Please note: Marketing and playlist pitching to DSPs via Symphonic is available for clients on Partner or custom percentage plans. This service is not available for Starter plans.
The recording is done. The final touches are in place. Congratulations! So… now what? Many artists rush to deliver a freshly completed audio master to streaming platforms without a complete and intentional plan to make it connect with listeners. You’ve spent tons of time and energy (and likely, money!) to bring your creation into this world; make sure to take the time to strategize how you’ll get it out there. We call these tactics MARKETING DRIVERS.
Whether you are releasing one single track or have a full collection of music (an album or EP) ready to go, your strategy will vary. However, the most important thing is to have a plan to push your release as far as possible. Remember, things may come up in the production process and delay your release plan, so being prepared well in advance is crucial.
Beyond the music being great, the three most critical puzzle pieces to help your music have the best impact possible are:
- Sufficient lead time (from delivery to intended release date)
- An intentional marketing/promotion plan leading up to release (MARKETING DRIVERS!)
- A solid idea of what comes next once you DO connect with fans!
In general, we recommend staying on cycle with Friday releases. This is the industry standard and the best way to align a fresh release with the current playlist update practices for most partners.
We understand that you may have a strong, marketing-driven reason to release off-cycle (live event/appearance, anniversary, promised social support/fan engagement, etc.). However, weigh the value of that driver and consider if it is truly likely to increase your chances of placement. If you do not think that it will, please reconsider your release date.
The required lead time for Symphonic’s marketing team is no less than 5 weeks before your release date. 6 weeks is ideal for the delivery of release and marketing drivers. This timeframe gives our system time to ingest and approve releases, DSPs time to receive the music and your marketing details, and editorial teams time to receive pitches and marinate on how they can best support.
Timeline
This is a suggested timeline with loose action items to help you maximize your release. Tailor it as you see fit, but at the very least, make sure you provide sufficient lead time no matter what.
6 weeks before the release date
- Complete and/or update all information in your artist profile in the SymphonicMS to get the relevant artists marketing-ready. This includes loading up the most up-to-date promotion photos for social and cover consideration.
- Submit the release in the SymphonicMS.
- Submit for DSP Features & Playlist Pitching via the SymphonicMS under the Marketing sub-menu. If this step is not completed, the Marketing Team will not be aware of your release and cannot support it. (Marketing drivers are not available for Starter clients)
- Claim your Artist Profile in the back-end of all relevant and accessible streaming platforms, and update your artist images, playlists, bios, etc.
- Secure a venue for a listening event or release show and promote.
- Read up on how to maximize your exposure on Spotify leading up to and after release day.
5 weeks before the release date
- Re-skin all digital surfaces to match the imagery and title of your release. (including sharing the pre-save/pre-sale link in bios, posts, and CRM) with the date of release.
- Make sure you have active accounts on all relevant social media surfaces and that you are teasing the upcoming release and engaging your community with content. (For example, TikTok, IG Reels, YouTube Shorts, Spotify Clips, etc.)
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Pitch your release! If you are a Partner client and you’ve completed the Marketing Drivers process above with great detail and sufficient lead time, our team will pitch the release on all relevant platforms. But no one can "sell" you better than you can sell yourself, so consider also:
- Pitching your release on the Spotify For Artists platform to promote algorithmic playlist potential.
- Pitching your release on Amazon Music platform for consideration of editorial support.
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Create playlists on your Spotify profile. Use this tool to show your existing and potential fans more context about what your music is about:
- An “Influences” playlist: similar and influential artists that will help new fans better understand your music.
- Your own unofficial “This Is…” playlist with your popular catalog (and any feature crossover) that you update with new music as each is released.
- Determine your release budget and consider what tools and services you are able to activate around your release: Digital Advertising, Third-Party Playlisting, Radio Promo, etc. In addition, update your Marketing Drivers with these additional tactics to enhance our team’s pitch!
- Review our Client Offerings page in the SymphonicMS under the Market sub-menu for a list of our favorite partners and exclusive discounts for Symphonic artists.
- If relevant and qualified, set up a Spotify Countdown Page.
3 weeks before the release date
- Initiate a pre-save/pre-sale campaign, including all applicable partners. Make sure the bio of all relevant surfaces is focused heavily on that link.
- Secure media partner to premiere release, if relevant.
- Enlist influencers, friends, family, fans, and colleagues to share your teasers. (Make sure to provide content and the proper pre-save link so all traffic is going exactly where you want it.)
- Continue to update the marketing drivers form with any new spotlights that you have lined up.
- Set up your lyrics/synced lyrics with Musixmatch.
2 weeks before the release date
- Continue sharing: Create video content for all social surfaces, teasing the new music for your fans. Including pre-save links and calls to action. Don’t be afraid to directly thank supporters!
