In the lead-up to a new single, EP, or album, labels often have a limited window to generate excitement, build anticipation, and set up a strong launch.
In this guide, we’ll share what you can do during the pre‑release period to help give it the best possible chance of success. From teasing exclusive content and sharing behind-the-scenes footage to running pre-save campaigns, each touchpoint can play a distinct role.
By planning a smooth pre-release rollout, you can not only build excitement, but also lay a foundation for a strong release campaign that keeps momentum going long after the launch.
Early Promotion
Promoting a release is more than simply announcing a date. Taking practical, proactive steps in the weeks leading up to launch can help build anticipation and encourage fan engagement.
DSP Feature Requests
We recommend submitting our Feature Request Form around five weeks before release will give our pitching team enough time to present it to Digital Service Providers and increases your chances of support on release day. While placement isn’t guaranteed, providing clear bullet points about your release and promotional plans may increase visibility.
Spotify for Artists
Spotify for Artists is essential for managing your presence on the platform and increasing your release’s impact. It lets you pitch unreleased tracks for editorial playlisting, monitor performance, and access tools to boost engagement, such as Canvas, Clips, and Release Countdown.
To get started, artists can claim their Spotify for Artists profile. Labels can also set up a team within Spotify for Artists to manage multiple artist profiles in one place, making it easier to coordinate releases and monitor performance.
Pre-Save Links
Pre-save links allow fans to save your upcoming release on their preferred streaming platform, helping create early hype and supporting strong first-day streams. These links can be provided by LabelWorx support and consolidated using third-party smart link services like Feature.fm or ToneDen.
Smart links bring all streaming platforms into one place, making sharing it over social media straight forward and easy for fans to pre-save or pre-order your release.
Promo Mailers
Sending music to DJs ahead of release can generate early feedback and quotes that make your release stand out. Our in-house platform, PromoWorx, makes it simple to share releases, manage promo lists, and collect feedback, helping pre-release promotions run smoothly.
Pick n’ Mix Promo Services
LabelWorx’s bespoke in-house marketing service, Pick N’ Mix Promo, offers a curated range of tools to support your releases. The service includes a tailored campaign ranging from third-party playlist pitching, digital advertising, radio plugging, social media strategy, and more.
Each campaign is expertly managed by our in-house team to keep everything organised and impactful. Designed to grow your audience and maximise visibility, Pick N’ Mix gives every release the best chance of success.
Maintaining a Label Presence
A strong label presence tends to come from consistent activity, genuine engagement, and a recognisable brand. The following ideas can help your label stay visible, connected, and memorable, which can support every release.
Stay Active Online
Maintaining activity on key platforms like Instagram, TikTok, SoundCloud, and YouTube can help boost engagement and visibility. Regular posting may also contribute to establishing your label’s identity within the digital music space.
Tailor Content for Each Platform
Adapting content to suit each platform can make it more effective. For example, short-form video works well on TikTok and Instagram Reels, curated playlists are suitable for SoundCloud, and high-quality visuals or full tracks fit YouTube.
Use a Content Plan
Developing a flexible posting schedule that aligns with your release calendar can help maintain momentum. You might include announcements, teasers, behind-the-scenes content, and post-release follow-ups.
Engage with Your Community
Responding to comments, sharing fan-generated content, and supporting your artists and fans can foster a sense of community and encourage organic growth.
Visual Branding
Keeping logos, artwork, and promotional visuals consistent can reinforce your label’s brand identity, helping your online presence feel professional and recognisable.