The difference between a release that gains traction and one that disappears into the void often has nothing to do with the music itself. It comes down to planning. A well-executed release campaign can multiply your results by 5x to 10x compared to simply uploading a track and hoping for the best.

According to a 2025 analysis by Chartmetric, independent artists who ran structured pre-release campaigns saw an average of 340% more first-week streams than those who released without a plan. The data is clear: preparation pays off. This guide gives you a complete, week-by-week framework for planning your next release, whether it is a single, EP, or full album. For broader marketing strategies, check our Music Marketing Masterclass.

What You Will Learn

How to build a release timeline from 8 weeks out to post-release
Pre-save strategy that maximizes day-one streams
Playlist pitching best practices for Spotify, Apple Music, and more
Social media content plan for each phase of the campaign
Email marketing sequences that convert subscribers into listeners
Budget allocation for paid promotion at every level
Post-release tactics that sustain momentum beyond the first week

The Release Campaign Timeline

Phase 1: Foundation (Weeks 8 to 6 Before Release)

This is where you build the infrastructure for your entire campaign. Rushing this phase undermines everything that follows.

Finalize your music:

Ensure mixing and mastering are fully complete with no revisions pending
Upload to your distributor at least 4 weeks before release. Some distributors require even more lead time for certain platforms
Choose your release date carefully. Fridays are the global standard for New Music Friday playlist consideration, but some indie artists find success with midweek releases that face less competition in their niche

Create your visual assets:

Album or single artwork at 3000 x 3000 pixels for streaming platforms
Press photos with at least 3 to 5 high-resolution images in different settings and moods
Social media graphics sized specifically for each platform (1080x1080 for Instagram feed, 1080x1920 for Stories and Reels, 1920x1080 for YouTube thumbnails)
Lyric graphics or quote cards pulled from the most shareable lines of your song
Short video teasers (15 to 30 seconds) for TikTok, Reels, and Shorts

Set up your pre-save campaign:

Create a pre-save link using Feature.fm, DistroKid HyperFollow, or Linkfire
Pre-saves convert directly into day-one streams on Spotify and Apple Music. When someone pre-saves, the song automatically adds to their library on release day
Add the pre-save link to your Linktree, website bio, and all social media bios immediately
Create a dedicated landing page on your website if you have one

Prepare your press materials:

Write a professional one-sheet with your artist bio, song description, streaming links, and high-resolution press photos
Draft a press release if you plan to reach out to blogs and media outlets
Compile a targeted list of music blogs, playlist curators, podcasts, and influencers in your specific genre

Phase 2: Outreach (Weeks 5 to 4 Before Release)

This phase is about getting your music into the hands of gatekeepers and tastemakers before the general public hears it.

Playlist pitching:

Submit to Spotify editorial playlists through Spotify for Artists. Submit at minimum 7 days before release, but 3 to 4 weeks early is strongly recommended
Reach out to independent playlist curators through SubmitHub, PlaylistPush, or direct contact via social media and email
Contact your distributor about Apple Music playlist opportunities. Some distributors have direct relationships with Apple's editorial team

Press and blog outreach:

Send your one-sheet and a private streaming link to music blogs and online publications that cover your genre
Reach out to podcasts for interview opportunities. Many genre-specific podcasts actively seek independent artists to feature
Connect with YouTube channels that feature new music discoveries and reaction content

Influencer and creator outreach:

Send advance copies of your song to TikTok creators and Instagram influencers whose audience matches your target demographic
Provide them with easy-to-use audio clips and content suggestions that make it simple to create content featuring your music
Focus on creators who genuinely connect with your style rather than paying for fake engagement from accounts with inflated followings

First email to your list:

Send an announcement email to your subscriber list about the upcoming release
Include the pre-save link with a clear, prominent call to action
Share the personal story behind the song to build emotional investment before the release

Phase 3: Amplification (Weeks 3 to 2 Before Release)

This is when you increase volume and frequency across all channels to build anticipation.

