Successful Music Release | Part 4 | Four Weeks Out

If you haven’t reviewed Parts 1, 2, and 3 of the Successful Music Release series, please do that now! Each part lays the foundation for your release strategy, covering everything from setting clear goals to establishing the ideal release timeline.

As a quick recap:

1. Part 1 challenges you to define success by establishing clear objectives.

2. Part 2 introduced the GANTT chart roadmap to help you release every 8 weeks.

3. Part 3 dived into the first two weeks of preparation at six and five weeks out, focusing on the foundational tasks like revisiting your brand and developing your marketing strategy.

This brings us to the critical four-week mark.

The momentum you build during these next two weeks will set the stage for a successful launch!

Quick Reminder: The Successful Music Release playbook assumes you're treating your music career like a full-time job, investing around 20 hours per week into your release plan. It's a serious commitment but it’s necessary, especially at the beginning before you have your systems built out and other people on your team. This section covers weeks 3 and 4 on the chart below, and the total workload estimated is about 40 hours for each two week period.

Here’s the 12-Week Roadmap GANTT Chart again to help you visualize a consistent release cadence of every eight weeks.

The GANTT chart is your roadmap—don’t underestimate the power of this tool. By visualizing all the moving parts, you can stay on top of your strategy without getting overwhelmed.

It’s time to make some noise.

Here are the absolute essential action items that you need to focus on four weeks out from your release date:

1. Content Creation (14+ hr)

Yes, we covered content creation in the last post, but it is so important that we need to take a deeper dive.

Becoming a great content creator is the key to building an engaged audience.

The reality is that a successful release campaign needs consistent, engaging content to support it. Allocate an average of an hour per day for content creation, or stack your content creation time together in longer blocks.

Better content starts with more preparation. Break content creation into incremental phases and set time blocks on your calendar for each phase.

• Phase 1 - Generate Ideas: Always be brainstorming ideas and make sure you organize them in a way that enables you to prioritize the best ones for production.

• Phase 2 - Write Scripts & Messaging: Write down what you want to say, create captions for your posts, and plan out the content so that when you’re ready to shoot, there’s no guesswork. Always “begin with the end in mind”—think about what action you want your audience to take when they see your content.

• Phase 3 - Capture Audio & Video: Audio quality is extremely important—make sure it’s clear and on par with other content. One pro tip is to use a lavalier mic, which can plug directly into your phone for better quality.

• Phase 4 - Editing: Apps like CapCut or even in-app editing tools from Instagram and TikTok can be very helpful for quick edits but it still takes a lot of time! Go the extra mile and put the captions in your videos, because it definitely boosts engagement.

• Phase 5 - Organize & Prep for Publishing: You don’t want to be scrambling to figure out what to post. Plan ahead, and always have a few finished pieces “in the can” for when you need them.

Creating content that cuts through the noise takes a lot of effort—but that’s how you build anticipation and keep your audience engaged.

2. Post & Engage with Your Audience (7+ hr)

Content creation is only part of the puzzle—the other crucial piece is how you post and engage with your audience.

Posting is about not just releasing content but creating a dialogue that turns followers into engaged fans.

Engagement builds momentum for your release and fosters the kind of loyalty you want from your listeners.

• Create Conversations: When you post teasers, snippets, or behind-the-scenes content, frame it in a way that sparks conversation. Ask questions that genuinely interest you and that your audience would want to answer. Polls, story quizzes, or open-ended questions are great ways to engage directly.

• Be Personal: Share personal anecdotes or experiences related to your release, and make people feel like they’re getting an exclusive look into your world. This personal connection is the bedrock for fan loyalty.

• Make Time for Engagement: Schedule daily engagement time. It’s not just about posting; it’s about showing your audience that you care. Respond to comments, share other people’s content, shout out the fans that contribute most, and actively foster a community where your fans feel seen and heard.

Practical Tip: Aim for 15-20 minutes per day, where you dedicate time solely to interacting with your fans—commenting back, answering questions, or simply saying thank you. This one-on-one interaction might feel small, but it builds deep relationships. Fans appreciate when artists take the time to acknowledge them personally, and those relationships often translate into word-of-mouth promotion that algorithms can’t match.

• Stay Consistent: Consistency matters. You should be posting content regularly—ideally every day or every other day during your release campaign. But engagement also needs to be consistent. Keep the momentum going in between posts. Interaction doesn’t end when you hit “share”—it starts there.

