What distribution strategy should I choose (exclusive vs non-exclusive, which distributor, costs, switching, timelines)?
TL;DR - Start non-exclusive, test data on a low-commitment distributor, keep metadata ready so you can switch or level up when the numbers justify it
Case Study - “Lunar Echo”
Phase: Launch (2023)
Distributor or deal: DistroKid $23/yr, non-exclusive
Reason: unlimited uploads, quick edits
Outcomes: 4 singles, avg. $0.18 per save, first 120k streams
Phase: Data dive (2024 H1)
Distributor or deal: stayed on DistroKid, tested SubmitHub + Groover for playlist reach
Reason: verify save-rate ≥ 10% and skip-rate ≤ 22%
Outcomes: Discover Weekly triggered, 2 blog write-ups
Phase: Leverage point (2024 H2)
Distributor or deal: AWAL Core (15% rev-share, still non-exclusive)
Reason: human playlist pitching, better analytics
Outcomes: Fresh Finds Pop add, master revenue $14k/yr
Phase: Upgrade (2025 Q2)
Distributor or deal: Stem Direct (exclusive, 20% cut, $8k advance)
Reason: cash for tour marketing; negotiated 3-year term and 6-month exit clause if no playlist adds in 12 months
Outcomes: advance funded tour ads, monthly payouts on schedule, skip-rate steady
Learning curve
Non-exclusive flexibility let Lunar Echo test market fit cheaply. Once metrics were solid (save-rate, algorithmic share, direct merch sales), they used the data to secure an advance and higher-touch support without surrendering masters forever.
Exclusive vs non-exclusive at a glance
DIY non-exclusive (DistroKid, TuneCore Artist Plan, CD Baby, Amuse, UnitedMasters)
Pros: total control, instant edits, easy to switch
Cons: marketing is on you, no human team
Revenue-share non-exclusive (AWAL Core, Stem "Lite")
Pros: $0 upfront, about 15% cut, basic playlist pitching
Cons: payout after thresholds, limited personal touch
Exclusive label-services (AWAL+, Stem Direct, The Orchard)
Pros: advance, sync or brand team, human pitching
Cons: 15-30% cut, multi-year term, detailed audits
Full label
Pros: bigger advance, radio budget
Cons: loss of master ownership, long recoup timeline
Choosing your first distributor
DistroKid: $23/yr unlimited, 0% rev share, extras like Canvas generator and YouTube CID add-on. Good if you release a lot and want speed.
TuneCore Artist Plan: $20/yr unlimited, 0% rev share, one-click upgrade to pitching tier. Good if you want to scale inside one ecosystem.
CD Baby: $10 single, $29 album, 9% rev share, physical distro and YouTube CID. Good if you release rarely and prefer one-time fees.
Amuse Pro: $60/yr unlimited, 0% rev share, built-in royalty splits and optional advances. Good if you need splits and phone support.
UnitedMasters Select: $60/yr, 0% rev share, brand marketplace and TikTok SoundOn bridge. Good if you seek brand syncs early.
AWAL Core: $0 upfront, 15% rev share, human playlist pitching. Good if save-rate is already 8-10% or higher.
Timeline and metadata checklist
T-30 days: final master, artwork, ISRC and UPC confirmed; upload to distributor
T-28 days: open pre-save, send to PR and pitching services
T-14 days: submit Spotify editorial pitch (at least 7 days before release)
T-7 days: double-check metadata in dashboard; set Canvas or Loop
Release day: social push, playlists, pixel tracking
Switching distributors safely
Schedule an overlap window, old release stays live 3 days after new goes up
Re-use identical ISRC and metadata so stream counts migrate
Map the same UPC in the new dashboard (use "match existing release" if offered)
After migration, request takedown from the old distributor
Common pitfalls
Uploading too late, no editorial pitch window
Mixing distributors on one ISRC, duplicate takedowns
Choosing an exclusive deal before you have leverage
Ignoring payout cadence, quarterly vs monthly affects cash flow
Forgetting to store codes, switching later becomes painful
Key takeaways
Start non-exclusive to keep flexibility and learn what really moves fans
Track save-rate, skip-rate, revenue, and support quality, data is leverage
Switch only when gains outweigh costs, such as advance, marketing, playlist reach
Lock metadata once, back it up, re-use codes if you migrate
Plan 30-day buffers so uploads, pitching, and marketing align without last-minute scrambles