What does the timeline look like from greenlight to street date?

The timeline from greenlight to street date runs on two tracks: the build and chart registration. Chart registration is usually the longer of the two, so it generally sets the earliest date you can launch.

The build

A standard build typically takes 72 hours once approved assets and required information are ready. A 12-hour turnaround can be supported when confirmed for the campaign. The build covers design, module configuration, domain setup, pricing and the offer; chart registration and custom work follow separate timelines.

Chart registration

For US reporting, a new storefront URL needs Luminate/Billboard approval at least 14 days before offers go live. An already approved, live storefront needs no new URL approval, but release eligibility still needs to be confirmed. For UK reporting, every campaign needs written notice to OCC and Kantar at least 14 days before launch, including campaigns on existing storefronts.

The label supplies the approved offer, metadata and marketing plan. For UK campaigns, it also supplies the pre-order count before street date and redemption, and keeps marketing documentation current. Material UK campaign changes must be notified within one business day; raise them with EVEN promptly.

Custom modules

Anything outside the standard set needs a 7-day lead time of its own, so raise custom work at kickoff rather than later.

Working backward

Your EVEN team builds the exact calendar with you at kickoff, working back from street date. In practice you fix the pre-order open date first, then the registration deadline, then the asset deadline.

Approvals

You see the full build before launch, and nothing publishes without your sign-off. Your approval time goes into the calendar as a scheduled step rather than being assumed.