If you’ve been planning a release lately, you’ve probably heard the word “waterfall” thrown around. It’s one of the most talked-about strategies in modern music marketing but also one of the most misunderstood.
So what is a waterfall release, when does it work best, and when might you be better off skipping it altogether? Let’s break it down.
What a Waterfall Release Actually Is
A waterfall release is when you release multiple singles that build into one project, like an EP or album, but each new track includes the previous ones.
For example:
- Release 1: Track A
- Release 2: Track A + Track B
- Release 3: Track A + Track B + Track C
By the end, you’ve “waterfalled” your way to a full body of work.
This approach helps keep momentum between singles while funnelling streams toward your key tracks.
The Pros of Waterfalling
When used right, a waterfall strategy can be incredibly effective.
1. Compounding Streams
Every time you drop a new track, listeners discover your older ones. Streams and saves accumulate under the same release, helping your most popular songs rise faster.
2. Sustained Algorithmic Activity
Spotify’s algorithms favour consistent releases. Waterfalling keeps you in fans’ Release Radars and can trigger ongoing playlist attention.
3. Narrative and Momentum
It’s great for concept-driven projects, each drop tells part of a bigger story, building anticipation for the final release.
4. Playlist Leverage
If one song connects, future singles on the same release can benefit from that momentum and remain linked under one “umbrella” product.
The Cons (and When Not to Do It)
Waterfalling isn’t for everyone and when used poorly, it can do more harm than good.
1. It Can Confuse Fans
If each release looks identical except for one new track, listeners may think they’ve already heard it. Always make the new single clearly identifiable with fresh artwork, titles, and captions.
2. Metadata Gets Messy
Frequent updates mean new UPCs, ISRCs, and distributor uploads. If your team isn’t organised, mistakes can slip through, affecting playlists and royalties.
3. Less Editorial Focus
Editors tend to prioritise brand-new tracks. If your waterfall additions feel like re-releases, you might get fewer playlist opportunities over time.
4. It Doesn’t Fit Every Artist Strategy
If your music relies on big unique “moments” (visual drops, PR cycles, or physical releases), you might benefit more from standalone singles that each have their own campaign.
When to Waterfall - and When to Skip It
You might want to Waterfall your next release if…
- You’re an independent artist building streaming momentum
- You release consistently and have engaged listeners
- Your goal is algorithmic growth and discovery
- You’re building toward an EP or concept project
It might be best to skip the Waterfall if…
- You rely on big PR or visual-led rollouts
- Your drops are spaced far apart
- You want each song to have its own distinct campaign
- You’re focusing on physical formats or collector audiences
The Takeaway
There’s no one-size-fits-all answer. Waterfalling can be a powerful tool for streaming growth, but only if it fits your strategy and storytelling.
Before deciding, ask yourself:
“Do I want to build momentum through consistency, or create distinct moments with each release?”
Either way, planning is key. Align your creative vision, artwork, and rollout schedule early, and make sure every drop adds value to the story you’re telling.
Because whether you choose to waterfall or not, what really matters is that your release plan feels intentional, consistent, and unmistakably you.
Ready to pitch your music to Spotify and Apple Music editors?
Head back to the un:hurd app to explore more tools and resources for playlist promotion.
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