I was out on Saturday night with a bunch of music business people and one of them was moaning about how the label hadn't got their act's video lined up despite the promotion of the single having started. Possible recipe for disaster!
It caused me to admit that every time that I have fucked up a record release it has, in the end, been because I didn't have everything ready before I started the campaign for the record - be it a single or album. You can read more about releasing a record at our site.
We now use a planner for every record. 13 weeks (before release) for an album or single which has a physical release and 6 weeks for a digital only single. And that's just for the things you NEED - masters, art, videos. You will have been preparing and making marketing plans before that.
I would suggest NOT starting the promotion though unless the key elements are in place within those time frames.
I then saw this article this morning which makes a similar point.
If you are reaching the conclusion that there is no right answer, you are right. At least if you are on a major label with resources to coordinate mass exposure platforms. If you are new and unsigned, what this shows you is you should coordinate everything before releasing a single. Don’t just put it up on your Youtube channel to stream and then figure out retail. Take a minute to go thru the following checklist:
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