How to release a build artifact asset on GitHub with a script?

I am trying to figure out a one-command process for generating a build on GitHub.

What I anticipate doing is running some sort of command- make release, say, and the make release script builds up the release artifact and then uploads it to GitHub in some fashion.

However, I'm fairly confused about how to actually get a release artifact on GitHub. Source code is awesome, but not everyone wants to do their own builds. :-)