How to Build a Music Marketing One-Sheet
A checklist for turning a release, artist story, and campaign plan into a one-sheet that labels, publicists, collaborators, and partners can actually use.
The short answer
A music marketing one-sheet is a compact release brief that gives partners the essential facts, story, assets, dates, links, audience signals, and campaign asks in one place. It should not replace an EPK or pitch email. It should help a label, publicist, curator, creator, or collaborator understand the release quickly and take the right next step.
Three things to know
- 01
A useful one-sheet is built for decision speed: what is the release, why does it matter, who is it for, and what action is needed.
- 02
The document should link to assets instead of stuffing every file into the page.
- 03
Different recipients need different emphasis, so the same core one-sheet can have publicity, label-services, playlist, and collaborator versions.
What is a music marketing one-sheet?
A music marketing one-sheet is a short campaign document that summarizes the release for people who might support it. It usually includes the artist name, release title, date, format, genre context, short story, key links, asset folder, social handles, audience signals, press quotes if available, campaign priorities, and the specific ask. The goal is clarity. A recipient should understand the release without opening ten tabs first.
How is a one-sheet different from an EPK?
An EPK is a broader artist press kit. It may include biography, photos, press history, music links, videos, contact information, and longer background. A one-sheet is release-specific and action-oriented. It tells a partner what is happening now, what the campaign needs, and where to find approved assets. Many teams use both: the one-sheet for fast context and the EPK for deeper background.
What should appear at the top?
The top should answer the obvious questions immediately: artist, release title, date, format, territory if relevant, key link, short positioning line, and contact. Do not start with a long biography. Lead with the release and the reason it matters. If the one-sheet is being sent for publicity, include the strongest story angle. If it is for label services, include timeline, goals, budget context, and current campaign status.
How much campaign data should artists include?
Include useful signals, not vanity clutter. Relevant data can include follower base, email list size, recent saves, playlist adds, press quotes, local draw, creator activity, ad learnings, smartlink clicks, or audience geography. The data should support a decision. A one-sheet should not pretend a campaign is bigger than it is. Clear context is more useful than inflated language that a partner cannot act on.
What links and assets should be included?
Include a private listening link if the release is unreleased, the public smartlink once available, an asset folder, artwork, approved photos, clean and explicit audio notes if relevant, social handles, video links, lyric or credit information, and contact details. Make permissions clear. If collaborators or outlets can use a photo, canvas, clip, quote, or logo, label the asset so nobody has to guess.
How should artists adapt the one-sheet by recipient?
Keep one core version, then adjust the emphasis. A publicist needs story, timing, assets, and press angles. A label-services partner needs goals, access, budget, rights status, and deliverables. A playlist or curator contact needs concise genre context, similar artists, clean link behavior, and why the song fits. A collaborator needs dates, tasks, asset permissions, and what to post or approve.
How this guide uses evidence
Practical notes
- Existing Velveteen Records guides on EPKs, release pitches, press lists, label-services briefs, and campaign assets inform this one-sheet structure.
- The one-sheet is positioned as a decision document, not a replacement for longer EPK, legal, rights, or accounting materials.
- The guidance avoids claiming that any one-sheet creates press, playlist support, label interest, or campaign profitability by itself.
Source notes
- Velveteen Records guide: what-to-include-in-an-artist-epk-for-a-release
- Velveteen Records guide: how-to-write-a-music-release-pitch
- Velveteen Records guide: how-to-write-a-label-services-campaign-brief
Frequently asked questions
- Should a one-sheet be exactly one page?
- It should be concise enough to scan quickly. One page is useful, but clarity matters more than forcing tiny text.
- Can artists use the same one-sheet for press and labels?
- Use the same core facts, but adjust emphasis. Press needs story and assets, while labels need scope, goals, rights context, and timing.
- Should streaming numbers go on the one-sheet?
- Include them only when they support the decision. Useful audience signals beat broad numbers with no campaign relevance.
- Is a one-sheet enough for publicity outreach?
- No. It helps, but outreach still needs a strong pitch, outlet fit, lead time, approved assets, and follow-up discipline.
- Can Velveteen Records review a one-sheet?
- Yes. Velveteen Records can review release materials as part of campaign planning or label-services fit checks.