A waterfall release strategy is a music release method where an EP or album is presented as being released gradually. One track is added at a time until the full release becomes available once the final track is added.
In reality, a waterfall release is made up of a series of separate releases, each distributed individually over time. Tracks are not added to an existing release, as this is not technically possible. Instead, multiple standalone products are created and released over a period of time.
This strategy is particularly effective on Spotify. Each new release replaces the previous one as the artist’s “latest release”, helping maintain visibility on the artist profile as new tracks are rolled out.
How Waterfall Releases Increase Streams on Spotify
Because of track-linking, if the same WAV recordings / ISRCs for the previously released tracks are used on each new product, the stream counts will transfer over to each new version of your release as it appears on Spotify, meaning your play-counts across all versions count towards your overall stream count.
Waterfall Release Example: Phoebe Bridgers
Let’s look at an example; Phoebe Bridgers album ‘Punisher’ employed a Waterfall strategy:
Single #1 – Garden Song
Single #2 – Kyoto (with Garden Song as track 2)
Single #3 – I See You (with Kyoto & Garden song as tracks 2 & 3)
Album – Punisher (with Garden Song, Kyoto, and I See You on it)
In doing this, Phoebe Bridgers accumulated plays across each of those 4 versions increased each time, because the play-counts are linked. A play of Garden Song on either of those 3 singles (or the album) counts towards the overall stream count of that track, etc.
It also means each time Phoebe Bridgers releases a new single, she is still guaranteeing more streams for the previously released singles, as they’ll automatically play after fans check out the newest track if they click through to the newest release.
Editorial Pitching Benefits
A key advantage of the waterfall release strategy relates to Spotify for Artists. Only one track can be pitched to Spotify’s editorial team per upcoming release. By using multiple releases, more tracks can be submitted for editorial consideration.
For example, three separate releases allow three different tracks to be pitched, rather than a single pitch opportunity for a three-track EP or album released all at once.
How to Set Up a Waterfall Release
- Add Release A (with single/track #1) to our system, this will be whatever track(s) you wish to go live first in the strategy.
- Add Release B (with single/track #2 as the first track) to our system, and add single/track #1 as track 2 on it – ensure that the metadata for ‘single/track #1’ is identical on this version as it was on the previous version: things like track title, composer name, ISRC, WAV file are all important here.
- Once you’re happy that the play-counts have transferred over from Release A to Release B for single/track #1, you can either choose to have us remove Release A from DSPs, or leave it there, it is entirely up to you; just let us know!
- Repeat this process for however many times you wish to ‘waterfall’ or ‘drip-feed’ the tracks from your EP/Album – so Release C might have single/track #3 as the first track, single/track #2 as the second track, and single/track #3 as the third track, etc.
Why Waterfall Releases Work
Waterfalling is a great strategy to maximize your play-counts, increase the amount of times you’re able to pitch music to editors, and to generate a buzz about your release with your fans.
If you’re interested in this strategy, our new Premium plan might be the most cost-effective option. It gives you unlimited distribution for one annual fee. Alternatively, if you’re on one of our pay-per-release plans, you can still save money by creating a voucher using your royalties. When you convert a portion of your royalties into a voucher, we’ll top it up by 25%, helping your money go further.
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