How to make a release plan for a single
To make a release plan, pick a release day at least 4 weeks out, write down one goal, and count back from that date: finish the master, artwork and metadata 5 to 6 weeks out, deliver to your distributor about 4 weeks out, pitch to Spotify as soon as the release shows up, then announce and start a pre-save. Give every step a date and an owner, and plan the first four weeks after release too.
1. Pick the release day
Choose a Friday at least 4 weeks away, ideally 6 to 8. Friday is when stores publish new music and when Release Radar and the new-music playlists refresh. Check that the date doesn't clash with a big release in your genre, a holiday, or a week you're away.
Every other date in the plan counts back from this one, so pick it first.
2. Write down one goal
A goal decides what goes in the plan. Make it one number and a time frame:
- "10K streams in the first 4 weeks"
- "500 new followers by release day"
- "200 pre-saves"
- "One editorial or big independent playlist"
A release aimed at new listeners leans on playlists, short videos and collaborations. A release aimed at your fans leans on email, a pre-save and a show.
3. Count back from release day
The free Release planner does this for you: pick the date and whether it is a single, EP or album, and download the plan as a PDF.
| When | What to do |
|---|---|
| 8 weeks out | Pick the date and the goal. Book the designer, the photographer or the video shoot. |
| 6 weeks out | Master finished. Cover art finished at 3000 by 3000 pixels. Metadata checked: title, artists, featured artists, songwriters, ISRC. |
| 5 weeks out | Shoot the photos and short videos you will post around release. |
| 4 weeks out | Deliver the release to your distributor with the release date set. |
| When it shows in Spotify for Artists | Pitch the song to Spotify's editors. |
| 3 weeks out | Announce the release. Start the pre-save or pre-add link. |
| 2 weeks out | Send the song to blogs, curators and radio you have a reason to contact. |
| 1 week out | Last day to pitch to Spotify and still reach Release Radar. Draft every release-week post. |
| Release day | Post, email your list, update your links, share with everyone who helped. |
| Week 1 | Post the short videos. Thank playlists and curators that added it. |
| Weeks 2 to 4 | Keep posting. Pitch the song to independent playlists now that it's out. |
| 4 weeks after | Look back: what worked, what didn't, what to do next time. |
Running late? Keep the order and shrink the gaps. Deliver today, pitch as soon as the release appears, and spend the time you have on release week. A pitch 7 days out still reaches Release Radar. See how far ahead to pitch to Spotify editorial playlists.
4. Give every step an owner
A step without a name next to it doesn't happen. Even if you do almost everything yourself, write your name down: it makes clear what you can't hand off. If someone else does the cover, the pitch or the video, put their name on it and share the plan with them.
5. Plan the weeks after release
Most plans stop on release day. That's when the song needs the most work. Plan at least three posts for release week and one or two a week after that, and line up the content before the song is out. Note the numbers that matter for your goal each week, and change the plan when they tell you to: a country that's listening more than you expected, a video that's doing better than the others.
6. Look back
Four weeks after release, write down what went well, what didn't, and what you'd change. Keep it with the plan. Your next release starts from it.
Make the plan in Aden
Aden writes this plan for you, on the track it's for.
- Open the track and go to Release plans, then press New plan.
- Answer the few questions Aden can't fill in itself, starting with the goal and the release date.
- Press Create plan. You get milestones, tasks and draft posts, every date fitted into the time left before release.
- Give each milestone an owner, and share a read only link with your manager or label.
After release, the plan checks in each week with the song's streams and suggests changes. When it's done, leave a retrospective and the lessons go into your next plan. See release plans and create your Aden account to plan your next single.
FAQ
How far in advance should I plan a single?
Six to eight weeks is comfortable. Four weeks is the minimum to deliver, pitch to Spotify and run a pre-save.
When should I send my song to my distributor?
About 4 weeks before release day. You can only pitch to Spotify once the release appears in Spotify for Artists, and that depends on delivery.
When should I announce a new single?
Two to three weeks before release, when the pre-save link is live. Announce earlier and people forget. Announce later and the pre-save has no time to work.
Is there a free release plan template?
The table above is one: copy it and fill in your dates. Aden also builds a dated plan for each track, and lets you start from templates other artists published.
What should I do after my song is released?
Keep posting for at least four weeks, pitch independent playlists, thank everyone who added or shared it, and check your numbers each week against your goal.
Related: why every release needs a plan, how to plan an EP or album rollout, how to get an ISRC code and LUFS targets for streaming.
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