, a big focus has been reconnecting with mailing lists and letting people know the new track is out. However, because of the clear shift in musical direction, I’ve also had to start approaching a new range of radio services for airplay. That process has been one of the main background tasks this month, along with updating the artist bio so it accurately reflects where Lipcrack is heading now. A new band logo was also considered during this time, and for now, we’ve settled on one that you’ll see below.
One thing that’s gone exceptionally well is this:
https://lipcrack.bandcamp.com/track/demolition-man
Lipcrack now has a presence on Bandcamp, which is widely used by radio DJs as a place to discover and preview new music. What really stood out to me was the no-nonsense approach — sign up, upload your tracks, and you’re live. No middleman, no delays. It was instant. It’s also another space to build a fan base and purchase the track through a well-known platform. While it’s slightly cheaper than buying directly from the Lipcrack site, purchases there don’t include the extra bonuses we often add as a thank-you to those who support us directly.
That’s the short version of what’s been happening. There’s still a massive online audience we haven’t even begun to tap into, but we’re moving in every direction we can — because the goal is simple: to grow Lipcrack.
With that, I want to wish everyone a very Merry Christmas and a Happy New Year. A huge thank you as well to everyone who’s visited this month and listened to Demolition Man. You’ve made it our biggest turnout to date, and next month we’ll be sharing some of those figures with you. See you all in the new year.
Lipcrack
