The Illusion of Tactics
Strategy Before Tactics: Why Most Music Releases Fail Before They Begin
Every music release follows a strategy. The question is whether it is intentional or accidental. If you find yourself asking “What do we do now?” mid-campaign, or scrambling to pivot when momentum stalls, it means the strategy was flawed from the start.
The Default Response: Tactical Whiplash
When a release is underperforming, the instinct is to react. Teams rush into tactical overdrive:
Increase paid media spend.
Chase the latest TikTok trend.
Release another remix, acoustic version, or sped-up cut.
Copy the playbook of an artist who just broke through.
These are tactics. Not strategy. When you move from one to the next, hoping something sticks, you are already losing.
The Real Problem: A Weak Strategy
Tactics only work when they are anchored to a clear strategy. A great song with a poor rollout plan will fail to reach its potential, no matter how aggressive the marketing. A strong strategy, on the other hand, can amplify a release well beyond its expected reach.
Copying what worked for another artist does not solve the issue. Their success was rooted in a strategy designed for their brand, their audience, and their moment. You cannot replicate luck. Trying to reverse engineer a viral breakout is like trying to control the weather.
The Right Approach: Intentional, Bespoke Strategy
A release strategy must be designed for the artist and the moment. One-size-fits-all does not work. Effective strategies are built on three pillars:
The artist: their brand, narrative, and authentic connection to fans.
The audience: how they consume, where they engage, and what resonates with them.
The cultural context: the timing, trends, and media opportunities that can elevate the campaign.
Strategy First, Tactics Second
When the strategy is right, the tactics become obvious. When the strategy is weak, no amount of ad spend, influencer outreach, or reactive content can compensate.
The better questions to ask are not “What do we do next?” but:
What is the larger vision for this release?
How does each action reinforce that vision?
Are we building sustained momentum or just chasing temporary attention?
In music, the winners are not simply those who play the game well. The winners are the ones who choose the right game to play.
