The process of pitching music to playlist editors and curators on Spotify is a critical strategy for independent artists seeking to gain visibility and expand their listener base. Spotify playlists have revolutionized music discovery, serving as a contempo- rary equivalent to radio and providing an essential platform for new and established artists alike[ 1 ] . There are three main types of playlists on Spotify: editorial, personal, and listener playlists[ 2 ] . Each type plays a distinct role in the music ecosystem, offering unique opportunities and challenges for independent artists.

Editorial playlists, curated by Spotify’s in-house editorial team or independent music curators, hold significant influence due to their large follower bases and regular updates[ 3 ] . Examples like “RapCaviar” and “New Music Friday” can substantially boost an artist’s reach and streaming numbers[ 4 ] . However, gaining a spot on these playlists is highly competitive, and artists typically need to submit their music through Spotify’s playlist submission system, available via a Spotify for Artists account[ 5 ] .

Personal playlists, curated by individual Spotify users, vary in influence and scope but can still play a pivotal role in an artist’s promotional strategy. These playlists may be crafted by influencers, music bloggers, or even casual listeners, and inclusion can positively impact an artist’s exposure by influencing Spotify’s recommendation algorithms[ 6 ] . Listener playlists, also created by Spotify users, are another avenue where independent artists can find opportunities for discovery and growth. Despite being less formal than editorial playlists, they can still offer significant exposure, particularly when managed by enthusiastic music fans or niche curators[ 7 ] .

Effective pitching requires a strategic approach, including the use of platforms like Spotify for Artists for direct submissions to editorial playlists and engaging with independent curators for listener playlists[ 8 ] . Personalizing pitches, providing detailed information about the music, and building genuine relationships with curators are essential practices for increasing the likelihood of playlist inclusion[ 9 ] . Additionally, artists can create their own playlists to showcase their music and engage their fan base, thereby enhancing their profile on the platform[ 10 ] .

In summary, navigating the landscape of Spotify playlists is a multifaceted process that demands both strategic planning and authentic engagement. Independent artists who understand the dynamics of playlist curation and leverage the available tools and platforms can significantly enhance their chances of being featured, thereby expanding their audience and increasing their streaming revenue.

The Role of Playlists in Music Discovery on Spo- tify

Spotify playlists have revolutionized the way music lovers find and discover new music. These curated collections of songs are becoming the new radio, and playlist

curators are assuming the role traditionally held by DJs[ 1 ] [ 2 ] . There are three main types of playlists on Spotify: editorial, personal, and listener[ 3 ] . Each type serves a unique purpose in the music discovery process.

Editorial playlists are curated by Spotify’s in-house editorial team or independent music curators and are updated regularly[ 4 ] . They can have tens of thousands of followers, making them a powerful tool for reaching new fan bases and unlocking new revenue streams[ 4 ] . Prominent examples include “RapCaviar” and “New Music Friday,” which often feature big-name artists[ 3 ] .

In addition to editorial playlists, Spotify users have access to algorithmic playlists like “Release Radar” and “Discover Weekly.” These are personalized for each user, using data-driven algorithms to introduce listeners to new music that aligns with their tastes[ 2 ] . These playlists can significantly increase an artist’s exposure by leveraging Spotify’s sophisticated recommendation system.

Listener playlists, on the other hand, are created by Spotify users themselves. These user-generated playlists are crucial for indie artists who might not yet have the recognition to make it onto Spotify’s editorial playlists[ 3 ] . Each of the millions of independent playlists on Spotify represents an opportunity for new listeners to discover an artist’s music[ 3 ] .

Artists can also curate their own playlists, showcasing a mix of their music, collab- orations, and inspirational tracks. These playlists are featured on their artist profiles, providing fans a deeper connection to the artist’s musical journey[ 5 ] .

The process of getting featured on a playlist usually involves submitting music for consideration through Spotify’s playlist submission system. This requires a Spotify for Artists account, and only one unreleased song can be submitted at a time[ 4 ] . Additionally, artists can pitch to unofficial Spotify playlists, such as those curated by IndieMono, Songpickr, and Double J[ 6 ] . Establishing relationships with curators by engaging authentically, rather than sending generic pitches, can increase an artist’s chances of being featured[ 7 ] .

