How to Build a Simple Release Plan You Can Use Every Time

Releasing a new single or EP as an unsigned band often feels chaotic. One week you’re uploading the track, the next you’re scrambling for artwork, then suddenly it’s out - and already lost in the noise.

If you want your music to land, you need more than a great track. You need a plan - one you can repeat, tweak, and rely on every time.

Here’s how to build a basic release schedule that actually works:

4-6 Weeks Before Release - The Setup Phase

• Finalise artwork, credits, and press shots

• Confirm your release date

• Upload the track to your distributor (DistroKid, TuneCore, etc.)

• Build your press list, blog contacts, and radio targets

• Draft your press release

• Set up your pre-save link

• Announce something is coming - tease artwork, behind-the-scenes clips, or a cryptic caption
  

3 Weeks Before - The Awareness Phase

• Share the official title, artwork, and date

• Start talking about the story behind the song

• Reach out to press, playlists, and radio with your release info

• Post rehearsal clips, lyric teasers, or snippets

• Launch your mailing list teaser email - “New music soon…”

1 Week Before - The Hype Phase

• Post a countdown - daily or every other day

• Drop a 15-30 sec teaser video or visualiser

• Email your list with: “You’ll hear it first”

• Add a reminder post on every platform

• Keep telling people why this track matters
  

Release Day - The Launch

• Post the track with direct links (Spotify, Apple, Bandcamp)

• Send your official email blast

• Tag everyone involved (producer, artist, session players, etc.)

• Drop a behind-the-scenes story or “first reaction” post

• Ask your fans to share it, add to playlists, or leave a comment
  

Post-Release (Week 1-3) - The Stretch Phase

• Share fan reactions, quote reviews, post acoustic versions

• Upload a lyric video or alternate mix

• Post snippets from the lyrics, artwork details, or unused shots

• Keep streaming links visible in bios and pinned posts

• Use the track to boost your next live show or merch item
  

Why This Works
You stop relying on hope and start building momentum. Each phase feeds the next. You’re not dropping music into a void - you’re creating a moment that lasts.

And once you’ve done it once - tweak it, refine it, and run it again. Your next release gets smoother. Your fans know what to expect. And the music gets the attention it deserves.