Increase social media posting frequency:

Post 5 to 7 times per week across TikTok, Instagram, and YouTube Shorts
Behind-the-scenes content: studio footage, mixing sessions, artwork creation process, and personal moments from the creative journey
Teaser clips: 15 to 30 second snippets featuring the catchiest moments of the song. These should make people want to hear the full track
Countdown content: daily or weekly countdowns that build anticipation and remind your audience that something is coming

Content types that perform well during amplification:

Studio session clips showing the song being recorded or mixed
Lyric reveals where you share one compelling line at a time across multiple posts
"Making of" content explaining the creative decisions and inspiration behind the track
Collaboration content with your producer, mixer, featured artists, or other creative partners
Fan engagement posts: polls about artwork options, listening party invitations, and pre-save milestone celebrations

Pre-save push:

Run pre-save focused ads if your budget allows. Even $50 to $200 on TikTok or Instagram can significantly boost pre-save numbers
Share pre-save milestones publicly: "We hit 500 pre-saves! Help us get to 1,000 by Friday"
Create an incentive for pre-saving such as exclusive behind-the-scenes content, early access to merch, or a personal thank-you video

Second email to your list:

Send a reminder email with an updated pre-save link and new content
Share a snippet or behind-the-scenes content that is exclusive to email subscribers
Reinforce the release date and build excitement with a personal, conversational message

Phase 4: Final Push (Week 1 Before Release)

The final week before release should feature daily content across every platform you are active on.

Daily content schedule example:

Monday: Behind-the-scenes content or personal story about what the song means to you
Tuesday: Lyric snippet or isolated vocal clip that shows off the hook
Wednesday: Collaboration content, fan shoutout, or countdown graphic
Thursday: Final pre-save push with "tomorrow is the day" energy
Friday (release day): Multiple posts throughout the day celebrating the launch

Release day strategy:

Post the release announcement first thing in the morning across all platforms simultaneously
Share streaming links using a smart link service that includes Spotify, Apple Music, YouTube Music, and other platforms in one URL
Go live on Instagram or TikTok to celebrate the release with fans in real time
Post Stories throughout the day with different content angles: lyrics, production notes, personal reflections, and thank-you messages
Engage with every comment, share, and mention. Release day engagement signals matter for algorithms

Release day email:

Send between 8 and 10 AM in your primary audience's timezone for maximum open rates
Include direct streaming links for Spotify, Apple Music, YouTube Music, and any other relevant platforms
Ask subscribers specifically to save the song to their library, add it to personal playlists, and share it with friends who would enjoy it
Include a heartfelt personal message thanking them for being part of your journey

Phase 5: Post-Release (Weeks 1 to 4 After Release)

The campaign does not end on release day. The post-release phase is where you sustain initial momentum and build long-term traction.

Week 1 after release:

Continue posting content daily including reaction videos, fan response compilations, and stream count milestone celebrations
Share any playlist placements, press coverage, or notable reviews publicly
Thank fans who shared the song and repost their content across your channels
Monitor analytics closely using Spotify for Artists and Apple Music for Artists

Weeks 2 to 4 after release:

Release supplementary content: acoustic version, remix, behind-the-scenes video, lyric video, or official music video
Pitch the song to playlist curators who focus on catalog tracks rather than only new releases
Run retargeting ads to people who engaged with your pre-release content but have not yet streamed the song
Continue engaging with comments and building community around the release

Use our Streaming Royalty Calculator to track your earnings as streams accumulate across all platforms.

Pre-Save Strategy Deep Dive

Pre-saves are one of the most powerful tools for release day performance. When someone pre-saves your song on Spotify, three things happen automatically on release day: the song adds to their library, it counts as a save (one of Spotify's strongest engagement signals for algorithmic recommendations), and it generates a stream if autoplay is enabled.

Maximizing Pre-Saves

Start collecting pre-saves 4 to 6 weeks before release for maximum accumulation
Offer a compelling incentive: exclusive unreleased content, early merch access, or a personal video message to pre-savers
Use QR codes at live shows linking directly to your pre-save page
Add the pre-save link to every social media bio, email signature, and website page
Mention pre-saves in every piece of content you create during the campaign period

Pre-Save Benchmarks

Good: 100 to 500 pre-saves for artists with 1,000 to 10,000 social media followers
Strong: 500 to 2,000 pre-saves for artists with 10,000 to 50,000 followers
Excellent: 2,000+ pre-saves for artists with 50,000+ followers

Even 100 genuine pre-saves from truly engaged fans create a meaningful day-one spike that can trigger Spotify's algorithmic recommendations and signal to editorial curators that your music has an engaged audience.

