How to Launch a Single or EP Properly (Not Just Drop It and Hope)

You’ve written the song. Recorded it. Mixed and mastered it. You’re proud of it. So you upload it, post about it once, maybe twice… and then?

Silence.

This is where most unsigned bands go wrong. They treat releasing music like crossing a finish line - when really, it should be the start of a campaign.

If you want your single or EP to land, you need to treat it like an event. Not an afterthought.

Start early. Give yourself at least 4-6 weeks from the moment the track is finished. This gives you time to line up artwork, videos, press, playlist pitching, merch, and social content. Rushing kills momentum. Planning creates it.

Build the story around the song. What’s it about? Why did you write it? What does it sound like - and who might it resonate with? This is the stuff people actually connect with. They don’t need a sales pitch. They need something to feel.

Roll out content before the release day. Behind-the-scenes footage. Lyric previews. Acoustic clips. Rehearsal footage. Let people live in the world of the song before it even drops. Release day isn’t the beginning - it’s the peak of the campaign.

Make your release visually recognisable. Consistent artwork. Fonts. Colours. A few well-designed graphics or simple templates will make everything feel cohesive. That kind of polish makes people take you seriously - even if you’re doing it all yourself.

Have something planned for every key moment. Pre-save links. A live Q&A or behind-the-song video the night before. A music video or visualiser to drop with the release. A gig that weekend. A follow-up acoustic version two weeks later. Spread it out so the song has life beyond day one.

And make sure there’s a clear action for people to take. Stream. Share. Add to playlists. Buy the single or the bundle. Join your mailing list. Every piece of content should give someone a way to go one step deeper.

After release day, don’t disappear. Keep talking about the track. Share reactions, comments, or fan content. Repost reviews. Post that one clip you were holding back. If the song’s good - it deserves more than two days of attention.

Unsigned bands can’t afford to waste good songs. And with the right plan, you don’t have to.

Treat your release like a moment. Build around it. Hype it. Stretch it. Live in it.

That’s how you make people stop scrolling and start listening.