Overview
The waterfall distribution method is a great way to build momentum ahead of an album release. Rather than dropping everything at once, you release a series of products in sequence - each one building on the last - to grow your audience and maximise streaming traction over time.
The first release in a waterfall campaign is typically a standalone single. Each subsequent release then adds the new track alongside all previously released tracks, using the same ISRCs. The campaign culminates in the full album.
Here's how a standard waterfall campaign is structured:
Product 1
New track (generate ISRC)
Product 2
New track
Track from Product 1 (same ISRC)
Product 3
New track
Track from Product 2 (same ISRC)
Track from Product 1 (same ISRC)
Product 4 Full album containing all previously released singles + any remaining tracks.
⚠️ Important: Each product must be assigned a unique UPC.
Product Type & DSP Delivery
Because DSPs handle multi-track singles differently, we recommend splitting delivery across two separate products for each waterfall release:
Spotify - deliver using a Single product type. Spotify allows singles to contain multiple tracks, so the cumulative track structure will display correctly without being categorised as an EP.
All other DSPs - deliver a second product using the EP product type. This ensures the release is correctly categorised across Apple Music, Amazon Music, Tidal, and other platforms.
Each of these two products will need its own unique UPC.
Need help setting up a waterfall campaign? Get in touch with the co:brand team.