Pre-Release Campaign Checklist: Six Weeks Out to Release Day

Most of what decides a release happens before it's out. Use this checklist as a countdown.

Six weeks out

• [ ] Master, artwork and metadata final.
• [ ] Release delivered to your distributor.
• [ ] Release date chosen to avoid clashes with your own other commitments.

Five weeks out

• [ ] Editorial pitches submitted in the platform tools that allow them.
• [ ] Pre-save or pre-add link created.
• [ ] Press photos and bio updated.

Four weeks out

• [ ] Press and blog list ready, with a short personalised note for each.
• [ ] Independent curator list ready.
• [ ] Content calendar drafted for release week.

Three weeks out

• [ ] Outreach sent.
• [ ] Teaser clips scheduled.
• [ ] Email to your list announcing the date.

Two weeks out

• [ ] Follow-ups sent once, politely.
• [ ] Ad audiences and creatives prepared if you're running ads.

One week out

• [ ] Release-day posts written.
• [ ] Links tested on mobile.
• [ ] A reminder to your list and community.

Release day

• [ ] Post, share, thank people.
• [ ] Update every profile link to the new release.

If you'd rather hand the countdown to a team, here's how a managed pre-release campaign is structured.