What Time Will My Release Go Live?
When scheduling a release through RLIAB, your release date determines when your music should become available to listeners. In most cases, releases become available at 12:00 AM (midnight) in each listener's local time zone on the selected release date.
However, release timing can vary between streaming platforms and music stores. Some platforms support custom release times, while others determine when a release becomes available independently.
What Is the Default Release Time?
The standard music industry release model is a territory-by-territory midnight release.
For example, if your release date is September 4, listeners in each country generally receive access when their local clock reaches midnight on September 4.
This means listeners in some parts of the world may have access to your music several hours before listeners in the United States.
Can I Choose a Specific Release Time?
For platforms that support the feature, a specific release time may be included with your release delivery.
For example, instead of releasing at midnight, you could request that your release become available at 2:00 PM local time. On supported platforms, the release would then unlock at approximately 2:00 PM as each territory reaches that time.
Important: A requested release time is not guaranteed across every platform. Each streaming service and music store controls how and when releases become available on its platform.
What About Apple Music and iTunes?
Apple does not currently honor custom release times. Apple Music and iTunes generally make releases available at midnight on the selected release date, regardless of a different release time requested during distribution.
Because of this, you should not plan a time-sensitive campaign around every platform unlocking at an exact hour unless you are using a worldwide synchronized release strategy.
What Is a Synchronous Release?
A synchronous release is designed to make your music available worldwide at approximately the same moment instead of releasing at midnight within each territory.
With this strategy, one time zone is selected as the reference point for the launch. The corresponding release time is then different around the world.
For example, a release scheduled to unlock simultaneously at midnight Eastern Time could become available:
- Late in the evening in some western time zones
- Early in the morning in Europe
- Later in the morning or afternoon in parts of Asia
Everyone receives access at approximately the same moment, but the local date and time experienced by each listener may be different.
Should I Use a Synchronous Release?
For most artists, the standard local-midnight release is recommended.
Synchronous releases are generally better suited to campaigns that require a coordinated worldwide launch, such as a major premiere, livestream, music video launch, event, or marketing campaign where fans need access to the music at the same moment.
If there is no specific reason your release needs to unlock simultaneously worldwide, the standard release schedule is usually the simpler option.
Can RLIAB Guarantee an Exact Release Time?
No. RLIAB can deliver your requested release information to participating platforms, but the final availability time is controlled by each DSP and music store.
Platform processing, regional availability, delivery status, and each service's own release policies can affect when your music actually appears.
Because of this, we recommend avoiding marketing language that promises your release will appear on every platform at an exact minute.
Planning Your Release
If your campaign depends on a specific launch time, account for differences between platforms when planning announcements, advertisements, music videos, listening parties, or other release-day activities.
For most releases, simply selecting your intended release date and allowing the music to become available at midnight in each territory provides the most consistent experience across platforms.
Remember: Your release date can be scheduled in advance, but individual streaming platforms ultimately control the exact time your music becomes publicly available.