How Producers Can "Become the Placement"
In the ever-evolving music industry, producers often find themselves working behind the scenes, chasing placements with artists, brands, and sync opportunities. While these collaborations can be fruitful, there is another path to success that offers greater creative freedom, flexibility, and control: becoming the placement yourself.
When you become the placement, you shift from relying on others to creating music that stands on its own—whether through instrumental projects, collaborations with vocalists, or your own singles. A prime example of this strategy is TheZachMichael, whose artist projects like SleepingShark have garnered millions of streams and turned him into a sought-after name in the industry. Here’s how you can follow a similar path.
1. Release Instrumental Projects
Instrumental music has a thriving audience, from fans of lofi and ambient music to sync supervisors seeking cinematic tracks for media projects. By releasing instrumental albums or EPs, producers can showcase their skills and attract listeners without needing vocal collaborators.
Benefits:
Instrumentals are highly versatile and appeal to both casual listeners and industry professionals.
They are ideal for sync placements in films, commercials, and video games.
Instrumental projects allow producers to establish a unique sound and brand.
Steps to Start:
Create cohesive projects with a clear theme or vibe (e.g., lofi chill, cinematic drama, upbeat electronica).
Upload your music via a distributor to platforms like Spotify and Apple Music.
Promote your work through curated playlists and social media.
One pro tip if you plan on releasing music frequently is creating your own playlist full of your own music and promoting that playlist rather than promoting an individual song or album. Having a playlist makes it much easier to garner an audience that listens to multiple of your releases.
2. Collaborate on Vocal Albums
Working with vocalists on joint projects can amplify your reach and showcase your versatility. Collaboration albums allow you to maintain creative control while leveraging the fanbase of the featured artists.
Benefits:
Builds your reputation as a producer who can create dynamic, artist-driven projects.
Strengthens your network by forming deeper connections with vocalists and their audiences.
Creates a body of work that positions you as both a producer and a creative leader.
Steps to Start:
Identify vocalists whose style complements your production.
Develop a vision for the album—whether it’s genre-specific or a mix of experimental tracks.
Share equal credit and promote the project collaboratively.
3. Release Solo Singles
Releasing singles under your own name or an artist moniker puts the spotlight directly on your production. Whether the tracks are your vocals or feature guest vocalists, they can establish you as a creative force.
Benefits:
Singles allow you to experiment with different sounds and gauge audience reaction.
You retain full control over the music, branding, and promotion.
Steps to Start:
Create a consistent release schedule to keep your audience engaged.
Collaborate with visual artists for eye-catching cover art and videos.
Utilize platforms like TikTok and Instagram to market your singles.
4. TheZachMichael: A Case Study in Becoming the Placement
TheZachMichael exemplifies the power of becoming the placement. Through his artist project SleepingShark, he has built a loyal following and achieved millions of streams. Instead of waiting for opportunities, he creates them by producing music that stands out and connects with listeners across multiple genres.
Key Takeaways from TheZachMichael’s Approach:
Consistency: Regularly releasing music keeps his audience engaged and growing.
Diversity: Projects like SleepingShark blend lofi, ambient, and experimental sounds, appealing to both casual listeners and sync professionals.
Control: By owning his output, he dictates his creative direction and doesn’t rely on others for placements.
5. Benefits of Becoming the Placement
Producers who take this approach enjoy numerous advantages:
Creative Freedom: You decide the sound, style, and direction of your music.
Financial Independence: Owning your masters and publishing rights allows you to maximize revenue streams.
Industry Recognition: As you build a catalog of impactful work, you’ll gain respect as both a producer and an artist.
6. Practical Tips to Get Started
Define Your Brand: Create a unique identity that ties your projects together, whether it’s a name, logo, or recurring theme.
Leverage Social Media: Share your journey, behind-the-scenes content, and music updates to build a connection with your audience.
Engage with Your Audience: Respond to comments, ask for feedback, and foster a community around your music.
Conclusion
Becoming the placement is about taking ownership of your music career and creating opportunities rather than waiting for them. By releasing instrumental projects, collaborating on vocal albums, and dropping your own singles, you can build a sustainable and fulfilling career. Following the example of TheZachMichael, producers can transform their work into a brand that not only resonates with listeners but also attracts industry opportunities. Start today, and you might just become the next big name in music.
