How to Release Music on DSPs: Best Practices for Labels and Artists
Releasing music isn’t just about uploading files and waiting for DSPs to publish. At ANS Music, we understand that speed matters- our advanced system can deliver your tracks live in under 2 hours, one of the fastest in the industry. But here’s the real insight: fast delivery doesn’t guarantee success. Strategic timing, smart promotion, and platform optimization are what turn a release into a real hit.
What separates a release that quietly appears from one that builds momentum through playlists, algorithms, and fans is when and how you deliver it.
Editorial teams at Spotify, Apple Music, Amazon, Deezer, and others need time. They review thousands of submissions, weigh marketing drivers, and plan against editorial calendars. Deliver too late and you’re not just cutting it close, you’re cutting yourself out of opportunities.
Some flagship programs — Spotify Radar, Apple Music Up Next, Amazon Breakthrough, Deezer NEXT — often need 2–3 months of planning and materials. If you’re aiming that high, start early.
Here’s a practical playbook to set your release up for success.
Choosing Your Release Day: On-Cycle vs. Off-Cycle
Picking the right release date isn’t just about convenience — it directly affects your editorial and chart potential.
- Most DSPs refresh editorial playlists on Fridays, the global “on-cycle” release day.
- Music charts also run Friday → Thursday, so Friday releases maximize chart alignment and visibility.
- Staying on-cycle means your track lands alongside other new releases, giving you the best shot at editorial and algorithmic exposure.
- Going off-cycle can work — but only if it’s tied to a strong driver, like a festival slot, sync premiere, brand collab, or anniversary. Without that extra push, you risk reduced visibility.
6 Weeks Before Release: Deliver Early & Lay the Groundwork
Six weeks is the golden window. It gives your distributor time to ingest and validate files, DSPs time to process, and editors time to listen and share internally.
- Finalize assets: mastered audio, high-quality artwork, complete metadata.
- Submit the release via your distributor (e.g., ANS Music).
- Update artist profiles (Spotify for Artists, Apple Music for Artists, Amazon Music for Artists, YouTube) with current bios, images, and links.
- Prepare marketing drivers: tour dates, press plans, social metrics, music videos, brand/sync info, previous playlist history.
4 Weeks Before Release: Pitching & Positioning
By one month out, your release should already be delivered. This phase is about visibility and readiness.
- Align digital surfaces: refresh bios, banners, and images across DSPs and socials to match the campaign.
- Add synced lyrics via Musixmatch so lyrics populate on day one.
- Create/refresh artist playlists (e.g., “Influences,” an unofficial “This Is…”).
- Prep DSP features you can control:
- Spotify Canvas and Clips
- Spotify Countdown Page (if enabled)
- Apple Motion Art (album/artist animations)
3 Weeks Before Release: Build Momentum
Anticipation should now translate into signals of traction.
- Secure media/premiere partners or creator collaborations.
- Roll out teasers on TikTok, Instagram Reels, and YouTube Shorts.
- Update marketing drivers with new spotlights (press, dates, partnerships).
- Keep pushing pre-saves with clear calls to action.
2 Weeks Before Release: The Cutoff
Two weeks is the minimum lead time. Submitting closer than this risks delays, errors, and lost opportunities, such as:
- Missed editorial windows.
- Metadata issues (wrong artist names, titles, credits, etc).
- Artist verification holds: DSPs sometimes pause releases to confirm ownership. This can happen with duplicate names, suspected impersonation, or when the artist is on a protected list (e.g., major stars or legacy acts managed by estates). In these cases, DSPs require additional documentation before approving the release.
- File issues (artwork, audio).
- Support delays (distributors/DSPs don’t guarantee <48h fixes).
Release Week: Make It Count
The track is live. This is your moment to maximize visibility.
- Share your smart link across socials, email, and fan communities.
- Pin and feature the release on artist playlists and profiles.
- Post Spotify Clips/Canvas; deploy Apple Motion Art if approved.
- Publicly thank DSP teams for editorial support when it happens.
- Check availability early across DSPs and social libraries (IG/TikTok music stickers).
- Flip pre-save → “out now” on your landing page.
- Optional: send a newsletter, run a light paid campaign, or host a listening party.
After Release: Keep the Momentum
Most listeners won’t hear a track in week one. Algorithms and word-of-mouth take time to build. Smart teams extend a release’s life rather than moving on too quickly.
- Amplify fan content and UGC — repost, stitch, and engage.
- Release alternate versions (remix, acoustic, live) to refresh momentum.
- Focus on the platform showing traction (TikTok, Shorts, Reels).
- Use DSP tools strategically:
- Spotify Marquee, Showcase, Discovery Mode (test and measure ROI).
Explore more strategies:
- Extending a Release’s Lifespan: Music Marketing Guide
- Beyond Playlists: Lasting Growth in Music Streaming
Final Takeaway
Getting your music live on DSPs is the easy part. Getting it heard takes planning.
By delivering early, choosing the right release day, and building momentum before and after launch, you give your tracks the best chance to stand out in crowded DSP landscapes.
Releases aren’t just events — they’re campaigns. Treat them that way, and every drop becomes an opportunity for lasting growth.
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