Pre-release strategies every artist should know to boost week one streams

Releasing an album is a milestone moment for every musician. Whether you're an independent artist, a marketer, or a record label, building momentum before the release can have a huge impact on the album's success. Here’s a comprehensive pre-release strategy to ensure that your new music reaches your audience and keeps them engaged.

Create a detailed schedule of key events

Creating a solid timeline is essential. A well-organized schedule will help you track key activities, plan resources, and keep everyone on the same page as the release approaches. Here’s how to build a successful timeline:

• Determine Release Date and Key Milestones: Start by selecting your album’s release date, then plan major pre-release events around it. Key milestones may include the announcement date, single releases, music video premieres, fan teasers, and more.
• Backtrack from the Release Date: Consider a 6-12 week schedule leading up to the album drop, with each week having its own focus, from teasers and single releases to social media engagement and fan contests.
• Add Contingency Planning: Not everything will go according to plan, so make sure to allow some flexibility in your schedule. Backup dates and alternative ideas will save you stress if you encounter any delays. Keep your team and collaborators up to date on all schedule changes or updates.

A clear, well-paced schedule helps to keep your team aligned and your fans primed and ready for the release.

Build a pre-save strategy

Pre-saves on platforms like Spotify and Apple Music are a critical component of any pre-release strategy. These help boost your album’s visibility on streaming platforms by ensuring that it lands in fans’ libraries on the release day. Here’s how to make your pre-save strategy effective:

• Use a Pre-Save Campaign Tool: There are multiple tools available, like Sonikit or Feature.fm, that allow fans to pre-save your album with a single click. Choose one that integrates well with your distribution platform and provides analytics.
• Create a Pre-save Countdown Page: Take your pre-save to the next level and drive fans toward a dedicated landing page to countdown to your release. You use Spotify's native Countdown Pages or create a custom pre-save countdown page with Sonikit to collect pre-saves on all streaming services at once.
• Offer Exclusive Content to Fans Who Pre-Save: Incentivize fans by giving them early access to unreleased content like lyric sheets, exclusive artwork, or even early song previews.
• Promote Your Pre-Save Link Everywhere: Share your pre-save link on your website, social media, and email newsletters. Encourage your fans to pre-save, and make it easy for them by including direct links and clear calls to action.
• Remind Fans Leading Up to Release: A few days before the album drops, remind your audience to pre-save if they haven’t already. This will help maximize the pre-save count and boost your visibility on release day.

Update branding on your website, socials, and streaming profiles

Consistency in branding helps build excitement and creates a cohesive experience across all platforms. Refreshing your visual identity will make your album release feel like an event and allow fans to recognize your new era at a glance.

• Update Profile Photos and Banners: Change your profile photos, cover images, and headers across social media and streaming profiles to match the album’s branding. This could include album artwork, a new logo, or color schemes that reflect the theme of the album.
• Create a Dedicated Landing Page: A landing page on your website specifically for the album can be a great place to share updates, teasers, and pre-save links. This page can act as the central hub for everything related to the album release.
• Optimize Bios and Descriptions: Update bios on platforms like Instagram, Twitter, and Spotify to include details about the upcoming release. Make it easy for fans and potential listeners to know when the album is dropping and how to engage with you in the meantime.

Updating your brand visuals creates anticipation and shows fans that something big is coming.

Actively engage with fans on socials

Social media is one of the most effective tools for building hype and directly connecting with fans in real time. Your engagement during the pre-release period can amplify excitement and build a loyal fanbase eager for the album.

• Share Behind-the-Scenes Content: Offer sneak peeks, studio sessions, and creative insights to show fans the journey of making the album. This type of content humanizes the process and builds deeper connections.
• Host Live Sessions and Q&As: Schedule live video sessions on platforms like Instagram, YouTube, or Twitch. Answer fan questions, talk about the album, and share stories behind the music.
• Run Interactive Content Campaigns: Use polls, question stickers, or countdowns to get fans excited. For instance, you could run polls on Instagram Stories asking fans to choose which song they want you to tease or offer them exclusive updates if they interact with specific posts.
• Highlight Fan Comments and Reactions: Showing appreciation for your fans’ support is key to building lasting loyalty. Respond to comments, share fan art, or showcase fans’ reactions to your teaser content to make them feel part of the journey.

The more you engage with your audience, the more they’ll feel connected to your album—and more likely to support it on release day. A successful album release starts with a well-planned pre-release strategy. By organizing your timeline, building a strong pre-save campaign, updating your branding, and actively engaging with fans, you’re setting the stage for a powerful and impactful launch.