Artist Guide · 6 min read
How Long Before Release Should You Start Promoting a Song?
Anto Dotcom · Published October 1, 2026
Quick answer: Start promoting a single six to eight weeks before release for most campaigns, and allow eight to twelve weeks or more for albums, radio, international and holiday releases. The one hard deadline is Spotify's: pitch the song to editorial at least 7 days before release. A focused digital single can work with about four weeks, but anything shorter cuts off press and creator seeding.
What you'll get:
- ✅ the runway you need for each type of release
- ✅ the platform deadlines you can't miss
- ✅ a week-by-week pre-release timeline
- ✅ what to do if you're already late
Start with the runway table.
Contents
- Runway by release type
- How long before release should you promote a song?
- What are the hard deadlines before release?
- Week-by-week timeline
- What if you're already late?
- How does the timeline change for an album?
- Pre-release checklist
- FAQ
Runway by release type
| Release | Recommended runway | Why |
|---|---|---|
| ⚡ Focused digital single | ~4 weeks minimum | Time for Spotify pitch, creator seeding and ad testing |
| 🎵 Single with PR | 6–8 weeks | Press needs time to plan and assets must be ready |
| 💿 EP or album | 8–12+ weeks | Long-lead press, several singles, pre-save build |
| 📻 Radio | 8+ weeks | Stations have servicing windows |
| 🎄 Holiday or awards | Months ahead | Seasonal windows close early |
Runway guidance reflects MPT's campaign planning: most campaigns start six to eight weeks before release day, and radio, holiday and awards work starts earlier. See MPT release planning service.
How long before release should you promote a song?
You should start promoting a song six to eight weeks before release for most campaigns. That gives time for press outreach, Spotify editorial pitching (at least 7 days before release), pre-saves, creator seeding and ad testing. Albums, radio and holiday releases need eight to twelve weeks or more. About four weeks is the practical minimum for a focused digital single.
What are the hard deadlines before release?
- Spotify editorial pitch: 7+ days before release. Pitch one unreleased song through Spotify for Artists, which also puts it in followers' Release Radar. You can't pitch once it's live (Spotify).
- Distribution: before the pitch. The song must be delivered to Spotify before you can pitch it, so upload well ahead. Free options exist, including SoundBanq.
- Countdown Page (albums): 7+ days before release. Spotify says this brings nearly 2x more pre-saves on average (Spotify).
- BBC Introducing (UK): no release deadline, but it can take up to 6 months for a track to be heard (BBC).
Week-by-week timeline (6–8 weeks)
| Week | What to do |
|---|---|
| 📅 −8 | Finalize master, artwork, metadata. Set the release date (see why Friday dominates the release calendar) |
| 🧭 −7 | Story and angle. Photos. Bio and press release |
| 📦 −6 | Deliver to your distributor. Build press and curator lists |
| 📰 −6 to −3 | Pitch long-lead press and premieres |
| 🎬 −5 to −2 | Make short-form content. Brief creators. Test ad creatives |
| 🟢 −3 to −2 | Pitch Spotify editorial. Launch pre-save or Countdown Page |
| 📣 −1 | Tease with snippets. Warm up retargeting audiences. Confirm launch-day tasks |
| 🚀 0 | Release. Post everywhere. Push listeners to follow and save |
| 🔁 +1 to +6 | Follow up with press. Scale winning ads and creator posts. Report and plan the next release |
Keep going after release week. Most releases stop promoting too early. Read the truth about pre-save campaigns for why the weeks after launch matter.
What if you're already late?
- More than 7 days out: deliver now and pitch Spotify editorial today.
- Less than 7 days out: consider moving the date. If you can't, you lose the editorial pitch for this song. Focus on ads, creators and post-release press.
- Already released: pitch independent curators, blogs and radio with a fresh angle (a video, live session or remix), and plan the next release properly.
Should you move the release date?
- ✅ Moving it keeps the Spotify editorial pitch and gives press time to plan coverage
- ✅ Nobody outside your team is waiting on the original date unless you announced it
- ❌ It can clash with announced shows, pre-saves already running or a sync deadline
- ❌ Moving it over and over wears down the momentum you've built
MPT's MPT's pre-release campaign service is best started 4–8 weeks before release. We'll tell you if the timing makes responsible execution impossible.
How does the timeline change for an album?
| 🎵 Single | 💿 Album | |
|---|---|---|
| Runway | 6–8 weeks | 8–12+ weeks |
| Spotify pitch | 7+ days before release, one song | 7+ days before each focus track |
| Pre-save | Pre-save link | Countdown Page 7+ days out (nearly 2x more pre-saves, per Spotify) |
| Press | Online 1–3 weeks, premieres 2–4 weeks | Long-lead print and features earlier |
| Singles before release | – | Often 2–3 singles leading in |
Pre-save data: Spotify Countdown Pages.
Pre-release checklist
- ☐ Master, artwork, metadata and credits final
- ☐ Delivered to distributor, with the release date confirmed
- ☐ Spotify editorial pitch submitted (7+ days out)
- ☐ Pre-save or Countdown Page live
- ☐ Bio, press release, photos and private link ready
- ☐ Press and curator list built and checked
- ☐ Short-form clips made and creator briefs sent
- ☐ Ad creatives tested and retargeting audiences building
- ☐ Launch-day plan: who posts what, and when
Frequently asked questions
How far in advance should I pitch my song to Spotify?
At least 7 days before release, through Spotify for Artists. Earlier is better, because you can only pitch one song at a time and can't pitch after release.
When should I start promoting my album?
Eight to twelve weeks or more before release. Albums need long-lead press, a sequence of singles and time to build pre-saves. Publish a Countdown Page at least 7 days out.
Is two weeks enough time to promote a single?
It's tight. You can still pitch Spotify editorial if the song is delivered, but most press and creator work will be squeezed. Consider moving the date or focusing on post-release promotion.
When should I hire a PR agency before release?
Six to eight weeks before release for a single campaign, and earlier for albums. See how much music PR costs to budget.
Should I keep promoting after release day?
Yes. Weeks one to six are when ads, creator content and press follow-ups compound. Stopping at release day wastes the momentum you built.
Plan your runway before you pick a date
Book a release strategy review, because a realistic timeline decides what's possible for your release before you spend on it.
About the author: Anto Dotcom is co-founder of MusicPromoToday (MPT Agency), which has run artist campaigns since 2012 from offices in New York, Los Angeles, Montreal and Yerevan. About the MPT team · LinkedIn · Instagram