As an artist, your work doesn’t end with writing and recording your song. The creative process is the foundation, the trigger, the big bang, that brings the song into existence in the first place, multiple factors are required to ignite and launch a rocket off the ground. Though you may have a great song, many factors play a role in how your music can become successful. It requires planning, commitment and a clear strategy. Music is art, but also a business. If you take your music seriously, you should approach the release process just as professionally as the production itself.
We at recordJet, have accompanied numerous releases together with Groover, and we want to share all our expertise and years of experience with you. Sharing these experiences can help you avoid common pitfalls when releasing your music. Release planning, release strategies, and collaborations with many excellent partners in all areas, from promo to merch, are our specialties. This powerful combination ensures you get the best results and avoid falling into one of the five biggest mistakes when releasing your music. In this article, we will reveal the five most common mistakes and show you how to avoid them.
1. Planning
When releasing new music, you want it to grow beyond making it available on platforms like Spotify and Apple Music, you want potential fans to care about and be interested in it. Each release should be a building block in your career, helping you reach more listeners.
One of the biggest mistakes is releasing music without a clear plan. A good plan includes a detailed release schedule. This means your timeline should start taking effect 4 to 6 weeks before the release. By this point, your song’s mastering and mixing should be complete. The cover artwork (make sure to check resolution and format) should be finalized, and ideally, you should have registered with a collecting society. It is also important to clarify all legal aspects of your release, for example in the case of a cover or remix. A trusted distributor, such as recordJet, should be chosen, and your song should already be set up there.
At the same time, your press work begins. Create an EPK (Electronic Press Kit) with information about you and your music, press photos and a snappy yet compelling story. Contact relevant blogs, radio stations and magazines to promote your release. Even if you don’t have a big PR partner, you can generate initial media attention this way.
About 2-3 weeks before your release, you should start an intensive social media campaign. For example, post teasers, behind-the-scenes content, and visualize the countdown to the release to build excitement among your followers. The last week before your release is crucial for community engagement. Post targeted reminders, prepare your followers, and start a countdown to create the final hype. This is the phase where you actively answer questions, hold Q&A sessions, or start livestreams to generate a final boost of attention.
Now is the time to update your bio and pictures on Spotify and upload a Spotify Canvas. You can also enter your lyrics via MusixMatch and make them available to your fans. Then it’s time to pitch for playlisting. Playlists are real currency, and you should leave no stone unturned to get featured on as many playlists as possible. On Spotify and other DSPs, you can pitch your songs for major curated playlists before release. Ideally, this will help your music get placed in playlists like New Music Friday.
On the release day, the following things should be noted. First, you should add any missing streaming links to your landing page. The next step would be the “Out-Now” post on social media. A smart move would also be to update your own playlists. If you have a newsletter, you should of course include links to the release.
After the release, it’s important to continue promoting your release and stay active. Creative content should remain a top priority when it comes to presenting different posts about the song. Create at least 2-3 feed posts plus at least 1 story and at least 1 TikTok per day with your own sound. You should continue this for the next 4-5 weeks. Analyze your social media interactions, examine streaming performance statistics, and consider if adjustments are needed for future releases. With the tools from recordJet, you can precisely analyze the success of your release and note what went well and where you see opportunities for improvement in your next release. This allows you continual growth with each release as you gather valuable experience.
2. Financial Planning
If you have made the decision to release your music without a label, advance, or any other savings, you’ll need a budget to pay your musicians, rent for recording studios and/or producers. You will need money for mixing and mastering your songs plus additional money to cover distribution and promotion. If a music video is involved, it can quickly drain your account. Two things that can assist in supporting your financial planning are grants and crowdfunding.
If you want to apply for funding for your music, there are many regional and national institutions that can help. Many grants have restrictions like age limits or a minimum income from music. Still, it’s worth getting to know the various funding options and researching them well in advance. Sometimes cities or districts also have programs. Stay informed and subscribe to these institutions’ newsletters so you don’t miss any funding opportunities.
