Music Release Plan Timeline: What to Do 12 Weeks Before to 8 Weeks After a Release
A music release plan timeline from twelve weeks before release to eight weeks after: distribution, pitching, press, pre-saves, content and the follow-up most artists skip.
Most release problems are timing problems. The song went to the distributor too late for any pitch, the press heard about it on release day, the video was finished a week after the single. None of that is about talent; it's about the calendar.
This is a working timeline for one single. It assumes an independent artist with a distributor and a small team, or a promoter helping one. Shift the weeks to fit, but keep the order. If you want the content plan in detail, see how to promote a new song; this guide is the calendar that everything hangs on.
12 to 8 weeks before: finish and prepare
- Song mixed and mastered. Clean version made if needed.
- Artwork finished at the size distributors require.
- Credits, songwriter splits and ISRC details gathered.
- Release date picked, checking it doesn't clash with something the audience will be busy with.
- Photos shot. Video planned or in production.
- Short-video ideas listed and the first clips filmed.
8 to 4 weeks before: deliver and pitch
| Week | Task | Why now |
|---|---|---|
| 8–6 | Deliver to the distributor with full metadata | Leaves time for editorial pitch windows |
| 6 | Press kit and one-sheet updated | Needed for every pitch |
| 6–5 | Premiere pitch to one outlet at a time | Outlets plan ahead |
| 5–4 | Editorial playlist pitch through the platforms' artist tools | Most need it well before release |
| 4 | Wider press, radio and creator outreach | Gives time for replies |
The EPK guide covers what goes in the press kit, and how to pitch music blogs the outreach.
3 weeks before to release day: build demand
- 1Announce the release with artwork and the date.
- 2Open the pre-save with Spotify, Apple Music and others in one link; see pre-save campaigns.
- 3Post teasers several times a week: hooks, studio clips, lyric lines.
- 4Line up creators for release week if you're running a creator campaign.
- 5Plan a listening party for the night before or release night; see how to run a listening party.
- 6Prepare every link with tracking tags so release week can be measured.
Release week
| Day | Focus |
|---|---|
| Release day | Email list, Stories with link, pinned posts, thank the premiere outlet |
| Day 2–3 | Short-video push using the official sound, creator posts go live |
| Day 4–5 | Share every piece of coverage and every fan video |
| Day 6–7 | Read the first week's numbers; pick the clip that worked best |
Don't post the same clip on every channel at once and then go quiet. Spread content through the week.
1 to 8 weeks after: the part most artists skip
Many songs find their audience weeks after release, when one clip starts working or one playlist adds it. Keep going.
- Weekly: make more of whatever short-video format performed.
- Weeks 2–4: release the video, a live version, an acoustic take or a remix.
- Weeks 3–6: interviews, podcasts and late press.
- Weeks 6–8: review everything and write down what to repeat on the next release.
Promoters working with an AMZA Wingman tend to share this calendar at the start, so weekly content and reviews line up with it. Build your weekly posting on it with the content calendar guide.
FAQ
How far in advance should I send music to my distributor?+
Several weeks at least; many artists aim for six to eight. That leaves time for platform editorial pitch windows and any delivery problems.
When should I announce a new single?+
Commonly two to four weeks before release, at the same time as opening the pre-save.
How long should I promote a song after release?+
At least six to eight weeks. Many songs catch on later, when a clip or playlist add finally lands.
What is the most common release mistake?+
Delivering too late. It removes the chance to pitch editors and leaves press no time to plan coverage.
Promote with a partner, not just a link.
AMZA promoters get a dedicated manager, approved content, live tracking and weekly payouts.