What Is a Release Plan and Why Do You Need One?
A release plan is more than a to-do list. It's a time-structured roadmap that coordinates all tasks surrounding a music release – from finalizing the production and submitting to distribution, to marketing measures and promotional activities.
Without a clear release plan, typical mistakes happen:
Deadlines with the distributor are missed
Promo materials aren't ready in time
Playlist pitches can't be submitted on time
Marketing starts too late to build momentum
A professional release plan gives you and your team clarity about who needs to do what and by when.
The Phases of a Release Plan
Phase 1: Pre-Production (8–12 Weeks Before Release)
This early phase is about laying all the creative and organizational groundwork.
Tasks:
Finalize tracks (commission mixing and mastering)
Artwork briefing and production
Apply for ISRC codes and UPC
Select distribution partner and set up the release
Enter all metadata completely (title, features, composers, authors, publishers)
Phase 2: Submission and Preparation (4–8 Weeks Before Release)
Now all materials are submitted and the promotional machinery is set in motion.
Tasks:
Submit audio files to the distributor
Submit Spotify editorial pitch (at least 7 days before release, ideally 4 weeks)
Finalize press release
Set up pre-save campaign
Plan and pre-produce social media content
Reach out to media and blog contacts
Phase 3: Launch Week (1 Week Before Through Release Day)
The hot phase. This is all about generating maximum attention.
Tasks:
Publish teaser content on social media
Send pre-save reminders
Plan release day posting (time, platforms, formats)
Coordinate interviews and features
Update DSP profiles (Spotify for Artists, Apple Music for Artists)
Phase 4: Post-Release (1–4 Weeks After Release)
Release day is not the end – it's the beginning of the evaluation phase.
Tasks:
Monitor streaming numbers and playlist adds
Community interaction (comments, stories, reactions)
Evaluate and share press feedback
Prepare royalty reporting with GEMA/GVL
Document learnings for the next release
The Most Common Mistakes in Release Planning
Submitting to the Distributor Too Late
Most distributors require a lead time of at least 5–7 business days. For larger actions such as Friday releases or campaigns, a lead time of 3–4 weeks is recommended.
Incomplete or Incorrect Metadata
Incorrect or missing metadata can result in royalties not being paid out correctly. Composers, lyricists, publishers, and featured artists must be entered completely and accurately.
No Buffer Planned
Productions get delayed, artwork needs revisions, feedback arrives late. Anyone who doesn't plan for a buffer will quickly find themselves under pressure. Allow for at least a 20% time buffer at every step.
Marketing Starts Too Late
Building a community before a release takes time. Anyone who only begins social media activity on release day is leaving enormous potential on the table.
Conclusion
A good release plan is not a luxury – it is the foundation of every professional release. Planning ahead gives you the time to execute each phase carefully and to respond to unforeseen issues without jeopardizing the big picture.
Releasy lets you set up release plans professionally once and then automatically apply them to every new release – saving you time and keeping you always on top of things.