Short answer: A music marketing plan is one measurable goal, a clear audience, a release calendar, two channels you'll actually do, a small budget and a weekly number you check. Here is a complete 90-day version you can copy.
Most plans fail in week two. Not because the plan is bad, but because it's too big. This one is built to survive a day job.
Step 1: Pick one goal (with a number)
Not "grow my fanbase." A number and a date:
- 1,000 followers on one platform in 90 days.
- 500 email signups.
- 3 releases out and 1 playlist placement.
The published guides all converge on SMART goals: specific, measurable, with a deadline. We'd add: pick one. Two goals means neither gets finished.
Step 2: Define your audience in three artists
Write down three artists your ideal listener already follows. That's your targeting for ads, playlist outreach, collabs and content references. Add where they hang out: TikTok, Instagram, Reddit, Discord, local shows.
Step 3: Audit what you have
Score each platform 1 to 5 on how complete and active it is: Spotify for Artists profile, Apple Music for Artists, Instagram, TikTok, YouTube, email list, website. Fix the biggest gap first. At minimum before launch:
- A clear artist photo and bio.
- Spotify and Apple profiles claimed.
- One link page that holds every link.
- An email signup that works.
- Consistent name, handle and artwork style.
Step 4: Pick two channels
| Job | Pick one |
|---|---|
| Discovery | Short-form video (TikTok, Reels, Shorts), or paid ads |
| Ownership | Email list or SMS |
| Playlisting | Direct curator pitching (free) |
Everything else is optional. Doing two channels well beats six badly.
Step 5: Build the release calendar
Three releases in 90 days keeps momentum. Space them 3 to 4 weeks apart.
For each release (28-day runway):
- Day -28 to -22: Finish song, art and metadata. Deliver to your distributor. Batch-shoot content.
- Day -21 to -15: First teaser clips. Set up pre-save.
- Day -14 to -8: Press and blog outreach. Build your curator list.
- Day -7 to -1: Pitch Spotify editors (7-day minimum, which also adds the song to your followers' Release Radar). Final push on pre-saves.
- Release day: Post everywhere, email the list, thank early listeners.
- Days +1 to +30: Curator pitches, follow-ups, ads on the best clip, repurpose content, collect emails.
Step 6: Budget
Even $200 helps you test. Rough split for $500:
- 40% ads on your best clip.
- 20% playlist submissions.
- 20% content (editing, visuals).
- 20% reserve for what works.
Step 7: Track a few numbers
Weekly:
- Saves per 100 listeners (Spotify for Artists).
- New followers and email signups.
- Cost per signup or follower if you run ads.
- Content that got shares. Make more of it.
Monthly: monthly listeners, playlist adds, press hits.
Step 8: Review at day 30, 60, 90
Three questions each time: What got the most real people to act? What cost time but gave nothing? What are we stopping?
The one-page checklist
- [ ] One goal with a number
- [ ] Audience: three reference artists
- [ ] Profiles claimed and consistent
- [ ] Link page and email signup live
- [ ] Release calendar (3 dates)
- [ ] Two channels chosen
- [ ] Editor pitch scheduled 7+ days before each release
- [ ] Curator list of 30 to 50
- [ ] Budget set
- [ ] Weekly number tracked
What kills plans
- Paying for streams. Spotify says artificial streams earn no royalties and don't help recommendations or charts.
- Releasing and disappearing.
- Chasing every platform.
- Changing the goal every week.
What we'd do
Release the first song within 30 days even if the plan isn't perfect. Learn from data, not from planning.
FAQ
How far ahead should I plan a release?
At least 4 weeks. Pitch Spotify editors a minimum of 7 days before release.
Do I need a budget?
No, but a small one speeds up testing.
What is the most important channel?
The one that gets real listeners to take an action you can count. For most artists: short-form video plus an email list.
How often should I release music?
Every 3 to 6 weeks keeps momentum for both fans and algorithms.
Should I hire a marketing company?
When you know your goal and have evidence of what works. Before that, learn the basics yourself or hire for one specific job.
How do I know if the plan is working?
Saves, followers and email signups rising week over week. If not, change the channel, not the goal.
Want a plan built for your song?
Tell us where you are and what you want. We map the next 30 days and show you the numbers.
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