Got a release coming up and have no idea where to begin with promotion? As an independent artist, you might be a one-person marketing team with a laundry-list of to-do’s — from claiming your profiles on streaming platforms and driving pre-saves to booking release shows and selling merch. But you’ve got this.
We created a 30-day plan to help you accomplish more in the leadup to your release day. This guide organizes tactics and asset development into key stages to help you stay focused and build strategically. Ready to dive in?
Key Takeaways
Give yourself time. Set your release date at least four weeks out when you submit for distribution. That gives you sufficient runway to engage your fanbase and build anticipation.
Release on a Friday. It’s the industry standard, which can position you best for press coverage and new release playlists.
Post daily, optimize as you go. Consistent posting keeps you in good standing with the algorithm, but your final two weeks leading into a release should focus on converting fans to drive real action (pre-saves, ticket sales, pre-orders, etc.) — and that requires using the content formats that you’ve noticed resonate most. Need inspiration to start? Here are 10 ways to authentically promote your music online.
Adapt this plan to your needs. There’s no one-size-fits-all approach to music promotion; you know your fanbase best. Use this guide as your daily to-do list, but trust your own judgment on subjective calls like what content to post or how often to release your music. If you feel stuck, we’ve linked resources throughout the guide to help you along the way.
Review your release before submitting
One last note: Before you submit music for distribution, confirm your cover art meets platform requirements, your audio is mastered, your split sheet is finalized, you hold the rights to distribute your music, and your metadata is accurate. Follow each step of the distribution process carefully and review your release details before submitting — that helps ensure your release goes live accurately and on time.
Days 1-5: Prepare for promotion
With your music submitted at least four weeks out, start building out the links you’ll need to promote your music across channels and let your fans know new music is on the way.
- Day 1: Create a pre-save link using Show.co (if you’re a CD Baby artist) and upload your music to a private streaming link (e.g. Bandcamp, Sample, or SoundCloud) to share with industry journalists
- Day 2: Write a press release and create a list of 10-15 press targets then pitch the press
- Day 3: Create a landing page for your music with HearNow
- Day 4: Schedule a release day gig or listening party to celebrate your new music
- Day 5: Post your cover art and announce your release date on social media
Days 6-10: Generate visual content
Once you’ve laid the groundwork for promotion, start generating the visual content you need. From artist photoshoots and looping videos to event posters and merch.
- Day 6: Build a mood board to capture the look and feel of your release and schedule a photoshoot. Be sure to bring a photographer to capture behind-the-scenes b-roll
- Day 7: Pitch your music to editorial playlists on streaming platforms
- Day 8: Create video content for Spotify Canvas and Apple Music Album Motion Art using CDB Video Creator
- Day 9: Claim your profiles on streaming platforms. (Learn how to claim your profiles on Spotify, Apple Music, TikTok and other top platforms.)
- Day 10: Create a poster for your release show or listening party
Days 11-15: Refresh your profiles
As new assets come together, use them to update your presence across socials, streaming, and owned channels.
- Day 11: Add your HearNow link everywhere possible
- Day 12: Audit your streaming profiles and refresh customization features (these vary by platform – start by following streaming platform best practices)
- Day 13: Audit your social media profiles — plan and refresh photos, artist bio, links, and platform-specific features
- Day 14: Update your electronic press kit (EPK) and follow up on press pitches
- Day 15: Update your website with release details
Days 16-20: Build anticipation
By now, your profiles should be release-ready. It’s time to drive new fans to your channels. On top of daily posting, be sure you have the following covered:
- Day 16: Announce your release show or listening party and start driving ticket sales or RSVPs
- Day 17: Start or ensure you have the channels to keep growing your email list. Add in any emails of fans who pre-saved your music
- Day 18: Launch a giveaway to incentivize fans to pre-save the track
- Day 19: Share a live performance of the track
- Day 20: Prepare photos for a daily countdown on social media
Days 21-25: Drive engagement
Keep posting daily, but as release day nears, get strategic — you’ll want to focus your release day content on formats and concepts that resonate most with your audience. Use posts this week to drive action: pre-saves, ticket sales, merch pre-orders.
- Day 21: Review the past few weeks of content, identify what performed best, and repurpose it for boosted posts or Meta ads
- Day 22: Print and post flyers with QR codes linking to your release show
- Day 23: Start your daily countdown on social media and pair each photo with a story
- Day 24: Send an email blast to your fans reminding them you have any music on the way
- Day 25: Reach out to local tastemakers, blogs, and other artists to build support and cross-promotion. (Check out our tips for networking as an independent artist.)
Days 26-30: Ace your release day
With less than a week to go, line up your promotion for the big day — draft posts, follow up on and confirm press, and double-check every profile you own is up to date.
- Day 26: Draft your release-day social posts. Tag and thank collaborators in the captions.
- Day 27: Build a Spotify Artist Playlist featuring comparable artists
- Day 28: Confirm release-day premieres from your press pitches and plan how you’ll share them on social media
- Day 29: Ensure you have high quality photos of merch offerings to give fans a way to support you beyond streams
- Day 30: It’s release day. Follow our complete release day checklist for everything you should do to engage your fans
Release your music with CD Baby
Over two million artists around the world trust CD Baby to release their music. A trusted leader in independent distribution since 1998, CD Baby distributes to over 150 platforms worldwide starting at just $9.99 per single and $14.99 per album — with no annual fees. Create a free CD Baby account to get started.