August 09

The Localist: Timeline for Scheduling Release of a Record

Posted by on August 9, 2019 in The Localist, Uncategorized | 1 Comment

So you are nearing a fully mixed and mastered EP or LP and want to work out the release. What does a typical timeline for release look like? Many musicians rush the process without proper planning and ultimately it results in a release that gets no exposure. To properly work a roll out of a release you typically need to put the release date at least 6 months after you have the fully mixed and mastered product in hand. Though if you want to work with certain publicists, you may need to contact them even further in advance as many of the most wanted publicists are booked 8-9 months in advance. I provide a possible 6 month schedule with some details below, subject to revision.

  • 6 Months Ahead:
    • Fix date of the record release.
    • Research and put together a list of publicists to work with.
    • Put together an electronic press kit (“EPK”), including short biography and elevator pitch of the record, press quotes, and other items that will be useful to the press.
      • If needed, hire a writer to draft a biography for use in the EPK.
    • Develop a list of key contacts to consult for premieres, and for reviews of the record, whether in collaboration with a publicist or on your own.
    • If you are pressing the record to vinyl, contact a vinyl manufacturer and generate the components needed to press the record. (This includes getting the vinyl master and plates, and creating the album artwork).
    • Work on the creation of promotional materials for three singles, including music videos, as “premiere opportunities” for the press.
  • 5 Months Ahead:
    • Contact publicists to work out a 3-4 month contract for publicity, overlapping the day of release.
    • Contact distributor about distribution schedule of the record, including the distribution of three singles ahead of the release of the record.
    • Have all materials to the vinyl manufacturer (including visual materials) to put the record into the queue for manufacture.
  • 4 Months Ahead:
    • Complete all promotional materials, and provide them to the publicist to send out to press contacts.
    • Apply for playlist consideration on Spotify and other outlets for the single releases.
    • Contact venue for a record release show.
    • Have all digital materials sent out to distributor for digital distribution.
  • 3 Months Ahead:
    • Release first single, coordinated with release of corresponding promotional materials. (Ideally coordinated with a premiere by your publicist).
    • Apply for playlist consideration on Spotify and other outlets for the remaining tracks of the record.
    • If you plan to have the record promoted through radio promotion, sign a contract for radio promotion around this time.
    • Contact album review staff at outlets for review of the record. (This should be coordinated with the publicist, as publicists do not always work on securing reviews for a record).
  • 2 Months Ahead:
    • Release second single, coordinated with release of corresponding promotional materials. (Ideally coordinated with a premiere by your publicist).
    • Follow up with press contacts regarding reviews and press opportunities outside of those worked by your publicist.
  • 1 Month Ahead:
    • Release third single, coordinated with release of corresponding promotional materials. (Ideally coordinated with a premiere by your publicist, and plugging any record release events).
    • Have the pressed vinyl records in hand to send to distributor.
    • Follow up with press contacts regarding reviews and press opportunities outside of those worked by your publicist.
  • Month of Release:
    • Release the record. (Ideally coordinated with a premiere of the album coordinated by your publicist).
    • Play a record release event.
    • Follow up with press contacts regarding reviews and press opportunities outside of those worked by your publicist.
    • Follow up on radio promotion for the next three months.

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The Localist is a column focusing on issues relating to aspiring local musicians in New York City. In his free time, the author performs as St. Lenox. St. Lenox’s most recent record, “Ten Fables of Young Ambition and Passionate Love” was placed on Best Albums lists at Pop Matters and AllMusic. AllMusic credits St. Lenox with “some of the most unique and unconventionally thrilling pop music in the late 2010s.”