Artists that want to establish a long-lasting career can learn from successful musicians like “Wizkid, Davido, and Burna Boy”—people who have perfected the art of brand positioning and music promotion. Their success isn’t a coincidence; it’s the product of careful preparation, from pre-release publicity to post-release interaction, which guarantees that their music will be relevant for a very long time. For prospective musicians hoping to establish themselves in the business, knowing what they do “before, during, and after” releasing songs offers priceless insights.
For independent artists who want to distribute and promote their music effectively, Afrokonnect offers a seamless solution. With Afrokonnect’s services, artists can get their music on over 280 streaming platforms, including Spotify, Apple Music, Amazon Music, Deezer, and many more. This wide distribution ensures that your music reaches a global audience, maximizing your potential for streams, recognition, and career growth.
A good rollout is based on a well-organised music release strategy. Even though major musicians may have the support of record labels, all artists, whether signed or independent, can benefit from their release strategy. The normal song release plan used by industry megastars is broken down below. This article offers a summary of the essential actions performed to guarantee a song’s success, from its original announcement to engagement after release, but it does not adhere to any particular timetables. Independent musicians can advance their careers and create enduring relationships with their fans by implementing and modifying these tactics.
How To Release your Music Professionally
3 Months Ahead: Building Anticipation
To create a buzz around your upcoming album, start teasing your audience three months prior to the release. This strategic marketing approach is commonly employed by top artists.
Week 1: Album Name Release
Share a cryptic post on social media, revealing the meaning behind your album’s title. This will spark curiosity and generate interest among your fans. For example:
- Post an image with a quote or phrase that resonates with your album’s theme.
- Share a personal story or anecdote that inspired the album’s title.
Week 2: Album Title and Cover Reveal
Release a sneak peek of your album artwork, tagging the artist in the photos. Keep the post simple, using only hashtags to create intrigue. This will:
- Give fans a glimpse of the album’s visual identity.
- Reiterate that something exciting is on the horizon.
Engagement Strategy
While creating anticipation around your album, don’t disappear from the public eye. Engage with other creators, share behind-the-scenes content, and maintain a strong online presence. This will keep your audience invested in your upcoming project.
2 Months Ahead
Album Pre-Release Teasers: Building Hype and Anticipation
One of the most effective ways to build excitement around an album release is by creating anticipation through “pre-release teasers”. Major artists understand that the journey to a successful album starts long before the music actually drops. A well-crafted rollout begins with a “social media hiatus”, only to return with strategic announcements, partnerships, and collaborations that set the stage for the album’s release.
Take “Burna Boy”, for instance—before releasing “African Giant”, he introduced a “comic book”, which added an intriguing visual element to his album’s narrative. Similarly, “Davido” leveraged his partnership with “Puma” ahead of “Timeless”, dropping multiple behind-the-scenes clips of his collaboration with the brand, effectively merging fashion with music promotion. These tactics create an aura of exclusivity and leave fans eager for what’s coming next.
At this stage, artists also begin posting “video teaser clips”, offering short previews of upcoming songs or music videos. Some labels prefer to release video teasers before the album drops, while others strategically wait until after the album release. The approach may vary, but the goal remains the same—to keep fans engaged and talking about the project.
Tour Announcement: Securing Ticket Sales Early
Timeline: Announced 6–9 months ahead
For most successful artists, an album release is not just about the music—it’s also about taking the music to the fans through live performances. This is why a well-timed tour announcement is a crucial part of any album rollout. Top artists typically schedule their tours 9 months in advance and announce them at least 6 months before to ensure adequate time for marketing, ticket sales, and sponsorship deals. When making the announcement, artists often drop a visually captivating tour flyer, listing the tour name, locations, and ticket sale dates. This could be a World Tour, a U.S. Tour, an African Tour, a European Tour, or even a specialized Campus, Radio, or TV Tour, depending on the artist’s reach and target audience.
To maximize exposure, multiple tour posters are released over several days, featuring different dates and cities while tagging opening acts and co-performers. This not only excites fans but also strengthens artist collaborations, ensuring that every show is packed with energy and anticipation. Whether it’s through strategic teasers or carefully planned tour announcements, major artists know that **music promotion extends far beyond the studio**. These are “key lessons independent artists should adopt”, using creative marketing and long-term planning to ensure a successful rollout.
