The Artist Cycle

As an artist, understanding the artist cycle—or release cycle—is fundamental to building a sustainable career. This cycle represents the journey your music takes from creation to audience, and mastering it can mean the difference between sporadic releases and consistent growth.

The typical artist cycle spans approximately 18 months and follows a predictable pattern: writing and recording, pre-release marketing, release marketing, and tour marketing—then the cycle repeats. While some artists release music while on tour, and strategies may vary, this structure remains the industry standard. The key to success? Consistency.

The Continuous Marketing Approach

Here's the critical insight many artists miss: instead of spending your entire marketing budget on a short campaign right when your release drops, you should be engaging with your fans and building momentum all year round. The old model of intense promotion only during release week is outdated. With social media and streaming platforms, your audience expects—and deserves—ongoing connection.

The diagram below illustrates this continuous approach. Notice how marketing and fan communication happen throughout the entire cycle, not just during the release phase:

Phase 1: Writing and Recording

Every cycle begins in the studio. Today's music landscape favors singles over albums—most listeners consume playlists rather than full albums. This means you need to release new singles regularly to get and stay on those playlists. We highly recommend releasing new music every month to maintain momentum and playlist presence.

For emerging artists, remixes, bootlegs, and covers can be powerful tools. They help people recognize the original track while introducing them to your unique sound. This strategy works particularly well for DJs, who are always looking for new edits that fit their style. Just make sure you have the rights to release remixes and covers in stores—otherwise, stick to SoundCloud and YouTube using 'Creative Commons' licensing.

Most importantly: plan your studio time carefully and never miss your deadlines. If you're working on a full album instead of singles, allow yourself more than a month for writing and recording—albums require deeper creative investment.

Phase 2: Pre-Release Marketing

Once your track is taking shape, it's time to build anticipation. This is when you excite your fans and let them know something special is coming. Play the track in your mixes or at concerts, share teasers on social media, and shop it to record labels if that's part of your strategy.

If you're releasing independently, don't forget the essentials: create compelling artwork for your track. If design isn't your strength, find someone who can help—platforms like fiverr.com are great for discovering talented creatives.

Perhaps most critically: upload your song to streaming platforms significantly in advance. At minimum, submit at least two weeks before your release date. The earlier you submit, the better your chances of landing on curated playlists, which can dramatically boost your reach.

Phase 3: Release Marketing

The day your release goes live marks the beginning of your promotional push. How long this phase lasts depends on your planning and how well your audience responds—promotions could continue for months or even a year if momentum builds.

Release marketing includes radio tours, television and media interviews, creative media partnerships, and streaming promotions. The more established you become, the easier it is to build extended momentum. This is why we recommend a monthly release cycle for singles—it allows you to promote one product while preparing the next, creating a continuous flow of content.

One important note: reserve interviews and major media appearances for original singles and albums, not remixes or covers. This helps maintain your brand's integrity and ensures media attention focuses on your original work.

Phase 4: Tour Marketing

For established artists with a solid fan base, organizing a tour becomes a powerful way to promote new releases. However, for most artists, consistent performances at various venues allow you to showcase multiple recent releases, building your reputation and audience simultaneously.

Whether you're headlining your own tour or performing at regular gigs, live shows create authentic connections with fans and provide opportunities to test new material, gather feedback, and build the relationships that sustain long-term careers.