"Ninety days" is a common length for a music campaign, but the number on its own says little. What matters is what happens in each stretch and why. Here is a simple way to picture a three-month plan for a single or a short project.
Weeks 1 to 3: foundations
- Final master, artwork, credits and metadata delivered to the distributor.
- Artist profiles cleaned up: photos, bios and links consistent everywhere.
- A one-page brief written: who the song is for, what makes it different, which markets come first.
- Content shot in batches so the next weeks are not spent scrambling.
Weeks 4 to 6: pre-release
- Editorial and curator pitching.
- Press and radio outreach with a clear story.
- Teasers that introduce the hook without giving away the whole song.
- Pre-save or reminder links shared with the people most likely to use them.
Weeks 7 to 9: release window
- Coordinated release-week posts, email and outreach follow-ups.
- Ads, if used, focused on the creative that tested best.
- Creator and community activity around the hook.
Weeks 10 to 13: sustain and review
- New content angles: acoustic version, live clip, lyric story.
- Second-wave pitching to playlists and media who passed the first time.
- A written review of what moved and what did not.
Why ninety days
It is long enough to prepare properly and keep momentum after release, and short enough that the team stays focused. Longer projects such as albums usually repeat this structure for each focus track.
MusicPromoToday sets out its own 90-day campaign plan for artists who want this structure handled end to end.