It’s that time of year again where I give you a guide of the best months to release your music. In past years, I’ve focused on album releases while touching on singles a bit. This year will include both types of releases with tips on when to play into possible Spotify themes.
For the most part, the forecast for 2019 is similar to 2018. Before you plan any release, at the very minimum, you should start the promotion and publicity three to six weeks in advance for a single and three months for an album, especially if media or Spotify curators aren’t already aware of who you are. The simple reason is based on the fact that they will always prioritize a band they know over one they don’t, and you need time to build that awareness.
The major changes I foresee are in November and December. While the United States is mired in election mode in 2018, it will be an off-year in 2019, so media will most likely be focused on wrapping up their "best-of" yearly lists. This means December could open up a bit for the first two weeks when competition is lighter and the year-end lists have been completed.
Competition is lighter in mid-to-late January for major and indie releases, so it can be a good time to release albums or singles. We wouldn’t recommend releasing it any sooner than that, because for the most part, media is still getting back in the swing of things after the holiday season and needs time to catch up.
Moods: This operates on two ends of the spectrum. Ambient, somber, and reflective music works well here, as does upbeat, get-you-moving types of music.
Other possible themes:
Competition is still light with independent releases, so February can be a great time to release music.
Moods: This also operates on two ends of the spectrum. There’s the angsty, near-rage songs or the cozy, sit-by-the-fire-with-a-warm-cup-of-coffee-or-whiskey tunes.
Other themes and opportunities:
Folk Alliance occurs in mid-February. If you’re a folk band playing the festival, definitely look at releasing music around this time. If you have an opportunity to be there and network, do it.
Competition does increase a bit due to SXSW, but overall, we’re not seeing any overly detrimental effects on releases. We do, however, recommend avoiding releasing music during the conference.
Moods: Light and airy, upbeat, party
Other themes and opportunities:
April is a great month to release music, although there may be competition with more established independent artists who release music around Record Store Day. If you're planning a release around this time, look at creating a promotion with your local record store.
Moods: Light and airy, transitional
Other themes and opportunities:
This is a great month to release music before the summer festival season opens up.
Moods: Summery, upbeat, hopeful, energetic, nostalgic, celebratory
Other themes and opportunities:
The next few months will be primarily focused on upbeat summer songs and summer music festivals.
Moods: Upbeat, energetic, fun
Other themes and opportunities:
Just like June, the same rules apply.
Moods: Upbeat, energetic, fun
Other themes and opportunities:
The festival season is winding down toward the end of the month. Summer songs are still a hot commodity (excuse the pun). You will find blogs, especially in Europe, take a hiatus for a few weeks during this time.
Moods: Upbeat, energetic, fun
Other themes and opportunities:
September can be a great time to release an album if you’re an emerging artist, because there’s a bit of a lull overall. Folk-y/Americana and indie-folk music do well this month.
Moods: Upbeat, sad, moody/angsty
Other themes and opportunities:
This is a great month to release music, especially if your music has a haunting or autumn feel.
Moods: Sad, moody, angsty, haunting, poetic, dark
Other themes and opportunities:
Best-of and end-of-year lists will most likely play a factor. We don’t recommend releasing music this month unless you have a strong theme that fits. If you’ve already released music this year that received critical acclaim, now is a good time to loop back and remind that writer about the release.
Moods: Uplifting, calm, ambient
Other themes and opportunities:
There may be stragglers with best-of lists this month. It’s also a light month for indie releases, so it can be a good time to release music earlier in the month. Avoid releasing any music after December 15.
Moods: Cheerful, nostalgia, heartwarming, sentimental, sad
Other themes and opportunities:
When you’re planning out your single, EP, or album release, make a list of all the possible themes to determine the best time to release your music. You can then search Spotify playlists for other possible ideas to build off of those main themes.
If you want to further maximize your release, pay attention to themes that pop up and use that to pitch your song, even if it was released a few months back.
For further ideas on how to maximize your album release, read “How To Release Your Album Successfully (Even If You Don’t Have a Record Label)” and download the free, week-by-week album release guide.
Janelle Rogers began her 20-year music industry career working for SXSW Music and Media Conference. She then went on to work for BMG Distribution for 10 years in the alternative music department where she championed bands like Kings of Leon, Ray LaMontagne, The Strokes, Belle & Sebastian, and The White Stripes. In 2002 she launched Green Light Go Music PR as a haven of honesty, integrity, and passion for underrepresented artists and labels. She has since been named Mentor of the Year by the University of Michigan, Dearborn, appeared as a panelist at NXNE, and been an official SXSW mentor.