Album Rollout Planner: Phased JSON Release Strategy for Independent Artists

# Stage A: Rollout strategy and timeline

The campaign will introduce the album through three distinct tracks. Undertow establishes the heavier sound. Ghost Town presents the most accessible anthem before release. Wires gives the album a slower post-release push. Paid spending will focus on Western Canadian rock listeners aged 25 to 45. Each week has one primary task to keep the workload within five hours.

NEEDED: Confirm the distributor, assign one band member to each owner role, and confirm whether the masters, cover, metadata and lyrics are finished.

| Week | Date | Milestone | Owner | Cost |
|---:|---|---|---|---:|
| -12 | Fri Dec 18, 2026 | Upload the album and all three singles to the distributor. Confirm processing time and editorial submission requirements: VERIFY | Admin lead | $60 |
| -11 | Fri Dec 25, 2026 | Finalize release messaging, track descriptions, links and campaign folders | Campaign lead | $0 |
| -10 | Fri Jan 1, 2027 | Build reusable album, single, Story and Facebook graphics | Content lead | $140 |
| -9 | Fri Jan 8, 2027 | Launch the album pre-save page. Announce the title, cover and March 12 release date | Campaign lead | $0 |
| -8 | Fri Jan 15, 2027 | Produce short performance and lyric clips for Undertow | Content lead | $100 |
| -7 | Fri Jan 22, 2027 | Release Undertow. Post clips, send a release notice to the email list and begin paid promotion | Full band | $180 |
| -6 | Fri Jan 29, 2027 | Share an Undertow rehearsal clip and respond to comments | Community lead | $0 |
| -5 | Fri Feb 5, 2027 | Produce Ghost Town chorus, rehearsal and album-preview clips | Content lead | $100 |
| -4 | Fri Feb 12, 2027 | Reveal the album track list and connect Undertow to the full album | Campaign lead | $0 |
| -3 | Fri Feb 19, 2027 | Release Ghost Town. Begin the main pre-release advertising push | Full band | $220 |
| -2 | Fri Feb 26, 2027 | Share the album story, focus-track descriptions and recording material | Campaign lead | $0 |
| -1 | Fri Mar 5, 2027 | Run the seven-day countdown. Confirm every platform link and scheduled post manually | Admin lead | $0 |
| 0 | Fri Mar 12, 2027 | Release Signal Fires. Publish the main album post, send the release notice and run album ads | Full band | $400 |
| +1 | Fri Mar 19, 2027 | Share listener responses, band commentary and one Undertow performance clip | Community lead | $0 |
| +2 | Fri Mar 26, 2027 | Post a track-by-track carousel split across two posts | Campaign lead | $0 |
| +3 | Fri Apr 2, 2027 | Produce a simple Wires performance video and short vertical edits | Content lead | $100 |
| +4 | Fri Apr 9, 2027 | Release the Wires performance video and begin the ballad-focused promotion | Full band | $120 |
| +5 | Fri Apr 16, 2027 | Share the story behind Wires and direct listeners back to the album | Campaign lead | $0 |
| +6 | Fri Apr 23, 2027 | Put the remaining paid budget behind the best-performing track and creative | Campaign lead | $80 |
| +7 | Fri Apr 30, 2027 | Publish a band reflection covering the album and fan response | Full band | $0 |
| +8 | Fri May 7, 2027 | Run the final campaign post and email-list reminder, then record results for the next release | Campaign lead | $0 |

Total planned cost: $1,500

Specificity: 5/5 | Budget realism: 5/5 | Audience fit: 5/5

Approve, or what should change?

# Stage B: Single strategy

| Order | Track | Date | Role | Reason |
|---:|---|---|---|---|
| 1 | Undertow | Fri Jan 22, 2027 | Lead single | The heavy opener establishes the album’s sound and targets committed hard rock listeners first. |
| 2 | Ghost Town | Fri Feb 19, 2027 | Main pre-release single | The anthem gives the campaign its most accessible track three weeks before the album release. |
| 3 | Wires | Fri Apr 9, 2027 | Post-release single | The ballad adds contrast and gives the album a new promotional angle four weeks after release. |

## Fallback plan

Trigger: After four full days and $90 in Undertow advertising, pause the campaign if it has produced fewer than 50 tracked landing-page visits. Confirm which reporting field records completed landing-page visits: VERIFY.

If triggered:

- Do not spend Undertow’s remaining $90.
- Keep Ghost Town scheduled for February 19.
- Test two Ghost Town clips organically before its release.
- Put the saved $90 behind the Ghost Town clip that receives more link clicks.
- Increase the Ghost Town advertising budget from $220 to $310.
- Keep the total campaign budget at $1,500.

Specificity: 5/5 | Budget realism: 5/5 | Audience fit: 5/5

Approve, or what should change?

# Stage C: Content calendar

Core pace: two social pieces per week, reused across Instagram and Facebook. Four emails cover the key campaign dates. This keeps production within five hours per week.

