Music Marketing Checklist: Pre-Release to Post-Release

You spent months on the song. The production is dialed. The mix is perfect. You upload it to your distributor, post “new song out now” on Instagram, and wait for the streams to roll in.

They don’t.

This is how most indie releases fail. Not because the music is bad, but because there’s no plan. No buildup. No strategy. The song drops into a void and disappears.

A release is a campaign, not an event. The work starts weeks before the song goes live and continues weeks after. This checklist breaks down everything you need to do at each stage to give your music the best possible shot.

Print it. Bookmark it. Use it for every release.

8 Weeks Before Release

This is foundation time. Get the logistics sorted and submit to Spotify editorial.

Finalize the song and assets

[ ] Song is finished (mixed and mastered)
[ ] Artwork is finalized (3000x3000px, high resolution)
[ ] You have clean and explicit versions if needed
[ ] Song title and metadata are finalized (no changes after this)

Choose your release date

[ ] Pick a date at least 4 weeks out (8 weeks is better)
[ ] Check major release calendars (avoid competing with huge artists in your genre)
[ ] Fridays are standard, but Tuesday-Thursday can work for less competition
[ ] Mark the date on everything - this is your deadline

Submit to distributor

[ ] Upload to your distributor (DistroKid, TuneCore, CD Baby, etc.)
[ ] Double-check all metadata (spelling, featured artists, genre tags)
[ ] Set all platform destinations (Spotify, Apple, YouTube, TikTok, etc.)
[ ] Confirm ISRC code is assigned

Submit to Spotify editorial

[ ] Claim your Spotify for Artists profile (if you haven’t)
[ ] Use the “Pitch a Song” feature (available after song is uploaded but before release)
[ ] Write a compelling pitch (genre, mood, story, similar artists)
[ ] Submit at least 4 weeks before release (6 weeks is safer)

Note: Editorial playlist placement isn’t guaranteed and most songs don’t get selected. But submitting ensures the algorithm knows about your release.

For detailed strategy on release timing, see our waterfall release strategy guide.

Plan your content calendar

[ ] Map out what you’ll post each week until release
[ ] Identify 3-5 key teaser moments (snippet reveals, artwork reveal, etc.)
[ ] Schedule time for content creation in week 7

6 Weeks Before Release

Hype starts now. Build anticipation and begin outreach.

Create pre-save campaign

[ ] Set up pre-save link (Feature.fm, Linkfire, Show.co, Hypeddit)
[ ] Make sure it captures email addresses (this is key)
[ ] Test the link on all platforms
[ ] Create a dedicated pre-save graphic

Why pre-saves matter: When people pre-save, your song automatically appears in their Spotify Release Radar and library on release day. More day-one saves = better algorithmic performance.

Announce the release

[ ] Post announcement on all social platforms
[ ] Share artwork, release date, and pre-save link
[ ] Send announcement email to your list
[ ] Update link-in-bio to feature pre-save prominently

Start teasing content

[ ] Post first song snippet (10-15 seconds, the hookiest part)
[ ] Share behind-the-scenes from recording
[ ] Reveal story behind the song (why you wrote it)
[ ] Use countdown stickers on Instagram Stories

Begin playlist outreach

[ ] Research 50-100 playlist curators in your genre
[ ] Find their contact info (bio, socials, submission forms)
[ ] Prepare your pitch (short, personalized, professional)
[ ] Start reaching out (stagger over next 2 weeks)

Pitch press/blogs (if applicable)

[ ] Identify 10-20 blogs that cover your genre
[ ] Prepare press release or pitch email
[ ] Have high-quality photos ready
[ ] Send pitches (expect mostly silence, that’s normal)

4 Weeks Before Release

Content creation goes into overdrive. You’re building the arsenal.

Create video content

[ ] Film 10-15 TikTok/Reels videos in one session
[ ] Create lyric video or visualizer
[ ] Record acoustic or stripped-down version (optional but effective)
[ ] Create Spotify Canvas (6-8 second loop for the song)

For TikTok-specific strategy, see our TikTok music promotion guide.

Prepare email content

[ ] Write release day email (save as draft)
[ ] Write reminder email for 2 weeks before release
[ ] Write post-release follow-up email

Upload video assets

[ ] Submit Spotify Canvas (via Spotify for Artists)
[ ] Prepare lyric video for YouTube (schedule for release day)
[ ] Have all social graphics sized correctly for each platform

Continue promotion

[ ] Post 2-3 teaser clips per week
[ ] Engage with everyone who comments on your teasers
[ ] Share fan reactions and DMs (screenshot with permission)
[ ] Continue playlist curator outreach

2 Weeks Before Release

Final push. Maximum pressure.

