Plan a release backward from the day it goes live. Decide what the song needs visually, shoot one day that produces several assets, pitch the song on Spotify at least seven days before release, post snippets in the weeks before, and keep a second visual ready for the week after. This guide lists the assets, the platform specs we checked, and a six-week calendar you can adjust to your own timeline.
Choose your video assets
You do not need every asset for every song. Match them to the song's importance.
| Asset | What it is | Best when |
|---|---|---|
| Spotify Canvas | A 3 to 8 second looping vertical clip behind the track | Every release you care about |
| Visualizer or lyric video | Motion graphics with the song and art | When there is no budget for a shoot |
| Performance clip | The artist performing to camera in one location | Singles and live-sounding songs |
| Music video | A narrative or concept video | A lead single or a major release |
| Snippets | 10 to 30 second vertical teasers | Every release |
| Behind-the-scenes | Rehearsal, studio, shoot day clips | Building a story around the release |
Our music video production guide for Los Angeles covers planning a full video. For a smaller release, plan a one-day shoot that creates a performance clip, a Canvas, and a pool of snippets.
Spotify specifics we checked
- Canvas. Spotify's Canvas guidelines say a Canvas must be 3 to 8 seconds long, vertical 9:16, between 720 and 1080 pixels tall, and an MP4 or JPG file. It shows in the Now Playing view instead of your album artwork. Spotify suggests footage without talking or singing, since the clips are too short to sync with lyrics, and avoiding rapid cuts or intense flashing graphics. Keep important content away from the edges because they may be cropped on some phones.
- Pitching. Spotify for Artists lets you pitch unreleased songs to playlist editors. Spotify says that if you pitch an unreleased song at least 7 days before release, it will be added to your followers' Release Radar playlists. Video pitching is rolling out gradually and applies to eligible official music videos or performances, delivered by your distributor or uploaded through Spotify for Artists, that are unreleased or released within the past seven days.
- Delivery. Your distributor must deliver the song to Spotify early enough to see it under Upcoming. Ask your distributor how far ahead they need the files.
Check these pages again before you finalize your plan, since platform tools change.
Shoot once, cut many
A one-day shoot with a plan can yield most of the assets.
- Pick the hook. Find the strongest 10 to 20 seconds of the song. The shoot should deliver at least three different visual treatments of it.
- Film the performance in full. Two or three takes, wide and close, with playback.
- Film hook-length inserts. Short bursts for snippets. Vertical or wide enough to crop.
- Film Canvas candidates. A slow, loopable gesture: a spinning object, a repeated motion, light moving. Avoid talking or singing.
- Film b-roll. Hands on an instrument, the studio, the artist walking, the crew.
- Capture a clean still set for cover art alternates and press.
Snippets that give people a reason to wait
- Make three versions with different hooks: the chorus, a line from the verse, and a behind-the-scenes version that includes the process.
- Open on the sound or the face, not on a logo. The first second matters.
- Add captions. Many people watch without sound.
- Say what is happening and when. Text like "out Friday" and a pre-save link.
- Post more than once. Different cuts, different days.
- Use your distributor's TikTok and Instagram links once the release is set up, so fans can use the sound. Check what your distributor supports.
For how the short-form feeds treat new audio, read our TikTok algorithm guide.
Rights and paperwork to settle before you shoot
- Who owns the video? Put in writing who owns the footage, who may use it, and for what.
- Samples and covers. If the song uses a sample or is a cover, check clearance before you release or advertise it.
- Performers and crew. Dancers, actors and extras should sign releases. Crew deal memos prevent disputes later.
- Locations. Private locations need agreements. Public locations may need permits; FilmLA handles many in Los Angeles.
- YouTube and Content ID. If your distributor registers your song for Content ID, other people's videos using it may be claimed. Ask your distributor how it works so your own premiere is not flagged by mistake.
A six-week rollout
| When | What happens |
|---|---|
| Six weeks before | Lock the song, choose assets, book the shoot, ask your distributor for delivery dates |
| Five weeks before | Shoot day. Start editing Canvas and snippets |
| Four weeks before | Announce, set up pre-save, post the first behind-the-scenes clip |
| Three weeks before | Deliver the song to your distributor. Pitch on Spotify as soon as the song appears under Upcoming, and in any case more than seven days before release |
| Two weeks before | Post snippets, three per week. Send previews to press and playlist contacts |
| One week before | Post a countdown, the Canvas teaser and a performance clip. Schedule the video premiere |
| Release day | Release the song. Premiere the video on YouTube, post the main clip and thank-you stories, and share the pre-save reminder |
| Week after | Post a second snippet series, a live performance and fan reactions. Release the lyric or alternate visual |
Our EPK production guide shows how to package this material for press and booking contacts.
YouTube specifics
YouTube's Help Center says Shorts can be up to three minutes long. A music video sits best as a regular upload with a clear thumbnail, a pinned comment and links in the description to the streaming platforms. Cut a 30 to 60 second Short from the best moment.
What decides the cost
The number of assets, whether you want a narrative or performance video, the number of shoot days and locations, talent, crew and gear, edit complexity and motion graphics. A strong release can be built around one well-planned shoot day, so decide first what you cannot do without. We do not publish prices in articles.
Want a person to help?
If you are planning a release, we can help you choose the assets, shoot a day that produces them and cut a rollout you can post on schedule. See our video production service and entertainment marketing, the page for music artist video production, or contact us and a real person will reply.
How to plan a single release rollout
Pick assets and the hook
Choose which video assets the song needs and find the strongest 10 to 20 seconds.
Shoot one day for several assets
Film the performance, hook inserts, Canvas candidates and behind-the-scenes clips together.
Deliver and pitch
Ask your distributor for delivery dates, then pitch the song in Spotify for Artists at least 7 days before release.
Post snippets before release
Publish three versions with different hooks, with captions and a pre-save link.
Plan release week and the week after
Premiere the video, post cutdowns, and prepare a second visual for the following week.
Questions people ask
What are the Spotify Canvas requirements?
Spotify says a Canvas must be 3 to 8 seconds long, vertical 9:16, between 720 and 1080 pixels tall, and an MP4 or JPG file. Spotify advises avoiding talking or singing footage and rapid cuts or flashing graphics.
How early should I pitch a song to Spotify?
Spotify says that pitching an unreleased song at least 7 days before release means it will be added to your followers' Release Radar playlists. Your distributor needs to deliver the song first so it appears under Upcoming.
How many video assets does a single release need?
At minimum a Canvas and a set of snippets. A performance clip or visualizer is a good next step, and a full music video suits a lead single. Shoot once and cut several assets.
Can I premiere a music video on YouTube the same day as the song?
Yes, many artists release the song and premiere the video the same day, or release the video a few days later. Plan the schedule with your distributor so both go live as intended.
Written by the team at Clouds Agency, a Los Angeles creative and production consulting agency.