When artists take the time to go to the studios to create music, the next line of action would be to determine when exactly to release it. This is because timing is very important in releasing music. Experience has shown that releasing music in Nigeria in the 2nd and 3rd quarters of the year is much more profitable than doing it in the 1st and 4th quarters of the year respectively. It results to great results in sales of the record, fans retaining the music and vibing to it through the better part of the year, thereby enabling it to trend up until the end of the year. And that will enable it to be favored in award ceremonies which usually happen in the 4th quarter of every year in Nigeria. On the other hand, music released in the 1st quarter of the year do not usually trend till the end of the year. They are usually knocked off or replaced or pushed aside by other records that are released during the course of the year, but they have a great chance of being hit songs due to the relative lack of new music in that quarter of the year. And those released in the 4th quarter of the year have the power to trend but usually do not make it to the awards because of not having enough time on the charts, or music critics and journalists not seeing them as worthy enough to be nominated to awards because of their limited time in that music year. So every quarter has its benefits and downsides. Awards which a lot of people say do not matter these days still matter to artists, and is a reflection of how good a musician was in a particular year or years. So its usually a tough decision to make and every artist wants to receive a pat (awards) on the back for the work they have put in especially from the prestigious ones. The only exception is if the music is so good and spectacular, then you could take the bold step of releasing it in the 1st quarter. And that would be a really bold step, otherwise releasing it in the 2nd quarter would be a safer approach. When Burna Boy released his third studio album "Outside" on January 26th, 2018, he probably did not know it would turn out to be the album of the year. He was probably 'aiming for the moon with hopes of landing on the stars'. But that album surpassed its expectations.