Different Types of Spotify Playlists and Their Sig- nificance

Spotify offers three primary types of playlists: editorial, personal, and listener playlists. Each of these playlists has its unique characteristics and benefits, especially for independent artists seeking recognition.

Editorial Playlists

Editorial playlists are curated by Spotify’s in-house editorial team and have a sub- stantial influence on an artist’s visibility. These playlists, such as RapCaviar and New Music Friday, are meticulously crafted by Spotify staff and can significantly boost an artist’s reach and streams [ 3 ] [ 4 ] . While they offer considerable exposure, they are highly competitive, and many indie artists might struggle to get featured on these lists [ 3 ] [ 8 ] . Getting added to an editorial playlist can open doors to new fan bases and revenue streams, but it requires artists to submit their music through Spotify’s playlist submission system, available to those with a Spotify for Artists account [ 4 ] .

Personal Playlists

Personal playlists are created by individual Spotify users and can vary widely in scope and influence. Some personal playlists are crafted for private enjoyment or shared among friends and family, while others are maintained by public figures, influencers, music bloggers, or even big radio stations [ 7 ] [ 9 ] . These playlists can help artists gain exposure if the playlist creator has a large following. Being included in numerous personal playlists, even smaller ones, can positively influence the Spotify algorithm, potentially leading to more significant opportunities [ 10 ] .

Listener Playlists

Listener playlists are curated by independent Spotify users who may be music enthusiasts, bloggers, or even casual listeners. These playlists can range from those managed by indie labels to those by individual curators with no formal industry ties [ 7 ] [ 9 ] . Despite the variability, being featured on listener playlists can still be highly beneficial. For indie artists, pitching their music to these playlist curators can be a viable strategy to build a broader audience. Tools and services like PlaylistRadar.com can assist artists in finding appropriate independent curators who are likely to appreciate their music [ 11 ] .

Preparing to Pitch Your Music to Spotify Playlists

To effectively pitch your music to Spotify playlists, you need to follow a detailed and strategic approach to increase your chances of being featured. The first step is to utilize the Spotify for Artists platform. Here, you can pitch an upcoming, unreleased song directly to Spotify’s playlist editors. By logging into Spotify for Artists, you can select “PITCH FROM NEXT RELEASE” from the Home tab or the Music tab under Upcoming on the web. The more detailed and specific the information you provide, the better the chances your song has of being noticed and selected for playlists[ 12 ] . When preparing your pitch, specificity is crucial. Avoid using vague and overused terms such as “catchy” or “uplifting.” Instead, highlight unique aspects of your music, such as songwriting techniques if you’re an indie artist or mastering skills if you’re

a producer. Including any relevant achievements like chart positions or awards can also strengthen your pitch, but make sure to keep it concise and relevant to the song you are pitching[ 4 ] .

Understanding the types of playlists available on Spotify and how they are curated can also help tailor your pitch. Many playlists are mood and moment-based, catering to a wide variety of musical styles, genres, and artists. This approach allows for a diverse range of music to reach broader audiences. Additionally, Spotify considers various factors such as cultural relevance, BPM, tempo, song structure, and key signature when curating playlists. Therefore, providing accurate information about your track’s mood and genre is essential in helping editors find a suitable placement for your music[ 13 ] .

A professional and personalized approach when contacting playlist curators can significantly impact your success rate. Avoid generic pitches and instead personalize your message to the specific curator. Highlight why your track is a good fit for their playlist and demonstrate your knowledge about their curation style and preferences- [ 11 ] .

Lastly, make sure your artist profile is attractive and up-to-date. This includes editing a range of settings on Spotify and understanding your statistics, such as your

best-performing track and the countries where your music is most popular. Listening

to curators’ playlists and aligning your pitch with their style can also improve your chances of getting featured[ 14 ] . Preparing well in advance and submitting your track at least a week before its release can further enhance the likelihood of your music being noticed and selected by playlist editors[ 15 ] .

