Making a great record is only half the job. The other half is getting it heard. Labels exist largely to do this - to distribute, market and promote recordings - and independent artists now have access to most of the same tools. This chapter covers how distribution works and how a release is marketed.
Distribution
Distribution is getting your music into stores and onto streaming services.
- Major label distribution - each major label group has its own distribution network serving its labels and partner independents.
- Independent distributors and label services companies - distribute independent labels and artists, often with marketing support, in exchange for a share of income.
- DIY distributors - services that let any artist upload music to streaming services and stores for an annual fee or a percentage. They handle delivery and royalty collection from the platforms but usually offer little marketing.
Whatever the route, the distributor needs:
- Final masters - WAV files at the required specification.
- Artwork - at the required size, with no prohibited content.
- Metadata - titles, artists, featured artists, writers, producers, ISRCs (recording codes), UPC (release code), release date, genre, explicit flags.
Accurate metadata is essential: it is how royalties find the right people.
Release planning
A typical independent single campaign might run over six to eight weeks:
- 8 weeks before - masters, artwork and metadata finished. Release scheduled with the distributor.
- 6-4 weeks before - press release and assets ready. Pitching begins to press, radio and blogs.
- At least 7 days before - pitch the track to editorial playlists through Spotify for Artists (or equivalent tools on other platforms). Pre-save campaign live.
- Release week - social content, announcements, playlist and press follow-ups, live performance or a launch event if possible.
- After release - keep promoting. Many songs grow weeks or months after release.
Releasing singles regularly builds momentum better than long gaps between big releases.
Streaming and playlists
- Editorial playlists - curated by platform staff. Pitch through the platform's artist tools.
- Algorithmic playlists - personalised recommendations driven by listener behaviour: saves, repeat listens, playlist adds and completion rates. Strong engagement from real fans feeds the algorithm.
- Independent curators - playlists run by individuals and brands. Approach carefully, and avoid services that promise placements for payment or fake streams - they can get music removed.
Social media and short-form video
Short-form video has become one of the biggest drivers of music discovery. A song that catches on as a sound in videos can take off very quickly.
- Post consistently and authentically.
- Show the process - writing, producing, recording.
- Use your song in content before and after release.
- Encourage fans to create with your sound.
- Engage with comments and fans directly.
Press and radio
- Press - blogs, magazines and online publications. A short, compelling press release with a story, quality photos and links.
- Radio - see the Radio chapter.
- PR agencies and pluggers can be hired, at a cost.
Paid campaigns
Targeted ads on social platforms and streaming services can grow an audience when used carefully - aimed at listeners of similar artists, with a clear goal such as saves or follows. Start small, test, and measure.
Measuring what works
Streaming platforms' artist dashboards show listeners, sources of streams, locations and playlist adds. Use the data: where your listeners are tells you where to tour and target ads; which songs grow tells you what resonates.
Do this now
- Write an eight-week release plan for your next single, week by week.
- Prepare a full metadata sheet for the release, including writers, producers and ISRCs.
- Plan five pieces of short-form video content around the song.