How to Promote a Song: A Plan That Starts Before Release Day
To promote a song, work in this order. First get it distributed and scheduled, because Spotify takes music only through a distributor. Pitch it to Spotify's editors in Spotify for Artists at least 7 days before release, which also puts it in your followers' Release Radar. Make one video and cut it into short vertical clips for TikTok, Reels and Shorts, a full version for YouTube and a Canvas loop for Spotify. Post teasers before release day, publish on the day, and keep posting clips for weeks afterwards.
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How do you promote a song?
The short answer: To promote a song, work in this order. First get it distributed and scheduled, because Spotify takes music only through a distributor. Pitch it to Spotify's editors in Spotify for Artists at least 7 days before release, which also puts it in your followers' Release Radar. Make one video and cut it into short vertical clips for TikTok, Reels and Shorts, a full version for YouTube and a Canvas loop for Spotify. Post teasers before release day, publish on the day, and keep posting clips for weeks afterwards.
Several of the moves with the most effect have deadlines that fall before release day, so the order matters more than the list of platforms. The plan below is the sequence, with links to the guides that cover each step in depth.
Step 1: Get the song distributed and scheduled
Spotify's artist support says to work with a distributor, notes that most charge a fee or commission, and says a signed artist's label likely already works with one. Choose one, upload your master, and schedule the release for a future date rather than publishing instantly. If the song came from an AI generator, check the generator's terms and your distributor's rules on AI music first; for Suno songs, the rights post lays out the plan rules.
Step 2: Pitch it at least 7 days before release
In Spotify for Artists, go to Music, then Upcoming, select the song and complete the pitch form. Spotify says to deliver your music at least 7 days before release so editors have time to listen, and that pitching an unreleased song that far ahead adds it to your followers' Release Radar playlists. It also says pitching does not guarantee placement on an editorial playlist, and that you can pitch one song at a time. Fill in the form with specifics, since Spotify notes more detailed pitch information increases consideration.
Step 3: Make one video, then cut it
This is the step where most solo releases stall, and where the leverage is. One video becomes every other asset. Our solo-artist playbook for promoting music with a video explains why, and turning one video into a month of content shows the cuts.
| Asset | Shape | Where it goes |
|---|---|---|
| Full video | 16:9 | YouTube |
| Teaser clips | 9:16 | TikTok, Reels, Shorts |
| Canvas loop | 9:16, 3 to 8 seconds | Spotify |
| Cover or thumbnail still | Single frame | YouTube, playlist pitches |
If you have no footage, you can generate the video from the song. In Melodious you upload the finished track, write a brief for free, pick a length (15 seconds, 30 seconds, 60 seconds or the full song) and a shape, landscape or vertical, and look at the storyboard before paying to render. Vertical videos are made vertical rather than cropped, and the finished screen of a vertical render has a Spotify Canvas download. If you will release a full video and short clips, make the vertical version from the same brief. The steps are in how to make a music video for your song.
Step 4: Post teasers before release day
Start a week or two out. The mechanics differ by platform, and the platform guides are better than a summary: how to promote music on Instagram and how to make a music video for TikTok. The shared principle is to lead with the strongest ten or fifteen seconds of the song rather than an announcement graphic, and to tell people the date.
Step 5: Release day and the first week
Publish the full video on YouTube, post the clip that carries the hook, and link the streaming release. Once the track is live on Spotify, add a Canvas in Spotify for Artists. The format is a vertical 9:16 loop of 3 to 8 seconds, as an MP4 or JPG; Spotify suggests avoiding talking, singing or rapping footage and rapid cuts. Everything about it is in our Spotify Canvas guide. If you used AI visuals, check the disclosure rules in are AI music videos allowed on YouTube and TikTok.
Step 6: Keep going after day one
Release day is not the end of it. Keep cutting clips from the same video, post how the video was made, answer comments, and reuse the strongest clip as a pinned post. If the release is a single, making a music video for a single release covers the timeline around the drop.
Related reading: download and share your AI music video.
Mistakes that waste a release
| Mistake | Do instead |
|---|---|
| Scheduling the release less than 7 days out | Schedule early so the pitch and Release Radar apply |
| Posting only the streaming link | Lead with video clips and use the link as the destination |
| A new look for every post | Cut everything from one video so the release looks intentional |
| Being on five platforms thinly | Choose one or two and do them well |
| Not checking rights on an AI-generated song | Read the generator's and distributor's terms before paying |
Start with the part that has a deadline: the master, the schedule and the pitch. Then upload your song and write the free brief for the video that feeds the rest.
Frequently asked questions
How early should I start promoting a song?
Before the release is scheduled. Spotify says to deliver music at least 7 days before release so editors have time to listen and so the song reaches your followers' Release Radar, and a distributor needs the master before that. Posting teasers for a week or two before the date gives the clips time to find people.
Do I need a music video to promote a song?
You need something to look at. Short-form feeds, YouTube and Spotify's Canvas are all visual formats, and a static cover image does not fill any of them. A video does not have to be expensive, but one asset cut into several pieces does more than several unrelated posts.
Does pitching to Spotify editors guarantee a playlist?
No. Spotify says pitching does not guarantee placement in editorial playlists. What it does say is that pitching an unreleased song at least 7 days before release adds it to your followers' Release Radar playlists. You can pitch one song at a time.
Can I upload my song to Spotify myself?
Not directly. Spotify's artist support says to work with a distributor, and that most distributors charge a fee or commission. For a signed artist, Spotify says the label likely already works with a distributor.
What should I post after release day?
More cuts from the same video, a behind-the-scenes clip of how it was made, a looping snippet for Stories, and a reply to anyone who comments. One video gives you weeks of material, so you are not inventing something new each day.
Which platform matters most?
Pick the one or two where your listeners already are and do them properly. Short-form video feeds are a common place for strangers to find songs, while YouTube and streaming services are where people go to listen. Two platforms done properly beat five done thinly.
The plan needs one strong asset.
Upload your finished song, write a free brief and see the storyboard for your video before you pay to render.
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