From Planning to Promotion: A Week-by-Week Release Strategy Template for Indie Artists

Independent artists face more opportunities—and more noise—than ever before. To break through, it’s not just about having great music. You need a smart release strategy that builds momentum, engages fans, and creates long-term visibility. Whether you're releasing a single, EP, or album, this week-by-week release strategy template will guide you from initial planning to post-release promotion.

This comprehensive guide is designed specifically for independent artists, record labels, and music marketers seeking structured, scalable release strategies to drive growth and fan engagement.

Why You Need a Release Strategy

In today’s crowded digital music landscape, simply uploading your song to streaming platforms isn’t enough. Strategic planning helps you:

• Maximize your pre-save potential on platforms like Spotify

• Create sustained engagement across multiple touchpoints

• Make smart use of tools like SMS marketing and email

• Secure more press coverage and playlist placements

Whether you're an indie musician or managing multiple artists at a record label, a structured approach ensures that each release is a growth opportunity.

The 6-Week Release Strategy Template for Independent Artists

This timeline outlines key milestones, marketing activities, and content planning—from preparation to post-launch.

Week 1: Planning and Asset Creation

• Finalize your release date and distribution platform

• Create your single/album artwork and promo visuals

• Write your artist bio, press release, and track descriptions

• Set up your pre-save campaign using a tool like [Sonikit] to automatically capture emails and track fan activity

📝 Pro Tip: Treat your release like a product launch. Every asset should align with your brand and message.

Week 2: Set Up Pre-Save and Build Anticipation

• Launch your Spotify pre-save link and start promoting it on social media

• Share behind-the-scenes content: studio footage, artwork teasers, or lyric snippets

• Begin outreach to influencers and curators

📲 Optional: Use SMS marketing to let superfans know about the pre-save. Texts have a 98% open rate, which is ideal for time-sensitive calls to action.

Week 3: Fan Engagement and Teasers

• Run a countdown or “mystery drop” campaign on Instagram Stories

• Post weekly video content: live performances, acoustic versions, or Q&As

• Use SMS or email campaigns to offer exclusive content to your most engaged fans

💬 Example SMS: “Hey! Big news: My new single drops in 3 weeks 🎵. Pre-save it now & get early access to a secret livestream: [link]”

Week 4: Press, Playlists, and Pitching

• Submit your song to Spotify for Artists for editorial playlist consideration

• Pitch your story to blogs, local press, and influencers

• Share fan testimonials or early reviews if available

📧 If you’re using a platform like Sonikit, this is a great time to track who’s clicking your links and engaging with emails or texts. Use that data to fine-tune your pitch list.

Week 5: Final Countdown

• Launch a “5 days left” countdown campaign

• Release a 15–30 second teaser of the track or music video

• Schedule your release day content across platforms (Instagram, TikTok, YouTube Shorts, etc.)

🎁 Consider a giveaway for fans who’ve pre-saved or shared your link—merch, exclusive downloads, or a virtual hangout.

Week 6: Release Day and Beyond

• Announce the drop across all channels

• Send a release day SMS blast to fans who opted in

• Engage with every comment, share, and playlist add

• Share fan reactions, reviews, and UGC (user-generated content)

📊 In the days after release, track key performance data: streams, saves, shares, and click-throughs. Use this to inform your post-release strategy, whether that’s pitching to more curators or re-engaging fans with additional content.

Post-Release Tips for Sustained Promotion

Even after the drop, your work isn’t done. Keep your momentum going by:

• Dropping a lyric video or acoustic version

• Repurposing content from your release campaign

• Scheduling follow-up messages via email or SMS marketing

• Gathering feedback from fans and asking them to share the track

Platforms like Sonikit can help indie artists and labels track fan behavior across pre-saves, SMS opt-ins, and email engagement—all in one place.

Final Thoughts

Your music deserves more than a passive upload—it deserves a plan. With a structured release strategy, independent artists can compete at the level of major label acts. Whether you're dropping your first single or managing a label roster, this week-by-week release template offers a roadmap to make every release a success.

If you’re ready to turn listeners into loyal fans, focus on consistency, storytelling, and multi-channel engagement. Tools like pre-saves, SMS marketing, and fan tracking are no longer optional—they’re essential.

Ready to plan your next release?
Use this template as a checklist and start building your own strategy. You don’t need a label to think like one.