(Hypebot) — Think dropping a fabulous new track is enough? Just hitting “upload” won’t cut it anymore. Learn how to successfully launch and market a single release with this step-by-step strategy guide.
How to successfully launch and market a single release
by Carter Fox via Disc Makers Blog
So, you’ve got a killer new track. You’re hyped, your friends say it’s fire, the audiences at your recent gigs love it, your social media following is telling you they want it, and you’re ready to drop it. But here’s the thing — just throwing a song out there and hoping people find it isn’t a release strategy.
Releasing a single is like launching a rocket. If you just light the fuse and pray, it might take off in the right direction … or it might just fizzle out on the launch pad. But if you plan ahead, build anticipation, and fuel it the right way, that thing can soar to infinity and beyond, or at least to the eager ears of your friends, fans, followers, and reach new listeners.
I have some experience releasing my own music (approximately 20 solo single releases over the years) as well as helping fellow independent artists and signed alike develop effective strategies for releasing their music and growing their fanbase. I even wrote six books on releasing, promoting, and making sure you make the most of your music.
Let’s take a few moments and break down the steps to turn your next single into a moment in space and time, and not just another song lost in the void of the hundreds of thousands of uploads to streaming platforms.
Step 1: Pick your release date and give yourself time
Timing is everything. You don’t want to rush a release just because you’re excited. Give yourself at least four to six weeks to properly prepare. Why?
- Playlist pitching takes time. Spotify and Apple Music editors need at least four weeks of lead time if you want a shot at getting on an official playlist. Also, don’t forget to pitch to Amazon Music, where you can pitch even after your music has been released.
- Fans need time to care. If you just drop a song out of nowhere, most people won’t notice. Teasers, trailers, and pre-saves help build hype and excitement for your release. The more people playing your new music, the better chances editors will notice you and add you to curated playlists.
- You want to avoid getting overshadowed. Check for big releases in your genre. If Kendrick Lamar, Taylor Swift, or Beyoncé are dropping the same day as you, maybe pick another date. Also keep in mind releasing non-holiday music in holiday seasons such as the end of November and December can also result in your music being overshadowed.
Pick a date, mark it on your calendar, and commit to making it an event. Use this as the marker for all your strategic planning.
Step 2: What’s the goal? (no, “going viral” doesn’t count)
Before you start promoting, ask yourself: what does success look like for this release?
Are you trying to…
- get more streams and land on playlists?
- grow your social media following and fanbase?
- sell some merch or physical copies?
- get blog coverage or press features?
Your goal determines your strategy.
If you want more Spotify streams, focus on pre-saves, playlist pitching, and ads that drive people to streaming services. If you want engagement, create interactive content and involve your fans in the process such as creating cover videos of your music, dance challenges, or having them comment on your posts to get a link to your music.
Be intentional. A release without a goal is like driving without a destination — you might move, but you won’t get anywhere.
Step 3: Pre-release – get people excited before the drop
The biggest mistake I see? Artists posting one time about their single and then wondering why nobody listens.
People need reminders. They need a reason to care. And people want to see that YOU are as excited about your new release as you want them to be.
Here’s how you build hype:
- Drop teasers. Post a 15-30 second snippet on TikTok, IG Reels, or YouTube Shorts. Give them just enough to make them want more. Make it fun. Be in the studio or outside or before a show or playing at your show.
- Behind-the-scenes content. Show the making of the song, the studio session, or even just a vlog about why you wrote it. Establishing a connection with your audience creates strong bonds between you and your listeners, and your listeners with each other.
- Pre-save campaign. Use services like Feature.fm, Show.co, SymphonyOS, or Hypeddit to get fans to pre-save the song on Spotify. This helps with the algorithm when the song drops.
- Exclusive previews. Send a private link with your new music to your email list, Patreon supporters, or Discord group before the release date. Include discounts for merch, demo versions of your music, and exclusive pictures and videos. Make them feel like VIPs.
- Press & playlist pitching. Reach out to smaller playlist curators, indie music blogs, and YouTube channels to see if they’ll feature your track. Utilize aggregators like SubmitHub, Soundplate, and DailyPlaylists to reach out to curators. If you’re looking for a larger audience and have a budget for promotion, you can look into companies such as PlaylistPush and PlayMPE to reach out to radio, press, and additional curators in preparation for your new release.
