5 Things We’ve Learned From Plugging Music to Spotify Playlists

In our previous newsletter, we’ve shared that we now offer Spotify plugging services for indie artists and music brands (get in touch if you’d like us to do it for you!). Turns out everyone wants their music plugged these days, so after going through tons of emails and choosing a handful of clients to work with, we decided that the aim for our first campaigns was to learn as much as possible to be able to share this knowledge here.

  1. Make sure the playlists you’re plugging to are updated regularly. There’s nothing more frustrating than wasting your time on tracking down curators who haven’t been updating their lists just to find out that they’re not planning on expanding their playlist. The truth is, there is a chance that they’re going to get back to you with a “yes” and feature your single, but even then chances are not many people are still actively listening to that playlist.
  2. Doublecheck if your older songs aren’t on the list already. More than a dozen of times we found our artists’ previous releases featured on the lists we’ve chosen. For us, it means two things: that our targeting is great and we’ve chosen the right mood and kind of lists to plug to, and that there’s yet another thing to mention when reaching out to curators.
  3. Stalking people online isn’t creepy when you genuinely want to get to know their taste. Make sure you’re delivering exactly what they want, otherwise you may lose their trust or appear ignorant; and believe me, because there’s nothing more valuable in this game than maintaining relationships with curators, you should be as friendly and flexible as possible when they respond. Go through all of their playlists (even if you want to submit to just one!) or have a look at what they share on Facebook or Twitter.
  4. Remember: apps and online platforms have their own limitations. Not always there will be an email address for you to use when plugging to Spotify playlists. Just like in traditional digital PR, you need to work using different platforms simultaneously. Be careful and avoid copy-pasting the same message to different people, chances are that your own account could be blocked temporarily, ruining your campaign’s consistency.
  5. Get organised. Track monthly listeners and track streams. Spotify updates the numbers on an average once a day, so even without an automatically refreshing Excel file, you should be able to quickly put in the numbers manually. If you’re an artist, those numbers and data will help you improve things for next campaigns, and if you’re plugging to playlists for your clients, you’re most likely to see great results and will be able to show your previous success stories to other potential clients.

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