Streaming may be the big dog of the industry right now, but physical music is far from dead. Vinyl and CDs have made a huge comeback, not just as collectibles but as meaningful extensions of an artist’s brand. They give fans something tangible to connect with, something that will never go out of style. If you’ve already decided you’re ready to press your music into physical formats, the next hurdle is: how do you actually get people to buy them? With the right approach, physical distro can become one of the most rewarding parts of your release plan. Here are some of our tips to help you do it right…
The Indie Artist’s Guide to Selling Vinyl and CDs: Tips You Should Know
Choosing The Right Manufacturing Partner
Finding the right pressing plant/CD manufacturer can make or break your physical release. Plain and simple. The cheapest option isn’t always the best one, either. You want a company that’s reliable, transparent, and easy to communicate with. (Just like your next romantic partner lol)
That said, start by comparing turnaround times, minimum order quantities, and sample options. Ask about test pressings if you’re doing vinyl, and make sure you understand how replacements or reprints are handled if there’s an issue. And if sustainability is a big part of it for you, look into eco-friendly options. Some plants offer recycled vinyl or biodegradable packaging.
For indie artists especially, services like Disc Makers, Gotta Groove Records, Pirates Press, and Solid Merch are great places to start. They cater to smaller runs, offer design help, and have good reputations for quality control. The goal is to find a partner who not only prints your music but also actually understands the importance of getting it right the first time.
💡PRO TIP: Don’t be shy! Ask for references or examples of recent indie projects the plant has completed. Seeing their work firsthand will tell you more than brochures or promises ever will.
Don’t Overpress!
In this day and age, crossing your fingers and hoping for the best is a thing of the past. No matter what you do in this business, you need real data to back your efforts. There’s no need to order a huge batch of vinyl “just in case” you sell a million copies. Before you order anything, you need to actually gauge demand. To do this, first consider the size of your fanbase, past merch sales, and social media engagement. You can find this info within your:
- Spotify for Artists: First, go to the ‘Audience’ tab in your Spotify for Artists account to see your total listeners, top cities, and countries. This will help you figure out where most of your fans are and how many might realistically buy physical copies.
- Bandcamp & Online Store Data: Next, check your sales history to see which releases, merch, or bundles sold best. Look at repeat buyers or top-spending fans; these are your most likely supporters.
- Social Media Insights: On Instagram, TikTok, or Facebook, check post engagement, story polls, or event RSVPs. For example, if you post a vinyl mockup and a poll on your IG story, you can get a real sense of interest before committing to a number.
💡 PRO TIP: Think about running a pre-order campaign on Bandcamp to let fans reserve their vinyl or CDs before they’re made. This helps you see exactly how many copies to press and can even cover some of the production costs, too.
Selling Directly to Fans
When you handle sales yourself, you control the price, keep more of the profit, and build a stronger connection with the people who support your music. There are a couple ways you can do this and actually make a good amount of sales to make it worth it:
💰 Offer multiple buying options. Use Bandcamp, Shopify, Big Cartel, or even simple PayPal/Stripe links so fans can choose what works for them.
🎙️ Leverage shows and events. Table sales at concerts, pop-ups, or local events give fans the chance to grab your music in person (and create a memorable experience).
🍬 Make bundles enticing. Pair your vinyl or CDs with extras like signed posters, digital downloads, or merch combos. Bundles sweeten the pot a bit and encourage fans to spend a little more.
💡 PRO TIP: Consider adding a personal touch to each sale. Sign copies, include a handwritten note, or customize the packaging. Fans notice these details, and it creates buzz that spreads naturally.
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Getting Your Music in Record Stores
Another route you can go is to get your vinyl/CDs into record stores. If you want to go beyond your core fanbase, this is a great way to reach new listeners. Start local by approaching independent record stores in your city. These are typically more willing to support local artists and smaller runs. Bring a few copies and a one-page sheet with pricing, contact info, and a short bio to make it easy for the store to say yes.
💡 PRO TIP: Your suggested retail price should be based on manufacturing costs, shipping, and what fans are willing to pay. For vinyl, $20-25 for a standard LP is common; CDs are usually $10-15.
It’s also very important that you build relationships with store owners as much as you can. Go to store events, pop in to say hi, or offer to do an in-store performance. Personal connections go a long way in getting and keeping your music stocked.
Lastly, be flexible with your terms. Many indie stores work on a consignment basis, meaning they only pay you for what sells. That means before agreeing, you should decide the minimum amount you need to cover your costs and make sure the store can meet it. This protects you financially while still being flexible with the store to find a happy medium that makes everyone happy.
Promotion Tips
Now you’re ready to start promoting your new physical releases so they actually sell. We recommend you:
- Announce pre-orders early. Share your release date and pre-order links on social media, your website, and email newsletter if you have one. Post teaser images of the artwork and packaging to create some buzz, too.
- Make short, shareable content. Record 15-30 second videos of you unboxing, the vinyl spinning, or behind-the-scenes of it being created, and post them on Instagram, TikTok, Facebook, etc.
- Reward early supporters. Offer bonuses like signed inserts, exclusive merch, etc.
Even after your fans have ordered their item, keep them engaged during the shipping process. Post updates, share fan unboxing videos, and even show orders being packaged if you can. This keeps everyone excited and encourages word of mouth.
💡 PRO TIP: Don’t sleep on traditional email! Your email list is one of the most effective ways to promote physical releases. Those subscribers are already your most engaged fans. Give them early access or special discount codes to encourage first-week sales.
Partnering with a Distributor 👀
Another option is partnering with a distributor (like Symphonic!) We work with indie artists through our physical distribution service to help you get your releases into record stores, online retailers, and even international markets.
- If you do decide to work with us, you’ll need to provide us with some materials here, aka proper metadata, artwork, pricing info, and a short artist bio.
All of this makes it easier for us to get your releases into the right stores as quickly and efficiently as possible. Then, we navigate the terms like sales, returns, and inventory management so you can focus on the music while we handle logistics.
🚨 NOTE: Artists & Labels must first be accepted as a digital distribution client to be eligible to apply for traditional physical music distribution. There needs to be a demonstrable demand for your releases at physical retail outlets, and clients are responsible for manufacturing their releases. // Learn more specific criteria right here.
Wrapping things up…
It’s important to note that not every artist is ready to dive into the world of physical distro. Before you take the leap, make sure you’ve built a loyal fanbase, are playing live or touring regularly, and have a strong brand/aesthetic that makes your releases appealing enough to want physical versions of it. Financial readiness is key here, too. Pre-orders, crowdfunding, or building can all help cover costs and gauge interest without breaking the bank, but it’s up to you to be honest with yourself about what you can really handle at this stage in your career.
If you want to know for sure if you’re ready for physical distribution, check out this article. No matter what you decide, from vinyl and CDs to even cassettes, physical formats offer more than just a way to listen to music. It’s something to give your fans that they can treasure forever.
So take the leap whenever you’re ready… just make it count.
Good luck!
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