Release content for every song you put out

A release in four stages

Most songs that get noticed are not released once — they are released over four to six weeks. The details change with every artist, but the stages are the same:

1. Plan (3–4 weeks before). Date, distributor, pre-save link, the long videos you will cut clips from, and a calendar. Start from the free release content calendar. For the distribution side, see the release planning checklist and how to distribute your music on tontria.com.
2. Build expectation (2 weeks before). Coming soon, release date, teasers and a countdown. See the pre-release teaser campaign.
3. Release day. Out-now pieces with the song, the Spotify Canvas uploaded, the lyric video on YouTube and the first clip.
4. Keep it alive (2 weeks after). One clip a day from the music video, a session or an interview, re-cuts of what worked, and out now again.

The free templates

• Release content calendar: day by day from R-28 to R+14, as a spreadsheet.
• Promo kit checklist: every piece and format for a single or an album.
• Pre-release checklist: the two weeks before release day.

The full guides

• How to promote a song: a step-by-step guide
• How to promote an album or EP
• Release week content plan, day by day
• 12 pre-release teaser ideas
• Lyric video, visualizer or music video: what to release
• How to make a visualizer for a song
• Spotify Canvas ideas that loop well
• 25 music video ideas for any budget