Duality

If you have been following me for a while, you already know that planning, executing and delivering this ambitious album for me was long and wonderful process of learning new skills, making new friends and finding myself in the process.

In July 15 2021 The album was released after more than 2 years in development, networking, and hard work.

Click here to listen.

So far I have a very clear picture of how things work in the industry and that a release campaign is crucial in order to gain notoriety, and it includes much more than just social networks. After saying this, there are a couple things to consider. First, you need to invest in yourself or nobody else will. So you gotta plan accordingly your finances to have a budget for promotion. Second, budget doesn’t lasts forever. So you gotta be smart about how to spend it with a clear strategy in mind for maximum optimization.

For me, touch points were:

• Concept and art

• Video

• Socials

• Bloggers / Press

So this time I went in a different direction regarding conceptual promotion. Instead of delivering one music video for the main single in the album, I decided to make 10 short videos, 10 stories, one for each song in the album, by creating impact with great visuals on footage and me behind the desk at the edition room.

The reason for this, To me it was important to concentrate my marketing efforts in socials narrowed to just one channel. Instagram. I invested in promotion and engagement obtaining very good results!

In music platforms, I invested in organic promotion in Spotify because it’s sort of a badge you must have. But to me, Spotify is very unfriendly and cold for artists to engage with followers and promote themselves.

So, the real work for me was gaining traction in Soundcloud to be closer to my audience and people that enjoys listening to my music. Again, really good results.

Finally, press and bloggers. The usual send 100 emails get 4 replies, but I got coverage from really cool cats scattered around the globe.

To me this release was a dream come true, I focused in enjoying every minute of the moment above all. I’ve listen to the album several times and I love it! Of course I’m my number one fan. That’s how it’s supposed to be.

Martin Strang “Duality” Release Campaign in Numbers

Spotify: To date, 110.000 streams

Instagram: 11.200 followers / 215.632 organic views for video campaign

Soundcloud: 1172 followers / 5200 streams / 200 shares (organic)

Press Coverage: 4 Music blogs

Beautiful numbers, beautiful results. I’m happy, grateful and thrilled about the reception of my first full length album. Dreams do come true, if you focus and work hard to get them.

Surgery and recovery

On September, I had a surgery in my right ankle. I’ve had a broken ligament for a while and was time to fix it. It was a long process, so far everything went really good. I’m walking again and doing regular stuff but still in recovery and waiting for doctors order to start with physiotherapy.

September 2021

What’s next

First of all rest, and recover my health. It’s my main concern.

I’m studying a 6 month specialization in Medical Cannabis at the University at this time. If you know me, you already know that I have studied a lot in different areas. This topic, is something fascinating to me and the opportunity for a better quality of life with my chronic pain, which I’m focused on beating! Also, I like to help others with my knowledge.

The year is almost gone. Sadly, this year I won’t be able to spend Christmas with my family. Prices for air tickets from Argentina are through the roof still because of the pandemia. Hopefully next year…

Ok, Ok but What’s next in music?

Remember my Jazz EP “The Lockdown Sessions” ? Well, I’m recording a more urban follow up that will be titled “The Lofi Sessions” Three songs have been recorded, two more to go and then post production.

Will tell you more about this project in the following months. I’m expecting to drop the EP at the end of the first quarter of 2022.

Thanks for being here and following up

Love,

Martin

Martin Strang, It comes down

Single IV

I can truly say that my sound is influenced by the moment and how I’m feeling. I listen to new mixtapes every single week and I get influenced by fresh new sounds,  or get the inspiration to pursuit the sense of that vibe.

But most of the time, it’s about  the confluence of things. Let me elaborate:

All the time we are receiving information from many different sources, our brain blocks the irrelevant to us and we focus our attention in our current task. The problem is that nowadays we are saturated of this impulses and social media makes it even worse by reducing drastically our attention span. 

So, the information is still there, collapsing  everywhere but people is not actually exploring or listening. Therefor we are not learning. Analysis is extremely important in daily life, most people don’t do it.

When you pick different sources of information surrounding you, by analyzing, you understand ingredients. When you gather the ingredients you cook the sauce. Capisce?

It comes down…

While gathering my ingredients I was feeling a little blue. Things are complicated nowadays for all of us while going through a pandemic state that will be controlled in no less than two years. For most of us, is like going back many years to build up but with much worst conditions. It is exhausting.

I grew up in the 90’s. Sometimes I do get melancholic about it, missing friends and great memories of us having fun when times were much simpler and things were much easier.

I was also listening to a great album which is “From the ground up” by John Fullbright. My favorite song in the album is “Jericho”. I find the song soothing, and lets the mind wander.

On the same vibe I continued listening to great bands of the era from an equally strong music style to what grunge represented during those years. I’m talking about that college rock circuit.  A soft rock gorgeous sound of the 90’s. I’m talking about Gin Blossoms, Barenaked Ladies, Toad The Wet Sprocket, Everclear,  Goo Goo Dolls, Counting Crowes and so on.

I was after this vibe and  characteristic, less produced sound. And you know what?  I think I got it!!!

Tracking vocals in the studio

Life is improvising, the world is synchronizing for us all

I consider myself a good songwriter, but I don’t write lyrics with the same enthusiasm I make music hahahaha.

When it was time for me to so sit down and write the lyrics, I told to myself. “It’s only inside of me, making this a burden or have fun doing it and surprise myself” At the end, it’s all about attitude.

I wrote down the lyrics  effortlessly and I really like the results, the lyrics reflect my ideas and feelings and at the same time provide a positive message. Things will end up falling in place. 

It comes down

Music and Lyrics Martin Strang (BMI) August 2020

Verse 1

Lost and then get found

Lost without refund

Pull the fire alarm

Living with no charm

Everything has changed

The city feels strange

Shift and rearrange

Nothing feels the same anymore

And when it comes down

Images are spinning

Seeing is believing

Do I have to try?

Please specify

How I will provide

With a sense of pride on the road

Verse 2

Did you pay the rent

Smile without intent

Laughing at the cause

Trapped inside a clause

Do I have to call?

Should I gather all?

Working for so low

Blink and all is gone

And when it comes down

Images are spinning

Seeing is believing

Do I have to try?

Please specify

How I will provide

With a sense of pride and joy

Chorus

When it comes to living

A manual has no meaning

Life is improvising

The world is synchronizing

For us all