The Release Campaign Playbook: Marketing a House Record From 6 Weeks Out to 6 Months After
A practical house music release campaign for producers, artists and labels: what to lock down six weeks before release, how to build momentum into release week, and how to keep a record working for six months after it drops.
In this guide
- The short version
- Six weeks out: build the foundations
- Four weeks to release week: build momentum
- Release week: make noise in one place
- After release: the first six weeks and the next six months
- Your release campaign timeline at a glance
- What to focus on, depending on who you are
- House music release campaign FAQ
The short version
- Most house records don’t fail because the music is weak. They fail because the release campaign starts on release day and stops a week later.
- The work that pays off happens six weeks out (assets, metadata, story) and in the months after release (DJ support, remixes, catalogue).
- Pitch Spotify editorial three to four weeks ahead. Seven days is Spotify’s cut-off for Release Radar, not a target.
- Every listener, DJ and promoter you reach should end up somewhere you own: an email list, a promo list or your website.
House music still runs on DJ support, record stores and word of mouth as much as streaming algorithms. A good release campaign works all of those channels at once, on a schedule, so the record keeps finding new ears long after the first week.
This playbook follows the same before, during and after structure as our ADE 2026 marketing playbook, applied to a single release.
Six weeks out: build the foundations
Lock the release and the assets
- Final masters: original mix, extended and radio edits, plus any remixes, in the formats your distributor and DJ stores need.
- Artwork: square cover art plus vertical and horizontal versions for Reels, Stories, TikTok and YouTube.
- Clips: three to five short audio clips of the strongest moments (the drop, the vocal, the breakdown) ready for social.
- Press shot and one-paragraph story: who made it, why, and what makes it worth playing.
Get distribution and metadata right
Upload to your distributor early, with correct credits, ISRCs, genre tags and release date. For house, decide your store strategy too: whether Beatport, Traxsource or a newer DJ store like Volumo gets an exclusive window before streaming.
Decide the story
What is the record about, and why now? A sample with a story, a vocalist with a following, a club where it was road-tested, a label milestone. One clear angle gives press, DJs and your socials something to say beyond “out now”.
Six-weeks-out checklist: masters and edits final · artwork in every format · clips cut · story written · uploaded with full metadata · store and exclusive plan agreed · promo list built.
Four weeks to release week: build momentum
Pitch streaming editorial early
Pitch your focus track through Spotify for Artists three to four weeks before release. Spotify’s hard cut-off is seven days before release, and that pitch also decides which track goes to your followers’ Release Radar. Include genre, mood, instruments, the story and any DJ support or radio play already lined up.
Service the record to DJs
For house music, DJ support is still the engine. Send the record to a focused list of DJs who genuinely play your sound, with a short personal note, a private stream and a download link. Ask for feedback and, if they’re playing it, a clip.
Start teasing
- Post your clips across the build-up, not all in one week.
- Share a pre-save link from your distributor so fans can save the track before release.
- Email your list with an early listen for subscribers.
Prepare your website
Create a release page on your own site with the artwork, the story, streaming and store links, and a mailing list sign-up. It’s the one link that works everywhere, and it’s what search engines and AI tools will find when people look the track up. See the DJ website playbook.
Release week: make noise in one place
Release week is about concentration. Point every channel at the same link, on the same days, so the record looks busy wherever people find it.
- Release day: post across socials, send the email, update your link in bio and pin the release.
- DJ support: share clips and stories from DJs playing it, and thank them publicly.
- Store charts: early sales on DJ stores help visibility in genre charts, so make it easy for fans and DJs to buy in the first few days.
- Paid support: a small, well-targeted Meta Ads budget behind your best-performing clip can widen reach fast.
After release: the first six weeks and the next six months
| When | What to do |
|---|---|
| Week 1 | Thank DJs and supporters, share every repost and play, and check your release page is ranking for the track name. |
| Weeks 2–6 | Pitch independent playlist curators and radio shows, keep posting clips of DJs playing it, and add it to your own mixes on Mixcloud. |
| Months 2–3 | Release a remix or edit package to reach new DJs and give the original a second wave. |
| Months 3–6 | Feature it in label samplers and compilations, pitch it for sync, and use the results to plan the next release. |
Turn the release into catalogue
A house record can keep selling and streaming for years if people can find it. Keep the release page up to date, link to it from new releases and mixes, and write up the story behind it so it keeps working in search. More on that in why your website should be your content hub.
Measure what worked
Look at where listeners actually came from (editorial playlists, Release Radar, DJ support, socials, email or ads) and how many joined your list. The next campaign should double down on what moved the needle.
Your release campaign timeline at a glance
Here’s the whole release campaign on one page. Use it as a music release plan you can copy into your calendar, then adjust the dates to fit your label’s schedule.
| When | Focus | Key tasks |
|---|---|---|
| 6 weeks out | Foundations | Masters, artwork and metadata locked, release date set with your distributor, story and press shot agreed |
| 4 weeks out | Pitching | Streaming editorial pitch submitted, promo sent to DJs, smart link and pre-save live |
| 2 weeks out | Teasing | Short clips, studio content, DJ support posted, website page ready |
| Release week | Noise | One clear link everywhere, email your list, thank every DJ and playlist that supports it |
| Weeks 1–6 after | Momentum | Share charts and support, follow up with DJs, push remixes or a second single |
| Months 2–6 | Catalogue | Sync and radio pitching, re-use in mixes and sets, review the numbers and plan the next release campaign |
Tip: Build this timeline once as a template. Every house music release after that starts from a working plan, not a blank page.
What to focus on, depending on who you are
Producers and artists: build the story
- Make the release part of a bigger narrative: what you’re building, not just what’s out this week.
- Grow your email list with every release; it’s the audience no algorithm can take away.
Record labels: build the catalogue
- Run a consistent release calendar so DJs and fans know when to expect new music.
- Use remixes, samplers and compilations to bring older releases back into play.
DJs releasing edits and originals: build bookings
- Use the release as a reason to update your EPK and pitch promoters.
- Film yourself playing it out; one good clip can do more than a week of static posts. See DJ marketing.
House music release campaign FAQ
How far in advance should I plan a house music release?
Six weeks is a good minimum. It gives you time to finish assets, upload with full metadata, pitch Spotify editorial three to four weeks ahead and service the record to DJs before release day.
When should I pitch my track to Spotify?
Three to four weeks before release is best practice. Spotify’s minimum is seven days before release, which is also the cut-off for Release Radar.
Should I give Beatport or Traxsource an exclusive?
For club-focused house records it can help: DJs buy from those stores, and early sales support chart visibility. Agree the window with your distributor or label before you upload.
How long should I keep promoting a release?
At least six months. Remixes, DJ support, mixes, compilations and search can keep a good house record working long after release week.
What should a music release plan include?
A good music release plan covers the release date, the assets (masters, artwork, metadata), who you’re pitching to and when, the content you’ll post in the build-up, and what you’ll do in the months after release. Writing it down as a release campaign timeline makes it easier to hit every deadline.
Planning your next release?
WEBKANDY works with producers, artists and labels on the parts of a release campaign that keep a record working: release pages that rank, campaigns that build owned audiences, and content that lasts. Our Music Content Engine turns one release into weeks of consistent content.