Crowdfunding could also be an option. The advantage here is the connection with your fans, which is essential. You can present a project – like producing an album or music video – that they can support financially. Startnext, Kickstarter, or GoFundMe offer platforms for crowdfunding. Typically, you set a target amount you want to reach. There are also subscription models like Patreon. Here, your fans can pay you a monthly amount in exchange for exciting background info (e.g., behind-the-scenes videos), goodies (e.g., merch like T-shirts), or early access to your next release.
3. From Branding to Release Strategy
A well-thought-out marketing and PR strategy begins long before the actual release. It starts right at the beginning. Ask yourself questions like:
- Who am I?
- Who do I want to be?
- What values and messages do I want to convey?
- What do I want to show and what do I not want to show?
- Where do I want to go?
- What is my USP – my Unique Selling Point – What makes me stand out?
These are all questions related to your persona, the public image you want to present as an artist. It’s about how you want the qualities, values, and stories you embody. From this, your image emerges, which is how you want to be perceived. Perception also has, alongside the content, a lot to do with packaging. This inevitably brings us to branding. It’s called your visual identity. It represents what your audience sees. From your logo to your album cover and even your stage outfit. Consistency is key here.
Use uniform colors, fonts, and designs to create a recognizable look. Ensure that your communication style is consistent across all channels. This means your social media posts, interviews, and press releases should all reflect the same personality. However, the communication style should be adjusted to the platforms you use. While Instagram and YouTube have more of the character of an online business card, platforms like TikTok or Instagram’s Broadcast Channel are places where you can showcase other aspects of your artist persona.
The integration of social media and other channels is also an important point. By now (4 weeks before release), you should start preparing your posting plan. Consider a pre-save campaign to positively influence streaming algorithms. Many musicians release songs without having built an engaged community beforehand, which affects their release. Ask yourself which social media platforms fit you and your brand, and ideally focus on the largest platforms (Instagram, TikTok, YouTube). If your music is in English, it might also make sense to check out newer platforms such as Rednote, which are currently experiencing a hype. Regular posting and engaging with your account is a given. Post at least two feed posts per week and at least one story.
With TikTok in particular, you could post one TikTok per day with your own sound. Consider using videos, in a format of 9:16, to find new and exciting ways to promote your new release. The motto is: Test! Test! Test! Use 9:16 clips for other platforms like YouTube Shorts and Instagram Reels. This includes, in addition to video shoots, a photoshoot on-site and short 9:16 videos for your social media strategy. Think of entertaining ways to present your song with different short videos.
Along with a social media strategy, an organized Electronic Press Kit (EPK) is essential, allowing you to promote your music online. It is generally used to provide your artist bio, music, videos, and details about upcoming releases in one clear online format. Compiling your EPK also gives you the opportunity to update your press photos or link unreleased music video. After that, think about whether your song is suitable for radio and specific playlists. If so, you can start contacting playlist curators, blogs, radio stations etc., and inform them about your upcoming release. If you’re planning campaigns with influencers, you can also use your EPK to contact and book them.
To succeed in the music business, it’s important to understand who listens to your music and who should listen to it in the future. Defining your target audience helps you make the right decisions regarding your marketing, communication strategy, and even your music. Ask the right questions here too:
- Who is currently listening to your music?
- Who are they?
- Use platforms like Spotify for Artists or Social Media Insights to gather demographic data: age, gender, location, and preferences.
- What are their interests?
- What other artists do they listen to, for example?
- What content do they consume on social media?
Also, think about what needs or emotions your music addresses. Your target audience are the people who feel entertained, inspired, or represented in their respective mood through your music. This information will help you figure out which platform is best for communicating with them. Define a Listener Persona: Based on the data, you can create fictional “personas” that represent your target audience.
A good strategy for your releases, to fully capitalize on the potential of your release, is the Waterfall Strategy. This involves gradually releasing songs from an album or EP gradually. This allows you to generate continuous attention and increase the likelihood of being placed in potential playlists. This tactic allows you to steadily build hype and engage your community in the long term.
Develop a release strategy with clear milestones. Define a specific release date, prepare your promotion in advance, and use various channels to reach your target audience.
