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Release Strategy for Independent and Self-Managed Artists


August 23, 2016 by Sarah Hamilton
Article Series: The Digital World with Ditto Music
Filed Under: Artist Content

Navigating the digital space - from distribution, to release campaigns, to online marketing. How to get featured on iTunes, into the charts, an explanation of royalties and revenue. Anything digital we've got you covered.


We work with a lot of independent artists at Ditto Music, and while there is no ‘right’ way to release your music, we understand that it is tricky to figure out what you need to do when everything is happening at once. So, we want to help.

Here’s a simple checklist. You don’t have to follow it word for word, but we hope it will help you navigate your EP or album release.

  1. Decide on a release date 6-8 weeks in the future. Go 8 weeks. Be organised and prepared.
  2. Lock in a date to play a launch show around release time. Celebrate this great achievement and all of your hard work with your fans, friends and family.
  3. If you are getting a publicist or radio plugger onboard, meet with them, discuss your goals and think about what you’d like to achieve. They will also help you map out a release date.
  4. Get digital distribution sorted. Upload your music so it can go live on iTunes, Spotify, Google Play, Shazam, and all other online stores that you’d like to be live on.
  5. Add your release to band camp as well if you’d like to do this. I think it’s a great idea to do alongside digital distribution.
  6. Apply for amrap’s AIRIT program – a free service that can really help with community radio play across Australia.
  7. Decide if you’d like to do a pre-order on iTunes – if so, set this up with your digital distributor.
  8. Put a social media plan together. Either work with a team, or if you’re going DIY – map out a calendar of your important dates and promotional things.
  9. Engage with and promote your release via social media, your publicity campaign, radio. Play your launch show and be proud for creating something and releasing it to the world.

Any questions give us a call or come in for a coffee.

The views expressed in this article are the views of the author and not necessarily the views of Melting Pot.


Author Details

Sarah Hamilton

Sarah is Ditto Music's Client Manager for Australia. Ditto are a digital music and music video aggregator with offices in Melbourne, London, Liverpool and Nashville. With over 60 000 bands signed to us worldwide, Ditto assists with distribution to stores such as iTunes, Spotify and many more, marketing, promotion, chart registration, Vevo channel creation and other services that allow independent artists to make the most out of their careers while still remaining independent and in control.


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