Release week is one of the biggest windows an artist gets. But most release strategies still send fans to platforms that aren’t built to convert.
- YouTube Premieres generate views, not revenue
- Spotify countdowns don’t capture any fan data
- TikTok may drive traffic—but only at a cost, and without long-term ownership
The result? Lots of activity, little return.
Attention spreads thin across platforms. Artists end up with limited sales, no email list growth, and no clear way to build on the momentum they created.
The Fix: Run a Release Week Campaign in Your Store
Instead of sending fans to third-party platforms, use content you already have to drive traffic directly to your Shopify store ahead of release. The goal is simple: make your store the destination.
Here’s how it works:
- Choose a piece of content fans want to see — a music video, livestream, interview, Q&A, or behind-the-scenes clip
- Make it available early, exclusively on your store
- Share the link a few days before release to capture RSVPs and grow your email list
- Feature merch and music alongside the content so fans can purchase while they’re already engaged
- Follow up post-campaign to drive a second wave of sales
All of this runs through Single—natively inside your Shopify store—so every interaction happens on your domain.
Artists Using This Strategy
Artists across genres have used this approach to drive meaningful results—before their release even drops.
By running early content activations through their store, they’ve:
- Tripled their first-week digital sales
- Captured thousands of fan emails
- Converted livestream viewers directly into buyers
- Several debuted in the Top 10 on the Billboard 200
A few recent examples:
Vinnie Paz – Early listening party and fan Q&A
Maren Morris – Exclusive interview, available only in her store
Jelly Roll – Live merch reveal and unboxing
Cuco – Full concert premiere of his new album
Each campaign looked different, and each fanbase was different... But the outcome was the same: more data, more conversions, more control.
Want One for Your Next Drop?
We’re actively working with artists and teams to plan and launch high-impact release week campaigns—built entirely inside Shopify, powered by Single.
We’ll help you:
- Identify the right format
- Set it up in your store
- Launch it in a way that drives real results
Reach out here to get started – or ask our team any questions.