4. Opportunities for Growth in Marketing and Promotion
Many musicians rely on their music spreading on its own. Marketing and promotion form the backbone of a successful music career. Even the best songs reach their full potential only when supported by a well-thought-out marketing strategy. There are many examples of artists who can attribute their successful careers to their perfectly planned marketing strategies. Instead of counting streams, focus on gaining new fans who will listen to your music long-term. The right target audience will reveal itself over time – start with three AdSets: broad targeting, similar/matching artists and genres. More important than expensive ads is creative content that has already performed well organically on TikTok or Instagram. Additionally, use server-side tracking to increase the efficiency of your campaigns.
Paid ads are only worthwhile when your organic content is performing – then they can give your career a real boost and help you build a loyal fanbase. If you feel you can’t handle it alone or if you’re at a point in your career where you’re already seeing some success, it might make sense, as an artist, to partner with a promo agency for your release – whether it’s a single, EP, or album – once you reach a certain level of reach.
- Promo Agency: With the help of a suitable promo agency, your reach and success could improve – thanks to the agency’s established contacts, expertise, and services.
- Use Social Media: Prepare your community in advance for the release. Create teasers, behind-the-scenes clips, or exclusive insights. But don’t just focus on social media; use as many avenues as possible to generate control over your reach and audience. Social media platforms constantly change their algorithms, and these changes can drastically affect how many of your followers see your posts.
- Email Marketing is More Stable: Use an email distribution list. This gives you full control over your communication. You’re not dependent on a platform deciding if and when your message is seen, and you can build a deeper, more sustainable relationship with your fans.
- Collaborate with Music Blogs, Playlists, and Radio Stations.
- Invest in Digital Ads (e.g., on Instagram, Facebook, or TikTok): Paid ads on social media can be a quick and effective way to build your email list. Create a landing page with clear design and set up conversion campaigns by defining your target audience, creating engaging ads, and setting “leads” as the goal.
5. Pitching Effectively
Pitching your songs to curated playlists on streaming platforms like Spotify, Apple Music, and others is a great way to expand your reach. But how do you pitch a song effectively? First and foremost, timing is crucial. Pitching should be done at least a week before the release. The earlier, the better. This increases the chances that your song will be considered for playlists in time. Before pitching your song, make sure all metadata (song title, artist name, genre, release date, etc.) is correct and complete. This makes the curator’s job easier and increases your chances of being taken seriously.
recordJet team can personally support you in your release planning and strategy through individual consultation sessions. Your deal would include exclusive services such as express delivery, YouTube monetization, chart registration, and high-res master files. Their team will also assist with the verification of your artist pages on Meta, TikTok, and YouTube, as well as help you access Spotify for Artists. Through direct contacts with platforms, they can prioritize your playlist pitching. They also support your TikTok promotions, including sound banner pitching and trend analysis. Additionally, we plan targeted marketing campaigns in partner stores to maximize your reach.
Spotify also offers the opportunity to pitch your songs to playlist curators independently of us via its “Spotify for Artists” tool. Make sure to write a compelling pitch that includes information about your music, your project, and your planned marketing.
This would also be the right moment to work with Groover. On Groover, curators and music professionals listen to your tracks, provide feedback (within seven days), and share the tracks they like. This helps artists get their music heard by media and music professionals. Groover has already reached over 1 million shares (articles, radio airplays, playlist additions, etc.) and has facilitated over 1,000 artist contracts with labels.
If it doesn’t work out at first, don’t get discouraged! Remember: more than 100,000 songs are uploaded to Spotify every day. You can listen to over 100 million songs on Spotify alone. The key is to stay persistent and impress with your quality. Also, take a look at other streaming services like Apple Music, Deezer, YouTube Music, or Tidal. They also have relevant playlists.
Conclusion
By avoiding the five mistakes mentioned above, you’re on the right track. Your next steps should involve setting concrete goals for your career. Clearly defined goals help you stay focused and make your successes measurable. We hope this article has provided you with some good tips and ideas. Keep your eye on the goal and don’t go down the path without a plan and a strategy. Good luck!
Want to try recordJet? Groover artists now get a 25% discount: Sign up on recordJet and use the code groover25 for your first release! Follow recordJet on Instagram and Spotify.
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