The Art of Pitching Music to Spotify Playlists

Pitching music to Spotify playlists is a critical strategy for independent artists seeking to gain visibility and expand their listener base. The process involves several steps and best practices that can enhance the chances of getting featured on both editorial and independent playlists.

Pitching to Spotify Editorial Playlists

Spotify for Artists is the primary platform for submitting new music for playlist consideration. Artists can pitch an upcoming, unreleased song to Spotify’s playlist editors through this platform. The process begins by logging into Spotify for Artists and selecting the option to pitch from the next release or the Music tab under Upcoming. Artists are required to provide detailed information about their track, as more information can increase the likelihood of selection [ 12 ] .

One essential tip for artists is to submit their pitches at least seven days before the release date to ensure timely consideration [ 16 ] . According to Spotify, over 150,000 artists were playlisted for the first time in 2020 and 2021, demonstrating that the platform is not exclusive to superstars but is open to emerging talent as well [ 5 ] [ 17 ] . Approximately 30% of all plays on Spotify are generated from editorial playlists, highlighting the importance of these playlists in an artist’s promotional strategy [ 18 ] .

Enhancing Your Pitch

To improve the chances of getting playlisted, artists should adhere to several best practices:

Independent Playlist Curators

Apart from Spotify’s editorial playlists, there are numerous independent playlist cura- tors. These curators range from indie labels and big radio stations to music bloggers and individual enthusiasts. Pitching to these curators involves a more personalized approach, often through submission forms, emails, or direct messaging [ 7 ] [ 2 ] .

Organizing Playlists

Artists can also create and promote their own playlists to engage with listeners and increase their chances of getting noticed by streaming platforms. Organizing playlists by various musical properties such as genre, mood, or energy can make them more appealing to listeners [ 20 ] . Promoting these playlists on social media and including streaming service links on artist websites can further enhance visibility [ 21 ] .

Best Practices for Following Up After the Pitch

Following up after you have pitched your music to playlist editors and curators on Spotify is an important step in the submission process.

Timing and Method

It’s crucial to give the curators sufficient time to review your submission. Typically, waiting at least one to two weeks before following up is advisable. This shows respect for their time and workload[ 13 ] . When you do reach out, be sure to use the method specified by the curator in their playlist description, if mentioned. Many curators outline their preferred contact method, and respecting these preferences can demonstrate your professionalism and attentiveness[ 11 ] .

Personalization and Clarity

When you craft your follow-up message, personalize it. Avoid generic follow-ups like “Just checking in on my track.” Instead, reference the specific playlist you are pitching to and provide a brief reminder of who you are and what track you submitted[ 22 ] [ 11 ] . This not only helps jog the curator’s memory but also shows that you are attentive and considerate.

Be Respectful and Concise

Curators are busy, and lengthy follow-up messages can be counterproductive. Be concise and to the point. Thank them for their time and consideration, and express your enthusiasm about potentially being included in their playlist. Remember to keep a polite tone, regardless of the outcome[ 19 ] .

Avoid Over-Following Up

Following up multiple times within a short period can be seen as pushy and may negatively affect your chances. One or two follow-up messages spaced a week or two apart is generally acceptable. If you do not receive a response after a couple of attempts, it may be best to move on and consider other opportunities[ 11 ] [ 19 ] .

Providing Additional Context

If there have been any developments since your initial pitch—such as a significant increase in streams, media coverage, or notable performances—mention these updates in your follow-up. This can add value to your pitch and potentially make it

more compelling[ 13 ] [ 19 ] .

By following these best practices, you can maintain a professional relationship with playlist curators and increase the likelihood of your music being considered for their playlists.

Exploring Alternatives to Direct Pitching on Spo- tify

While directly pitching to Spotify’s editorial team through Spotify for Artists is a widely-used approach, independent artists can explore several alternative methods to enhance their visibility and increase their chances of playlist inclusion.

Utilizing Third-Party Platforms

Platforms like Groover provide a direct route to contact playlist curators globally, including those in specialized markets like South Korea[ 2 ] . These services often have established relationships with playlist editors and can facilitate connections that might be difficult to achieve independently.

