First release PR Checklist

First release PR checklist

Updated 12 March 2026

Launching a first release with no prior press coverage requires methodical preparation and clean execution. This checklist takes you from artist narrative through to your first round of media pitches—the foundational work that separates releases that gain traction from those that disappear. Get the basics right and you build momentum; skip these steps and you'll chase coverage instead of receiving it.

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Artist Narrative & Bio

Write a concise artist biography (150–200 words)
Critical
Editors scan bios in seconds. Focus on what makes the artist distinctive—musical influences, background, or specific life circumstances that connect to the music. Avoid generic statements like 'passionate about music' and include only verifiable facts.
Identify three clear touchstone artists or genres
Critical
These help journalists immediately understand where to position the artist in coverage. Use artists editors will recognise, not obscure references. Check Spotify and music press to see how comparable artists are written about.
Develop one genuine narrative angle beyond 'new artist'
Critical
This could be a specific production technique, unconventional background, local scene connection, or thematic focus in the lyrics. This angle becomes your pitching hook and differentiates the first release from countless others.
Create a one-sentence elevator description
Journalists will adapt this, so make it clear and memorable. Example: '[Artist name] makes lo-fi hip-hop shaped by classical guitar and childhood in rural Wales.' This gets used across emails, social posts, and pitches.
Photograph the artist professionally (even basic version)
Critical
Commission or arrange a shoot at minimum cost. Use consistent lighting, a plain background, and at least three angles. High-resolution images are non-negotiable for press coverage—grainy phone photos undermine credibility.
Prepare artist quotes about the release
Write two to three short, authentic quotes (50–80 words each) the artist can use or adapt. These should address the creative process, influences, or meaning behind the track. Pre-written quotes speed up journalist interviews and prevent rambling statements.

Release Logistics & Metadata

Confirm all streaming platforms accept the release
Critical
Use a distributor (CD Baby, DistroKid, or equivalent) to push to Spotify, Apple Music, YouTube Music, etc. Check at least two weeks before release date that metadata is correct—artist name, track title, release date, genre tags.
Set correct release date in distributor and music platform dashboards
Critical
Avoid pushing live before the official release date. Editors check Spotify release calendars and will call out premature releases. A coordinated, simultaneous launch across platforms looks professional.
Write accurate, keyword-focused track descriptions (for Spotify, Apple Music)
Use 100–150 characters to describe the track meaningfully. Include one relevant mood or genre descriptor and one contextual detail (e.g., 'A lo-fi daydream about lost summers' rather than 'My new track'). This helps discovery.
Create or source clean artwork at correct specification
Critical
Artwork must be 3000 × 3000px minimum, either JPEG or PNG. Check your distributor's exact requirements—non-compliance can delay release. Poor artwork signals lack of professionalism to editors reviewing playlists.
Prepare the master file in the correct audio format
Critical
Most distributors accept WAV, FLAC, or MP3. If working with a studio engineer, confirm they're delivering in the distributor's preferred format at 16-bit/44.1kHz minimum. Audio quality issues damage credibility.
Record a short artist statement about the track (30–60 seconds)
Useful for radio pluggers or content creators. Keep it conversational and genuine. Many BBC Introducing stations appreciate a brief artist commentary to accompany submissions.
Organise ISRC codes if using a distributor
Your distributor typically handles this automatically, but verify that ISRC codes are generated and registered. This ensures proper royalty tracking and credibility.

Press Kit Assembly

Create a one-page press release (A4, single-spaced)
Critical
Structure: headline with key fact, one-paragraph artist introduction, two-paragraph release context (the story of the track), one paragraph about what comes next. End with contact details and social links. Keep language clear and journalistic—avoid marketing speak.
Compile high-resolution assets in one shareable folder
Critical
Include: artist photos (at least two), track artwork, and optional behind-the-scenes images. Use Google Drive or Dropbox with a clearly named folder. Label every file with the artist name and asset type (e.g., '[ArtistName]_Photo_01_Credit.jpg').
Write artist biographies at three lengths (50, 150, 250 words)
Critical
Different outlets need different lengths. The 50-word version is for social/thumbnail uses, 150-word for blog features, 250-word for in-depth coverage. Editors will cut longer versions, so prioritise key information at the start.
Create a Spotify artist profile with complete metadata
Critical
Claim the artist account on Spotify for Artists, upload a banner image, write a bio, and link social accounts. Incomplete profiles look unserious to journalists checking the artist's online presence.
Prepare a track fact sheet (key info at a glance)
Include release date, streaming links, producer/collaborator credits, writing credits, key themes, and comparable artists. One-page format for journalists to reference quickly during interviews or features.
Build a simple one-page website or landing page
At minimum: artist bio, the release link, embedded Spotify player, photos, and contact email. Many free tools (Carrd, Wix basic, Bandcamp) support this. Editors expect artists to have an online home.

Journalist & Outlet Research

Build a targeted list of 15–20 BBC Introducing contacts
Critical
Research your local and relevant regional BBC Introducing shows, note each show's submission address, and verify the contact is current. BBC Introducing is the single most valuable first gateway for new UK artists—invest time here.
Identify 10–15 relevant indie blogs and music websites
Critical
Use Google searches like '[genre] blogs UK' or '[mood] music blog' to find outlets that write about comparable artists. Check publication dates to ensure they're active. Verify submission email or contact method on their site.
Compile contact details for music journalists in local press
Search your artist's region for local newspaper music columnists or entertainment writers. Many have email addresses or social media contact listed. Local coverage amplifies BBC Introducing pitches.
Create a spreadsheet: outlet name, contact, email, submission deadline, priority level
Critical
Prioritise BBC Introducing and niche blogs over large generalist outlets (unlikely to cover with no artist history). Assign each outlet a priority tier so you can pace pitching strategically.
Research each outlet's style and recent coverage
Read three recent features or reviews on each target outlet. Note tone, length, and focus. This informs personalised pitch language and prevents tone-deaf outreach.
Identify any personal connections or mutual contacts
Check if you, the artist, or collaborators follow or have worked with anyone at target outlets. A warm introduction is more effective than cold email—use LinkedIn or mutual connections to make contact.

