Music labels are moving away from the traditional practice of releasing a full album ahead of a film’s release. Instead, they are opting for staggered, singles-led releases — a strategy aimed at sustaining audience buzz while maximising the revenue potential of individual tracks, according to law firms, labels and industry experts.

Over the past year, labels associated with films such as Saiyaara, Tere Ishq Mein, Toxic and the recent blockbuster Dhurandhar The Revenge have adopted this approach, releasing one or two songs ahead of the film’s release. One example is the track Aari Aari, which dropped before Dhurandhar The Revenge hit theatres.

Today, labels increasingly treat each song in a film’s soundtrack as a standalone asset. “Rather than dropping a full album, labels are viewing each track as an individual asset with its own lifecycle,” says Anushree Rauta, equity partner and head of media, entertainment and gaming at ANM Global.

A key driver behind staggered releases is their ability to sustain audience interest both before and after a film’s release. “This strategy allows us to create multiple peaks of engagement instead of a single moment,” says Sujal Parekh, business head at Zee Music Company. “Pre-release tracks build familiarity and anticipation, while post-release drops sustain momentum and often reignite conversations around the film.”

The focus, Rauta adds, is clear: To optimize the revenue potential of each track. Parekh agrees, noting that staggered releases ensure continuous engagement across streaming and social platforms, keeping both the music and the film culturally relevant for longer. “The outcome is not just higher recall, but more sustained commercial performance across a track’s lifecycle,” says Parekh.

Cost is another critical factor. Promoting a full album is significantly more expensive than backing one or two tracks, say executives from independent music licensing platforms. “It is far more effective to focus on a few songs and promote them well,” says Gaurav Dagaonkar, co-founder and CEO of Hoopr, a leading platform for music licensing. “Marketing and promotion costs are substantial.”

According to industry veterans, promoting one or two tracks is significantly more cost-effective and delivers stronger monetization returns than marketing an entire film’s album. Industry estimates suggest that around 50% of a song’s promotional budget is spent on influencer collaborations. Agencies deploy a mix of local and high-profile influencers across metros and tier-2 and tier-3 cities to create Instagram Reels and other social campaigns. These collaborations can cost between Rs. 5 lakh and Rs. 50 lakh.

A further 30% is typically allocated to YouTube promotions, including TrueView advertising, where labels pay based on viewer engagement. Labels also place songs alongside trending content through strategic platform deals. Additional spends go towards audio streaming platforms to boost discoverability.

Overall, promoting a single track can cost anywhere between Rs. 15 lakh and Rs. 1.5 crore. For a six-song album, that translates into Rs. 90 lakh to Rs. 9.3 crore — a gap that makes staggered releases far more economical.

Beyond cost efficiencies, staggered releases also help maintain freshness and improve discoverability. “Today, a film’s song carries as much weight as its trailer,” says Shivansh Jindal, CEO of Merchant Records, a music label owned by music composers Salim and Sulaiman Merchant. “Often, labels want audiences to discover songs alongside the narrative of a film. This increases the chances of tracks becoming popular and extends their shelf life.”

A case in point is the discovery of Bahraini rapper Flipperachi’s track FA9LA from Dhurandhar, which gained traction after the film’s theatrical release.

In the long run, this strategy also boosts the valuation of music rights. Popular tracks drive repeat visibility and higher streaming numbers, translating into stronger revenues. Films with hit songs can also command higher prices for digital streaming rights. Additionally, staggered releases allow labels to pivot — shifting focus to another track if one underperforms.

Finally, the rise of short-form video platforms has amplified the benefits. Songs that trend on these platforms can unlock significant value, with labels charging premium fees to brands that want to leverage their popularity.