This is a comprehensive music release strategy that mirrors the structured rollouts of industry giants like Wizkid, Davido, and Burna Boy. Here’s an expanded breakdown of the key phases and how independent artists can apply them for maximum impact.
Final 24 Hours Before Release: The Last-Minute Buzz
Surprise First Single Release on iTunes (Leak Strategy)
One of the most common tactics used in major rollouts is the “accidental leak” strategy. A few hours or a day before the official album release, artists or their teams orchestrate a controlled leak or release an exclusive track on a single platform like iTunes or Audiomack. This generates immediate fan reactions, encourages pre-downloads, and increases hype before the full project drops.
Key points to note:
– Release on a Friday – This aligns with how streaming platforms update their editorial playlists, maximizing exposure and playlist placements.
– Ensure digital distribution is in place – The groundwork should be completed weeks before this phase (details below).
Album Release Day: The Grand Reveal
Album Release Show (Live Streaming & Engagement)
On release day, a well-planned album launch event makes all the difference.
– The album is officially available on Spotify, Apple Music, Audiomack, and Deezer.
– A release party is streamed live across social media platforms, bringing fans directly into the experience.
– The first live performance of the lead single should happen at the event, ideally alongside features from the album.
Multiple Music Video Drops
Releasing multiple music videos in quick succession after the album launch keeps fans engaged. Instead of dropping all visuals at once, the drip method is effective:
– Video 1 drops on release day
– Video 2 follows a week later
– Behind-the-scenes content fills the gaps between releases
This keeps the momentum going for months after the album launch.
Three Weeks Post-Release: Connecting with Core Fans
Intimate Hometown Show
Artists often return to their roots to create nostalgic and intimate moments with their earliest supporters. Some do:
– Acoustic shows in their old secondary school or university
– A meet-and-greet session in their hometown
– A 1000-person exclusive show in a sentimental venue
This builds a loyal fan base and makes people feel connected to the artist’s journey.
Attending Fashion Shows to Stay Relevant
Top Afrobeats artists are merging fashion and music marketing by making appearances at global fashion events:
– Burna Boy at Burberry & Jean Paul Gaultier
– Wizkid at Tommy Hilfiger
– Davido at Puma Fashion Shows
Fashion exposure makes headlines, keeping the artist’s name circulating months after the music drops. Building the Hype Months Ahead
Print Media Submissions (4-3 Months Ahead)
This is the time to lock in magazine features and interviews.
– Long-lead magazines like Rolling Stone, Pitchfork, Native Mag, and Complex require months of preparation.
– Early exposure ensures the album is covered in major publications before the release date.
Setting Up Digital Distribution (4-3 Months Ahead)
– Distribute the album to streaming platforms via Afrokonnect Distribution, TuneCore, or DistroKid.
– Apply for editorial playlist pitching on Spotify and Apple Music.
– Submit music for radio airplay on key stations like Cool FM, Wazobia FM, and Capital FM.
Final Countdown & Last-Minute Promotion
Hype Up the Digital Single Release (1 Month Ahead)
– Drop one single as a teaser for the full album.
– Start a countdown campaign on Instagram & TikTok.
– Encourage pre-orders and pre-saves on Spotify and Apple Music.
Building Anticipation for the Release Party (2-1 Month Ahead)
– Put up billboards and posters in key locations.
– Use Instagram Live and TikTok teasers to keep fans engaged.
– Offer giveaways and contests to boost excitement.
Post-Release Strategy: Keeping the Album Alive for a Year
TikTok Challenges & Fan Engagement
– The day after release, launch a viral TikTok challenge using a catchy hook from the album.
– Offer cash prizes, merchandise, or meet-and-greet passes for the most creative videos.
Jet Out & Begin the Album Tour
– International tour promotions keep the album in conversation for months.
– Behind-the-scenes tour content keeps social media buzzing all year round.
Conclusion: Applying This Blueprint as an Independent Artist
Many rising artists fail because they drop music without a structured plan. A successful music career is more than just talent—it requires strategy. By following this step-by-step formula, independent artists can maximize visibility, boost streaming numbers, and extend an album’s lifespan for a full year. If you’re serious about breaking into the mainstream, start planning your next release like a pro.
