Do you post or do you RELEASE?

Metalabel argues that creative work should be "released" rather than simply posted to social media, describing a release as a richer, deeper offering with exclusive access, collaboration, context, and lasting value. The article contrasts posts, which are free, spontaneous, single-format and fleeting, with releases, which are planned, often monetized, and aim for meaningful participation. It cites The Daniels' tweet announcing Everything Everywhere All at Once as an example of a post, and A24's rollout of the film, including a trailer, theatrical opening, hardcover book, soundtrack and Oscar campaign, as an example of a release. The piece says posts and releases are complementary and that Metalabel aims to be the best place online to release creative work.