Complete Guide to Music Promotion

Start promotion planning 8-12 weeks before your release date. You'll need: mastered audio files, cover artwork (3000x3000px minimum), a compelling artist bio, professional press photos (at least 3 different shots), a press release, and social media content planned for pre-release, release day, and post-release phases.

Choose your release date strategically. Avoid major holiday weekends and competing releases from artists in your genre. Friday releases align with Spotify's New Music Friday editorial process, but midweek releases can work for independent artists targeting playlist curators.

Your streaming profiles are your digital storefront. On Spotify, claim your artist profile through Spotify for Artists, add a compelling bio, upload a Canvas (looping video), and organize your discography with playlists. On Apple Music, use Apple Music for Artists to customize your profile and access analytics.

Create an artist playlist featuring your music alongside complementary artists. This demonstrates your taste, creates networking opportunities, and can attract followers who discover you through the playlist.

Generate anticipation before your release drops. Start with teasers 4-6 weeks out: behind-the-scenes studio content, lyric snippets, artwork reveals, and audio previews. Launch a pre-save campaign 3-4 weeks before release using tools like DistroKid or Feature.fm.

Engage your existing fans directly. Email your subscriber list, DM your most engaged followers, and give superfans early access to snippets or exclusive content. These early listeners generate the initial stream velocity that algorithms reward.

Focus your social media effort on 2-3 platforms where your audience is most active. For most musicians, this is Instagram (visual storytelling), TikTok (discovery and viral potential), and YouTube (long-form content). Post consistently: 4-7 times per week on Instagram, daily on TikTok, and weekly on YouTube.

Content mix should be: 40% personality/behind-the-scenes, 30% music content (clips, performances, previews), 20% engagement (Q&A, polls, fan features), and 10% direct promotion (links, calls-to-action). Audiences connect with artists as people first, musicians second.

Beyond Spotify editorial playlists, target independent curators who manage playlists in your genre. Research curators on platforms like SubmitHub, Playlist Push, or by finding popular user-generated playlists and contacting curators directly via social media.

Your pitch should include: a brief artist bio (2-3 sentences), why the song fits their playlist (reference specific tracks already on it), streaming links, and any notable press or playlist placements you've already received. Keep pitches concise and personalized.

Music blogs, magazines, and online publications still drive discovery and credibility. Build a targeted media list of 30-50 outlets that cover your genre. Research which writers review similar artists and personalize your approach to each.

Your press kit should include: a professional EPK (electronic press kit), streaming links, press photos, artist bio, and a concise pitch email. For help creating a professional EPK, see our EPK creation guide.

Radio still matters for music discovery, especially college radio and independent stations. Research stations that play your genre, find music directors' contact information, and submit your music following their specific submission guidelines.

Podcast features are the new radio interview. Identify podcasts in the music, culture, and entertainment space that feature artists. Pitch yourself as a guest with interesting stories beyond just promoting your music — share your creative process, industry insights, or personal journey.

The biggest mistake artists make is going silent between releases. Maintain presence through: regular social content, live performances (in-person and virtual), collaborations with other artists, remix releases, and behind-the-scenes content showing your creative process.

Plan your release calendar 6-12 months ahead. Consistent releases every 6-8 weeks keep algorithms engaged and fans returning. Consider releasing singles strategically leading up to an EP or album rather than dropping everything at once.