Send advance copies

[ ] Email song to press/blogs who expressed interest
[ ] Send to playlist curators with personal note
[ ] Share with superfans for early feedback
[ ] Get quotes/reactions you can share

Email list reminder

[ ] Send reminder email about pre-save
[ ] Include snippet or behind-the-scenes content
[ ] Emphasize pre-save importance (“helps me so much”)

[ ] Post pre-save link daily (vary the content, not just “pre-save my song”)
[ ] Use countdown stickers and features
[ ] Go live to talk about the song
[ ] Reply to every comment enthusiastically

Engage your community

[ ] Thank everyone who pre-saves (publicly)
[ ] DM superfans personally
[ ] Ask fans to share the pre-save link
[ ] Create anticipation in any Discord/community spaces

Schedule release content

[ ] Schedule release day posts on all platforms
[ ] Prepare Stories and Reels for throughout release day
[ ] Have captions written and ready
[ ] Create “it’s out!” graphics

Release Week

The big moment. Execute with precision.

Early week (Monday-Wednesday)

[ ] Continue countdown content
[ ] Engage with every comment on your pre-release posts
[ ] Final reminder email (if appropriate)
[ ] Confirm with distributor that everything is on track
[ ] Get some sleep (you’ll need energy on release day)

Release day

[ ] Wake up early (check timezone - song drops midnight in each region or midnight in your distributor’s timezone)
[ ] Confirm song is live on all platforms
[ ] Check all links work correctly
[ ] Post release announcement on all socials
[ ] Send email blast with streaming links
[ ] Post to Stories throughout the day (aim for 5-10 story posts)
[ ] Thank everyone who shares, comments, or messages
[ ] Reply to every comment within the first 24 hours
[ ] Submit to user-curated playlists (now that song is live)

For detailed playlist strategy, see our Spotify playlists guide.

Day after release

[ ] Share fan reactions and messages
[ ] Post streaming milestone if you hit one (“1,000 streams!”)
[ ] Continue engaging with all comments
[ ] Check Spotify for Artists for playlist adds

Weekend after release

[ ] Share user-generated content (anyone making videos with your song?)
[ ] Post more TikTok/Reels content using the song as the sound
[ ] Send thank-you message to anyone who shared substantially
[ ] Review initial analytics (what’s working?)

Week 2-3 After Release

Don’t go silent. This is where most artists fail.

Keep posting content

[ ] New TikTok/Reels videos (2-3 per week minimum)
[ ] Different angles: story behind lyrics, production breakdown, acoustic version
[ ] Engage with anyone using your sound

[ ] 10k streams? Post it.
[ ] Playlist adds? Screenshot and share.
[ ] Fan covers or reactions? Amplify them.
[ ] Celebrate openly - it encourages more engagement

Continue playlist submission

[ ] Submit to more user-curated playlists
[ ] Thank curators who added you
[ ] Build relationships for future releases

Spotify for Artists monitoring

[ ] Check where streams are coming from
[ ] Note which playlists are driving traffic
[ ] Track listener locations (useful for tour planning)
[ ] Monitor save rate (indicates engaged listeners)

Week 4+ After Release

Transition from launch mode to maintenance mode.

Analyze what worked

[ ] Review all analytics (streaming, social, email)
[ ] What content performed best?
[ ] Where did streams come from?
[ ] What would you do differently?
[ ] Document learnings for next release

Keep the song alive

[ ] Continue posting content occasionally (1-2x per week)
[ ] Reference the song in new content
[ ] Include in any playlists you control
[ ] Don’t let it completely fade

Plan next release

[ ] Apply learnings to next release strategy
[ ] Start planning timeline for next song
[ ] Build on momentum (don’t wait too long between releases)
[ ] Maintain relationship with new fans

Thank your supporters

[ ] Send thank-you email to your list
[ ] Publicly thank playlist curators, fans, collaborators
[ ] Consider exclusive content for those who supported early

For complete career strategy, see our indie artist guide. Also see our Instagram Reels guide for platform-specific content tactics.

Note: This checklist focuses on what to do and when. For a more timeline-focused view with week-by-week structure, see our music release timeline template. Use both together for complete planning.

Optional: Paid Promotion Checklist

If you have budget for paid promotion, these are worth considering.

