Standfirst: If you've opened Apple Music for Artists looking for a "pitch" button like Spotify's, you won't have found one. Apple's editorial pitch tool sits somewhere else, and independent artists can only reach it through a label or distributor. Here's how Apple Music Pitch works, the deadlines that matter, how to target India and other territories, and exactly what to ask your distributor.

Last checked: 27 October 2026.

The short answer

  • Apple's pitch tool is Apple Music Pitch, inside Apple Music Connect.
  • Apple Music Connect is for labels and distributors that deliver content directly to Apple Music (Apple: Welcome to Apple Music Connect).
  • Only users with an Admin or Marketing Manager role can use Pitch (Apple: Apple Music Pitch).
  • Pitch at least 10 days before release for full consideration. Seven days is the final deadline for late adds (Apple).
  • If you're independent, your distributor pitches for you, if it does Apple pitches at all.

Apple Music for Artists vs Apple Music Connect

| | Apple Music for Artists | Apple Music Connect | |---|---|---| | Who it's for | Artists | Labels and distributors delivering directly to Apple (Apple) | | Editorial pitch form | No (Velveteen) | Yes, Apple Music Pitch | | What you do there | Claim your profile, see analytics | Pitch releases, plan marketing |

Apple brought back the Apple Music Connect name as a business-to-business promotion platform for labels and distributors (Music Business Worldwide). Users of the old standalone Pitch tool were moved into Connect as Marketing Managers (Apple).

What this means for you: an unsigned artist without a distributor that pitches can't submit to Apple editorial directly (Velveteen). Still claim your Apple Music for Artists profile for analytics. It just isn't where pitching happens.

Deadlines (from Apple's own docs)

| Pitch type | Deadline | |---|---| | New release, full consideration | At least 10 days before release | | New release, late add | At least 7 days before release | | Off-cycle release | Same deadlines, rolling from your release date | | Pre-add / pre-order | Same deadlines, rolling from release date | | Re-promotion (catalogue) | As much notice as possible |

Source: Apple Music Pitch support page.

In practice, the 10 days is counted from the moment your distributor submits the pitch, not from when you upload. Distributors need time to get your release into Apple's system first, so upload 3–4 weeks before release and ask when they'll pitch. That's also the lead time Spotify recommends for its own pitch (Hypebot), so one upload date works for both. Our Spotify playlist pitching guide covers that side.

What the pitch form asks for

According to Apple's support page, a pitch includes (Apple):

  1. Pitch type: New Release, Pre-add/Pre-order or Re-promotion
  2. Content details: format, title, artist
  3. Release details: mood, genre, language and release date
  4. Promotion start date, and whether it's a timed global release
  5. Territories you want to receive the pitch. Don't pitch the same content to the same territory twice.
  6. The territory you're pitching from. Apple calls this critical for its global teams to spot pitches from local partners.
  7. Promotion details: key campaign moments, release schedule, focus tracks, Apple Music marketing plans and key media moments

Apple has told the industry that campaign details and rollout plans matter most and that artist biographies don't. It also wants to know if there's a focus or feeler track (Music Business Worldwide).

Pitching from India (and for India)

Two fields matter most for Indian independent artists:

  • Territories. Pick the markets where you actually have listeners or a plan, for example India plus diaspora markets such as the UK, US, UAE or Canada. Don't tick everything without a reason. Apple asks partners not to pitch the same content to the same territory twice (Apple).
  • Language and genre. Fill in the song's real language: Hindi, Punjabi, Tamil, English, a mix, or something else. Apple's teams use these release details to route pitches (Apple). A Tamil indie-pop single tagged accurately has a better chance than a vague "World" tag.

The "pitching from" territory tells Apple whether this is a local Indian release. Make sure your distributor sets it correctly.

What to give your distributor

Your distributor fills in the form, but the content comes from you. Send them a one-page brief:

  • Focus track and why it's the one
  • Mood and genre in plain words, plus the language
  • Release plan: singles schedule and album date
  • Key moments: a festival slot, a tour, a sync placement, a video premiere, press. Our sync licensing guide explains why placements count as moments.
  • Apple-specific plans: anything you'll do that drives listeners to Apple Music (links, pre-add campaign)
  • Assets: whether you have lyrics, motion artwork or a Spatial Audio / Dolby Atmos mix. Guides note Apple surfaces Atmos content prominently and the form asks about these deliverables (Velveteen)

Keep the bio out of it. Apple has said that isn't what editors need.

Choosing a distributor with Apple pitching in mind

Not every distributor actively uses Apple Music Pitch for its artists. Apple keeps a list of preferred distribution partners at artists.apple.com/partners (Velveteen). Before you sign up or renew, ask:

  1. Do you deliver directly to Apple Music and have Apple Music Connect access?
  2. Do you submit Apple Music pitches for artists on my plan? Is it automatic, on request or selective?
  3. How many days before release do you need my upload and brief?
  4. Can you pitch for India and the specific territories I choose?
  5. Will you tell me when a pitch has gone in?

Our music distribution comparison for India covers fees and features. Add these questions to it.

A realistic timeline

  • T–28 days: master, artwork and metadata final. Upload to the distributor.
  • T–21 days: send the pitch brief. Pitch Spotify through Spotify for Artists.
  • T–14 to T–10 days: distributor submits the Apple pitch (aim for the 10-day full-consideration window).
  • T–7 days: last chance for an Apple late add.
  • Release day: share your Apple Music link alongside Spotify. Watch Apple Music for Artists analytics.
  • Later: for a big moment (sync, tour, viral clip), ask your distributor for a Re-promotion pitch, with as much notice as possible.

FAQ

Can I pitch Apple Music directly as an independent artist? Not by yourself. Pitch is in Apple Music Connect, which is for labels and distributors that deliver directly to Apple. Your distributor submits the pitch for you.

Is there a pitch button in Apple Music for Artists? No. Apple Music for Artists is for your profile and analytics. Pitching happens in Apple Music Connect.

How many days before release should I pitch Apple Music? At least 10 days for full consideration, and at least 7 days for a late add. Upload to your distributor 3–4 weeks ahead so they can make that window.

Can I pitch an old song? Yes, through a Re-promotion pitch from your distributor, ideally tied to a real moment like a sync, a tour or an anniversary.

Does pitching guarantee a playlist? No. A pitch gets your release in front of editors. Placement is their decision.

How do I get on Apple Music playlists in India? Use a distributor that pitches Apple, set India (and any diaspora markets) as territories, tag language and genre accurately, and give editors a clear focus track and campaign plan.

Does Dolby Atmos help? Apple's form asks about Spatial Audio, and guides report Atmos content gets surfaced prominently. It helps, but it doesn't guarantee a placement.

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