Creating Promotional Visuals for Music Releases: A Designer’s Checklist

Creating Promotional Visuals for Music Releases: A Designer’s Checklist (2026)

Hook: You’re a designer who needs to turn a single or album brief into a full promo suite—fast, polished, and sale-ready. You’ve got one week, the artist wants global stores, socials, tour posters, merch mockups and a press kit. Where do you start? This step‑by‑step checklist breaks down every deliverable, technical spec, and marketing tactic you need in 2026—so you stop guessing and start shipping assets that sell.

Why this matters in 2026

Short attention spans, vertical-first platforms, and AI-driven ad optimization mean artists need more asset variations than ever. Streaming services expect clean, platform-friendly art. Tour teams demand print-ready files. Press and playlists want one-sheets and bio art. Meanwhile, marketplaces for brushes, templates and mockups make it possible to produce at scale—but only if you follow a system.

Recent release campaigns like Mitski’s late-2025/early-2026 teasers (mysterious phone line + narrative microsite) show how a single narrative device can extend across visuals, video and serialized social posts. The lesson: build assets that can be remixed into dozens of formats.

How to use this checklist

Start at the top and work down for each release (single or album). Treat assets as a modular system: create a master pack (source files + exports + metadata) and then derive platform variations. Keep one shared folder with clear filenames and license/readme files so teams and partners can use your work without friction.

Master folder structure (set this first)

• /SOURCE — AI/PSD/INDD/AE project files, organized by asset (e.g., single-art_master.psd).
• /EXPORTS — Final JPG/PNG/MP4/SVG/PDFs in labeled subfolders (e.g., /EXPORTS/VIDEO_TEASERS/9-16/).
• /PRINT — CMYK-ready PDFs, dielines, bleed guides for posters and merch.
• /EPK — Press kit PDF, bio.txt, hi-res photos, contact info and links.
• /LICENSES — Art license docs, font licenses, model releases, sample usage contracts.

Checklist: Single / Album Visuals & Promo Assets

1) Single / Album Art (the anchor)

• Concept phase: lock the narrative, color palette and typographic hierarchy. Think of art as the “cover photo” for every downstream asset.
• Master file: PSD/AI at native size (recommended: 6000×6000 px, 300 DPI) to preserve detail for print and resale as prints or merch.
• Export specs (digital stores):
  • Square versions: 3000×3000 px (minimum) and 1400×1400 for previews.
  • Color: sRGB profile; avoid heavy CMYK conversion for streaming-only assets.
  • File types: high-quality JPG (sRGB, 12–14 quality) and PNG for versions with transparency.
• Deliverables: single_art_v1.jpg; single_art_v1_1400.jpg; single_art_source.psd; single_art_thumb.png
• Accessibility: include alt-text copy (1–2 lines) and short caption for metadata (song title, artist, release date).
• Licensing & credits: embed artist credits in readme, note stock/AI assets used and include font license copies.
• Album styling: for inspiration and curated approaches to album art, see Album Aesthetics: Curating Emerald Pieces.

2) Video Teasers (short-form and platform-specific)

Video is the most powerful way to announce releases. In 2026, vertical video still dominates, but 16:9 and square are essential for YouTube and blogs.

• Key formats:
  • Vertical short: 9:16 — 1080×1920 px (TikTok, Instagram Reels, YouTube Shorts)
  • Square: 1:1 — 1080×1080 px (Instagram grid, Facebook)
  • Landscape: 16:9 — 1920×1080 px (YouTube, website hero)
• Length & hooks: 3–8s loops for Canvas-style experiences, 15s–30s for social posts, and a 60–90s story trailer for YouTube and press embeds. Front-load the hook: first 3 seconds decide engagement.
• Technical specs: H.264 MP4 or WebM for web, H.265 for high-efficiency archives. AAC audio, 48kHz. Aim for -14 LUFS for music promos when possible—but leave a master mix for streaming normalization.
• Edit tips: create a 10–15 second “core” clip and export multiple crops. Use smart markers in AE/Premiere so you can batch-export aspect ratios.
• Variants: lyric teaser, visual loop (no audio), artist shot with audio bed, animated typography with CTA (pre-save/stream), and NFT/collectible reveal cut.

Example: Narrative teaser strategy

Take inspiration from mid-2025/2026 narrative campaigns: a simple thematic device—like a mysterious phone number or microsite—became the connective tissue across visuals and audio clips. Build one narrative asset (e.g., a glitching phone UI) and adapt it as stills, short videos, poster texture and merch print.