Think of this phase like releasing a movie trailer. If you just drop a song without any build-up, it’s like releasing a movie without a trailer — who’s gonna show up? Who’s gonna know about it? No one. Give yourself the best chance to reach the most people.
Step 4: Use paid ads to find your audience
We already mentioned how to use some of your marketing budget. So if you’ve got a little more budget, ads can turn a good release into a great one. The key is using them the right way.
- Meta’s Facebook & Instagram Ads: Run short, engaging clips of your song with a “Listen Now” button that leads straight to your Spotify or Apple Music profile. If you’re able to utilize a landing page with tracking such as those created by SymphonyOS and Hypeddit, you can run Conversion campaigns that should lower costs and increase effectiveness. Create a playlist with your song and promote it so listeners can get a better sense of your overall aesthetic.
- TikTok Ads & Influencers: If your song has a hook that could work on TikTok, reach out to smaller creators to use it in their videos or run your own TikTok ads promoting your new music following similar tracking protocols to Meta ads.
- YouTube Ads: Ever seen those short ads before a video starts? Those are YouTube pre-roll ads. You can target people watching similar artists. You can promote your channel, your music directly, and even your merch and ticket sales for upcoming performances.
- Spotify Marquee: If you have a budget, Spotify’s Marquee and Showcase features let you promote your song directly to people who already like your music. Spotify also has a Discovery campaign option that shares your music in the areas of Spotify where listeners are most open to discovery.
If you can spend even $5-$10 a day, you can start getting in front of new listeners. But remember — bad content with an ad budget is still bad content. Make sure your promo material actually looks good.
Step 5: Release day — don’t just drop it, launch it
Your single is finally here! Now what?
- Go live. Host a livestream on Instagram, TikTok, or YouTube and play the song for your fans in real time. Celebrate with them the amazing accomplishment that is releasing new music!
- Post across all platforms. Use different formats — Reels, TikToks, Stories, YouTube Shorts, X, and even email. Not everyone sees the same posts at the same time. Use all of your network to spread the word far and wide.
- Encourage user-generated content. Ask fans to make videos using your song. Run a contest. Create a dance challenge. Encourage fans to cover your music. Feature the best ones on your page.
- Thank your fans. This is super important. Reply to comments, DMs, and posts. People are more likely to support you if they feel connected to you.
- Do the ‘technical’ stuff. Make sure you have registered your new music with your Performance Rights Organization (ASCAP, BMI) and Soundexchange to ensure you collect all performance royalties you are owed. Utilize publishing administration services such as SongTrust and CDBaby PRO to collect your mechanical royalties owed. And make sure you’ve registered your copyright with the respective authority to ensure you are legally protected from infringement.
Do not just post once and disappear. Release day is a party, and you need to be the life of it.
Step 6: Keep the momentum going (because streams don’t stop at midnight)
Most artists promote for a day and then move on. Big mistake.
The real work starts AFTER release day.
- Drop a lyric video, acoustic version, or behind-the-scenes vlog. New content keeps the song fresh. If you’re able to do all these versions of your song, the better!
- Run ads for another few weeks. The longer people see it, the more they’ll listen. And the longer ads run and people engage, the more effective they will become.
- Pitch to more playlists. Independent curators add songs every week — not just on Fridays. Keep reaching out and submitting your music to playlists.
- Engage with fans sharing your song. Retweet, comment, stitch their videos — make them feel like part of the journey. After all, they are.
Think about it. When was the last time you found a song the day it dropped? Promotion isn’t just a one-day thing. It’s a long game. And what does it take to be successful at the long game? A good strategy.
Final thoughts: Make every release a moment
Dropping a single isn’t just about hitting “upload” and hoping for the best. It’s about creating a moment. It’s about creating something that connects you with your audience and leaves a lasting impact. Every release is a chance to tell your story, build excitement, and bring people deeper into your world.
So don’t just drop music … launch it. Be intentional. Plan ahead. Hype it up with behind-the-scenes content, sneak peeks, and creative ways to engage your fans. Make it feel like an event, because every song you put out is a building block for your career.
And if you need help figuring out how to make the most of your releases, I break it all down in Music Business Bassics. From planning your rollout to finding marketing strategies that actually work, it’s all in there. Because at the end of the day, it’s not just about making music — it’s about making moments. So make each moment a special one!
