The Power of Lead Time

Giving your record label the time it needs to effectively prepare for your upcoming releases!

I consider lead time to be the time between when the masters are complete, and when it is released to the public.

A lot of independent artists finish recording on a Saturday, master on a Sunday, and release on a Monday.

Spontaneity is great, but a negative byproduct of the immediacy of technology is the failure to give music a proper release, and the audience the joy of anticipation.

Make sure you give time for the press and playlist curators will create more chances for your record to succeed.

How to Create

Lead Time

So here’s how to build lead time into your upcoming album campaign…

1. Create a workback schedule.

A workback schedule works like this: There are things that need to happen for the next thing to happen… like dominoes.
So, once you’ve picked a release date for your album or single, begin by working backwards from that date.
Identify ahead of time, any deliverables that need to be accomplished for your release day to be a success.

2. Start the campaign early.

Lead time is the time between having your audio masters in hand and when the album is released, but you don’t have to be confined to that window.
You can start discussing the new release with the artist as early as the recording phase.
Chat about their goals for this release, their plans for singles, formats, and album artwork!
You can even start getting manufacturing quotes before the album is even recorded!

3. Delay your release announcement.

It is best if you wait until your test pressings are in hand before you set an official release date. Or if you are only releasing digitally, wait until the album is mastered.
Some of you may find that hard to believe – and hard to accomplish – but you must allow for anything (or everything) to go wrong.
This doesn't mean you can’t internally pick a release date much earlier; I encourage that.
Announcing your release date too early makes it harder for you to change the date if something comes up that will delay the process.

Lead time is great… but what about…

The Surprise Drop?

I’ll admit, there is something special about a surprise album release, announcing the album on (or a day before) release day!

This technique uses the element of surprise as the main source of promotion.
If a traditional album campaign is a jet taking off from taxiing, then a surprise album release is a rocket leaving the earth in a few seconds.
But be warned, once an album (and all its potential singles) has been released out into the world, its mystery can’t be reclaimed.

Permission to Procrastinate?

Lead time can inadvertently encourage procrastination.
Generous amounts of lead time is great because it allows for a little bit of procrastination, but don’t let it promote procrastination!