diff --git a/package.json b/package.json
index 75c1dd7474..4b978bc5c9 100644
--- a/package.json
+++ b/package.json
@@ -9,6 +9,7 @@
     "build": "lerna run build",
     "test": "cross-env CI=true lerna run test -- --coverage",
     "create-plugin": "backstage-cli create-plugin",
+    "release": "if [ \"$(git symbolic-ref --short HEAD)\" = master ]; then echo \"don't try to release master\"; exit 1; else lerna version --no-push; fi",
     "lint": "lerna run lint",
     "storybook": "yarn workspace @spotify-backstage/core storybook",
     "build-storybook": "yarn workspace @spotify-backstage/core build-storybook"