It can be a minefield getting your much-loved new release out at all, let alone have the luxury of choosing when in the year to do it. But in a world when marginal gains increasingly dictate whether one thing wins over another, don’t let your release date be dictated by when you happen to get it ready. Be in charge of your career and make the best decisions for your own context; don't let circumstances rule!
Of course it is exciting to finally finish your latest project - but in your desperation to just 'get it out there’ employ some restraint and plan properly. What could be worse than diluting the value and impact of your pride and joy? So ensure that you maximise the potential of your new baby and give it the best start in life by not rushing it. You should aim for a minimum of 4 weeks lead in time (at least 8 weeks if including video shooting and editing) before release date which means there’s a lot of working backwards to do - here’s a guide to how that might pan out in 2017 specifically. Researching and making yourself aware of major events (Olympics/Elections etc), minor local events, public holidays and celebration days ('Wear Your Old Band Tshirt To Work' Day, livemusicvenue week), other releases, and so many other factors could save you significant heartache or open up unforeseen opportunities.
February
Yep - time to kickstart the year and get on with it as people’s moods improve after January blues. But as stated above you need a good 4 weeks to prepare and get word out before launch - so you’ve missed the boat already - best get cracking for early March!
March
Generally not bad but be aware of Easter overtaking social media and general attention. Also this year Brexit will get underway in March so the eyes of the population will be very distracted by that. So unless you are releasing a song about the European Union or chocolate bunnies, think twice?
In the US the whole industry is completely overcome by SXSW fever making it a bad time to release - but in the UK, its influence is definitely rising so it actually makes it a good time to pitch your release alongside that hype and show off that you know what SXSW is - even better get yourself booked in to be there next year.
April
Again Brexit will overtake the media so bands should have something to say about it if they want to get any limelight. If you want to release at a time when there are major national/international events taking over try to phrase it as a way of escapism :) School holidays are a big interference so bear that in mind if your music is targeted at teens/families or adults of childbearing age - especially if you are hoping for a big turnout at a launch event!
May
One of the better months - no general election this year to take over the headlines and as the weather improves and summer holidays are in sight (but probably already paid for) get stuck in and make a big splash ready to ride that wave into your festival bookings or a summer tour of your new material.
June
In terms of the industry aim to avoid overlap with the festivals - maybe the beginning of June is better than the end for that reason. Otherwise not a bad moment to create some buzz.
July
People start going on holiday so normal routines are broken - in terms of industry folk and also fans of school age or in families. At least there is no Olympics, Football World Cup of Euro’s this year - Wimbledon is probably the biggest sporting event that could overshadow a release - normally you could safely plan something for final day safe in the knowledge there would be no Brits involved - but Andy Murray’s success over the last few years is spoiling that assurance! The general advice here is always google the date of your planned release - make sure it doesn’t clash with anything local, national or international that in any way may dilute the impact of your posts on social media, attention from your key fans, or the chances of being picked up by radio and media and music industry executives. Maybe you’ll find a celebration day that can give more ammunition to your PR campaign such as Martin Luther-King Day or John Lennon’s birthday or the anniversary of the invention of clothes pegs (if you have a song about clothes pegs).
August
If you’ve been busy gigging and festival-ing over the summer it may not be a bad idea to have a free download/fan-focussed release in late August as a way of capturing email addresses and getting new fans engaged and captivated while you are still fresh in their thoughts. Otherwise - a lot of the UK is in a state of summer holiday flux and lethargy and many industry and media folk are predominantly out and about rather than in front of a computer searching for new releases to cover so don’t release now.
September
The new academic year means everyone is preoccupied at the start of the month but by the middle/end it is a good time to capture that ‘beginning of the year’ alertness and freshness before October and autumn madness sets in.
October
Halloween is now very big business - so unless you are releasing a very dark album - or a consciously very light one - avoid releasing in the 2 or 3 weeks before Oct 31st, or if you do just be aware and canny about your PR around those other things.
November
Some might say this is a month when the world’s music critics are at the height of their year-end lists, and it's tough to gain attention as a result. I’m not sure UK critics are as organised as this! In terms of the public I’d see this as a GREAT time to release - giving people plenty of time to buy up for their friends and family for Christmas presents - works excellently in conjunction with a fan-funding mission.
December
Many blogs and review websites will be awash with their ‘best-of’ lists making it hard for your release to grab the attention it strives for, but the press want to capture the festive spirit so are more likely to respond to your request for coverage if you can put a happy-season/community focussed spin on it.
Obviously Christmas albums/songs - or anything that could be loosely considered as christmassy (ie. stick some baubles or twinkly lights on your CD cover/video background) this is your 3 weeks to go for it.
People would generally avoid late Dec - but as a genius publicity stunt one or two (Christian?) artists could get away with a Christmas Day/Eve release??!!
Again - if you are considering a January release - now is the time you should be pulling everything together to get out ASAP after Christmas.
January 2018
We typically tell people to avoid like the plague as everyone is tired and skint - but actually, (particularly if sales is not the main driver) Industry peeps will be a little freer and refreshed for the new year so that could be a brilliant reason to jump in while no one else has the courage to try a release! I guess by that rationale a free download would be great here. However - if you want to release in January you need your artwork signed off, press release created and proof-read, hit list drawn up ready and video etc all finished uploaded and ‘Unlisted’ on Youtube and ready ...in December.