3) Social Templates & Swipe Packs

Design modular templates that marketing teams can repurpose without touching the source files.

• Files to provide: PSD/FIG/AI with labeled layers and smart objects; Canva/Editor-friendly PNGs for quick edits.
• Sizes: 1080×1080 (grid), 1080×1350 (Instagram portrait), 1080×1920 (stories), 1200×628 (link preview), 1080×1920 vertical for TikTok intros.
• What to include: headline area, subhead (release date), CTA button layer (editable), and color swatch guide. Include single-color and full-background variations for paid ads and organic posts.
• Batch export: deliver image set (A/B color variants) named like social_IG_post_v1_A.jpg; social_IG_post_v1_B.jpg so ad ops can run creatives quickly.

4) Tour Posters & Print Collateral

Tours still need physical posters and handouts. Plan for print from day one to avoid layout reproblems later.

• Master art: 300 DPI CMYK master in InDesign or PSD. Build with vector type and link high-res images.
• Standard poster sizes: 24×36 in (USA), A1 (594×841 mm), and 420×594 mm — include bleed 0.125 in/3 mm and safe zone 0.25 in/6 mm.
• Export: PDF/X-1a or PDF/X-4 with fonts embedded. Also provide a flattened JPG proof for preview.
• Merch variants: prepare spot-color separations for screen print (Pantone swatches) and full CMYK files for DTG printing. For embroidery, convert logos to single-color vector paths; provide stitch count estimates if possible.

5) Press Kit / EPK (Electronic Press Kit)

A modern press kit is an interactive folder that answers every question a journalist, playlist curator or booker will ask.

• Core contents:
  • One-page press release with headline, release date and one-line pitch.
  • Short & long bio (50–75 words and 300–500 words).
  • Hi-res photos (single & group): at least 3000 px long side, .jpg and .png with transparent background if needed.
  • Logos: full-color, mono and inverted SVG/PDF + PNGs.
  • Artwork: single/album art (high-res), alternative covers, singles thumbnails.
  • Streaming and purchase links; embed links or smart links to pre-save.
  • Contact & booking info; label/PR contacts; management emails.
  • Credits and legal: ISRC, UPC, sample clearances, artist statements, licensing notes.
• File delivery: single EPK PDF (printable + clickable), plus a ZIP of assets and a cloud link for large video files.
• Press-friendly extras: thumbnails sized 600×600 for quick embeds; a one-minute promo video MP4; and a preformatted social text block for copy-paste.

6) Merch Design & Fulfillable Files

• Designs: provide high-res PNGs (transparent), vector EPS/SVG for logos, and layered PSDs for mockups.
• Print specs: 300 DPI for apparel art, bleed for posters/items; embroidery: convert to vector and supply separate colorway files.
• Mockups: photorealistic mockups in multiple models/skins — pair these with field-ready gear like portable power and live-sell kits for market stalls and pop-ups.
• POD considerations: make a “no-trim” safe zone version for platforms that automatically crop product previews.

Metadata, Licensing & File Naming (non-negotiables)

These small details save hours and reduce legal risk.

• File naming standard: artist_release_asset_version_aspect.format — e.g., jane_doe_where_is_it_cover_v1_3000x3000.jpg
• Metadata: embed IPTC tags in images (Title, Description, Creator, Copyright). For audio/video, include timecode metadata and credits in the header where supported.
• Licenses: include a simple readme.txt that lists stock assets, brushes, generative models and their license terms. Note any restrictions (editorial only, commercial, etc.).
• Rights to use art: offer clear options in the contract: non-exclusive license, exclusive with time limit, or sale of master files. Provide price tiers for each usage right.
• Release approvals: create an approval checklist with sign-off fields for artist, label, PR and legal so campaigns don’t launch without final sign-off.

Production Toolbox & Asset Marketplace Picks

Speed up production with these categories of marketplace assets. When you buy, always check the license and whether commercial usage and merchandising are covered.

• After Effects templates for typography intros and audio-reactive backgrounds — see handy producer toolkits like Weekend Studio to Pop‑Up: Producer Kit.
• Premiere/CapCut project templates for quick vertical edits and caption tracks.
• PSD social templates with smart objects for one-click updates.
• Brush packs & texture sets for authentic analog effects and print textures.
• Mockup bundles for apparel, vinyl, posters and packaging — including pop-up printing setups like Pop-Up Print Kiosks.
• Icon & vector packs for logos, tour cityscapes, and badges.