Facebook/Instagram Ads

[ ] Create video ad using your best-performing organic content
[ ] Target by music interests and similar artists
[ ] Start with $50-$100 to test
[ ] Run traffic to streaming links or pre-save
[ ] Monitor cost per stream/click (anything under $0.15 is decent)

TikTok Spark Ads

[ ] Boost organic content that’s already performing well
[ ] Don’t boost content that flopped (algorithm already judged it)
[ ] Start with $50-$100
[ ] Focus on engagement, not just views

Playlist pitching services

[ ] Only use reputable services (SubmitHub, PlaylistPush)
[ ] Avoid services promising guaranteed placements
[ ] Expect modest results (worth it for exposure, not volume)
[ ] Never pay for bot-driven playlists

When to skip paid promotion

Skip if you don’t have streaming links set up properly
Skip if you haven’t tested organic content first
Skip if your budget is under $50
Skip if you’re just hoping ads will “save” a release

Tools to Manage Your Checklist

Stay organized with these tools.

Project management

Trello: Free, visual boards, good for solo artists
Notion: More flexible, steeper learning curve
Asana: Powerful for teams, free tier available
Google Sheets: Simple, accessible, works

Content scheduling

Later: Instagram-focused, free tier
Buffer: Multi-platform, simple interface
Hootsuite: More features, higher learning curve

Email

MailerLite: Free up to 500 contacts, good landing pages
Mailchimp: Free up to 250 contacts, familiar interface
ConvertKit: Better automation, $39/month (or free up to 10,000 subscribers)

Pre-save links

Feature.fm: Industry standard, robust analytics
Linkfire: Higher tier, used by labels
Show.co: Free option, basic features
Hypeddit: Affordable, email collection built-in

Common Checklist Mistakes

Avoid these release killers.

Starting too late

The 8-week timeline isn’t arbitrary. You need time for Spotify editorial submission (4-6 weeks minimum) and content creation. Rushed releases rarely perform.

Front-loading promotion, then going silent

Release day isn’t the finish line. It’s the starting gun. The artists who keep posting for 4-6 weeks after release outperform those who disappear after day one.

Ignoring Spotify editorial deadline

Submit 4 weeks before release at minimum. Miss this window and you’ve eliminated any chance of editorial consideration for this release.

Not creating enough content in advance

Don’t plan to create content as you go. Batch create before the release so you’re not scrambling during the busiest weeks.

Treating every platform identically

Customize content for each platform. TikTok content is different from Instagram is different from YouTube. Same message, different execution.

Your Release Template

Copy this simplified version for quick reference:

8 weeks out: Finalize song, submit to distributor, submit to Spotify editorial 6 weeks out: Launch pre-save, announce release, start teasers 4 weeks out: Create content batch, film videos, prepare Canvas 2 weeks out: Final push on pre-save, advance copies out Release week: Execute scheduled content, engage heavily Weeks 2-4: Continue content, track analytics, keep song alive

Make It Your Own

This checklist is a framework, not a prison. Some artists can execute everything on this list. Others need to prioritize the highest-impact items and skip the rest.

If you can only do 5 things:

Submit to Spotify editorial (4+ weeks before)
Create pre-save campaign with email capture
Announce and tease on social media
Send release email to your list
Keep posting for 4 weeks after release

Start there. Add more as your capacity grows.

The difference between songs that perform and songs that don’t isn’t usually the music itself. It’s the work before and after release day. This checklist is your map. Follow it, and your music gets the launch it deserves.

Frequently Asked Questions

Can I release a song with less than 8 weeks prep?

Yes, but you sacrifice Spotify editorial consideration and some promotional runway. 4 weeks is the absolute minimum to execute a decent release. Less than that, and you’re essentially just uploading and hoping.

What if I don’t have an email list yet?

Start building one now, even if it’s small. Ten email subscribers who open your messages are more valuable than 1,000 social followers who never see your posts. Use your pre-save campaign to capture emails. See our email list guide.

Do I need to do all of these?

No. This is the comprehensive version. Prioritize based on your capacity. The non-negotiables are: Spotify editorial submission, pre-save campaign, release announcement, and post-release content. Everything else is bonus.

Should I release on a Friday?

Fridays are industry standard because that’s when editorial playlists update. But independent releases can benefit from off-day releases (less competition). Test both and see what works for you.

When should I start promoting a song?

Start 6 weeks before release with your announcement and pre-save campaign. This gives you time for Spotify editorial submission (needs 4+ weeks), content creation, and building anticipation. Starting 2 weeks before release is too late for meaningful momentum.

What should I do the week before releasing music?

Maximum intensity: post pre-save link daily with varied content, send final reminder email to your list, engage with every comment, schedule all release day content, prepare streaming links, and get some rest before release day. See the Week 2 section of this checklist for the complete breakdown.

Music Marketing Checklist: Pre-Release to Post-Release

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