The Independent Artist 90-Day Release Plan
Release day is not a strategy. A week-by-week framework for preparing, launching and extending a single, EP or album.
Key takeaways
- Plan releases in three phases: foundation, anticipation and extension.
- Paperwork and metadata come before promotion.
- Your own release page and email list are central assets.
- Measure signups and sales, not only streams.
Release day is the middle, not the end
A release plan has three phases: preparation, launch and extension. Most independent releases put all their energy into one day. This framework spreads it across ninety.
Adjust the timing to your project. The order matters more than the exact week.
Days 90–61: Foundation
- Finalize masters, artwork and credits.
- Complete split sheets and your master metadata sheet.
- Confirm ownership of every contribution.
- Register the composition with your PRO and The MLC as soon as you are able.
- Decide the goal of this release: new listeners, email signups, direct sales, or press.
Days 60–31: Delivery and assets
- Deliver to your distributor well ahead of release so platforms have time to process. Many platforms recommend several weeks of lead time for editorial consideration.
- Build a release page on your own site with listening, purchase and signup.
- Prepare photos, short videos, lyric visuals and an updated EPK.
- Write your story: why this song exists and who it is for.
Days 30–1: Anticipation
- Announce the release to your email list first.
- Share behind-the-scenes content that explains the story.
- Offer a reason to sign up: early listen, lyric sheet or private session.
- Pitch press, curators and partners with a short, specific note.
- A pre-save link can help, but your own signup page is the stronger asset.
Release day
- Email your list with one clear action.
- Post once with intent, then spend the day responding to real people.
- Check that every link works and metadata displays correctly.
Days 1–30: Extension
- Release supporting content: performance clips, lyric breakdowns, the story behind a line.
- Thank buyers and subscribers personally where you can.
- Measure what drove signups and sales, not just streams.
- Plan the next piece of content from what resonated.
After 30 days
The song joins your catalog. Keep it alive in playlists you control, emails, live sets and future releases. A catalog is an asset that keeps working.
Do this now
- Count back 90 days from your target release date and mark each phase.
- Download the 90-Day Release Planner and fill in week one.
- Decide the single most important goal for this release.
Common mistakes
- Delivering to the distributor days before release.
- Announcing a release with no page to send people to.
- Stopping all promotion the day after release.
Free tool
90-Day Release Planner
A week-by-week planner for preparing, launching and extending a release.
Terms in this article
- Catalog
- The full body of recordings and compositions an artist or company owns or controls. A well-documented catalog can continue to earn over many years.
- EPK (Electronic Press Kit)
- A single place containing an artist’s bio, photos, music, videos, notable facts and contact information for press, promoters and partners.
- ISRC
- International Standard Recording Code. A unique identifier for a specific sound recording. Each distinct version of a recording should have its own ISRC.
- Pre-Save
- A link that lets listeners add an upcoming release to their streaming library automatically when it becomes available.
- Release Plan
- A timeline that covers preparation, launch and extension of a release, including paperwork, delivery, content, outreach and measurement.
Sources & further reading
Written by
Al WestFounder, Masterpiece Recording Group
Al West is an independent recording artist, author and speaker, and the founder of Masterpiece Recording Group. He writes The Masterpiece Artist Blueprint from the perspective of an artist building his own label infrastructure — releasing music on his own platform, selling directly to listeners and documenting what he learns about ownership, money and audience along the way.