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today stream onartists, songwriters, producers, podcasters, and writers from all over the world gathered for the latest announcements and hands-on demos of the new tools and resources coming to our platform. Play On featured a series of talks and interactive sessions to inspire and educate creators on how to maximize the potential of our platform.
Among these sessions are Spotify for Artists Head of Artist and Industry Partnerships International, a class on playlists and music discovery hosted by Spotify Brian Johnsonwith panelists including Spotify Global Head of Editorial Surinna OngSpotify Creative Director and Head of Urban Music Carl Cherryand Head of Global Hits at Spotify JJ ItalianDuring the course of their talk, they delved into how artists can harness the power of Spotify playlists and make the most of them to grow their careers.
In recent years, streaming has helped music and culture in general cross borders around the world. One of the main ways fans discover new artists is through through the playlist.
A Spotify playlist looks like this one of three categories:
- Created by editors: Curated by Spotify’s team of editors, these playlists are made up of beloved global and regional playlists. today’s top hits and pollen.
- made for you: These algorithm-driven playlists— discover every week and release radar—Tailored to each Spotify listener based on their preferred profile and different signals.
- What you made: These playlists aren’t made by fans who just sit back and wait for new music. They are obsessed with artist discovery and are actively finding tracks to share with other fans.
So how do these playlists drive artist discovery? Here are five key factors:
1. Spotify playlists are global
Spotify’s presence in over 180 markets around the world has allowed us to develop a connected ecosystem of playlists across genres and geographies.In addition to our global service, we have thousands of playlists like african heat, Reggaeton Mansionand K-Pop ON! (on) It helps shine a spotlight on the music that emerges from the region and local scene.
together they form us playlist pyramidwhich starts with more local and niche playlists and filters to global playlists. today’s top hitswhich is the biggest and most popular playlist.
For many artists, the playlist pyramid journey begins with a local or regional playlist. These are often streamed by highly dedicated fans looking to discover new music, giving artists a solid platform to build an audience. But from there, artists can follow the pyramid’s many paths. Once a song starts to work well, it is put into larger regional playlists and even tested in other markets to see how it is received by audiences around the world. Continuing to resonate with fans will allow artists to make the next jump up the pyramid and appear in global playlists such as: wrapped caviar, Long live Latinand mintAlso, artists whose songs are worldwide hits may be ranked in Today’s Top Hits.
The Rise of Ghanaian Singers and Rappers black sheriff A great example of how this journey can unfold. His unique blend of lyricism and drill, Ghanaian high life and trap caught the ears of editors from sub-Saharan Africa, +233 bar, Asakaa, ghana party, more. As Black Sherif began to perform well in these playlists, he topped the list of flagships in the region.hot hits ghana, For Wahalaand african heat— which further accelerated his popularity.
Eventually, our hip-hop editors took note of his growing audience, which was beginning to cross borders, and supported him with various playlists. city to citySince then he has made a new name outside of sub-Saharan Africa and was named one of our six radar 2022 Artist.
2. Spotify playlists are curated
Placements in editorial playlists are driven by a combination of cultural knowledge, passion and expertise from our editorial team, as well as insights from a variety of data gleaned from Spotify’s audience. Importantly, Playlist posting tool is the starting point for every song, and our global curation group, which draws on the latest trends and discussion points, can also determine the outcome of where a song’s journey continues in our editorial ecosystem.
If you are an artist who wants to understand better, pitching processpanelists shared some best practices to get you started:
- do Market your music before its release: Using the Playlist Submission Tool with Spotify for Artists It’s the most effective way to market new music. To maximize your track’s chances of getting into a playlist, editorially or algorithmically, we recommend: market your song at least 7 days ago of that release.
- Please provide as much information as possible: Our editors love to understand the context when considering placing songs. who made it with you? when was it made? where did you make it It’s also helpful to include social media accounts linked to press, music video plans, release schedules, promotions, and artist profiles. If you have an interesting story about you or the song, please let us know.
- do Think Globally: Pitch a song for placement and it will be visible to your entire team of editors around the world. Also, they constantly share their discoveries with each other. So if there are markets or territories outside your own country where you think your song will attract fans, be sure to include those suggestions in your pitch.
- Engage Your Audience: You can’t market your music after it’s released, but editors look at signals from a wide range of data to see which songs resonate. By engaging with your audience and encouraging them to stream your track, you can build momentum and get editors’ attention.
- Don’t pay for playlist placement: You cannot pay to join official Spotify playlists. If someone or a third-party company offers playlist placement in exchange for money, this is a streaming manipulation service that is against Spotify’s music promotion guidelines. Plus, it regularly removes user-created playlists that claim to offer this, so it doesn’t benefit you in the long run.
- You can only suggest via Spotify for Artists. This is where all editors look for new music and is the route to get your music in front of them.
3. Spotify playlists are personalized
Personalization is one of Spotify’s most-loved features, using a multitude of signals to connect the right song to the right ear at the right time. Personalized playlists include the aforementioned Discover Weekly and Release Radar, as well as playlists like Blend and Daily Mix.It also contains playlists like beast mode and songs to sing in the showerpersonalized to each listener, but based on a larger pool of potential tracks selected by our editors.
One-third of new artist discoveries on Spotify occur in these personalized sessions. This also helps drive future streams from new fans. Submitting your pitch at least 7 days before her release date using our playlist submission tool will ensure that the artist’s new releases show up on listeners’ release her radar.
4. Spotify playlists are fan and artist driven
The majority of Spotify streams come from active streams where fans are looking for music they want to listen to by visiting album pages, artist profiles or songs they like. This also includes streams from the listener’s playlists. They help Spotify (and other fans) know that a particular song or artist needs your attention. Artists can also create playlists featuring their music, or tracks from other like-minded artists they’ve worked with or been inspired by to attract fans. . Not only does this help you get noticed by editors looking at your streaming data, it can also lead to visibility on other artists’ profiles.
5. Spotify playlists are timeless
Spotify playlists are made up of the hottest tracks of the moment as well as classics from the past. This is because catalog music (or music older than 18 months) maintains a large presence on Spotify.according to us Catalog Fan Study, about 75% of the active streams consist of catalog music. Additionally, catalog music is becoming increasingly popular among younger audiences discovering artists from previous generations for the first time.
Artists can’t market songs from their catalog, but editors are always looking at the data to see if a song from their catalog is a good fit for one of their editorial playlists. And if a song in an artist’s catalog happens to go viral in a playlist, the benefits are pretty big. An artist can, on average, see her 70% jump in the rest of the music stream.
As you can see, playlists are integral to how fans connect with new artists and how artists attract those new fans. We will also continue to use our playlist ecosystem to support artists in their musical journeys.
Are you an artist who wants your track on a Spotify playlist? Visit Spotify for Artists Pitch the editor.
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