Focusing on User-Curated Playlists

User-curated playlists, also known as listener playlists, play a critical role for indie artists who might not get the same exposure as big-name artists on staff-curated lists such as RapCaviar or New Music Friday[ 3 ] . These independent playlists offer a valuable opportunity for new listeners to discover an artist’s music, making them an essential part of a comprehensive playlist strategy.

Crafting Artist’s Pick Playlists

Artists can also create their own playlists, known as Artist’s Pick playlists, which are showcased on their Spotify profiles. These playlists typically contain a mix of the artist’s music, collaborations, and inspirations, providing a holistic view of their musical style and influences[ 5 ] . Curating and promoting these playlists on social media can help attract followers and demonstrate to streaming services that the artist is engaging with their audience and potentially bringing in new subscribers[ 21 ] .

Avoiding Common Pitfalls

It’s crucial to avoid common mistakes when reaching out to playlist curators. Speci- ficity is key—artists should always send a link to the specific song they are promot- ing, rather than a link to their entire album or Spotify profile[ 23 ] [ 22 ] . This targeted approach increases the likelihood of a curator listening to the track and considering it for their playlist.

By exploring these alternatives, independent artists can diversify their playlist pitching strategies and increase their chances of being featured, ultimately growing their fanbase and income[ 14 ] .

Strategies for Long-Term Success on Spotify

Achieving long-term success on Spotify requires more than just a one-time pitch to playlist curators. Independent artists should employ a multi-faceted approach that includes leveraging social media, building relationships, and understanding platform-specific strategies.

Leveraging Social Media

Utilizing social media channels such as Instagram, Twitter, and TikTok can be a powerful driver of Spotify follower growth and organic streaming [ 24 ] . By promoting your music across these platforms, you can create a strong case for your tracks to be included in Spotify curated playlists. Regular engagement with your audience on social media can help increase visibility and listenership, which is critical for sustained success on Spotify.

Building Relationships with Playlist Curators

Connecting with Spotify playlist curators is essential for long-term success. Many curators link their accounts to Facebook, making it easier for artists to get in touch [ 7 ] . However, it’s important to approach curators with the intention of forming genuine relationships rather than sending generic messages. Compliment their playlists and suggest songs (other than your own) that might fit well, which can pave the way for authentic dialogue and future opportunities to pitch your music.

Crafting Effective Pitches

To get noticed by Spotify’s editorial team, it’s crucial to present yourself in the best light possible. This involves pitching your music through the Spotify for Artists (S4A) platform, which is essential for any chance of being considered by Spotify curators [ 25 ] . A well-crafted pitch that highlights your music’s unique qualities and relevance can significantly improve your chances of getting featured in editorial playlists.

Expanding Beyond Spotify

While focusing on Spotify is important, artists should not ignore other streaming platforms like Apple Music and Tidal. Each platform has its own set of curators and influencers, and getting likes, shares, and reposts on these platforms can also contribute to your music’s exposure [ 10 ] . Diversifying your efforts across multiple platforms can help build a broader audience and increase your overall streaming numbers.

Avoiding Fraudulent Practices

Engaging in fraudulent practices such as buying playlist placements can result in severe penalties, including removal from Spotify [ 19 ] . Artists should focus on

legitimate ways to promote their music and avoid shortcuts that could jeopardize their careers. Utilizing a list of verified Spotify playlist curators to send your music to can help ensure that your efforts are both effective and ethical.

Understanding Playlist Curation

Spotify playlist curators consider various factors when selecting tracks, including cultural relevance, musical characteristics, and current trends [ 13 ] . For instance, during Juneteenth, Spotify featured entirely Black artists in their New Music Friday playlist. Understanding these nuances can help artists tailor their pitches to align with curators’ preferences and thematic playlists.

By incorporating these strategies, independent artists can position themselves for long-term success on Spotify. Consistent engagement, relationship-building, and ethical promotion are key components to achieving sustained visibility and growth on the platform.