Apple calls them pre‑adds. The job is the same as a pre‑save: capture intent before release day, then convert that intent into day‑one listening.
The mistake is treating pre‑adds as a link.
Pre‑adds are a funnel step. They work when you pair them with a clear narrative and a next action.
What a Pre‑Add Actually Does
When a listener pre‑adds, your release is added to their library and becomes available automatically when it drops. That increases the chance of day‑one plays from warm listeners who already raised their hand.
When Pre‑Adds Matter Most
Pre‑adds matter most when:
- your audience is already Apple heavy (genre and region dependent)
- you have a warm base that will actually act
- you have a plan to drive those listeners back on release day
They matter less when you only have cold traffic. Cold pre‑adds are usually expensive and low quality.
The Pre‑Add Funnel That Works
- Short‑form discovery: Reels, Shorts, or creator clips that earn attention.
- Landing page: one clear CTA for Apple Music, plus a fallback for other DSPs.
- Pre‑add: listener commits.
- Release‑day retargeting: same hook, new angle, and a direct “go listen” ask.
If your landing page offers six equal buttons, you will convert fewer pre‑adds and make your tracking noisy.
Common Failure Modes
You get clicks but no pre‑adds
That usually means your creative earned curiosity, but not enough desire to commit.
Fix:
- test new hooks that signal genre and emotion faster
- reduce friction on the landing page
- make the ask explicit: “pre‑add now, it lands in your library on release”
You get pre‑adds but no day‑one plays
That usually means you did not run the second step.
Fix:
- retarget pre‑adders on release day
- send email/SMS reminders to the warm list
- post a simple “it is out” clip that reuses the same hook
Sources
- Apple Music for Artists: pre‑add support documentation.
https://artists.apple.com/support/1118-apple-music-pre-adds - Apple Music for Artists: Release workflow resources.
https://artists.apple.com/release