In the lead-up to a release, a strong promo strategy can help build anticipation and drive early fan engagement.
But here’s the problem: without a follow-up release, tour, or campaign, excitement builds and peaks on release day, then quickly fades. It’s a cycle independent artists endure, but it doesn’t build a fanbase.
That’s where a waterfall release strategy helps. Instead of releasing a full album all at once, you roll it out gradually through single releases. This keeps fans coming back, helps you reach new listeners, and gives each track from your larger project more room to shine.
In this blog, you’ll learn how to set up a waterfall release and use it to boost streams, deepen fan relationships, and get more long-term value from your music.
What is a waterfall release strategy?
A waterfall release strategy allows you to release an album or EP in increments, releasing individual singles that you can stack to direct traffic back to previous releases.
In simple terms, the waterfall approach is:
- Release a single ahead of the album release
- Release a second single, including the first single in this release, too
- Release a third single with the two prior singles, and so on…
Why should I use a waterfall release strategy?
Waterfall releases help you build anticipation and momentum ahead of a full project, boosting streams by promoting each track individually over time—rather than all at once. This approach has many benefits for independent artists looking to get the most out of their full-length releases.
- Extend the lifespan of your release: Turn each track into a mini-campaign to keep momentum going.
- Maximize playlist opportunities: Releasing separate singles allows you to pitch each on to Spotify Editorial playlists and maximize other playlist placements.
- Work with the algorithm: Steady, spaced out releases drive consistent engagement which platform algorithms reward.
- Attract new listeners: Singles are easy entry points for new listeners. Each release builds curiosity and draws fans deeper into your music.
How do I use a waterfall release strategy?
You can use the waterfall approach on your next release by following the steps below. The key to this approach is maintaining accurate ISRCs and metadata to allow streaming data to carry over on re-released tracks.
Choose your singles and prepare artwork for each release
Identify a few tracks you want to release ahead of your album. Typically, artists release 3 singles that capture different sounds and themes from the longer-form work.
The waterfall strategy requires new artwork for each release. Avoid using your intended ultimate album art for your singles as it will be unusable for your album without cancelling the prior release that uses it.
Choose a distributor
CD Baby makes it easy to waterfall your release and get your music on over 150 streaming platforms worldwide.
Decide on a release schedule
Once you’ve decided what singles you want to release and how you’ll distribute them, decide the order and timing of each single leading up to your album. It’s typical to give at least a month of space between releases to give each track sufficient time in the spotlight.
Submit your first single
Submit your track through a distributor like CD Baby and follow your typical release strategy for a single, but boost anticipation by mentioning it’s a track off an upcoming full-length album.
Re-release your first single with a second single
About a month after your first single, release a second single along with the first single, using the same ISRC for Single 1 to re-release, along with a new UPC and album artwork.
If you’re distributing with CD Baby, note that our release creation process defines a single release as one track only, and an album release as two tracks or more. More information here.
Re-release your first and second singles with a third single
After another month, release your first two singles with a new third single. Again, create new artwork and a UPC for the release, but use the same ISRCs for Singles 1 and 2 to carry over your streams.
You can promote each of your singles as a standalone release, following our ultimate music release strategy guide for 2025 for best results.
Important Reminder: Match your Metadata and ISRCs
In order to carry over your streaming data every time you re-release a track, you must ensure the metadata and ISRC codes match the original track. Details on how to find your ISRCs here.
Conclusion
Ready to get started? Trusted by a growing community of over two million independent artists, CD Baby is with you every step of the way—from release to promotion—offering easy distribution to over 150 streaming platforms worldwide and marketing tools and insights to grow your fanbase.
FAQs
How do I pay for a waterfall release with CD Baby?
The waterfall release is a strategy, not a CD Baby product. As such, you’ll need to purchase a separate submission for each release — from your first single to your final album.
When the full album is ready to come out, can the track order be different from the waterfall order?
Absolutely. Track order will always appear in the order you’ve entered for a release upon submitting it for distribution.
How many singles should I waterfall before dropping a full album?
You can release as many singles as you like before dropping a full album, but be aware that as track number or total runtime accumulate, digital streaming platforms might start showing releases as albums rather than singles. More information on how releases are categorized across platforms here.