I recently came across a smart article on DIY Musician (via CD Baby) titled “How to set up a waterfall release”. It argues that the traditional model, drop the full album all at once, run a big push for a few days or weeks, then watch momentum fade, often leaves artists stranded in the post‑release lull.
Instead, the author presents a different path: the waterfall release strategy.
Let me walk you through the core ideas, share where I agree (or where I see caveats), and then encourage you to read the full article for the nuts and bolts.
What Is The Waterfall Strategy?
Here’s how the article’s argument unfolds:
1. The problem: momentum dies fast.
You spend months building up to an album release. On Day Zero, excitement peaks. But unless you have tours, videos, or extra campaign backup, that energy tends to fizzle. The audience “arrival” curve gets flattened.
2. Enter the waterfall strategy.
Instead of releasing the whole body of work at once, you drip it out (one single first, then a second, then a third) but each new release also re-releases the prior singles in the same package.
Each time, the older tracks carry over (through matching metadata and ISRCs). That way, you keep driving listeners back to earlier songs, keep the album front-of-mind, and build momentum over time.
3. Why it works.
- Each track becomes its own mini‑campaign, not just part of a mass release giving you more promotional real estate.
- You get more chances to pitch to playlists (Spotify editors, etc.) for singles rather than one big drop.
- Gradual, spaced releases tend to favor algorithmic engagement: consistent activity is often better rewarded than a one-time spike.
- New listeners have entry points into the project, they might find a single they like and then be carried deeper into the rest of the material.
4. How to do it (nuts & bolts).
- Pick 2–3 singles (or more) you want ahead of the full album.
- Create distinct artwork for each, avoiding using your final album cover too early (because that could complicate re-releases).
- Use a distributor (CD Baby is one option) that lets you maintain ISRCs and submit re-releases.
- Space your releases in intervals (the article suggests about a month between) so each single has time to breathe.
- When releasing the second single, bundle it with the first; when releasing the third, bundle all three, etc.
- Be meticulous with metadata and ISRCs so that streaming data aggregates properly across re-releases.
The article closes with some “FAQs” about things like how many singles are too many (platforms may reclassify a growing set of tracks as an album) and whether track order can differ (yes).
Smart Approach, But Tread Carefully
The waterfall idea is clever, it’s like coaxing a river to flow steadily instead of dumping a flood. A few thoughts from my experience:
- Momentum pacing matters
If your releases are too close together, you risk cannibalizing attention. If too far apart, the earlier tracks may lose steam before the next arrives. The sweet spot depends on your audience size and marketing capacity. - Quality control is critical
Every release (single or bundle) must be solid. Weak tracks dragged along can dilute the impact. You want each “drop” to feel intentional and strong, not filler. - Promotion effort scales up
Doing multiple releases means multiple promotional pushes: visuals, content, playlist pitching, social media, maybe videos. You’ll need time and energy for each. If you don’t have the bandwidth, it could backfire. - Audience fatigue & expectations
If your fans expect binge releases (let’s say in genres like electronic or concept albums), they might feel teased by too many partial drops. Also, in certain markets, fans want the full experience at once. - Platform quirks
Matching metadata and ISRCs is non-negotiable. One misstep could fracture your streams. Also, as your release grows, streaming platforms may auto-classify it differently (single vs EP vs album). The DIY Musician article also warns of this. - Experiment, don’t rigidly commit
I don’t think one strategy fits all. For some projects, a waterfall model makes sense; for others, a “lead single, then full drop” might still win. Use small releases (singles or EPs) as testbeds; see which ones resonate, then apply a waterfall model only if the data supports it.
All in all, the waterfall release is a tool worth having in your toolkit. It rewards patience and planning. If you’re willing to pace your project and push multiple promotional efforts, it can help your music live longer in the listener’s world.
Want to dig deeper?
If this concept intrigues you and you’d like the full walk-through (including sample schedules, metadata tips, and potential pitfalls), head over to the original article here: How to set up a waterfall release (DIY Musician / CD Baby)
