Why releasing singles first works better, and how to plan them
Your album is finished. Do you put it out in one go? Usually it pays off to release a few songs as singles first, and the album after that. Streaming has brought singles back, because that is how most listeners find new music today. This article explains why, and how to plan it.
In short Release two or three singles before the album, on a Friday, with at least two weeks between releases. Pitch every single to Spotify's editors at least one week before its release (we advise four weeks). Use the same recording and the same ISRC for a song on the single and on the album, so its streams and playlists carry over. |
Why singles first?
- Listeners rarely look for albums. Only a small share of streams comes from people searching for a specific album. Most streams, and most of your income, come from playlists, and a playlist usually takes just one song from an album.
- You get more chances to be picked. You can only pitch one unreleased song at a time to Spotify's editors. With a single every few weeks, you can pitch a new song each time instead of once for the whole album.
- You have time to get your artist page ready. Once your first single is out, you can update your artist page and photos before the album arrives.
- Nothing is counted twice. When a single's song appears on the album again, the streaming services link the two. The streams, saves and playlist adds of the single carry over to the album version.
Figure 1. One recording, one ISRC: the store treats it as one song.
For this to work, the song on the album must be exactly the same recording as on the single, with the same ISRC (the unique code of a recording) and the same title. A different mix or version counts as a new song.
Planning your releases
Figure 2. An example plan: three singles, then the album.
- Release on a Friday. New music comes out worldwide on Fridays, and that is when the new playlists are made.
- Leave at least two weeks between releases, so each song gets its own moment.
- Pitch each single at least one week before release. Spotify accepts pitches until seven days before release day, but we advise you to pitch four weeks ahead to give the editors time to listen. Only pitches that arrive at least seven days early end up in your followers' Release Radar.
- One pitch at a time. You can only pitch one song per artist at a time. Once that song is out, you can pitch the next one. So time your singles in such a way that every release gets its own pitch.
Our Release Rollout guide gives you a full week-by-week plan, from six weeks before release to the weeks after.
Compilations
Compilations, such as albums with tracks by four or more different artists ("Various Artists"), cannot be pitched, neither by us nor through Spotify for Artists. Songs on which you are only a featured artist cannot be pitched either. If you want to pitch a song from a compilation, release it as a single from the main artist's own profile first.
Option: a waterfall release
In a waterfall release, every new single also contains the singles that came before it. Single 2 holds tracks 1 and 2, single 3 holds tracks 1 to 3, and so on until the album. Each new release builds on the streams and playlists the earlier songs already collected, and one link always takes listeners to your newest music.
Figure 3. A waterfall release: each single builds on the one before.
A waterfall only works if dates, track order, artwork and release details are planned before the first single goes out. Fixing it halfway is difficult. So contact us before you deliver the first single, and we will set up the schedule with you.
Taking down the singles afterwards
There is no need to take your singles down once the album is out. If you do want to, wait at least seven days after the album's release. In that time, the stores link the singles to the album tracks, so your playlist placements and statistics are kept. Take a single down sooner and you risk losing them.
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