Budget Planning for Your Release

No-Budget Campaign ($0)

Entirely possible and effective if you have any existing engaged audience:

Organic social media content on TikTok, Instagram Reels, and YouTube Shorts
Free pre-save tools like DistroKid HyperFollow or the free tier of Linkfire
Direct personal outreach to playlist curators and blogs via email and social media
Email marketing to your existing subscriber list
Cross-promotion trades with other independent artists in complementary genres

Small Budget ($100 to $500)

$50 to $100 on SubmitHub credits for playlist and blog pitching
$50 to $200 on TikTok or Instagram Reels ads boosting your best-performing organic content
$50 to $100 on pre-save campaign ads targeting fans of similar artists
$50 to $100 on release day conversion ads driving listeners to streaming platforms

Medium Budget ($500 to $2,000)

$200 on SubmitHub and playlist pitching services
$300 to $500 on a TikTok Spark Ads campaign promoting your best teaser content
$200 to $300 on Instagram and Facebook ads targeting your core demographic
$100 to $200 on YouTube Shorts ads for music discovery
$200 to $500 on a PR professional or publicist for per-release press outreach

Use our Target Streams Calculator to set realistic streaming goals and determine whether your promotional budget aligns with your targets.

Release Day Checklist

Before Release Day

Spotify for Artists editorial pitch submitted 3 to 4 weeks before release
Pre-save links active, tested, and promoted across all channels
All social media bios updated with release information and pre-save link
Email campaign scheduled for release morning
Content calendar completed for the entire release week
Smart link created and tested with all streaming platform links
Press materials sent to targeted blogs, podcasts, and media outlets
Canvas video uploaded for Spotify (if applicable)

On Release Day

Verify the song is live and accessible on all major streaming platforms
Post release announcement simultaneously on all active social channels
Send release day email to your full subscriber list
Share streaming links in Stories, Reels, and Shorts throughout the day
Go live on at least one platform to celebrate the release with fans
Respond to and engage with every comment, share, and mention
Update your Spotify Artist Pick to feature the new release
Update your Instagram and TikTok bio links to the new smart link

After Release Day

Monitor streaming analytics daily for the first full week
Share playlist placements, press coverage, and listener milestones publicly
Repost fan-created content and reactions across your channels
Plan and schedule supplementary content releases for weeks 2 through 4
Document everything that worked and did not work for your next release

Frequently Asked Questions

Q: How far in advance should I start planning a release?

For a single, 6 to 8 weeks of preparation is ideal. For an EP, plan 8 to 12 weeks out. For a full album, start 3 to 6 months before the release date. The more lead time you have, the more opportunities you can pursue for press coverage, playlist placements, and strategic partnerships.

Q: Should I always release on a Friday?

Fridays are the global standard release day and give you the best chance of landing on New Music Friday playlists across all streaming platforms. However, some independent artists find genuine success with Tuesday or Wednesday releases when there is significantly less competition for listener attention. Test both approaches across multiple releases and analyze which works better for your specific audience.

Q: How many singles should I release before an album?

Two to three singles released 4 to 6 weeks apart is the most common and effective strategy. Each single builds momentum, gives you a fresh playlist pitching opportunity, creates new content moments on social media, and keeps your name in front of listeners. By the time the full album drops, you already have several tracks with established streaming history.

Q: What if my release does not perform as expected?

Not every release will be a breakthrough, and that is completely normal even for major label artists. Focus on what you can learn from the data: which content performed best on social media, which outreach emails got responses, which platforms drove the most streams, and where your audience engaged most actively. Apply those specific lessons to your next release. Consistent improvement over time matters far more than any single release's performance.

Q: How do I measure whether my release campaign was successful?

Compare your results to your own previous releases and to the specific goals you set before the campaign began. Key metrics to evaluate include first-week streams, save rate on Spotify, playlist adds, new follower growth across platforms, email list growth, and social media engagement rates. If you improved on any of these metrics compared to your previous release, your campaign was a measurable success.

Build Your Release Machine

The best music release campaigns are not one-off events. They are repeatable systems that you refine and improve with each release cycle. After every release, document what worked, what fell flat, and what you would change. Build templates for your outreach emails, social media posts, and press materials. Create a master release checklist that you customize for each new project.

The artists who build sustainable long-term careers are not the ones with a single viral moment. They are the ones who show up consistently with a structured plan, learn methodically from each release, and compound their growth over months and years of disciplined execution.

Next Steps: