Photo Credits – Liz Bretz
Verskotzi, the Los Angeles-based folk/rock musician, unveiled his third full-length album, “SHIRING,” on February 9th, 2024, under Preach Records, a label affiliated with Universal / Virgin Music. The release was celebrated with a live performance at the renowned Hotel Cafe Main Stage in Hollywood, where he played with his full band.
However, Verskotzi‘s efforts to promote “SHIRING” are far from over. Recognizing the fleeting nature of modern album releases, he is currently engaged in a series of album release shows across major cities throughout 2024.
Reflecting on the promotional strategies in the music industry, Verskotzi remarked, “In the music industry, you often hear about the ‘long tail’ of an album, referring to how long you can extend the marketing efforts for a piece of work. For me, it’s important to promote an album for at least as long as it took to create, ideally for a full year, through various channels like live shows, social media campaigns, music videos, and more.”
Photo Credits – Gretchen Burkhart
In today’s digital age, with streaming payouts at an all-time low, artists are forced to cut costs wherever possible. Coupled with rising inflation, the already thin margins for touring have become even slimmer. To adapt, Verskotzi decided against a traditional tour in favor of targeted album release shows in key markets. Having not toured regularly since 2016, and having relocated from Minneapolis to Los Angeles, he felt the need to adjust his strategy to align with the current industry landscape.
“This album is designed to be experienced live,” Verskotzi shared. “My band and I have crafted an immersive show, and I want to bring this experience to as many people as possible. Pressing the album on vinyl was a decision made with touring in mind. These focused tour dates allow us to give each performance the attention it deserves, making every show unique. While I look forward to more extensive touring in the future, these ‘fly dates’ are an excellent way to reintroduce myself to these markets and keep the business side manageable.”
So far, Verskotzi has performed in Los Angeles at The Hotel Cafe and in his hometown of Minneapolis at Icehouse. Next on the agenda is a performance in Chicago, which will also feature the premiere of a mini-documentary that delves into the creation and significance of “SHIRING.” This Chicago event will be a private showcase hosted at a local advertising agency that collaborated on the documentary. Future plans include album release shows in Nashville, Toronto, New York City, and other locations.
To stay updated on Verskotzi’s upcoming performances and events, follow him on social media and check out his work on all platforms.