• Mix Up Your Engagement Style: Sometimes reply with comments, other times reply in DMs, or even make video replies to questions on platforms like TikTok. Diversify how you engage to keep your responses dynamic and unexpected.

Remember, the value of each post multiplies when it creates a community feel.

As you move closer to release day, the excitement should feel electric, and that comes from genuine engagement. Lean into it—be real, be present, and watch your fan base grow not just in numbers but in enthusiasm and loyalty.

This phase is about transforming passive listeners into engaged fans who will be there to support you—not just on release day, but long after.

3. Announce the Release (2 hr)

Announcing your release is a critical moment that sets the tone for everything that follows.

Your goal is to generate buzz, build anticipation, and ensure that as many people as possible mark the release date in their calendars.

• Create Hype: Think about the most exciting way to introduce your new release. Maybe it's a teaser video that hints at the song’s mood, or a dramatic countdown. Whatever you do, make it engaging enough to build curiosity and generate shares.

• Announce Across All Platforms: Use every channel you have to announce your upcoming release—Instagram, TikTok, Twitter, your email list, SMS, or even a Facebook event. Make the announcement consistent across platforms, but don’t be afraid to tweak the format to suit each platform’s unique vibe. Make sure all of your pages, profile photos, and header images reflect the release!

• Time It Right: Your first major announcement should happen about four weeks prior to the release date. This gives your fans ample time to get excited, and it also gives you time to run a proper pre-release campaign. After the initial announcement, continue to keep your upcoming release in the spotlight with reminders and follow-up teasers.

Practical Tip: Tease snippets of the song—maybe 10-second hooks or behind-the-scenes moments from recording. Make sure you include a strong call to action like "Join my list for a sneak peak" or "Join my community to get early access."

The goal is to convert excitement into action.

Make sure your announcement is memorable enough to kick things off right, and don’t hesitate to let your enthusiasm shine through—your excitement is contagious.

4. Submit for Editorial Playlists (1 hr)

Submitting your upcoming release to Spotify for editorial playlist consideration is a vital step for any artist looking to get algorithmic and editorial traction on Spotify.

Getting on an editorial playlist can provide a massive boost in exposure, as well as trigger algorithmic playlists like Discover Weekly and Release Radar.

How to Submit:

• Use Spotify for Artists: Log in to your Spotify for Artists account at least four weeks before the release date to maximize your chances. Spotify recommends submitting at least seven days prior, but industry insiders know that submitting as early as possible gives you an edge—it shows you are more prepared and more likely to have a release plan in place.

• Fill Out Every Detail: When submitting, you'll be asked to describe your song. Be as specific as possible. Include genre, mood, instruments, and any important context about your song. Be sure to highlight what makes it unique or how it fits into current trends. These details can help curators understand where your song fits in Spotify’s universe of playlists.

• Storytelling Matters: When you submit your track, there is also an opportunity to add a note for the curators. Use this to tell a story that makes your track stand out. This could be the inspiration behind the track, any interesting details from the production process, or even fan engagement during the preview phase. Remember, the curators are humans too—connect on an emotional level to increase your chances.

  • Review the Artist Branding Playbook Part 5 to learn a storytelling technique I crafted specifically for music creators!

Practical Tip: When filling out the submission form, ensure your primary genre tag and additional descriptors accurately reflect your music and its vibe. This helps Spotify's team understand how to categorize your track. If your genre or vibe doesn't fit into the mainstream labels, use the note section to describe the unique elements of your music and why your song would stand out on certain playlists.

Important Note: If you have a relationship with a distributor or know anyone who works at Spotify, it’s worth leveraging those connections for an additional pitch. Getting a human advocate for your song can make all the difference!

5. Pre-Release Campaign (10 hr)

The goal of a successful pre-release campaign isn’t just to build hype—it’s to capture fan data that you can use to grow and sustain a long-term career.

Platforms like Spotify or Instagram are great for getting discovered, but they can also make it challenging to truly own your audience.

By capturing your fans’ email addresses, phone numbers, and even locations, you are establishing a direct line of communication that doesn’t depend on third-party platforms. This is what sets you up for a real, sustainable relationship with your audience, beyond algorithms.

