How to plan an EP or album rollout
To roll out an EP or album, release two to four singles from it 4 to 6 weeks apart, announce the record and its date with the second or third single, open the pre-save then, and release the full record 4 to 6 weeks after the last single, with one song nobody has heard yet. Use the same ISRCs for the singles on the album, so their streams and playlist adds stay with them. Plan each single as its own release.
Why roll it out instead of dropping it
Ten new songs on one day compete with each other. Most listeners hear one or two and move on, and you get one Release Radar slot, one pitch and one week of attention for the whole record.
Singles give each song its own release day, its own pitch and its own weeks of posts. By the time the record is out, the people who found you through the singles are waiting for it.
1. Pick the singles
Pick the two to four songs that best stand alone. Lead with the one most likely to reach new listeners, not necessarily your favourite. Save one strong song for album day, so there is something new when the record comes out.
For an EP of four to six songs, one or two singles is usually enough. For an album, three or four.
2. Space them out
Release the singles 4 to 6 weeks apart. Closer than that and each one cuts the previous one's first weeks short. Further apart and people forget a record is coming.
3. Choose waterfall or standalone
A waterfall release adds each new single to the same growing release: single one, then a release with singles one and two, then one with all three, and finally the album. Each new release carries the earlier songs with it, so their streams, saves and playlist adds keep counting on one release, and followers see the earlier singles again every time.
A standalone single is its own release, and the album repeats it later. That's simpler, and fine when the singles are far apart.
Either way, give each song one ISRC and use it everywhere the song appears. A song re-released under a new ISRC starts its play count again at zero. Ask your distributor how it handles a waterfall before you deliver the first single.
4. Announce the record
Announce the EP or album, its title, cover and date, with the second or third single, about 6 to 8 weeks before album day. Open the pre-save or pre-order then, so it has weeks to collect. Reveal the tracklist closer to release, as one more thing to post about.
5. A rollout timeline
Pick EP or Album in the free Release planner to get these dates for your own release day.
| When | What to do |
|---|---|
| 16 weeks out | Pick the album date, the singles and the goal. Finish every master, the artwork and the metadata for the first single. |
| 14 weeks out | Deliver single 1 to your distributor. |
| 10 weeks out | Single 1 out. Deliver single 2. |
| 6 weeks out | Single 2 out. Announce the record and its date. Open the pre-save. |
| 4 to 5 weeks out | Deliver the full album. Pitch the focus track to Spotify once the album shows in Spotify for Artists. |
| 2 weeks out | Reveal the tracklist. Post a video from the album. |
| Album day | Post, email your list, play a show or go live. |
| Weeks 1 to 4 | Post a different song each week. Pitch album tracks to independent playlists. |
| 4 weeks after | Look back on the whole rollout. |
Each single in this timeline gets its own plan, with its own pitch, posts and first weeks, laid out as in how to make a release plan for a single.
6. Pitch one song per release
Spotify for Artists lets you pitch one unreleased song per release. Each single is its own pitch. For the album, pitch a song that hasn't come out yet, so save one strong track for that.
Plan the rollout in Aden
In Aden, group the songs into an album, and make a release plan on each single: open the track, go to Release plans and press New plan. Each plan is dated inside the time left before its release day, and every milestone lands on your team calendar, so the whole rollout shows up in one place. Share each plan with your label or manager as a read only link. See release plans and create your Aden account to plan your record.
FAQ
How many singles should I release before an album?
Two to four. One or two is usually enough for an EP of four to six songs.
How far apart should singles be?
Four to six weeks. That gives each one its own first weeks without letting people forget the record is coming.
When should I announce my album?
About 6 to 8 weeks before release day, with the second or third single, and open the pre-save at the same time.
Do singles keep their streams on the album?
Yes, when the album uses the same ISRC for each single. Re-delivering a song with a new ISRC starts it again at zero.
What is a waterfall release?
A rollout where each new single is released together with the ones before it, so the release grows until it becomes the album and the earlier songs keep their streams and playlist adds.
Related: why every release needs a plan, how to make a release plan for a single and how far ahead to pitch to Spotify editorial playlists.
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