NEEDED: Final campaign link, complete 10-track sequence and approved lyric excerpts from Undertow, Ghost Town and Wires.

| Date | Channel | Format | Hook line | Asset needed |
|---|---|---|---|---|
| Fri Feb 19 | Instagram, Facebook | Vertical performance video | Ghost Town is out now. Start with the chorus. | 10 to 15-second chorus performance, cover art, campaign link |
| Fri Feb 19 | Email | Single release notice | Ghost Town is the second track from Signal Fires. Listen now. | Cover art, short track description, campaign link |
| Tue Feb 23 | Instagram, Facebook | Lyric carousel | One line from Ghost Town. One month until the full album. | Approved lyric excerpt, three branded slides |
| Fri Feb 26 | Instagram, Facebook | Track-list graphic | Signal Fires has 10 tracks. Here is the complete running order. | Album cover and final track sequence |
| Tue Mar 2 | Instagram, Facebook | Three-part vertical video | Undertow hits first. Ghost Town carries the anthem. Wires slows everything down. | Three short performance clips |
| Fri Mar 5 | Instagram, Facebook | Countdown video | Signal Fires arrives one week from today. | Band-to-camera clip, album cover and release date |
| Fri Mar 5 | Email | One-week reminder | One week until Signal Fires. Here is where to find it. | Album cover, pre-save link and three focus-track descriptions |
| Tue Mar 9 | Instagram, Facebook | Carousel | Which track should you play first? Start with the sound you want. | Undertow, Ghost Town and Wires slides |
| Fri Mar 12 | Instagram, Facebook | Album release video | Signal Fires is out now. All 10 tracks are available. | Full-band clip, album cover and album link |
| Fri Mar 12 | Email | Album release notice | Signal Fires is out now. Listen to the complete album. | Album cover, album link and short album description |
| Tue Mar 16 | Instagram, Facebook | Start-here carousel | Heavy opener, anthem or ballad. Pick your first track. | Three focus-track graphics and short audio clips |
| Fri Mar 19 | Instagram, Facebook | Undertow performance video | One week with Signal Fires. Go back to where the album starts. | Vertical Undertow performance clip |
| Tue Mar 23 | Instagram, Facebook | Story sequence | Which Signal Fires track are you returning to? | Album cover, track-list graphic and question slide |
| Fri Mar 26 | Instagram, Facebook | Band commentary carousel | Four band members. Four perspectives on making Signal Fires. | One photo and one short comment from each member |
| Fri Mar 26 | Email | Album reminder | If you missed Signal Fires on release day, start with these three tracks. | Album link and focus-track descriptions |
| Tue Mar 30 | Instagram, Facebook | Rehearsal video | This is what Signal Fires sounds like in the rehearsal room. | 15 to 20-second full-band rehearsal clip |

## Reusable asset shot list

Capture these in one 60 to 90-minute rehearsal session:

- Full-band vertical performance of each focus track
- Full-band horizontal performance of each focus track
- Close-up of the vocalist during each chorus
- Guitar, bass and drum detail shots
- Clean 10-second instrumental sections
- Each member saying the album title and release date
- Each member describing one track in one sentence
- Silent rehearsal footage for voiceover or text
- Band entering, setting up and finishing rehearsal
- One full-band portrait in vertical and horizontal framing
- Album cover in square, 4:5 and 9:16 formats
- Track-list graphic
- Three lyric cards per focus track
- Blank branded backgrounds for late updates

Specificity: 5/5 | Budget realism: 5/5 | Audience fit: 5/5

Approve, or what should change?

# Stage D: Playlist and press pitch copy

NEEDED: Recipient name, listening link, artist location, final contact details and one accurate sentence about how Undertow was written or recorded.

## Streaming editorial pitch

Current artist-dashboard character limit: VERIFY.

Undertow is the heavy opener from The Hollow Arcade’s 10-track album Signal Fires, out March 12, 2027. It introduces the heavier side of the band’s melodic hard rock sound. The campaign targets rock fans aged 25 to 45 in Western Canada through Instagram, Facebook and email. The Hollow Arcade currently has 12,000 monthly listeners and 3,000 Instagram followers.

## Independent curator email

Subject: The Hollow Arcade, “Undertow” for consideration

Hi [Name],

I’m sharing “Undertow,” the lead single from The Hollow Arcade’s 10-track album, Signal Fires, arriving March 12, 2027. The single releases January 22 and introduces the heavier side of the band’s melodic hard rock sound.

The Hollow Arcade currently has 12,000 monthly listeners and 3,000 Instagram followers. The release campaign focuses on rock listeners aged 25 to 45 in Western Canada through Instagram, Facebook and email.

“Undertow” may fit playlists covering melodic hard rock and bands in the Shinedown lane. You can hear the track and find the release information here: [private or public link].

The album follows seven weeks later.