Advanced Strategies & 2026 Trends

Don’t just produce assets—design for performance, testing and new monetization channels.

• Generative variations: use AI-assisted tools to create dozens of color and layout variations, then A/B test on paid social—platforms reward variation that improves CTR.
• Audio-reactive visuals: export Lottie or short MP4 loops that respond to audio peaks for in-store visuals, TikTok backgrounds, and website headers. For capture and low-latency mobile stacks see On-Device Capture & Live Transport.
• Interactive collectibles: package limited-edition artwork as access tokens or unlocks (merch discounts, exclusive content). Design a visual identity for each token tier so they scale in marketplaces — consider hybrid approaches from Hybrid Pop‑Ups & Micro‑Subscription Systems.
• Data-driven layouts: iterate thumbnails and cover art based on streaming analytics and playlist conversion rates. If a colorway or crop gets higher play-throughs, roll it into the organic set.
• Cross-platform continuity: build a core visual system (palette, type, motif) so the same artwork reads across album pages, tour posters, video teasers and merch—consistency builds recognition. See practical cross-platform promotion examples in Cross‑Platform Live Events.

Common Mistakes (and how to avoid them)

• No master file: always keep high-res source files. You will need them for posters and future licensing.
• Poor naming conventions: chaotic folders slow down PR. Use the recommended naming standard.
• Ignoring licensing: label every asset that uses stock or AI generation. Clarify whether prints and merch are allowed.
• One-size-fits-all designs: a square cover won’t cut it for vertical ads. Plan crops and margins early.
• No approval trail: get sign-offs from artist, label and PR—then export the final archive with the approval timestamp.

Quick Deliverable Checklist (Printable)

1. Master cover file (AI/PSD) + export 3000×3000 JPG
2. Video teaser core clip + 9:16, 1:1 and 16:9 exports
3. 5 social templates (editable) + PNG exports
4. EPK PDF + ZIP of hi-res photos and artwork
5. Tour poster master + PDF/X exports
6. Merch-ready vectors + mockups
7. Readme with licenses and contact info
8. Signed approvals and final delivery checklist

“A single narrative asset, treated as the source of truth, will multiply across channels—save time and keep the campaign coherent.”

Real‑world example: How to adapt one idea across assets

Imagine the artist’s theme is “abandoned house.” Create one master motif: a cracked window texture plus a muted blue palette. From that master you can:

• Crop and center for single art (square).
• Create a 6‑second looping video of drifting dust for a vertical teaser.
• Use the cracked window texture as a halftone overlay on tour posters and merch mockups.
• Design social templates that swap the artist photo into the window frame for date announcements.
• Include the texture as a subtle background on the press kit PDF to tie the narrative together.

This is the exact approach that made recent narrative-driven campaigns effective—one asset, many executions.

Final Tips for Faster Turnaround

• Build export presets in your apps (Photoshop, AE, Premiere) so you can produce platform crops in one click — and check producer toolkits like the Weekend Studio Producer Kit for presets and workflows.
• Create a “template library” of typography and color palettes per artist to reuse across projects.
• Keep a short legal checklist for fonts and AI models—resolve licenses before delivery.
• Use cloud links and one ZIP for final deliveries to labels and PR to avoid broken attachments. Also pack a Creator Carry Kit checklist for on-the-go deliveries.

Actionable Takeaways

• Start with a master file: everything flows from that single source of truth.
• Design for variants: build outputs for 9:16, 1:1 and 16:9 up front.
• Document rights: include license and usage info with every asset pack.
• Automate exports: use batch presets and smart objects to save hours.
• Test & iterate: use platform analytics to refine colorways and hooks (see Data Fabric & Live Social Commerce for analytics-driven approaches).

Wrap-up & Next Steps

Create the folder structure, lock the master concept, and produce a compact deliverables list before you open an editor. Follow the naming and licensing rules above and you’ll ship clean, reusable packages that marketing teams and merch partners will love.

Want a ready-made template? Download our printable checklist and starter template pack (PSD + AE + social templates + press kit PDF). It includes export presets and sample license wording to speed up approvals.

Ready to see pro-grade brushes, mockups and templates tailored for music promos? Visit our marketplace to browse curated packs that match this checklist—designed for designers who want to move fast and charge what they’re worth.

Call to action

Download the free checklist and starter pack now, or subscribe for weekly asset drops and tutorial walkthroughs that show each checklist step in action. Build better release campaigns, faster—your next client will thank you.