Set Up Your Capture Mechanisms

• Email List: Use a service like Google Forms, Flodesk or Substack to create a simple sign-up form for fans. Set up an automated welcome email thanking them for joining, which can be a fantastic first point of connection.

• SMS Marketing: Collect phone numbers using platforms like Laylo or Community. Texting your audience can make it feel personal and provide immediate engagement.

• Landing Page: Create a landing page that captures data with a compelling CTA (Call to Action). This page should be linked in your bio, promoted in your posts, and accessible from any campaign material.

Practical Tip: Use the campaign to drive people to your landing page for sign-ups instead of just announcing the song or asking for a pre-save. By funneling the attention to your email or SMS capture, you’re adding them to your direct audience, which is far more valuable than just an engagement metric on a post.

Offer incentives, and remind fans that if they join your list, they’ll be the first to know when you drop new music!

To capture fan data effectively, you need to offer them something in return:

• Exclusive Content: Share exclusive previews, behind-the-scenes content, or early access to your new single. If they sign up, they get first dibs!

• Free Downloads: Offer a downloadable track or an exclusive acoustic version as an incentive.

• Contests & Giveaways: Launch a giveaway for limited-edition merchandise or tickets to a show—people enter by sharing their contact info.

Remember to engage your audience consistently through the channels they opted into.

Once you have captured the data, ensure that you nurture the relationship until that person becomes a superfan!

Read Stop Counting Followers, Start Building Connections for 10 practical ways to build a superfan-centric business model.

Building direct-to-fan relationships is your key to long-term success. If your release connects, these are the people who will turn into superfans, supporting your career with each new release, every merch drop, and even for ticket sales. Always think about the long game, and put fan connection at the center of everything you do.

6. Pitch to the Industry (6 hr)

Unless you blow up on socials or streaming, the industry isn’t going to come to you—you’ve got to make your release known to them.

Pitching your upcoming single to key people in the music industry can lead to significant opportunities. This includes sync reps, managers, agents, record labels, publishing companies, marketers, publicists, radio promoters, music blogs, and even your dream collaborators.

The goal is to make your release something they can’t ignore.

Identify your targets.

The first step in pitching your release is knowing who to pitch to. Ideally, you have built a network of industry contacts, but if not, here’s how to identify the right people:

Reverse engineer it.

Create a list of artists that are similar to your sound, but have already found significant success in their careers. Then do research to find out who is on their team. Scour the internet to find as many articles, videos, and podcasts that give you insight into that artist’s path. Was there a key person who helped them break into the business in some way? Maybe it was a marketing technique that really helped them.

If you do enough research, you can find out how others are putting the machine together.

Narrow down your targets until you have names and photos of the top 10 industry people you think might be a good fit for your team. And make sure you have a clear reason exactly why they are the perfect fit!

Craft your pitch.

The most critical component is making your pitch stand out. Industry professionals are often overwhelmed by submissions, so being concise, compelling, and personalized is key.

Read the Artist Branding Playbook Part 4 for a breakdown of how to communicate your value through a pitch email. And read Part 7 to learn about the elevator pitch.

Follow up!

Most of the time, you won’t hear back after your first pitch. The industry is fast-moving, and things slip through the cracks. That’s why follow-ups are crucial.

Read Master Music Networking to learn the FLOW acronym:

F - Follow Up

L - Learn About People

O - Organize Your Contacts

W - Words that Start With ‘W’ (an important checklist to consider)

Remember: Your ultimate goal here is to spark curiosity in the industry about you and your work. Whether it’s a blog write-up or a sync opportunity, pitching is about getting your foot in the door. Every bit of industry recognition can help build momentum and open the path for bigger opportunities.

Lastly, remember to keep the tone enthusiastic but professional. Share your passion for your art, but frame it in a way that clearly communicates how their involvement could also benefit them or their audience.

It must be a WIN-WIN!

As they say: "Closed mouths don’t get fed." If you know you have the heat 🔥 pitch confidently, follow up, and make your release impossible to ignore!

The Infinite Game Continues

Releasing music is about consistency and growth—this is part of the infinite game.

The infinite game isn’t about winning or losing—it's about staying in the game, continuously improving, and evolving your craft.

That’s why I created Helping Our Music Evolve!

You've got this, and we’re here to help you every step of the way. Stay tuned for Part 5 of the Successful Music Release series, and let’s keep building toward the career and life you envision.

Keep creating and stay in the game Homie!