Pre-release marketing checklist for indie artists (8-week countdown)
Eight weeks out to release day. What to do, in what order, and what to skip. The exact checklist we run for our own releases.
A good release isn't an event, it's the end of an 8-week sprint. Here's the checklist we work from, week by week. Adjust to fit your release schedule, but don't compress the early weeks: most of the work that matters happens before week 4.
Key Takeaways
- Most release work happens in weeks 8 through 5 (8 to 4 weeks before drop day).
- Editorial pitching at week 5 is the single most time-sensitive step, miss it and there's no recovery.
- Extend marketing through week 4 post-release, not week 1. Algorithmic playlists kick in at the 2–4 week mark.
- 4 weeks is the realistic floor if you can't run a full 8-week timeline.
Week 8: Mix, master, plan
- Final mix locked
- Mastered for streaming (LUFS targets: -14 for Spotify/Apple Music)
- Decide release date (pick a Friday, don't fight the standard release schedule)
- Block 8 weeks of marketing time on your calendar
Week 7: Distribution upload
- Upload to distributor (picking one)
- Set release date 8+ weeks out
- Add songwriter, producer, and engineer credits
- Verify ISRC and UPC codes are set
- Upload artwork (3000×3000 minimum)
- Opt into Discovery Mode (optional, see the algorithm guide)
Week 6: Claim and prep
- Claim Spotify for Artists profile if not already
- Update artist bio, photo, and social links
- Add upcoming release to Apple Music for Artists
- Set up Linkfire / Toneden pre-save page
- Build email list landing page if you don't have one
Week 5: Editorial pitching
- Pitch in Spotify for Artists (full guide: editorial pitching)
- Pitch in Apple Music for Artists
- Pitch in Amazon Music for Artists
- Submit to YouTube Music spotlights
Week 4: Playlist promotion booking
- Book Spotify playlist campaign (compare services)
- Schedule campaign to launch 2 days before release
- Book TikTok creator campaign if budget allows
- Stagger creator video drops over release week (3 before, 3 after)
Week 3: Content prep
- Record 5-8 short-form videos (TikTok / Reels / Shorts)
- Write Instagram carousel announcement
- Write release-day Instagram caption
- Schedule social posts in your tool of choice
- Draft email-list announcement (release date + pre-save link)
Week 2: Press
- Send pitches to relevant blogs (10-20 targeted, not 200 mass)
- Reach out to genre-specific newsletters
- Submit to relevant Reddit communities, check rules first
- Reach out to friends and peers asking for sharing support on drop day
Week 1: Final prep
- Test pre-save link from a logged-out browser to verify it works
- Confirm release went live in your distributor (some need final review)
- Send email-list teaser ("3 days until...")
- Post countdown content on Instagram / TikTok
- Verify Meta retargeting pixel is firing on the pre-save page
Release day
- Post release announcement Instagram + TikTok + Twitter
- Send email-list release-day blast
- Launch Meta retargeting campaign for Spotify pre-save page visitors
- Update artist Pinned Track on Spotify
- Personally text/share with friends and supporters
Week 1 post-release
- Check Spotify for Artists every day to track save rate
- Reply to every comment / message
- Reshare any user-generated content
- Run a Twitter/Instagram thread on "the story behind the song"
Week 4 post-release
- Measure 28-day stream and save totals
- Pull Spotify-for-Artists conversion data on followers
- Evaluate which channels drove the most genuine listeners
- Document for next release, this is the part most artists skip
What should you skip from a typical pre-release checklist?
Nothing on this checklist is optional except the ones marked "if budget allows." What you can skip:
- "Music PR" services below $1,500. They mass-email blogs that get hundreds of pitches a week. The hit rate is near zero.
- Generic Instagram boosts. Always run through Ads Manager, never the boost button.
- Pre-save services that charge for "guaranteed pre-saves." That's bot activity dressed up.
Related reading
FAQ
Can I run a release on a shorter timeline?
Yes, but you give up the biggest leverage points. Skipping the 8-week setup costs you editorial pitching (needs 7+ days minimum), pre-save audience building, and TikTok creator booking, all of which compound. 4 weeks is the realistic floor for an organized release.
What's the single most important week?
Week 5, editorial pitching inside Spotify for Artists. Missing this window means you miss editorial placement consideration entirely, no matter how good your marketing is afterward.
Should I keep marketing past week 4 post-release?
Yes. The 30-day post-release window is where algorithmic playlists (Discover Weekly, Release Radar) really kick in. Don't drop content and ads at day 14, extend through day 30 minimum.
What if I miss a step on the checklist?
Most steps can be salvaged. Missing the editorial pitch is the only one that can't be fixed after the fact. Everything else (PR, ads, TikTok) you can do retroactively, just with less compounding.
The MelodicMind brief
One short email a week. New reviews, music-industry news, and what we're working on. Free, unsubscribe in one click.
