ASAP Rocky paced around inside of a glass container. Hundreds of onlookers gathered as Rocky’s head was dipped in ice water for 56 seconds. They took videos on their phones when Rocky’s “lab assistants” asked him personal and intimate questions about his life and musical career.
All of this took place in a private room at Sotheby’s, the prestigious art gallery in Manhattan, NY. The event was to promote Rocky’s latest album, Testing, so what looked like torture was really expression.
I think about this release often because it was memorable. Rocky blended art and fashion with his music in a clever and creative way. Holes in the glass container were large enough for people to stick their hands through to poke him. Whether you understood his vision or not, you remembered it. And isn’t that the point?
As authors, it matters how we introduce our books to the world. Book launches, and the lead-up to book launches, are opportunities to build intrigue and excitement around your release. You should grab hold of that opportunity as a way to connect with potential readers and create a memorable moment (or series of memorable moments) that swells the tension for when your book finally drops.
What I did for my book launch
My most recent book launch had to be virtual (you know why), but I really pushed the limits for the launch of my previous novel. The title of that novel was Beauty Scars and I wanted to find a way to create an interactive and engaging experience that reflected the heart of the story.
I have many creative friends, one of whom is an installation artist named Robert Young.
Rob is one of those mad scientist type creatives. Ideas just burst out of him like a balloon stretched to its limits. So when I told him that I’m throwing a book launch at The Gladstone Hotel, which is known for hosting artistic events, he went into his lab and cooked up an idea only he could.
Rob said we should print out the entire book. Then, we should rip all the pages in half and tape the pieces up randomly throughout the room. But not just any tape. Nope, we need to use that ugly green tape. And the paper should be crooked and upside down and out of place.
We did just that, and when people came in, we encouraged them to read the ripped pages and tell me if they pieced the story together. It was so brilliant. More than a dozen people came to me with what they thought was the main plot of the story. They knew characters’ names and subplots, some guessed at what they thought was the ending, some had no idea what was happening but it didn’t matter. Participation was the point.
I secured close to 100 preorders that night. I also got everyone to sign a large sheet of paper which I said would be included in my acknowledgments. Most people signed and if you look at the back of Beauty Scars today, you’ll see those signatures and kind words.
What should you do for your book launch?
I’ll tell you what not to do: don’t just do a reading. Find a way to invigorate your audience and create a memorable moment. Even if you don’t have cool artist friends, find a way to create some kind of electricity. Some options:
Get friends to act out your scenes
Add some live music. I find instruments work better than vocals in these situations
Implement some other artistic discipline. Make it wonky or unexpected. I once held an event with a standing base player and everyone loved it
These are just idea starters. I know you can come up with something that will cause a small commotion (I mean that in the most peaceful way possible). Miley Cyrus once said (yes, I’m quoting Miley. She’s a pop star and this is Writers Are Superstars). Anyways, after a chaotic VMA performance, Miley Cyrus said that it may look chaotic, but it’s all about creating a moment people will remember. That isn’t an exact quote, but you get the picture.