Most songs don't fail because they're bad. They fail because nobody planned the six weeks before release day. Here's the plan we'd give any independent artist.
Six weeks out: build the foundation
- Finish the business side. Cover art done, split sheets signed.
- Pitch playlists. Pitch curators on Spotify, Apple Music, and every other major streaming platform.
- Make the content before you need it. Create at least 20 pieces of short-form content and plan when each one posts.
- Start seeding the sound. Make TikToks to your song and get it moving through the algorithm early.
Two weeks out: turn on the countdown
- Put a pre-save link in every bio. Instagram, TikTok, YouTube, and anywhere else people find you.
- Have the music video shot and ready.
- Post consistently. Release two to three short-form videos a week promoting the song.
Release week: widen the circle
- Network with DJs. Send them the record directly, with a short, personal note.
- Send an email blast to your list, and to anyone in your network who can share it.
- Keep posting. Release day is the start of the campaign, not the end of it.
With no budget
You can do everything above without spending a dollar. Shoot your content on your phone and edit it yourself. Consistency beats production value.
With a small budget
Spend it where quality is hardest to fake: a decent music video. Keep everything else lean.
Want more reach?
Once the foundation is in place, paid ads and clipping campaigns can multiply what's already working. They work best when they're amplifying a song that's already moving.