CD Production : How to have your promo on CD - professionally and cheaply.
By Amber and Mona Jonz
Reproduced courtesy of Shejay™

Are you still spinning your wheels believing that your DJ discovery and longevity is all about karma? Chance? Still dreaming of the moment that a spectacular promoter will come along and boom! You're discovered? Being a DJ is hard work, a process, with an added challenge if you're a woman. Shejay™ wants you to be proactive and prepared, and ready to present a well-made promo CD when you need a solid-replica of your skills.

Amber of San Francisco knows the drill. I wanted to know how she was resourceful enough to get 1,000 CDs replicated for under $1000. Even better, she knows how to have it done professionally. How? Here are her tips.

The CD. One-thousand is often the minimum for professional CD replication, meaning no "burned" copies. For those of you thinking of cutting corners - just don't do it!

Amber opted for a three-color silkscreen on the front. Many companies will expect you to forward materials (artwork) with parameters to fit their template.

Amber found that it's best to research the market price and negotiate between the top three. If you don't know how to haggle over price, it's time that you learn…

COST? $560 (including shipping and tax)

Front Card Insert. Do not use a CD replicator to do the print portion. It's not cheap, and it's not necessarily their specialty - CDs are. Amber found a SF based print-shop that worked incredibly well, although they do have strict submission guidelines. Many vary on this task - some will ask that you introduce your work in a particular program like PageMaker or QuarkXpress. If you use a photocopy, it will affect the quality of your product - making it appear cheaply done. If you need help in putting it together - find a freelancer or just-starting-out graphic artist that won't rob you blind. You will have more than you need, since most printers will require a minimum run of 5,000 copies. So design your insert to double as a promotional flyer.

COST? $350

Optional: If you want a traycard (a paper piece that goes in the back and spines of the CD case) you can find great deals on cover and traycard combos. Assembling both the covers and traycards into your cases is time-consuming, but is a great way to save money.

When ordering your cover and traycard understand what "weight" of paper will be used. A paper's "weight" (given in pounds) correlates with its thickness - your printer can show you samples, or can tell you about what thickness each weight of paper feels like. For example, common printer paper is 20 lb. weight. (Don't be fooled into using a high-priced paper, this is being placed inside traycard after all.)

Amber found 1,000 two-panel* covers and traycards for only $295. The paper used is very thin, and the back of the cover is black and white, but the final product looks great. You can have your printer quote the cost of any upgrades to a basic package, such as printing the back of the cover in color, or having a four-panel cover*. Any combination is possible, but advertised packages are usually cheapest.

Jewel Case. Amber's own words: "Do not put your CD in anything but a jewel case or other professional level case. No plastic sleeves or clamshells. Don't try to save money by scrimping on the case. Fewer people will pick one up and on the occasions where I put my CDs out with a donation jar - I find I get substantially less when the case is a simple sleeve. How to cut additional dollars? Amber knows how to do it for free, "Let all online and personal friends know you need jewel cases. I got 600 initially, and also feel good knowing that I'm recycling."

But if you need to purchase them? They can run as cheap as $.08 per case (unassembled), or check any office supply store. Average cost there is $.17 per case.

COST? $80

Amber and I agree on the following, there's no need for a tray-card, shrink-wrap or multi-page booklet as an insert. These items will contribute to a higher cost and may not necessarily increase your "bookability". But if you've got it like that girl, spend your money!

FINAL COST: CD copy with 3-color silkscreen = $560
Front card insert/liner notes (4-color) = $350
Jewel case = approximately $80
A grand total of $990.

Promoting yourself properly? PRICELESS.

RELATED LINKS:
Amber's website - http://www.iamthedj.com
Metatracks CD Duplication Services - http://metatrackstudios.com/promote/index.html
Tip Top Products - http://www.ttpi.com/ (for jewel cases) http://www.crystalclearcds.com

Article by Amber N. of Sister SF, and Mona Jonz for Shejay™.