How to Plan a Music Release Strategy

Every successful release starts with clear goals. Define what success looks like for this specific release: Is it a certain number of first-week streams? Press coverage in specific publications? Getting on editorial playlists? Selling out a release show? Write down 3-5 specific, measurable goals. Then build your timeline backward from release day. A standard single release cycle is 8-12 weeks. An EP or album typically requires 12-16 weeks. Map the major milestones: when to submit to your distributor, when to begin press outreach, when to start social media teasing, when to pitch playlists, and when to announce the release publicly. Create this timeline in a project management tool, spreadsheet, or even a physical calendar where you can track deadlines.

Before you begin any promotion, every creative asset should be complete or in final production. This includes: final mastered audio files in the formats your distributor requires, cover artwork that meets platform specifications (3000x3000 pixels, RGB, JPEG or PNG), a music video or visualizer, press photos in multiple orientations and settings, your updated EPK with the new release information, social media graphics and video content for each phase of the campaign, pre-save landing page, and any merchandise tied to the release. Batch-creating assets before the campaign starts means you can focus entirely on execution and promotion during the release window rather than scrambling to create content while simultaneously trying to promote.

Upload your release to your distributor early. Most distributors recommend submitting at least 4 weeks before release, but earlier is better. This ensures your music appears on all platforms on release day without delays. As soon as your release is in your distributor's system, use Spotify for Artists to pitch your upcoming release to Spotify's editorial playlist team. You can only pitch unreleased music, and you can only pitch one song per release for editorial consideration. Write a compelling pitch that describes the song's mood, instrumentation, story, and the audience you are trying to reach. Simultaneously, begin reaching out to independent playlist curators on platforms like SubmitHub, Groover, or through direct outreach. Target playlists where your genre and sound genuinely fit.

Begin your media outreach well before release day. Send personalized pitches to your target publications, starting with outlets where you want to offer premieres or exclusives. Stagger your outreach: pitch your top-tier outlets first, then mid-tier, then smaller blogs. This gives high-priority outlets first access and ensures you have a cascade of coverage across the release window. Include private streaming links to the unreleased track, your press assets, and a clear release timeline. Follow up once after 5-7 days if you have not heard back. Track every pitch, response, and confirmed placement in your media spreadsheet. The goal is to have confirmed coverage lined up for release week that you can amplify across your social channels.

This is when your audience should start learning something new is coming. Begin with subtle teases: studio photos, cryptic posts, or short audio snippets that create curiosity without revealing everything. Gradually increase the specificity and frequency of your content. Share the cover artwork 2-3 weeks before release. Post behind-the-scenes content about the making of the song. Share the pre-save link repeatedly with different content formats. Create a content calendar that maps out exactly what you will post each day across each platform leading up to release. The intensity should build like a crescendo, with your most engaging and revealing content dropping in the final week. Use countdown stickers, stories, and live sessions to create a sense of event and urgency.

Release week is your most intensive promotional period. In the final days before release, post daily content that builds anticipation: final teasers, countdowns, personal messages to fans about what the song means to you, and reminders to pre-save. On release day, begin posting at midnight or early morning. Share the release link across every platform. Go live to celebrate and play the song for fans. Post multiple pieces of content throughout the day: the official announcement, a personal story behind the song, a thank-you to collaborators, reaction requests, and link reminders. Engage heavily in comments and messages all day. Email your mailing list with the release link and a personal note. If you have a release show or listening party, document it in real time. The goal is to generate as many streams as possible in the first 24-48 hours, as early velocity signals to algorithms that your music deserves broader promotion.

The biggest mistake artists make is treating release day as the finish line rather than the starting line. Your music's long-term performance depends on sustained promotion for weeks after release. In week one, share press coverage as it publishes, repost fan reactions and user-generated content, and continue pitching independent playlists. In weeks two through four, create new content around the song: acoustic versions, behind-the-scenes videos about the meaning or recording process, remixes, and live performances. Pitch the song to blogs and playlists that cover slightly older releases. Run any paid advertising campaigns during this window, as you now have social proof from streams and coverage. Continue engaging with your audience about the song. A single can have a promotional life of 6-8 weeks if you continue creating content around it.

After the active promotion period ends, conduct a thorough analysis of your release performance. Pull data from every source: streaming numbers from Spotify for Artists, Apple Music for Artists, and your distributor dashboard; social media metrics from each platform; press coverage count and quality; playlist additions; email open rates; and any revenue data. Compare your actual results against the goals you set in step one. What worked better than expected? What underperformed? Which content formats drove the most streams? Which press outlets had the biggest impact? Document everything in a release retrospective. This document becomes your playbook for future releases. Over time, your retrospectives will reveal patterns and best practices specific to your audience and genre that no generic guide can provide.