In today’s fast-moving music world, releasing your single and music video at the same time might feel like the way to go. But if you're an independent artist looking to build momentum, secure press, and stretch your content strategy, a staggered release is the smarter move.

Instead of putting all your eggs in one basket, staggering your release gives you multiple promo moments, keeps your audience engaged longer, and increases your chances of getting featured in press or playlists.

Here’s how to do it.

Why Stagger Your Single and Music Video?

✅ Multiple Promo Moments:
Dropping everything on day one burns through your content fast. A staggered strategy lets you stretch the buzz across several weeks — first with the single, then with the video.

✅ Two Chances at Press Coverage:
You can pitch your song to blogs and curators one week, then come back with a second pitch for the music video. Two separate newsworthy events = twice the visibility.

✅ More Fan Engagement:
Teasing the video after the song is out creates anticipation and keeps your fans coming back to see what’s next.

✅ Better Content Planning:
You’ll have more time to focus your marketing efforts — and more creative opportunities for social media, email newsletters, and behind-the-scenes stories.

📆 6-Week Staggered Release Timeline for Independent Artists

Here’s a proven timeline you can follow to maximize your release momentum.

Week 1: Announce the Single

Share teaser content (cover art, audio snippets, lyric previews)
Announce the release date on social media, your website, and mailing list
Submit your single to your distributor (at least 3 weeks in advance)
Begin editing or finalizing the music video
Build your press/media target list
Start drafting your press release and social copy

Week 2: Prep for Release

Finalize and send your single press release to blogs and curators
Set up pre-save links and create promo content for Instagram, TikTok, and Reels
Post behind-the-scenes photos or moodboard visuals
If you're planning a video premiere with a blog or publication, start outreach now

Week 3: Single Release Week 🎧

Drop your song on streaming platforms
Announce the release across all your platforms
Share lyric graphics, Spotify Canvas, and visual snippets
Encourage fan interaction (reposts, playlists, fan videos)
Pitch to user-curated playlists and local media
Start teasing the upcoming music video ("Video drops next week!")

Week 4: Video Build-Up

Share teaser clips, countdown graphics, and stills from the video
Announce the video release date and premiere time
Keep pitching press outlets or YouTube blogs for a potential premiere
Run a short ad campaign on Instagram or YouTube to boost interest
Create TikToks or Reels using your song as the audio

Week 5: Music Video Release 🎬

Drop the video on YouTube (or premiere via a media outlet)
Promote it across all channels — social, email list, website
Share behind-the-scenes footage or a director's note
Submit your video to YouTube playlists or indie music blogs
Engage your fans: ask for reactions, create a comment thread, reshare their posts

Week 6: Keep the Momentum Going

Post acoustic versions, live takes, or remix ideas
Share any positive press, fan reactions, or performance footage
Pitch the video to niche outlets or short film blogs/festivals
Include the video in your EPK or on your website
Keep driving traffic to the video via organic content and targeted ads

Final Thoughts

PR isn’t just about launch day — it’s about building long-term visibility. By staggering your single and music video release, you give your audience time to fall in love with the song first, then show them a visual world to dive into. That two-phase momentum is one of the smartest ways to get more mileage out of every release — especially when you're doing it independently.

Ready to plan your next release like a pro? Save this timeline and adapt it for your next drop.

Music Release Strategy: When to Drop Your Single vs. Music Video