An artist pours their heart into every lyric, stays up late tweaking mixes, and imagines the moment their songs are heard by the world. But finishing an album is only half the journey.

The real magic happens with the right promotion.

Album promotion isn’t just about posting a release date and hoping for the best. It’s about building a story, creating moments, and turning listeners into lifelong fans. 

From teasing the lead single to crafting viral-worthy visuals, how an artist rolls out their project can make or break its impact.

So, where to begin? 

With the first single and a strategy that gets people talking.

Secret 1: Teasing the Release

Anticipation is a powerful tool. 

When preparing for an album release, artists benefit from building hype and leaving fans eager for more.

A standout example is Sabrina Carpenter’s rollout of Short n’ Sweet.

Her team decided to craft an Easter egg hunt. Fans texted a specific phone number to receive messages with information for the potential album release. She also used tweets on billboards with cryptic messages, which garnered even more attention online. 

Teasing allows people to want to engage with an artist and their work. Once attention is captured, it’s essential to provide clear pre-order or streaming links, making it easy for fans to support, whether through digital platforms or physical purchases.

Secret 2: Using Social Media

Following the establishment of anticipation, artists have to leverage social media. 

Platforms like TikTok and Instagram have reshaped music discovery and album promotion.TikTok and its short video clips have the potential to get more people to listen to music. 

On TikTok and Instagram, artists can include a snippet of their lead single. 

Many artists have had snippets of their song go viral, and it adds to the anticipation for not only the single but the album as a whole. The use of trends and dance challenges has helped boost engagement and encourage people to participate and share. 

An example of this is K-pop artists. When promoting their single on TikTok, they show a bit of their choreography so fans can recreate it. TWICE did this with the Strategy dance challenge featuring Megan Thee Stallion, sparking widespread participation.

Secret 3: Creating a Music Video 

Once an artist sparked interest on social media, it’s time to complement their music with visuals.

It has become important for an artist to release a music video for the lead single. Having visuals that can go with their music creates a better experience for the audience. 

A compelling video enhances the listener experience and deepens the emotional connection. Some artists focus on a single visual story, while others create medleys to preview the album’s sound. 

Ariana Grande did this with the Brighter Days Ahead music video. This video had a storyline that directly tied to the album.

Music videos can be released ahead of the album or simultaneously, depending on the promotional timeline.

Secret 4: Collaborations with Brands

As they solidify their visual strategy, they have to consider expanding reach through unexpected collaborations.

This is not just about artist collaboration on their album, which should also be highlighted in an album promotion. Something unexpected that artists have done to promote their albums is to collaborate with brands or companies. 

This is a great way to get attention from the general public because it allows their name to reach more people. 

One creative example was Olivia Rodrigo’s partnership with Sour Patch Kids for the release of SOUR. Her team launched a pop-up store selling themed candy, sent packages to influencers and celebrities, and coordinated a fan giveaway featuring exclusive candy boxes and signed albums.

The Sour Patch Kids brand also ended up doing a giveaway for fans to win a limited edition box of Sour Patch Kids and a signed album from Olivia. 

These kinds of partnerships can bring new audiences. 

Secret 5: Making Merchandise 

Alongside collaborations, embracing the power of merchandise can further engage fans and enhance album promotion. 

It’s important to have merch as an artist. Merchandise is more than just merch; it’s a physical connection between artist and fan. 

Making t-shirts and hoodies is classic, but there are more creative options. 

The K-pop industry offers an example. When groups sell an album, it is not the record people are buying; it's all the inclusions! 

From photocards to stickers, there are so many inclusions that fans can have. Some groups have done so, which blurs the lines between inclusion and merch, for example, New Jeans. 

For their debut album, they sold three versions of a bag, which sold out due to demand.

Secret 6: Announcing a Tour

As an artist continues to build excitement with merchandise, they should also consider the power of a tour.

Going on tour after announcing an album is a fantastic way to showcase a new album while also including past work. A well-planned tour reinforces their presence in the industry and expands the fan base through immersive, live experiences.

The most successful tour to date has been Taylor Swift’s Eras Tour. She used the tour to spotlight her re-recorded albums, as well as to perform new releases like Midnights and The Tortured Poets Department.

Live experiences create deeper fan connections and can re-ignite interest in the album throughout the tour cycle.

Secret 7: Making Appearances

Media appearances are an important part of a well-rounded promotion strategy.

There are morning shows and late-night talk shows like Jimmy Kimmel or The Tonight Show with Jimmy Fallon. 

Local radio stations tend to interview artists before they play their music. Getting music to play on the radio is a fantastic way to reach a broad audience. 

YouTube series are new forms of content that can help with promotion. An artist can go to places that are interview-style or unique ones. 

Some great ones include:

• Hot Ones—a spicy interview with serious questions
• Tiny Desk—stripped-down performances that highlight musical talent
• Chicken Shop Date—a quirky, humorous interview format
• Buzzfeed Celeb—quick, entertaining interviews that often go viral

Final Thoughts 

Album promotion is more than just sharing songs. It's about storytelling, strategy, and connection. 

Here’s a breakdown of key strategies that can elevate album promotion rollout:

1. Teasing a release: Build excitement by dropping hints and giving fans something to look forward to.
2. Using social media: Platforms like TikTok and Instagram can turn a single clip into a viral moment.
3. Creating a music video: Visual storytelling strengthens emotional connection and boosts replay value.
4. Collaborating with brands: Strategic partnerships help reach new audiences beyond a typical fan base.
5. Making merch: Creative merchandise turns listeners into loyal supporters and gives the artist's brand a visual identity.
6. Touring: Live shows offer a direct way to connect with fans and keep momentum going long after the release.
7. Making media appearances: Interviews and performances across platforms help artists reach listeners in new and memorable ways.

Used by major and indie artists alike, these strategies help build momentum before, during, and after release day. No matter where someone is in their music journey, approaching a release with intention and creativity can make all the difference.

✍️ Written by Jennifer Leon