Releasing music is both exciting and stressful. The industry is constantly changing, and there are so many different things to think about. Here’s a quick list to think through before you release your music:
1. Is your music ready for the marketplace?
Take off your artist hat for a minute. Listen to the song objectively. If you can’t, maybe find an impartial but respected friend who can. Don’t just listen for quality, is the song relatable, timely, or important? Will the lyrical content work in the current climate? Does the production fit the track? Is there the possibility of any backlash or criticism? Are you ready to deal with any consequences that arise from the release of this music?
2. Have these songs been tested or performed for the target audience?
First, you need to identify the target audience. Who do you want to listen to this music?
Have you tested this material out in front of a representative sample of that audience? How did they receive the music? Were you able to perform the song well?
3. Do I have enough time to properly promote this music?
In general, we recommend that you send your music to your distributor 8 weeks before the release date. This allows plenty of time to promote the track beforehand. Playlist editors have time to find your music and place it on the perfect playlist. You have time to run a pre-save campaign. It also ensures that there are fewer errors with the DSPs on release day. Allowing enough time can make a dramatic difference in the performance of your music.
4. Is there a reason to release this song right now?
Many artists jump the gun and release music far too soon. Whether they get excited or are just unfamiliar with how much time should really be allotted for a release. It’s very rare that you’ll need to release music immediately. Perhaps there is momentum or a special event and waiting for a proper release rollout may be detrimental. Is this song trending on TikTok? Have you been offered some incredible opportunity like singing the national anthem at the Super Bowl and want new music available when people search your name?
5. Does this release fit a certain mood or season?
It may seem obvious, but it’s not always so clear. Again, objectively listen to your tracks and determine what time of year might be best for its release. Releasing the upbeat song of the summer in November isn’t a great strategy. Releasing anything other than a Holiday song in December is not ideal either. Releasing a breakup song on Valentine’s Day can work well if done properly. Figure out what works for your music and plan your release schedule around that.
6. Have I handled all the music business?
There’s a world of complicated business that goes on behind the music in order to get you paid properly. Have you registered your copyright? Have you registered the music with your PRO, SoundExchange, and the MLC? Do you have clearance for any samples or tracks you used? Do you have your licenses for a cover song?
7. Do I have the proper metadata?
Good metadata will help listeners find you and help you to get paid when they listen. Make sure that you have ISRCs and UPCs (A label, or distributor can provide these if you don’t already have them). Do you have the proper names and credentials for any participants in the tracks? Is your cover art the proper size? Once you’ve uploaded to your distributor, be sure to keep this information documented somewhere in case it is needed in the future.
8. Do I have a well-planned marketing strategy?
A successful release requires a marketing strategy. Don’t just throw your music out into the world and expect it to perform. A marketing strategy should be more than, “Get on a playlist.” Find ways to use all of the promotional assets available to you in your marketing plan. This can include promotion tools from the DSPs, social media posts, user-generated content, paid social media ads, traditional newspapers or magazines, television news, live events, blogs, radio, and so much more. Any way to get the word out about your music should be considered in your strategy.
9. Do I have high-quality marketing materials?
In order to execute that marketing strategy well, you have to have good marketing assets. This includes a good biography, a song narrative or other copy about the song/album, high-quality press photos, etc. Having these materials brings a level of professionalism to your project, and many of your competitors won’t take this extra, but important and necessary step.
10. What makes your music better than all of the 38 million tracks that received zero plays last year?
There’s a massive amount of music being released every Friday. A large portion hasn’t even been streamed once. The goal is to avoid being one of those. It’s important for you to determine before releasing your music what about this song(s) makes it different from the tracks that never get played. If you can’t quickly and easily think of a reason, then it may not be time for you to release. If you don’t know the reason, no one else will either.
