Best practices for marketing your release(s)

A strong release doesn't happen by accident — it's the result of planning ahead and promoting consistently. This guide covers what to do in the weeks leading up to your release, how to submit your Marketing Drivers so our team can pitch you to DSPs, and ways to keep the momentum going after release day.

Marketing support and playlist pitching are available on Partner and custom percentage plans — they aren't included on Starter.

Three things make the biggest difference to how a release lands:

• Enough lead time between delivery and your release date.
• An intentional marketing and promotion plan — your Marketing Drivers.
• A plan to keep fans engaged after release day.

Most releases go out on a Friday, which lines up with how DSPs refresh their playlists. Releasing off-cycle can work, but only when you have a strong marketing driver behind it. Give yourself at least 5 weeks — ideally 6 — between delivery and your release date.

Your release marketing timeline

Use this week-by-week checklist as your roadmap from delivery to release day and beyond.

6 weeks before release

• Complete or update your artist profile in SymphonicMS, and upload current promo photos for social and cover consideration.
• Submit the release in the SymphonicMS.
• Submit your release for DSP pitching by going to Marketing ► DSP Pitching (Marketing Drivers) and completing your Marketing Drivers. If you skip this step, the Marketing Team won't know about your release and can't support it.
• Claim your artist profiles on every streaming platform you can, and update your images, playlists, and bios across them.
• Secure a venue for a listening event or release show.
• Review resources on how to maximize your exposure on Spotify, plus Symphonic's Marketing Masterclasses (part 1 and part 2).

5 weeks before release

• Re-skin your digital surfaces with your release imagery and title.
• Share your pre-save / pre-sale link in your bios, posts, and CRM, along with the release date.
• Activate your social accounts — TikTok, IG Reels, YouTube Shorts, and Spotify Clips.
• Pitch your release. On Partner plans, Symphonic pitches to all relevant platforms as long as your Marketing Drivers are complete and detailed. Also pitch yourself through Spotify for Artists for algorithmic playlists, and submit to Amazon Music for editorial consideration.
• Build Spotify profile playlists: an "Influences" playlist of similar and influential artists, and an unofficial "This Is…" playlist with your popular catalog and features.
• Set your release budget across digital advertising, third-party playlisting, and radio promo.
• Update your Marketing Drivers with any additional tactics.
• Set up a Spotify Countdown Page if you qualify.

3 weeks before release

• Launch your pre-save / pre-sale campaign across all applicable partners, and make the pre-save link the focus of your bio.
• Secure a media partner for a premiere, if relevant.
• Enlist influencers, friends, family, fans, and colleagues to share teasers with your pre-save link.
• Keep updating your Marketing Drivers as new spotlights are confirmed.
• Set up your lyrics and synced lyrics with Musixmatch.

2 weeks before release

• Create video content for all your social surfaces teasing the music.
• Include pre-save links and clear calls to action, and thank your supporters directly.

1 week before release

• Premiere the release with your media partner, radio station, or YouTube channel.
• Throw a listening party or release show.
• Make a final push across social with a pre-save call to action.

Release day

• Re-skin your digital surfaces with "OUT NOW" messaging and creative.
• Share your multilink across all socials and your CRM, encouraging fans to stream and download.
• Send a full email push with "OUT NOW / Go Listen" calls to action.
• Add the new release to the top of all your Spotify playlists.
• Create vertical, short-form content for every platform — aim for 30–50 pieces per single.
• Engage with fan feedback everywhere, and research and share DSP pickups and support.
• Tag and thank the people and platforms supporting you with handles, hashtags, snapshots, and links, and repost fan shares.

After release

• Keep repeating your release-day activities.
• Run call-to-action and UGC campaigns with fan incentives.
• Consider a third-party playlisting strategy to grow Spotify engagement.
• Review the Client Offerings page for details and discounts.

What are Marketing Drivers?

Your Marketing Drivers are the unique, impactful combination of what makes your release worth spotlighting. A strong submission includes:

• A current, up-to-date artist bio.
• The story behind the music — the inspiration, your writing and production team, who it's for, and the similar artists, moods, and styles it fits.
• Where the song fits in your release plans for the year.
• The marketing levers you're pulling to drive audiences to it, online and off.

DSP partners look for evidence that you're actively engaging your audience and driving traffic before they'll justify a playlist or feature placement. If your deal includes Marketing, submit your Marketing Drivers by going to Marketing ► DSP Pitching (Marketing Drivers) — and do it at the same time you set up your release. If you don't submit these details, neither our Marketing Team nor our Corporate Communications Team will know about your release.

Spotlights worth including

• Confirmed press, premieres, or interviews (a date to be determined is fine).
• Tour dates and points of interest — stages you've shared, festival appearances.
• Music videos — official, visualizer, lyric, or live.
• Advertising campaigns for the release.
• Radio campaigns or plays from DJ relationships.
• Pre-save / pre-sale campaign data (iTunes, Spotify, Bandcamp).
• Your social following and engagement plans.
• Physical product — vinyl, CDs.
• Sync and licensing information.
• Third-party Spotify playlists.
• Previous DSP playlist placements or features.
• Charting (Hype Machine, iTunes, Billboard).
• Brand and media partnerships.
• Artist development points — management, booking, TV/film appearances.
• Marketing campaigns — wildposting, print.

Above all: you and your team have to promote your release. If you aren't supporting it, why should anyone else?

Campaign inspiration

Looking for ideas? A few ways to build and sustain momentum:

• Pre-save / pre-sale campaigns and social media countdowns.
• Clear calls to action for fans — pre-save, download, and view requests.
• Fan incentives: instant-gratification tracks, merch packs, exclusive tracks, autographed items, and VIP meet-and-greets.
• Cross-promotion with other artists and influencers.
• Spotify artist playlists — and place new releases at the top to alert followers.
• Partnerships with other distributors (for example, Noisetrade or VNYL).
• CRM and email newsletters via Mailchimp.
• Verify all your DSP and social profiles, and keep them consistent across platforms.
• Update tour dates and enable direct messaging on Bandsintown.
• Targeted digital advertising campaigns on social platforms.
• Expanding your digital real estate (TikTok, Triller, Snapchat).