The Real Launch Flow: Why Most Artists Waste Their Best Music

Brent Shows

— 2 min read
The Real Launch Flow: Why Most Artists Waste Their Best Music
The Real Launch Flow: Why Most Artists Waste Their Best Music

Launching music, merch, or tours without a system is like yelling into traffic.
It doesn’t matter how loud it is — if your launch isn’t built around a defined asset, it’s not going anywhere.

Most Artists Launch Blind

Here’s what usually happens:
The artist finishes a track or designs a hoodie.
They post something like “something’s coming” — and expect fans to care.
But nothing happens.

The problem?
There was no central asset, no structure around it, and no flow that fans could follow.

Step One: Define the Asset

Everything starts with clarity.

Your asset is the centerpiece of the launch. It’s the thing you want your fans to act on.
It can be:

  • A single
  • A hoodie
  • A tour date
  • A pre-save
  • A fan experience

It doesn’t have to be multiple things.
But it does have to be one clearly defined thing — ready, available, and visually supported.

Without that, the rest of your campaign is noise.

The 5-Part Launch Flow (Once the Asset Is Set)

1. Add the Asset
Finalize the asset. Have the files, links, product mockups, or pre-save ready to go.

2. Set Pre-Launch Triggers
Decide how you’re kicking off awareness. This could be a teaser post, a studio clip, a keyword fans can DM, or a save-the-date.

3. Choose Communication Channels
Where are you going to push this? SMS, DMs, Email, or all three? Choose based on where your fans are actually responsive.

4. Capture Fan Data
If someone engages, track it. Comments, saves, clicks, RSVPs — everything should route back to a structured fan system.

5. Analyze and Optimize
Post-launch, study what worked. Adjust your communication, timing, or visuals based on real fan behavior — not assumptions.

Final Word

If you’re launching anything — a song, a hoodie, a tour stop — it has to start with a defined, dialed-in asset.

Skip that, and the rest of the launch is already compromised.

But when that asset is locked in, and the system supports it, the chaos disappears.

That’s how you build long-term momentum — one clean, well-run launch at a time.

Read more