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The 12-Day Roadmap: Crafting a Dope Single-Release Strategy

Every artist desires to release singles successfully, but many become baffled by the remnants of Russ's plan to drop a single each week. The issue is that for many, this strategy isn't viable, and they lack the catalog to implement it. Ultimately, you're under pressure to decide between frequent releases or a slow, steady rollout. Should prioritizing single releases overshadow dropping complete projects?

I understand that as an artist, releasing singles can be challenging and confusing. You want to find a more successful way of doing it right? From my experience, concentrating on the release and its associated materials yields better music results than constant drops.

Day 1-3: Teasers and Samples (No Audio)

Showcase bits and pieces of your creative process. Share artwork, pictures in the studio, and any documented creative processes that do not give away the single. This builds anticipation and curiosity among your audience.

Day 4-6: Start Rolling Out BTS

Put out behind-the-scenes video content from day 4 until the drop, but especially during this time. All of the BTS content should focus on the single first before you focus on everything else. This gives your fans an insider look into your creative world, making them feel more connected to your journey.

Day 7-9: Audio Samples & Drop

Drop your audio snippet and teasers on days 7 and 8. On day 9, release your single. This phased approach ensures that by the time your single drops, there's already a buzz and anticipation built around it.

Day 10-12: Publicity

Talk about how you made the song and include all creatives (producers, writers, engineers). Schedule interviews and drop music video snippets. Ensure any podcasts or independent radio shows you did drop their interviews in this tight window. Any write-ups in local media and blogs should be released now, as well as influencer reviews and videos. This is all done to maximize the moment and keep the momentum going.

Drop Music Video on Day 12

Take your single on tour for however long until your next single cycle. Continue to work the single to increase exposure. When you get signs of the decline, start your next run. This ongoing effort ensures sustained interest and keeps your audience engaged.

Combining Cycles

You can really do this up to 5 times until the listeners will want a project. This approach could give you the exposure you’re looking for if carefully executed.

Will This Yield Success?

Will this well-orchestrated, concentrated release plan overcome the dilemma of frequency versus quality, yielding more successful single releases? It will because you will get to see the results you wanted to see from the release structure, and you’ll get to see on a micro level the success that your first project will have.

Create Your Single Release From This Framework

Using this framework, build out a release plan using your capabilities. See what you lack and what you’re strong with. Select a date to start and set a date for the project release.

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  1. Single gets increased exposure due to the focused and concentrated rollout plan.

  2. Increased engagement from fans excited by the carefully curated buildup.

  3. Growth in fan base due to effective exposure and promotion strategies.

  4. Boosted reputation as an artist who values quality over quantity.

  5. Enhanced relationships with creatives and media due to inclusive publicity.

  6. More opportunities for interviews, write-ups, and collaborations due to the structured rollout plan.


  1. If the rollout plan isn't well-executed, the single may not get the desired exposure.

  2. Failure to properly manage the release cycle may result in oversaturation or fatigue from the audience.

  3. Neglecting to adapt the plan according to feedback or changing circumstances may result in missed opportunities or decreased interest.


After adopting and executing this 12-day single-release plan, the artist evolves from a pressured and uncertain decision-maker to a confident and strategic planner, fully capable of navigating the single-release landscape for optimal success.


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