10 Steps to Planning

Your New Release

From Concept to Launch: A Guide for Record Label Owners on Successfully Planning Your Next Release.

This is the question I get asked the most!

As a record label owner, releasing new music can be both exciting and daunting. With so many factors to consider, from the timing of the release to the marketing strategy, it's easy to feel overwhelmed.

I want to provide you with 10 essential steps to help you plan your next release and set your artist up for success, and ensure that your new music gets the attention it deserves.

Step #1
Finish the Album

It may sound obvious, but it surprisingly isn’t…

Before starting any release plan, make sure the album is fully completed and ready for release, including mastering!

There’s no sense in planning too far in advance if you aren’t 100% sure that the music will be ready… there’s a lot in that process that can go wrong!

Step #2
Make a Schedule

Create a timeline for the release, starting with the release date and working backwards to include tasks such as promotions, press releases, and shipping deadlines.

Your schedule exists between the masters in hand and release day!

Be sure to plot out the singles and other activities!

Step #3
Make and Gather Assets

Gather all promotional materials, such as press photos, bios, and album art, and create a press kit to send to media outlets and curators.

Store these items in a centralized cloud drive for everyone on your team (and the artist) to access.

planning your album release (record labels)

Step #4
Start the Most Urgent Things First

Prioritize tasks based on urgency, things like manufacturing (which often takes a long time) work on those first.

Upload the album to your digital distributor in case anything needs to be adjusted or corrected.

Same thing with artwork (if your artist is indecisive).

Step #5
Make a List of Objectives

Outline what you’d like to see come out of this release? Break even? Just testing out a new artist?

Learning the ropes and building the brand of your new record label?

Is this just a passion project or do you have actual, tangible things you’d like to see happen with this release?

Step #6
Make a List of Goals

Set specific, measurable goals for the release, such as achieving a certain number of streams or press mentions.

It’s important that you convert your intangible objectives into tangible goals that will help you declare whether this release was a success or not!

Both the artist and the label need to make their own set of goals. For example, the label may aim to sell 50% of inventory in the first 3 months, or project-profitability after a certain period of time. Whereas an artist may have more career related goals like wanting their music pressed to vinyl, or being covered by a press outlet they admire!

Step #7
Send Album to Press

Reach out to media outlets and curators to pitch the album for reviews, interviews, and playlist features.

Singles to curators on release day or shortly before, and full album to writers ~4 to 8 weeks in advance!

Step #8
Start Promoting!

Use all available channels, such as social media and email lists, to promote the album to fans and followers.

Keep in mind, every music fan likes to discover and enjoy music in their own way. For some it’s in record stores, for others it’s on playlists.

Meet fans where they are!

Step #9
Plan a Post-Release!

Save some of your promo assets to use in the weeks and months after release day.

Plan for the day after, the weekend after, the week after, the month after!

Keep in mind, release day shouldn’t be a finish line, it is the starting line of your post-release campaign!

Step #10
Plan a Post-Release!

Plan ahead for the artist's next steps, in addition to having a 3-6 month post-release plan, you and the artist should know what’s coming next!

Keep in mind, an album release takes 2-3 month, prior to that there’s 2 months of mixing and mastering, 2-3 months of recording, and 3-6 months of songwriting! That means it can take between 1.5 - 2 years to make an album!

If your train has arrived at its destination, another one should be on it’s way!

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10 STEP RELEASE PLAN

Keep it simple.

Releasing new music is an exciting endeavor, but it requires careful planning and execution to ensure its success. By following these 10 essential steps, record label owners can streamline their release process and set their artists up for success.

From creating a release schedule to promoting the album on all available channels, these steps will help you maximize your impact and reach your goals.

With careful planning and execution, you can release music that resonates with fans and builds a strong foundation for your artists' careers.

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10 Steps to Planning Your New Release

How to Pick the Perfect Release Date for Your Music

Why timing your release matters more than you think.

For independent artists and record labels, releasing music isn’t just about finishing the recording.

Picking the right release date is one of the most important decisions you’ll make for your single, EP, or album.

A thoughtful date gives your music its best chance to reach fans, get playlisted, and gain momentum.

Here are three strategies to guide your decision:

1. Pick a Release Date During the Recording Process

Too many artists wait until their music is finished before choosing a release date. Instead, set a target date early—ideally while you’re still recording. Doing so helps you:

Stay focused in the studio by working backward from deadlines.
Capture behind-the-scenes content to use in your promotional campaign.
Build in enough lead time to submit to blogs, curators, and distributors.

For example, if you’re recording in March and want to release in September, working backward helps you plan mixing, mastering, artwork, and distribution uploads months in advance.

2. Match Your Release to the Right Season

Different types of music resonate in different seasons. A cozy folk song might feel like fall, while a tropical house track may do better in the summer. Think about when your audience will be most receptive. Additionally, there are (subjectively) some times of year where you are more likely to have a captive audience…

Winter (Jan–Feb): Captive audiences, quiet release window.
Spring (Mar–May): Great for fresh starts and upbeat releases.
Fall (Sep–Oct): Back-to-school energy, strong attention window.
Avoid December (usually): Holiday music, year-end lists, and audiences are distracted.

These aren’t hard rules—sometimes a surprise release works. But aligning your music with a season can amplify its impact.

3. Choose a Date That Works for Everyone

Your release is part of a bigger picture... Coordinate with your team and avoid competing with your own projects. Ask:

Does this fit our label’s release pipeline?
Are we exhausting our audience with too many drops?
Does the date conflict with tours, personal events, or other major releases?

Even factors like major world events, elections, or surprise albums from big artists can affect your release. The goal is to give your music the best possible spotlight.

How Much Lead Time Do You Need?

Singles: 2-3 months of prep
EPs: 3-5 months
Albums: 6–8 months minimum (IMO)

This lead time lets you submit to distributors, create social media content, plan videos, and build buzz with fans.

The Bottom Line

Your music deserves more than a random release date. By planning early, aligning with the right season, and making sure your team is ready, you set your single, EP, or album up for success.