First Pitch Strategy

Write a customised email template for cold pitches (not mass mail)
Critical
Each email should open with a personalised comment about why you've chosen that outlet, reference the journalist's recent coverage if possible, then introduce the artist and track. Keep the body under 150 words and include a streaming link upfront.
Pitch BBC Introducing 5–7 days before release
Critical
BBC Introducing needs lead time to review and possibly air the track on-air before or shortly after release. Pitching too late reduces the chance of radio play, which amplifies other coverage.
Stagger pitches to indie blogs and smaller outlets
Begin pitching to lower-tier outlets 2–3 weeks before release. If an outlet runs a feature or review early, reference that coverage in later pitches (social proof increases response rates).
Attach press kit materials as clean email attachments or link to shared folder
Critical
Include the one-page press release as a PDF, link to the asset folder, and provide direct Spotify link in email. Make it effortless for journalists to access everything they need.
Follow up once after 5–7 business days if no response
A polite follow-up email referencing your original pitch is acceptable. Keep it brief and respectful of their time. Don't follow up more than once.
Track all pitches and responses in a simple log
Record date sent, outlet, contact, response status, and any feedback. This shows patterns (which outlets respond, which don't) and prevents accidental duplicate pitches.
Prepare a media kit PDF version for archiving
Export your press release and key facts as a single-page PDF. Some outlets prefer a self-contained document, and it's useful for your own records after the campaign.

Pre-Release Coordination

Sync release date with distributor, streaming platforms, and press outreach
Critical
All timelines must align. If pitches go out before the track is live on platforms, provide early-access Spotify links. Journalists won't wait for tracks to go live—they need immediate access.
Brief the artist on realistic expectations for first release
Critical
Most debut releases receive 5–15 pieces of coverage if well-pitched. Manage expectations early so the artist isn't discouraged if response is modest. Frame the first release as foundation-building, not a viral moment.
Prepare social media graphics and posts (queue in advance)
Create 3–4 release-day graphics and queue them across Instagram, Twitter, TikTok. Use consistent branding and include streaming links. Coordinate timing so posts go live on release day morning.
Set up Google Alerts for the artist name and track title
This helps you spot coverage as it appears online. Editors often publish without notification, and alerts ensure you catch features or mentions for reference.
Create a simple response plan if coverage appears
If an outlet publishes an interview, feature, or review, have a process to share it on social media and reference it in follow-up pitches. Quick amplification of early coverage helps build momentum.

A first release has one chance to establish credibility in press circles. Thorough preparation and methodical execution—not luck or connections—determine whether a debut gains traction. Complete this checklist thoroughly and you'll pitch from a position of professionalism that editors recognise and respect.

Pro tips

1. BBC Introducing is not a 'nice to have'—it's your primary goal for a debut release. Tailor every pitch to the specific regional show, reference recent artists they've featured, and submit early. BBC Introducing airplay becomes a credential that opens doors with blogs and other outlets.

2. Write your artist narrative before you write any pitch email. If you're unclear on the artist's genuine angle or story, every pitch will sound generic and will struggle to stand out. Spend time here; it's the foundation for all press activity.

3. Avoid attaching music files to pitch emails. Use direct Spotify links or SoundCloud embeds instead. Journalists have submission folders and prefer self-serve access. Attachments clog inboxes and may trigger spam filters.

4. Quality of assets matters more than quantity. One excellent artist photo, clean artwork, and a tight one-page bio will outperform a chaotic folder of low-resolution images and rambling text. Editors notice professionalism immediately.

5. Track every pitch and outcome in a spreadsheet. This isn't admin busywork—it shows you which outlets respond, which prefer certain formats, and which contacts are reliable for future releases. Data from the first release directly improves the second.

Frequently asked questions

Should I pitch to major blogs like Pitchfork or The Guardian for a debut release?

No. Major publications rarely cover completely unknown artists without a press history or significant buzz. Focus first on BBC Introducing and niche indie blogs relevant to the artist's sound. Once you have coverage from smaller outlets, you can reference that when approaching larger publications for subsequent releases.

How early should I upload the track to streaming platforms before the official release date?

Do not upload early. Use your distributor's scheduling feature to release simultaneously across all platforms on the official date. Premature releases appear unprofessional and can confuse journalists about the actual release timeline.

What should I do if BBC Introducing doesn't respond to my pitch?

One polite follow-up email after 5–7 days is acceptable. If there's still no response, move forward with pitching other outlets. BBC Introducing receives hundreds of submissions weekly; non-response doesn't mean rejection, just that your pitch may have been missed.

Is a press kit essential, or can I just email a link to the track?

A proper press kit (bio, release info, high-res images, press release) is essential. Journalists need context and assets to write features or share coverage. Sending only a link creates extra work for them and reduces the likelihood of coverage.

How many outlets should I pitch to for a first release?

Aim for 25–35 relevant outlets: 15–20 BBC Introducing shows, 10–15 indie blogs and music websites, and a handful of local press contacts. Quality targeting matters more than volume. Pitching 100 irrelevant outlets wastes time and dilutes response rates.

Related resources

BBC Introducing strategy for new artists: A Practical Guide

guide

Building press relationships from a debut: A Practical Guide

guide

Debut artist bio and press kit Templates

template library

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