Spotify Playlist Promotion Tips for 2021
Spotify has become something of a Holy Grail for aspiring musicians: make it big here and you’re on the path to an illustrious career that most musicians can only ever dream of.
In the past, gauging a band or artist’s success was centred on how many Facebook fans or Twitter followers they have. But in today’s streaming landscape, it’s all about Spotify engagement, particularly when it comes to followers and streams.
Adding your name and music to a playlist is an excellent way to boost legitimate streams (i.e. without having to pay for them!). Once you’re on a list, Spotify curators handle all the promotion for the playlist to send listeners your way.
The key is to make the right connections with the right curators and influencers using the right song.
Here are some practical Spotify playlist promotion tips for 2021 that will turn you into a Spotify pro:
1. Know Where to Find Playlists and Curators
Promoting a playlist isn’t just about finding a curator, but rather targeting the right curators and playlists that will be a good fit for your music.
The best playlists are those with an active following and whose curator has made their contact details available so you can send them your pitch. If you can find their name, it’s a good idea to try to connect with them outside of Spotify so you can build familiarity and establish rapport before you start asking for playlist favours.
As an alternative, you can also use curation services like Indiemono to pitch ideas to established playlists. You can track your acceptance on playlists via your Spotify for Artists portal.
2. Understand the Curator’s Motivation
The playlist curator has high expectations to live up to, so they’re careful about the songs they select for their playlists. They have a duty to appeal to their followers, so understand their motivations for how they choose their songs.
In some cases, their motivation might be money. They’ll add any song to a playlist for a fee. Others may choose songs based on the emotion they convey (the mood music industry is trending right now). Some curators work for retail stores or major brands and will find songs that fit brand guidelines. Others are music influencers on YouTube or other social media sites and focus on a specific genre or purpose.
There are tons of curators out there who have very specific purposes for the lists they create. Look for curators whose purposes resonate with the sound you’ve created for a match made in heaven.
3. Choose the Right Song
Song choice can make or break your pitch. It’s important to pitch a song that not only fits with the vibe of the playlist but also catches the curator’s attention immediately and makes them want to add you to the list.
For starters, you’ll want to pay attention to your song’s intro and outro. Too long of an intro could cause your curator to lose interest. Also, consider that most curators want their playlists to flow. The way your song ends could interfere with the way the next song begins, so be mindful of how your song might fit into an entire playlist.
Take time to review the playlist to get a feel for its vibe. Are most of the songs short or long? Are they fast or slow? Do they centre around a specific theme or topic? A certain genre? Don’t think that just because you’re a rock band that you can automatically get onto a rock playlist. There are tons of sub-genres that each have a unique sound, and if yours isn’t a good fit, it will stick out for all the wrong reasons.
4. Make Your Own Playlist
You don’t have to wait for a playlist curator to discover you or eventually get back to you about your pitch. Just create your own playlist and share it like wildfire on your own channels.
Even if you don’t have a huge following on social media, you may still get a few streams, plus your followers may share it on their channels, giving you an even broader audience to connect with.
Alternatively, you can use the Spotify for Artists platform to pitch an unreleased song for consideration for a playlist.
5. Avoid Paying for Plays
Just like you wouldn’t pay for online reviews or Facebook fans, it’s also frowned upon to pay for fake streams on Spotify. There are shady companies who prey on the desperation of rising artists and will be happy to take your money in exchange for “plays”, but the reality is that these streams are fake, and even worse, they go against Spotify policy and could penalize your account, not to mention your reputation as an artist.
6. Run a Professional Spotify Campaign
Spotify promotion companies can put together professional campaigns to help you get the most from your playlist. In a campaign, a company reaches out to playlist curators on your behalf and don’t stop until your song is added to your goal number of playlists. Learn more about PitchPlaylist can help you build a Spotify playlist strategy that will help you get your music in front of more listeners.