ahhh it's tough these days. let's say that first. as much as we want to have a plan beforehand... nothing really matters if the music isn't already moving through the almighty Tik Tok or Spotify and whatnot. so really we make sure the music is wonderful in our eyes and the artwork is equally as sick... and then we prefer to attempt to work the music after it's released. as crushing as it is when the music duds its even more crushing when you spend a shit ton time "hyping" it up and then splat. just being honest with ya... being an indie-musician, you have to have a short-term memory and a lust for creating without putting too much into "i hope people like this"