How to Release Music: Step-by-Step

If you’re just starting out with digital music distribution—or you’ve already launched a song or album into the world, but feel like you’re still shooting in the dark—this guide is for you. Here, you’ll find a roadmap to plan your next (or first) release with more clarity and less stress.

Each topic here could be its own guide—and that’s the idea: over time, we’ll update and expand each one. For now, the goal is to give you a practical overview so you know where to start and how to get organized.

And let’s get right to the most important point: time. Don’t rush your launch. Ideally, plan to upload your music for distribution at least six weeks before your release date—four weeks at the minimum.

Why? Things break. You could make mistakes. Your distributor could make mistakes. Give everyone enough time to fix issues and build a promotional runway.

Step 1: Plan Your Music Release Strategy

Defining a strategy for your music release doesn’t have to be complicated. It’s simply your way of saying: Here’s what I want to achieve and how I’m going to get there.

If you’re an independent artist, you already know the balancing act of music, work, and life. And you might already know that releasing music without a plan is a little like shouting into the void.

A plan—even a simple one—can provide focus. Start with a goal.

Example goals:

Listener goal: “I want to gain 100 new monthly listeners.”
Follower goal: “I want to reach 1,000 followers on my artist profile with this release.”
Digital presence: “Create a pro website with great artist photos.”
Email growth: “Launch an effective lead-magnet related to my new song.”

Those are a few example goals, each of which would require a unique set of steps to accomplish. Do some research and write down the steps. There’s your plan!

First release? Start with a single!

If this is your first digital release, start with something simple: one track.

It’s a way to learn the process, claim your artist profiles on streaming platforms, and get comfortable with the logistics. Save your most important project for your second release.

Yes, some distributors help you verify and customize your profile on platforms like Spotify before your debut track is officially live, but releasing something small first gives you a solid foundation for your next launch.

Build momentum with the “Waterfall” strategy

If you already have a bunch of songs mixed, or if you have a consistent production schedule, you can do the Waterfall Strategy: building an EP or album gradually, track by track.

For instance, imagine you have a five-song EP recorded and ready to go. Instead of dropping it all at once, you release one track as a single. Then, with your next release, you add a second track to the same project—which now has two songs. Any attention for the latest song can more easily flow into new or renewed engagement with the previous song(s).

Each time you add a track, your catalog grows, your audience can go deeper into your music, you’re giving the algorithm more data about your ideal listeners, and your chances of engagement rise.

Just be sure your metadata and ISRC (a track identifier) remain consistent across each appearance of the same track, helping to preserve stream counts and playlist positions.

We’re preparing a full guide on this strategy, but for now, the overview above shows how it can extend your music’s lifespan and keep listeners engaged.

You may have also seen some social content from music marketers saying that the Waterfall Strategy is dead, because each new appearance of a track on Spotify is given its own unique popularity score. However, one of the people who helped build Spotify’s algorithm, as well as a bunch of data, suggest otherwise, plainly stating that the waterfall method is still a sound strategy.

Step 2: Prep your music-release checklist

Before anything else, set a release date and get organized.

Then here’s what you’ll need:

Mastered audio file (WAV, 16bit/44.1kHz or higher)
Unique artist name (Do a Google search, check for existing trademarks through the USPTO, and make sure your name isn’t already taken on streaming or social platforms; if you’re in Brazil, search the INPI).
Full credits (songwriters, publishers, producers, featured artists)
The proper license or clearance (if it’s a cover or contains samples, get it cleared!)
Cover art (3000x3000px, RGB, JPG/PNG, no third-party logos or brands)
Your story for pitches, social media, and press
ISRCs (generated for free by your distributor, such as Symphonic, CD Baby, DistroKid, Tunecore, etc.)
UPC (barcode for single/EP/album)
Signed documents/authorizations (if applicable) — Make sure all collaborators, featured artists, producers, and anyone with a stake in the music have signed agreements outlining credits, splits, and permissions.

Are you part of a duo? Got a backing band? Working with another established artist? Here's how to properly enter your artist name if you work with collaborators.

Review everything at least twice before submitting to your distributor—and, if possible, have someone else check too. After so much time filling in details, your eyes can miss mistakes. I’ve seen small errors seriously delay releases. Not all distributors allow post-submission fixes, so save yourself trouble: review, review, review!

Step 3: Create Cool Cover Art

Your cover artwork is often the first impression someone will have of your music.

The artwork doesn’t have to be complicated or over-produced. Simplicity and meaning often speaks louder than expensive design. If you want something symbolic and elaborate, great—but know you can say a lot with a little. Minimalism!

