The Illusion of Tactics
Every music release follows a strategy—whether you designed it deliberately or fell into it by default. If you find yourself constantly asking, “What do we do now?” or scrambling to adjust your approach mid-campaign, it’s a clear sign that the strategy wasn’t solid to begin with.
The Common Reaction: Tactical Overload
When a release isn’t gaining traction, the instinct is to react quickly. Should we:
Amplify paid media? Run more ads, target new audiences, or increase spend?
Lean into TikTok trends? Push influencer campaigns or chase viral moments?
Release alternate versions? Drop a remix, an acoustic take, or a sped-up version to sustain momentum?
Mimic another artist’s success? Copy a rollout strategy that worked for someone else?
These are all tactics, not strategies. And if you’re jumping between them, hoping something will stick, you’re already playing a losing game.
The Core Issue: A Flawed Strategy
Here’s the reality: This isn’t a tactics problem. It’s a strategy problem.
Tactics only succeed when they are in service of a well-constructed strategy. A great song paired with the wrong rollout plan will underperform, no matter how much effort you put into marketing. Conversely, a strong strategy can elevate a song far beyond its expected reach.
Copying another artist’s tactics is futile because:
Their strategy—not just their tactics—was built for them. You can borrow a social media trend, but if the foundation of your release isn’t right, it won’t have the same impact.
Luck isn’t replicable. Chasing the playbook of an artist who went viral by chance is like trying to control the weather—it’s unpredictable and unsustainable.
The Solution: A Bespoke, Intentional Strategy
A successful release strategy is not one-size-fits-all. It must be bespoke—tailored to:
The artist (their brand, narrative, and audience connection)
The audience (where they engage, how they consume, and what resonates with them)
The cultural moment (leveraging timing, trends, and media opportunities strategically)
Strategy First, Tactics Second
When the strategy is sound, the right tactics emerge naturally.
When the strategy is weak, no amount of last-minute adjustments, marketing hacks, or extra spend will compensate.
Before asking “What should we do next?” ask:
What is the bigger vision for this release?
How does every move we make align with that vision?
Are we building long-term momentum or just chasing short-term wins?
Because in music, the artists who succeed aren’t just the ones who play the game well—they’re the ones who understand which game they’re actually playing.
