The EP Playbook: EP rollout strategy to Release, Pitch & Promote

Make It a Moment: the EP rollout strategy you actually need

An EP is your chance to make a moment — not just another upload.

• Do it right and a six-song project becomes the story that opens doors (press, playlists, gigs, sync).

• Do it sloppy and it gets swallowed by the feed.

This playbook lays out an EP rollout strategy — a practical, step-by-step roadmap from planning to post-release — tuned to the realities of Nigerian artists but useful globally.

Quick opening questions (for the artist)

• What’s the one feeling or story this EP must leave?

• Who’s your target listener — street radio riders, Afrobeats playlist lurkers, indie tastemakers abroad?

Answer those first. Everything below should amplify that story and reach that person.

1) Start with strategy (2–3 months before release)

Don’t treat the EP like a deadline — treat it like a campaign. The core of any EP rollout strategy is clarity.

Key decisions to lock down:

• Objective: Awareness? Tours? Sync/license opportunities? Revenue? Pick one main goal.

• Lead single: Which track best represents the story and is playlist/streaming friendly?

• Budget: Production, artwork, ads, PR/pitch fees, video(s). Even a modest ₦100k–₦500k plan changes outcomes.

• Team: DIY? Manager? PR/plugger? Playlist consultant? Assign clear tasks.

• Assets checklist: Stems, instrumentals, clean edits, metadata spreadsheet, ISRCs, high-res artwork, EPK (bio + photos + links).

Quick tip: build a one-page brief (EP name, genre, mood, release date, target playlists, target press, 30-second synopsis). Use it every time you pitch.

2) Actionable timeline — an 8-week EP rollout strategy (works for 6–10 weeks too)

This is a straightforward calendar you can compress if needed.

Week −8 to −7 (Preparation)

• Final masters done. Create radio/clean versions and instrumentals.

• Prepare metadata: songwriters, splits, ISRCs, publisher contacts.

• Artwork concepts and photographer/videographer booked.

Week −6 (Lead single ready / pre-pitch prep)

• Choose lead single and an attention hook (video, remix, campaign).

• Make EPK and one-page pitch for press/curators.

• Decide on distribution release date with aggregator/label and set pre-save/pre-add links.

Week −5 to −4 (Pitching & teasers)

• Start pitching playlists and blogs.

• Drop a teaser clip across socials — 15–30 seconds. Use vertical formats for reels/TikTok.

• Announce release date with pre-save link. Start email list signups / WhatsApp broadcast group.

Week −3 (Build momentum)

• Release lead single (or a teaser single) with visuals. Push for playlist adds and radio.

• Start outreach to influencers and micro-creators for organic UGC (User-Generated Content).

• Schedule interviews / mini-live sessions.

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Week −2 to −1 (Final push)

• Release lyric video or short visualizer.

• Run targeted ads (Instagram, TikTok, Facebook); focus on countries/regions that matter.

• Confirm press pieces, premieres, radio spins.

Release Week

• Drop EP. Share full visual content — a main video, behind-the-scenes, clips for each track.

• Launch a release day event — in-person or live stream. Push for share triggers (e.g., “share this story to win tickets”).

• Follow up with playlists and press you pitched earlier; send the release and highlight wins.

Post-release (Weeks +1 to +6)

• Keep content coming: track stories, acoustic versions, remixes, features.

• Re-pitch playlists with performance data (streams, saves, radio spins).

• Push a second single if one track is organically rising.

3) Choosing singles (lead & follow-ups)

• Lead single = entry point. It should be catchy, 2:30–3:30 ideally, and match the playlist mood you’re targeting.

• Second single = depth. Maybe the one with stronger storytelling or that appeals to different playlists (mood vs. dance).

• Timing: Drop lead single 3–4 weeks before EP; second single 2–6 weeks after release (if needed).

• Data-driven picks: Use early streams, Shazam, DJ feedback, and social engagement to choose follow-ups.

Remember: A lead single also lives in ads, radio, and sync pitches. Pick a track that can wear all those hats.

4) Cover art & visual identity

Your cover is a billboard for the EP. Treat it like a brand.

Design rules: scalable, high contrast, clear focal point, simple typography. Reflect the EP mood—color palette, textures, props. Deliver multiple crops for streaming platforms and socials. Keep artist name and EP title readable at thumbnails.

Borrow visual cues from textures, fabrics, and street signage — think globally, design locally.

5) Pitching press — how to get noticed

Personalize every pitch. Name the writer/curator and reference a piece they wrote or a playlist mood. Keep the lead short: 2–3 sentences. Include EPK, private streaming link, high-res images, contact details, and availability for interviews. Follow up once after 4–7 days with a new angle.

Target national press, tastemaker blogs, diaspora outlets, and niche scenes. Build relationships: small blogs become tastemakers.

6) Pitching playlists — method not magic

Playlists are gatekeepers but they respond to relevance and data. Map playlists by mood and territory; submit early using Spotify for Artists / Apple for Artists (7–14 days pre-release). DM curators with a short, friendly pitch and one link. Share stems with DJs. Use early wins as social proof.

Pro tip: curators care about saves, skips, completion rate, and context. Encourage full listens via trimmed teaser clips that lead to full tracks.

7) Social & content plan — make content that converts

Think series, not single posts.

Content pillars: Teasers (10–30s), Story content (micro-docs), Community (challenges/collabs), Performance (acoustic/DJ sets), Data proof (celebrate milestones). Release week cadence: 2 feed posts, 5 stories/reels, 2 live streams, daily engagement replies. Keep captions short, add a question, and use local slang sparingly.

8) Ads, budgets & targeting

Ads are the accelerator — not the engine.

Starter ad plan: ₦20k–₦60k split across platforms; use 15–30s vertical videos; target Lagos, Abuja, diaspora hubs; test two creatives and double down on the best performer. Measure CTR to pre-save, completion rate, and conversion to streams.

9) Radio, DJs & grassroots

Send radio-friendly files, a short pitch, and the artist bio. Build a DJ pack (stems, acapella, instrumental). Play local shows during release windows. Street promoters and DJs convert online buzz to real crowds.

10) Sync & licensing (think long term)

Make clean versions and instrumentals available. Register songs with a collecting society. When pitching for sync, lead with mood and placement examples and supply quick mood reels when possible.

11) Post-release analytics & next moves

Track streams, saves, playlist adds, and top cities weekly. Use insights to plan the next single, touring cities, or targeted ads. If a track is rising organically in a territory, double down there.

12) Simple release checklist

✅ Master files (WAV)

✅ Clean / radio / instrumental versions

✅ Metadata spreadsheet (ISRCs, splits, credits)

✅ Artwork (multiple crops)

✅ EPK (bio, photos, links)

✅ Pre-save link live

✅ Pitch list for press & playlists

✅ Social schedule & ad creatives ready

✅ Radio + DJ pack ready

13) Common mistakes to avoid

❌ Releasing without a plan.

❌ Sending cold, generic pitches.

❌ Skipping metadata/publishing registration.

❌ Over-saturating one channel and ignoring others.

❌ Not following up politely with curators/press.

14) Small budgets, big wins

• Partner with micro-creators for low-cost UGC.

• Pitch local podcasts and YouTube channels.

• Use WhatsApp lists and Telegram for superfans.

• Offer exclusives to mailing list subscribers.

An EP rollout strategy is not a sprint — it’s a sequence of deliberate moves.

Plan, execute, measure, then pivot.

Build relationships — curators, bloggers, DJs — they compound over time.

Your story is your leverage. Make every pitch, post, and performance echo that one line you want the world to remember.

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