Back when cover artwork was seen primarily on CDs and vinyl, it played a different, more tactile role. Today, cover design grabs attention on digital platforms where there's endless music to choose from, and where the artwork usually appears as a small thumbnail. That doesn’t mean artwork is less important— it’ll still help communicate who you are. Just don’t break the bank on your digital cover art.

Focus on quality and correct format (see the list above). Beyond that, consider it a fun and creative process. Tools like Canva have ready-made templates for album covers, which are a great place to start. Add your personal touch and keep it simple.

Don’t want to pay for a subscription? Can’t find what you need in Canva’s free version? Subscribe for a month, finish your project, then cancel.

If you can collaborate with designers or visual artists, even better—as long as it’s a fair exchange. After all, as a musician, you don’t love being asked to play for “exposure” or a free drink, right?

Basic rules for cover art:

Unique for each release
Text is not required, but if present, it should be identical to the metadata for artist name and release title
No label names, other brand logos, or recognizable characters
No distortion or low quality

(We’ll soon publish a full guide with tutorials and tools to help you create safe, stylish cover art.)

Step 4: Make a Pre-Launch Music Marketing Plan

Your email list is like a VIP group: only people who genuinely want to follow you join — and they are you likeliest customers, your most devoted fans. Unlike social media, where an algorithm controls who sees your posts, email gives you direct access to your audience.

Even a small list of 20 fans is better than thousands of followers who may never see your content. Having their contact info makes all the difference when launching music, selling merch, or simply connecting.

You don’t need a complicated setup. There are simple, affordable tools to create a landing page with an email signup form:

Squarespace: Professional templates with built-in email capture, drag-and-drop editor, and analytics
Wix: Easy drag-and-drop builder with free plan options and integrated forms
Carrd: Ultra-simple, inexpensive ($5–$20/year), perfect for a basic landing page
Linktree or Bio.fm: Consolidate all your links and capture emails in one simple page

… but of course my bias is to always use your OWN website as a kind of Linktree. Just make a landing page with all the most important stuff and send all general social traffic there! When not get people to the heart of things as quick as possible?

Later, we’ll create a step-by-step guide on building a landing page and website specifically for independent musicians—everything from scratch, fully explained for beginners.

Step 5: Create your EPK and Press Release

Your EPK (Electronic Press Kit) is like a deluxe business card. A link that’s simple to send, and has the things that a journalist, festival, talent buyer, or other independent tastemaker would need to see in order to make a decision — all in one place.

Whether or not you ever refer to it as an EPK doesn’t really matter. It could just a convenient page on your website called your “press page” or “about page.”

The point is to have a single source of truth with the most relevant material, including:

Updated, well-written bio (no need to mention your high school band 😅)
High-resolution photos (not screenshots from stories, please!)
Links to music, videos, and socials
Press/booking contact

A press release, on the other hand, is more like a cover letter for each launch—brief, direct, and engaging. Include:

What the release is and why it matters
The mood/message of the song
Who the intended audience is
Any notable influences on the music or process
Any interesting collaborators
Direct streaming links
Related videos or news items
Other positive press quotes

Journalists and curators receive dozens (sometimes hundreds) of emails daily. Keep yours short, organized, and clickable. DON’T send an attachment.

We’ll soon release a full guide on building an EPK and press release, with templates, examples, and some real stories of wins and flops.

Step 6: Use Social Media… Sanely

Think of social media like you’re the opening act for another band on a big digital stage. It’s a way to reach new people, yes. But if those people aren’t there for you specifically, there will be some level of indifference.

So it’s not just about posting—it’s about creating moments of connection. Being unique, memorable, and showing real skill in your music.

How can you put your own spin on these ideas?

Sharing your process (rehearsals, recording, behind the scenes)
Use storytelling to give context to your music, the meaning, the lyrics, etc.
Repurpose content: a YouTube video can become clips for Reels or TikTok
Interact: reply to comments, ask for opinions, run polls

Don’t wait for perfection in order to post. Authenticity and consistency sometimes matter more than polished production.

Then again, it’s a balancing act. Lots of social attention is empty. Likes aren’t fans.

Don’t dive so deep into the world of social content creation that it causes you to take your eyes off the more important things: Making great music, collecting fan emails, playing amazing shows, and nurturing your relationship with your true fans.

Step 7: Run Smart Digital Ads

Well-planned ads can help you reach beyond your current followers.

There are so many different ad strategies, so we won’t go too deep today. But the truth at the heart of any successful ad campaign is that the music and content were great. With undeniable music, a sloppy ad campaign can still win big. With bad or forgettable music, the best ad strategy in the world will fall flat.

