Virgin Music, part of Universal Music Group, has achieved what no distributor has ever done before: delivering the first timed release solution for Apple Music.
For years, Apple Music has stood out as the only major streaming platform that did not support timed releases, creating challenges for artists, labels, and managers trying to coordinate global music launches. Now, Virgin Music has rolled out a breakthrough system that finally makes simultaneous Apple Music releases possible.
What Is an Apple Music Timed Release?
On Spotify, Amazon Music, and other DSPs, artists can schedule a track or album to go live at an exact time worldwide — usually at midnight. Apple Music never allowed this. Instead, releases appeared gradually, disrupting marketing campaigns, chart pushes, and fan engagement.
Virgin Music’s Apple Timed Release workaround solves this. At the scheduled time, Virgin’s system automatically triggers Apple’s servers with a go-live request. Apple processes this request within minutes, meaning the release goes live almost instantly across Apple Music and all other DSPs.
Why This Is a Game-Changer for the Music Industry
- First of Its Kind: Virgin Music is the only distributor to offer a working timed release system for Apple Music.
- Unified Global Rollouts: Artists can now launch music simultaneously across Spotify, Amazon, Deezer, and Apple Music.
- Stronger Marketing Campaigns: PR, playlisting, and social buzz can hit harder when fans worldwide get the release at the same time.
- Accurate Chart Data: Timed releases ensure first-day and first-week streaming numbers are true to the launch, without Apple delays.
- UMG Advantage: Independent distributors like Ditto or TuneCore don’t offer this for Apple Music. Virgin Music leads the industry.
When RollingHype reached out for confirmation, SENSEI NOWA — National President of the Hip-Hop Fraternity and A&R at Virgin Music — emphasized the significance:
“This is the first time the industry has seen Apple Music timed releases work in sync with other platforms,” SENSEI NOWA told RollingHype. “For artists, managers, and marketing teams, this means every campaign will finally move at full power. This is history in the making.”
Additional Metadata & Credit Updates
Virgin Music also announced metadata improvements to make distribution smoother:
- Publisher and PRO fields are now optional (faster release approvals).
- Writer roles split into Lyricist and Composer, aligning credits with global DSP standards.
These changes improve credit accuracy and royalty distribution.
The Bottom Line
Virgin Music has made history by becoming the first distributor to enable timed releases for Apple Music.
For artists, managers, and industry professionals, this advancement eliminates one of the last barriers to synchronized global music launches. From now on, release-day marketing will be cleaner, stronger, and more impactful — with Apple Music finally in sync.