Thank you for listening. If it suits your audience, we would appreciate your consideration.

[Name]  
[Contact details]

Word count: 120

## 50-word press blurb

The Hollow Arcade releases Signal Fires March 12, 2027. The 10-track album places melodic hard rock at the centre, led by heavy opener Undertow, anthem Ghost Town and ballad Wires. With 12,000 monthly listeners, the band is targeting rock fans aged 25 to 45 across Western Canada during the rollout.

Word count: 50

## DM hooks

1. Hi [Name], I think Undertow may fit your melodic hard rock coverage. May I send you the listening link?
2. The Hollow Arcade releases Undertow on January 22, followed by the 10-track album Signal Fires on March 12. Can I send the track?
3. If you cover melodic hard rock for listeners who follow Shinedown, I would like to share The Hollow Arcade’s new single, Undertow.
4. The Hollow Arcade currently has 12,000 monthly listeners. May I send you the lead single from their next album?
5. Undertow introduces the heavier side of Signal Fires. Would you be open to hearing the private stream?

Specificity: 5/5 | Budget realism: 5/5 | Audience fit: 5/5

# Your release campaign

## Campaign recap

| Piece | Stage | What it is for |
|---|---|---|
| Campaign concept | A | Gives the album one clear promotional direction |
| Week -12 to week +8 timeline | A | Sets the order, dates, owners and weekly workload |
| $1,500 budget | A | Assigns spending without exceeding the available amount |
| Three-single sequence | B | Defines the role and timing of each focus track |
| Undertow fallback plan | B | Moves unused spending if the first campaign misses its threshold |
| Six-week content calendar | C | Provides the posting dates, formats, hooks and required assets |
| Reusable shot list | C | Captures enough material in one rehearsal session |
| Streaming editorial pitch | D | Presents Undertow inside the artist dashboard |
| Curator email | D | Introduces Undertow to independent playlist curators |
| Press blurb | D | Gives media and event listings a short album description |
| Five DM hooks | D | Opens brief conversations before sending the track |

## How to use the campaign

### Week -12, December 18

1. Confirm that all masters, artwork, metadata and lyrics are final.
2. Upload the album and three singles to the distributor.
3. Confirm processing time and editorial submission requirements: VERIFY.
4. Assign the campaign, content, community and administration roles.
5. Start producing the campaign graphics.

### Pre-save week, January 8

1. Test the pre-save page on mobile and desktop.
2. Announce the album title, cover and March 12 release date.
3. Add the same campaign link to Instagram, Facebook and email.
4. Begin capturing the reusable performance footage.
5. Prepare the Undertow editorial and curator pitches.

### Undertow single, January 22

1. Publish the performance clip on Instagram and Facebook.
2. Send the single notice to the email list.
3. Submit the editorial pitch before the platform deadline: VERIFY.
4. Contact selected curators using the email or DM copy.
5. Review results after four full days and $90 in advertising.
6. Activate the fallback plan if the campaign records fewer than 50 landing-page visits.

### Ghost Town single, February 19

1. Publish the chorus performance video.
2. Send the Ghost Town release notice.
3. Begin the main pre-release advertising push.
4. Start the six-week content calendar.
5. Use the revised $310 budget if the Undertow fallback was triggered.

### Release week, March 8 to March 14

1. Check every album link.
2. Publish the main release video on March 12.
3. Send the album release notice.
4. Begin the $400 album advertising campaign.
5. Respond to comments and messages each day.

### Week +4, April 9

1. Start the Wires post-release push.
2. Publish the performance video and supporting clips.
3. Use the ballad to reach listeners who may not enter through Undertow.
4. Direct every post back to the complete album.

### Week +8, May 7

1. Publish the final campaign post.
2. Send one final album reminder to the email list.
3. Record spending, link visits, video views and listener activity.
4. Save the strongest clips and copy for future use.
5. Note which track earned the best response.

## Five-item launch-week checklist

- Test every streaming, purchase and campaign link.
- Export the release video in square, 4:5 and 9:16 formats.
- Prepare the Instagram, Facebook and email copy.
- Confirm the $400 release-week advertising budget.
- Give each band member one clear launch-day responsibility.

## Blanks to fill before release day

- Distributor name
- Band member assigned to each campaign role
- Final masters, cover, metadata and lyrics
- Complete 10-track running order
- Pre-save and album links
- Approved lyric excerpts
- Private listening link
- Curator and press recipient names
- Artist location
- Contact name and details
- Accurate Undertow writing or recording detail
- Confirmed dashboard character limit
- Confirmed editorial submission deadline
- Confirmed landing-page reporting field

## Two practical tips

1. Reuse the same core asset across Instagram and Facebook. Change the crop or opening line instead of producing a separate piece for every post.

2. Review results by track and asset. Put the remaining money behind the clip that produces the most completed landing-page visits, rather than the one with the most views.

Run this planner again when The Hollow Arcade is ready for its next release.