As a basic framework:

Start small: Many marketing gurus advise you to set aside at least $500 in ad budget per song. But hey, I’m talking to busy artists with day-jobs and other responsibilities, right? I don’t expect you to spend thousands per season on ads. How about $50 for your first campaign? Test formats and audiences and hooks on Facebook and Instagram. Do $10 per day for 5 days. What you might squander in optimization, you’ll make up for by simply beginning, pulling up your sleeves, and figuring out the basics.
Target carefully: Or don’t! You can often select the audience for your ads by genre, similar artists, location, other interests, etc. However, Meta is getting pretty damned good at figuring out your ideal audience on its own. So… there’s the EASY button, and then the detailed targeting approach. Both have merits.
Keep it natural: Ads should feel like organic posts—short clips, live footage, captioned snippets. Unless your objective is to get people from META to Spotify, you don’t really want your ads to LOOK like ads. The “organic” feel is more apt to lead to true engagement.
Test and learn: track results, see what works, and adjust.

Don’t spend your whole budget on one ad. Test variations and find what resonates. (Yes—we’ve got a full tutorial on this coming too.)

Step 8: Pitch to Streaming Platforms

I’m NOT talking about user-generated, 3rd party, independent playlists here. Sure, there are still some good eggs in that basket, but with all the fraud and bot streams and scammers today, it’s best to avoid that world when you’re starting out.

Instead, pitch your music directly to streaming platforms when they enable that within their artist dashboard.

Including:

Spotify: pitch via Spotify for Artists at least 7 days before release (ideally 3–4 weeks)
Amazon Music: pitch via the Amazon Music for Artists app, up to 14 days before or after release
Deezer: use the form on Deezer for Creators, in advance

Always include genre, mood, context, and story. It helps curators place your track in the right listening environment. And don’t be afraid to name-drop notable collaborators! If there’s an ad budget specifically for streaming growth, you can mention that too.

We’ll soon publish step-by-step guides on each platform.

Step 9: Set up a Pre-Save Campaign

Pre-save campaigns help your fans lock in your release ahead of time, so your music hits their libraries the moment it’s live. You’re not just building hype — you’re getting fans to take an action that shows real interest.

If you’re going to release a full album, check out the Countdown feature on Spotify.

If you want to run pre-saves for singles:

Distribute early!

Set your release date and get your track to your distributor at least four weeks before launch. This gives you time to generate a pre-save link and promote it. Many distributors automatically provide a pre-save link or landing page—check what your distributor offers.

Choose the right tool

If your distributor doesn’t provide pre-save options, there are several platforms that can create pre-save links and pages:

found.ee
hypeddit
Presave.io
Feature.fm
Linkfire
PUSH.fm

Share it everywhere

Promote your pre-save link across all channels:

Social media posts and stories, with clear calls-to-action
Your website or link-in-bio (add a QR code for easy access)
Emails or newsletters to your fan list
EPK or press release if you’re already pitching to media

Give fans a reason to pre-save

This is important. Offer a small incentive to encourage action:

Exclusive behind-the-scenes content
Merch discounts
Early access to a music video
Access to a private livestream

Even a simple reward can dramatically increase pre-saves. Make it meaningful but easy to deliver. The reason this is so vital? Because in a world of algorithmic recommendations, your existing fans aren’t really worried they’ll “miss” your new release.

So you have to give them an extra reason to pre-save.

Step 10: Keep Promo Momentum After Release

The work doesn’t stop on release day:

Keep creating content (behind the scenes, clips, etc.)
Share your stems for remixes
Engage with fans who comment or share
Repurpose content for new formats (Reels, Shorts, Stories)
Send updates to your email list (not just once)
Repost any good press
Thank fans who already listened
Use performance data to refine your next strategy
Recontextualize the song in an interesting playlist you create
Go live and play the new music

A Practical Checklist for Releasing Music

That’s alot! Brain gone foggy yet? Then let’s review and simplify below:

☑ Release date set
☑ Mastered audio file
☑ Unique artist name
☑ Full credits
☑ Cover song license or sample clearance (if needed)
☑ High-quality cover art
☑ Release story/narrative
☑ ISRC and UPC ready
☑ Streaming profiles claimed and customized
☑ Marketing plan in place
☑ Playlist pitches sent
☑ Pre-save live

As I’ve said throughout, this guide is just the beginning. I’ll eventually expand each section with more tips and practical examples.

Good luck with your launch—and remember: every step counts! If you don't win the sprint or marathon this time around, you're still moving forward.

And if you get stuck along the way, reach out to see if it's the right time for some coaching sessions with us!