What does Pre-Release Mean? 

The pre-release stage is the window where you set the stage, create momentum, and lay the groundwork to make sure your upcoming new track gets the attention it deserves when it eventually gets released. 

It’s not just downtime, it’s an opportunity. During this phase, you’re not only preparing your fans, you're preparing platforms like Spotify, TikTok, and Instagram to start recognizing your track early. When you take this time seriously, it becomes much easier to market your music effectively once it's out.

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Mistakes to Avoid in the Pre-Release Stage 

Here are a few things that can hold artists back when gearing up for a release:

• Staying quiet before release day: If you disappear from socials and suddenly drop a song, fans won’t have time to care or engage. It’s really important to build buzz gradually.
• No live or online presence: Whether it’s a livestream, a show, or a behind-the-scenes video, fans want to see that you’re out and working on something. 
• Not preparing a release plan: This is your time to map out everything you’re going to do once the release already drops. Don’t forget to plan towards setting up gigs, properly promoting your track once it’s out, and not having a last-minute approach to the release so you don’t have any missed opportunities. 

Choosing to stay inactive during the pre-release stage will most likely lead to disappointing results once that new track drops. Keep reading for everything you need to do so you can get to that place and say, I’m completely ready to market my music. 

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What I Need To Do Before I Market My Music: 

These are the three main actions every artist must take to make sure they are prepared and building up a real moment to properly release their new track. 

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1. Build Hype on Social Media

Social media is your most powerful tool to build anticipation. Start posting early and often, and vary your content to keep fans engaged:

• Drop short teaser clips of the track
• Post countdowns (Spotify now lets you create your own release countdown page)
• Share behind-the-scenes content from your studio, writing process, or video shoot. Focus on short and engaging clips!
• Build a dedicated YouTube channel to showcase your music journey
• Create lip-sync or “first listen” videos that highlight a key lyric or hook

Building a strong foundation is key! 

Before you can effectively promote your music, it’s crucial to establish a solid foundation that sets you up for long-term success. Start by creating a professional website that acts as your central hub, where fans and industry professionals can find your latest releases, tour dates, and contact information. Your website should include links to your social media platforms and streaming profiles, making it easy for potential fans and playlist curators to discover your music.

Next, focus on building a strong social media presence across the platforms where your target audience spends their time. Consistently posting quality content, sharing updates, and interacting with fans will help you grow your following and keep your audience engaged. Don’t forget to develop a unique brand identity that reflects your music and personality, this will help you stand out to both fans and industry professionals. By laying this groundwork, you’ll be better positioned to promote your music, attract playlist placements, and connect with new fans in the music industry.

The more content you create leading up to release day, the easier it will be to market your music once it’s out because fans are already invested.

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2. Push Your Catalogue Before Marketing Your New Release

One of the most overlooked pre-release moves is promoting older music as part of your overall music promotion strategy. Why should you do this?

• It re-engages fans who liked your past releases
• It draws attention to your artist profiles, where they’ll see your upcoming drop
• It reminds people what you’re capable of

A great trick is to run a Songfly ad for a past track that you already know performed well. If the ad grabs someone’s attention, chances are they’ll check out your profile and see that you’ve got something new on the way. It’s a natural and effective way to market your music without even promoting the new track directly. Click here to learn more about this strategy, where we focus in on maximizing your impact and promoting past tracks before releasing new music. 

Promoting your catalogue on multiple platforms helps you promote music to wider audiences and expand your reach. As an independent artist, these strategies are especially valuable for building your audience and growing your career without label support.

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3. Use a Pre-Save Feature Leading up to Your Track’s Drop

A pre-save campaign lets fans save your song before it drops. It’s a small action with a big impact. Here’s why pre-saves matter:

• Increased first-day streams: Your track hits more libraries right away
• Better algorithmic placement: Spotify rewards songs with early engagement
• Fan involvement: Makes people feel like they’re part of the launch

How a Pre-Save Works:

1. Once your release is scheduled, create a pre-save link using a third-party platform
2. Share the link across socials, email, and your bio (make sure to share your pre-save link with your target audience and include social media links on a dedicated landing page for easy access to all your profiles).
3. Fans click and authorize Spotify to save your track
4. On release day, it lands automatically in their library

After setting up your pre-save campaign, it’s also a good idea to prepare an EPK (electronic press kit) to share with media and industry contacts for your latest release. This will help you maximize exposure and provide a professional overview of your music career.

Implementing the pre-save feature is one of the smartest ways to build buzz before you market your music, plus it helps you get that all-important first-day traction. When promoting your pre-save campaign, keep your branding consistent across all platforms to reinforce your artist identity.

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When should I start working on my pre-release strategy?

‍Ideally, 4 weeks or more before release day. This gives you enough time to roll out content, build hype, and launch your pre-save campaign. Make sure your visual content and messaging are aligned with the theme of your upcoming release. 

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Do I need a big budget to run a pre-release campaign?

‍Not at all! You can build a solid campaign organically with social media, a free pre-save tool, and strategic posting or captivating content. The more you experiment with content and start learning what your fans like, the easier it becomes for an indie artist to market their music without needing a large team or label support.

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Can I still market my music after it’s out, if I skipped the pre-release phase?

‍Yes, but it’ll be harder to gain traction. The pre-release stage is essential to building momentum, which makes post-release marketing far more effective.

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Unfortunately these days, there’s a lot more involved in releasing music than just dropping a song and hoping for the best. It’s evolved into a multi-step process, with multiple factors to consider if you want real listeners, algorithm support, and genuine fans who stick around. Clearly, the work starts long before release day. 

The good news? You don’t technically need a massive team or budget to prep properly. The strategies we covered are things any indie artist can start using to make a real mark and build the proper hype for their new song. Try to start early, stay visible, and by the time your new song drops, you’ll already have a head start. 

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Photo by Yucel Moran on Unsplash