How to pick a release date.

Advice on how to choose the best release date for your upcoming new release!

Picking a release date video tutorial…

Let's talk about 3 things we can do to help us be strategic in picking a release date for our new release!

5 things to consider when you pick a release date.

Think about how much time you have to promote the record, are you avoiding holidays, and is it a good time of year for your team?

Consider the margin…
Allow one to two months before and after your release date to properly promote your record. This provides promotional opportunities prior to release and helps you create a supportive post-release plan. For example, if you pick a release date in March, you have January and February as a lead-up, and April to May for post-release promotions. Whereas a release day in early December would only allow for a nice pre-release season, as your post-release will be ruined by the holiday season.
Consider the season…
Speaking of seasons, make sure that your new release doesn’t come out on or around national or regional holidays. Take a look at the calendar and ensure that you avoid any major events that could take attention away from your special day. Somethings are of course unavoidable, just ensure that you research local, regional, national, and even international calendars to find a date that is least occupied.
Consider the timing…
Make sure you check your release date with other key players on your team. Ensure that the timing works for the band/artist. Do they have a wedding to attend at that time? A work trip, or a previous commitment? Also, make sure to keep your release far enough away from other releases on your label as to not cannibalize their campaigns.
Avoiding the crowds…
Sometimes picking a crazy release day can work for you. For example, December is generally avoided for new, important releases. But the end-of-year radio silence also makes it a great time to cut through the noise. Keep in mind, it may not work and the release may be ignored. So try this strategy out with a live album or a lower priority release.
Surprise releases…
While strategic releases are most effective, sometimes a surprise drop makes for an exciting album campaign. Giving fans a day or two notice helps to condense the excitement, as opposed to a long, drawn-out pre-release campaign.