With streaming becoming the dominant form of music consumption, landing one of tracks on an official Spotify playlist has become the white whale of many artists. Here we look at some steps to follow in order to increase your chance of landing a coveted playlist slot.
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Guest post by Angela Mastrogiacomo, founder and CEO of Muddy Paw PR and Infectious Magazine
Gaining placement on one of Spotify’s official playlists has become a bit of a Holy Grail to the emerging artist. With streaming taking the front seat to most other mediums, the goal is clear: get on one of Spotify’s hundreds of popular playlists, then get discovered by new fans and industry professionals, then begin to see your career grow, and eventually start cashing those royalty checks.
But the reality of how to make it happen can be a bit daunting. Where do you start? How do you approach playlist curators? How does one make this happen?
Here are some initial steps to take in order to get yourself set up for more success in the Spotify playlisting game.
Get Verified
You no longer need 250 fans to get “Spotify verified” — meaning no matter what your standing is, you can get started right now. Once you’re verified, you begin to open new doors and opportunities to connect with your fans. Not to mention, you’ll just be taken more seriously. Get verified here.
Consider hiring a Spotify placer
Just like there are publicists to get you on blogs, podcasts, TV, and radio (and yes, sometimes Spotify), there are specialized individuals who have built and nurtured their relationships directly with Spotify to become the go-between of your music and their playlists. If you’re feeling overwhelmed by the prospect of getting on a playlist, and you have the budget to hire someone, this just might be your easiest (and most beneficial) route.
The small stuff adds up
Just like with traditional press, the more you can prove the demand of your music and the presence of your audience, the more likely you are to garner someone’s attention. This means never taking your eye off the prize, and seeing the benefit in being everywhere, and doing it well (or at least, hiring others to help you do it well). So things like successful touring, a press placement here and there, or rotation on smaller Spotify playlists (maybe those run by a small blog or industry tastemaker) all add up and prove your demand.
Never underestimate the small stuff — most of the time, it’s what ends up leading to the bigger opportunities.
Think outside the box
When you’re brainstorming playlist curators to approach, don’t pigeonhole yourself. Sure, there’s a lot of blogs and tastemakers you can approach, but there’s also a lot of people outside the music industry that are running playlists, and if you can jump on theirs, it’s just as valuable. For instance, authors, political figures, brands, fans, and even other bands are all within the scope of who you’ll want to reach out to.
Put the ball back in your court
Instead of waiting around for Spotify to place you by magic, take matters into your own hands! Start creating your own weekly or monthly playlists on Spotify, and then sharing them everywhere and tagging the featured artists — you’ll get a ton of shares this way, and it’ll instantly begin drawing attention to your Spotify account. Keep it up consistently, and you’ll see those numbers start to grow.
Another way to take control is to begin to make Spotify streams a priority. Start by making sure your artist page is up to date and intact, and start directing people there more regularly than other sites on which you may have your music. Once again, reach out to smaller playlist curators to see if you might be able to get rotation on their playlist. In your pitch, keep it brief, but let them know why you think theiraudience will love your song, and why it’s the perfect fit for their playlist. Remember, make it about what they’ll gain from placing you, not vice versa.
Next, ask your fans to follow you on Spotify. They’re already following you everywhere else, so why not there, too? The increase in followers will help lend legitimacy to your profile and demand.
Share, share, share
When you do get a Spotify placement, no matter how big or small, be sure to share the news! Spread that playlist and tag the curator if you can, as well as the other artists you like on the playlist. Don’t be shy about sharing it multiple times, either. The more you share, the more people listen.
Angela Mastrogiacomo is a pop-punk enthusiast and the founder and CEO of Muddy Paw PR and Infectious Magazine. She’s also an industry and PR coach that specializes in helping artists and entrepreneurs overcome their doubts and make their mark on the world. You can find hanging out with her dog, eating sweets, and curled up with a good book.