Why plan backward from release day
The two most common release mistakes are uploading too late to pitch, and going quiet the day after release. A twelve-week runway fixes both by putting the slow work first and reserving energy for after the drop.
Weeks 12 to 8: foundations
- Finish the master and agree splits on a signed split sheet.
- Register your composition with IPRS and sort your rights, see copyright and IPRS.
- Confirm your distributor and that your artist profiles are claimed.
Weeks 8 to 4: assets and distribution
- Finalise artwork that reads at thumbnail size, and clean metadata.
- Deliver to your distributor with the release date set, so you keep the pitch window.
- Plan your content: shoot more than you think you need.
Weeks 4 to 1: pitching and content
- Pitch the unreleased track through Spotify for Artists at least seven days out, see editorial playlists.
- Pitch independent curators, blogs, and press with your EPK, using the Reviewer Database.
- Start teasing, and line up who will share on day one.
Release week
Go live, direct your own audience to it, chase the placements that come in, and convert new listeners to follows and your mailing list.
The two weeks after (that most people skip)
Keep the content going, follow up on coverage, and keep the track working through catalogue playlists. Momentum is built in the weeks after release, not just on the day. See building a fanbase.
The takeaway
Plan backward, do the slow work first, and save fuel for after the drop. Our Resources toolkit has release and budget checklists, the Playbook covers campaigns, and the programme plans releases with artists.