A song does not launch itself on release day. The artists who get traction plan the six weeks around it: what goes out when, which platforms need what, and where all the content comes from. Without a plan, release week turns into posting the cover art three times and hoping.
This is the rollout I plan with musicians before we shoot. It is built around the real deadlines Spotify sets, and designed so one day of artist photography and video in Liverpool gives you enough to post from announcement to after the drop.
The short version
- Start six weeks out. Shoot, finish artwork and deliver early.
- Get it to Spotify at least 7 days before release, ideally three to four weeks.
- Refresh your profile images so the whole page looks like this era.
- Tease with vertical video in the fortnight before release.
- Keep going after release. Most songs grow in weeks two to six.
1. The deadlines that shape everything
Spotify asks for music to be delivered at least 7 days before release if you want to pitch it to its editors. Do that, and the song also goes into your followers’ Release Radar playlists. You can only pitch one song at a time, and pitching never guarantees a playlist, but missing the window rules it out entirely.
Seven days is the minimum, not the target. Distributors need time to process, and you need time to write a good pitch and set up pre saves. Aim to deliver three to four weeks ahead.
2. The six week rollout
Six weeks out
- Final master and cover art signed off
- Shoot day: press shots, cover options, verticals, Canvas loops, video
- Plan the post schedule
Four weeks out
- Upload to your distributor
- Pitch to Spotify editors once it appears in Spotify for Artists
- Pre save link live, new avatar and header uploaded
Three weeks out
- Cover art reveal with the date
- A new press shot as your announcement post
- EPK updated and sent to press and blogs
Two weeks out
- Three or four short vertical clips with a snippet of the song
- Behind the scenes from the shoot
- Stories counting down
Release week
- Canvas live on the track
- Music video or visualiser out
- Release day post, stories, thank everyone who shares
Weeks one to six after
- Live clips and performance cuts
- Fan reposts and reactions
- A second video, acoustic or stripped version
3. The content bank one shoot should give you
The plan only works if the content exists before week six ends. Shooting it all in one planned day means everything matches, you only get ready once, and you are not scrambling for a post in release week.
| Content | How much | Where it goes |
|---|---|---|
| Press shots | 6 to 10, landscape and portrait | Announcement, EPK, blogs, gig posters |
| Cover art frames | A few square options | Single artwork, Spotify, Apple Music |
| Profile images | An avatar and a wide header | Spotify, Apple Music, YouTube, socials |
| Vertical clips | 8 to 12 short clips | Reels, TikTok, Shorts, Stories |
| Canvas loops | 1 or 2 loops of 3 to 8 seconds | Spotify Canvas on the track |
| Behind the scenes | Stills and phone clips | Teasers and the weeks after release |
| Music video or visualiser | One main piece | YouTube, release day, Countdown Page |
4. Make the whole profile match
When someone taps through from a playlist, your artist page should look like this release, not the last one. Swap your Spotify avatar and header, your Apple Music image and your social profile pictures at the same time as the announcement. My Spotify artist image size guide has the exact pixels.
One important rule: Spotify’s guidelines say your avatar and header should not include text or promote your upcoming release or tour. Keep the release artwork for the release itself and use clean photos of you on the profile.
5. What to post, and when
Before release
Curiosity. Snippets, the story behind the song, the making of. Give people a reason to pre save.
Release day
One clear message: it is out, here is the link. Pin it, and put it everywhere.
Week one
Momentum. Live clips, reactions, playlist adds, thank yous. Share every repost.
Weeks two to six
New angles on the same song: acoustic, live, behind the scenes, lyrics. Most tracks grow here.
Your release checklist
Before
- Delivered to your distributor three to four weeks ahead
- Spotify pitch sent at least 7 days before release
- New avatar, header and socials live with the announcement
- EPK updated and sent
During and after
- Canvas uploaded and checked on a phone
- Video or visualiser out in release week
- At least four weeks of posts planned after the drop
Questions artists ask
How far in advance should I plan a music release?
Six weeks is comfortable. Deliver to your distributor three to four weeks ahead so you can pitch to Spotify’s editors, which needs at least 7 days before release.
When should I pitch my song to Spotify?
At least 7 days before release, through Spotify for Artists. Doing so also puts the song in your followers’ Release Radar. Earlier is better.
How much content do I need for a single release?
A handful of press shots, cover art, new profile images, 8 to 12 short vertical clips, a Canvas loop and ideally a video or visualiser.
Can my Spotify header promote my new single?
Spotify’s artist image guidelines say not to include text or promote an upcoming release or tour in your profile images. Use clean photos of you.
Can you shoot photos and video for a release on the same day?
Yes, and it is the best way. Everything matches and you only get ready once. I quote to what your release needs.
More guides for musicians: Press photos for musicians · What to put in an EPK · Spotify artist image sizes.
Got a release coming?
Let’s plan your rollout
Tell me the date and the vibe, and I will build one shoot that feeds all six weeks.