Week before release
- Premiere the release on your media partner’s site, radio station, YouTube channel, etc.
- Throw your listening party/release show.
- Make a FINAL PUSH on all of your social media with a Pre-Save ‘Call To Action’.
Release date
- Reskin all digital surfaces with OUT NOW messaging and creative.
- Share your multilink across ALL socials + CRM. Don’t be shy about directly encouraging fans to stream/download!
- Make a full ECRM/Email List push with OUT NOW / Go Listen Calls to action
- Add the new release to the top of all of your playlists on Spotify.
- Create vertical content for ALL platforms, engaging fans and building excitement about the newly released music.
- We recommend 30-50 pieces of short-form content for each single release. In addition, make sure to engage fan feedback everywhere.
- Research and share any DSP pickup and other support. If Symphonic’s Marketing Team can track it, you will receive emails notifying you of any successful pitch efforts.
- Be sure to tag and thank any people or platforms that have supported/featured the release with handles, hashtags, snapshot, and links.
- Repost fan shares.
Post-release
- Repeat everything from the release date.
- Run CTA/UGC campaigns with an incentive for fans.
- Consider implementing a third-party playlisting strategy to further enhance any fan engagement happening at Spotify.
- Check out Symphonic’s Client Offerings page for details and discounts.
Marketing Drivers
The most essential tool in helping Symphonic pitch your release to our DSP partners is thorough, impactful, and release-specific Marketing Drivers. Think of it as a unique, impactful combination of:
- Your current, up-to-date artist bio.
- The story behind the music (inspiration, writing/production team involved, who you’re speaking to, similar artists, moods, styles, etc).
- The part this song plays in your overall release plans for the year.
- The various marketing levers that you plan on pulling to drive your audiences to engage with the music on and offline.
Our streaming partners want to know that you are engaged in promoting your own release and driving traffic to their platforms to listen. This is why it is so important to stand out however you can, with the help of proper marketing drivers. Make it as easy as possible for them to understand your vibe, and assign your music a spot on their precious “playlist/feature real estate”.
If your deal with us includes Marketing, you must submit for DSP Features & Playlist Pitching via the SymphonicMS under the Marketing sub-menu. Please remember, you must make this submission at the same time you set up your release. Remember, you’re not done without this one-two punch! (Marketing offerings are available for clients where pricing is % based.)
If you fail to submit these unique details, neither our Marketing Team nor our Corporate Communications Team will be aware of your release, making it impossible for them to help it stand out and be considered for DSP/Symphonic support. The more detailed information you can provide, the better your chance of getting noticed and featured.
We’ve listed out a few examples of attractive spotlights below:
- Confirmed press, premieres, and interviews (even if date is TBD)
- Tour dates and other POI – “shared stages with,” notable festival appearances, etc.
- Music videos (official, visualizer, lyric, live, etc.)
- Advertising to be run for this release
- Radio campaigns or plays from direct DJ relationships and other DJ support
- Pre-save and pre-sale campaign data (iTunes, Spotify, Bandcamp, etc.)
- Social media following and engagement plans
- Physical product - vinyl, CDs, etc
- Sync and other licensing information
- Third-party Spotify playlists
- Previous DSP playlist placement and features
- Charting, i.e., Hype Machine, iTunes, Billboard, etc.
- Brand and media partnerships
- Other artist development POIs (management, booking agent, TV/film appearances, etc.)
- Other marketing campaigns (wildposting, print, etc.)
As you approach release, we encourage you to update these details directly in the SymphonicMS.
You and your team must promote your release. If you aren’t supporting it, why should anyone else?
Campaign Inspiration
Need help? Here are some suggestions for promoting your release. Think about which ideas make the most sense for your release. Get creative and customize them to your unique brand and audience.
- Pre-save/Pre-sale campaign
- Countdown to release on socials
- CTA to fans on socials (aka asking them to pre-save, download, view, etc.)
- Offer incentives to fans (Instant gratification, merch packs, exclusive tracks, autographed items, VIP meet and greets).
- Invite other artists, friends, and influencers to share the release on their socials and do the same for them.
- Create artist playlists on Spotify, etc.
- Place the new releases atop these playlists to alert your followers.
- Partner with other distributors (Noisetrade, VNYL, etc.)
- CRM, collect emails and send newsletters via Mailchimp, inviting fans to pre-save, download, and view.
- Be sure all DSP and social profiles are up-to-date, verified where possible, and consistent across platforms.
- Update all tour dates and enable direct messaging on Bandsintown.
- Set up targeted digital advertising campaigns on social platforms and/or boost posts that include the pre-save/stream link.
- Consider expanding digital real estate. Join and utilize TikTok, Triller, Snapchat, etc.
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