Why December is the best time to share new music

I have a spent a decade of my life writing about music. A lot has changed in that time, far more than I could ever tell you about in a single post, but one thing that always remains the same is the December drought. Every twelve months the year ends with a whisper instead of a band as far as new releases are concerned because a good portion of the industry takes close to half the month off and the other-half is too busy trying to garner ‘best of’ coverage for what was released in the preceding eleven months to busy themselves with something new.

You may be thinking, “If a big chunk of the industry is on vacation for part of the month, why would I even think about releasing something new now?” While it’s true the likelihood of every submission label receive being heard this month there are literally millions of music fans all over the world whose thirst for new and exciting music can never be fulfilled. While the labels are pushing their best releases on holiday shoppers you can make a splash by offering hungry music fans something to satisfy their cravings. Your music could be the record that saves Christmas (or Chanukah or Kwanzaa or…you get the idea).

And it’s not just music listeners who are looking for great content this month. Every music publication with a website – otherwise known as ALL music publications – are doing their best to keep a steady stream of news and streams flowing to their audience. A drop in the amount of music being promoted by notable artists and labels creates a space where up and coming acts can jump in and thrive far quicker than at any other point in the calendar year. If leveraged correctly, that momentum can be carried into the new year, and by summer you could be the next big thing in your scene.


James Shotwell is the Digital Marketing Coordinator for Haulix. He is also the Web Editor for Substream Magazine and host of the Inside Music podcast. Follow him on Twitter.

James Shotwell

James Shotwell is the Director of Customer Engagement at Haulix and host of the company's podcast, Inside Music. He is also a public speaker known for promoting careers in the entertainment industry, as well as an entertainment journalist with over a decade of experience. His bylines include Rolling Stone, Alternative Press, Substream Magazine, Nu Sound, and Under The Gun Review, among other popular outlets.