Seeking to strive Spotify promotion and unsure which companies are price it? I personally tried 15 firms to see which of them obtained actual outcomes. Primarily based on these campaigns, listed here are my high companies:

1. Indie Music Academy
2. Playlist Push
3. YouGrow Promo
4. Partnered Initiatives
5. Moonstrive Media
6. Daimoon Media
7. Omari MC
8. Playlist-Promotion
9. SubmitHub
10. Orion Promotion
11. SoundCampaign
12. SubmitLink
13. Groover

Every of the businesses up there offered streams from actual folks, not bots. Whereas outcomes will fluctuate, I’d think about every firm above to be legit.

That mentioned, the record is fairly subjective; my ninth-ranked firm might’ve been the first-ranked firm, and so forth. Be at liberty to click on by way of and verify all of those companies out for your self. Additionally, heads-up that lots of the hyperlinks up there are affiliate hyperlinks, which implies that for those who do click on one in all them and take a look at a marketing campaign, I’ll get a small fee.

I’m not going to lie – testing this many Spotify promotion companies was a wild trip.

It was full with some attention-grabbing ups and a few fairly unhappy downs (sure, sadly, a few firms I attempted have been whole scams). Over the remainder of this publish, I’m going to unpack every thing I realized. I don’t often present a desk of contents for my posts, however this one is lengthy sufficient that some kind of define is required.

Right here’s what I’ll be masking. (You may click on any of those hyperlinks to leap to the corresponding matter.)

This can be sort of rather a lot.

When you’re considering, “Yeah, that is beginning to really feel like a long-winded recipe weblog publish and I actually simply got here right here to choose an organization that gained’t rip-off me, to not learn your life story,” then be at liberty to click on a hyperlink above and skip to the half you’re most taken with.

However if you wish to know my life story (and “life story” is simply code for “issues I’ve realized from working 15 campaigns,” not essentially every thing that’s occurred to me since 1992), then thanks – and maintain studying.

Let’s begin with the numbers.

Spotify promotion companies by the numbers

First up, right here’s the information from every marketing campaign that I ran.

An vital observe to bear in mind as you assessment these numbers is that every promotion ran with a unique track from a unique artist.

I’m not an information scientist or a physician, and this isn’t an educational research the place every thing was completely managed – sort of the alternative, really. So don’t pay an excessive amount of thoughts to minor variances. My purpose right here is to indicate the larger image, not essentially to say which firm is greatest on the premise of 1 marketing campaign.

With that mentioned, you possibly can scroll by way of the spreadsheet beneath to see all the numbers.

(And sorry… I couldn’t discover a prettier option to embed the Google Sheet. That first column is frozen within the sheet itself, and there are some feedback that aren’t displaying, too. If you wish to test it out for your self in its pure state, right here’s the hyperlink to view it in a brand new tab.)

Semi-important: I’ve put collectively a glossary of phrases to be sure you take the correct which means from that spreadsheet.

Click on right here to learn it (worthwhile if you wish to dig into the information and really perceive what it means).

And when you’ve finished that, let’s paint a few photos with the information.

Fascinating, proper?

Admittedly, Playlist-Promotion’s 62,000-stream marketing campaign (which I don’t view fairly as favorably as you may suppose) sort of warps how the information seems; the primary gridline on the Y-axis is at 25,000 streams, and no different firm even got here near that mark. So although Omari MC generated ten instances as many streams as SoundCampaign (1,246 vs. 188), the 2 campaigns appear like they share the identical dot.

Let’s check out the identical graph with out the outlier of the Playlist-Promotion marketing campaign.

You may sort of get a way for the campaigns that actually labored and those that actually didn’t, and you may definitely see how they stack up when it comes to gross value.

Right here’s a view that’s perhaps much more useful:

As I’ll get into shortly, even Price Per Stream doesn’t inform the complete story, as a result of that quantity doesn’t bear in mind how related the streams are. You possibly can have an extremely low Price Per Stream, but when it’s attributable to bots, it might really be a adverse factor.

However the chart does allow you to see which campaigns have been inefficient. I feel you could possibly draw the road proper after Omari MC – every thing to the left of that was comparatively reasonably priced, and every thing on the correct of that most likely wasn’t definitely worth the spend (though as I’ll clarify beneath, I feel that due to the mannequin they use, Groover and SoundCampaign even have a reasonably excessive upside).

All proper, you’ve seen the information. Subsequent up, right here’s my record of the highest firms.

The highest Spotify promotion firms

Bear in mind, once more, that this record is completely subjective. My first-ranked firm will not be the only option for you; I’d suggest clicking by way of and figuring out for your self which possibility you suppose suits your objectives. I clearly haven’t ranked these companies by some easy metric like Price Per Stream or Estimated Complete Streams. As an alternative, I’ve simply tried to go by how I really feel about every service given my experiences, accounting for the truth that every marketing campaign used a unique track and that there are just a few totally different promotional fashions in play.

Possibly a greater option to clarify my methodology: The next record evaluations my total perspective on every firm, reasonably than providing some tried rating of every one-off marketing campaign.

For every firm, I’ve offered:

• A short on the corporate as an entire
• Data on the service mannequin they use
• A fast breakdown on how every marketing campaign went
• An image of marketing campaign information (observe that I’ve tried and infrequently failed to offer three month intervals and that the crimson field is the place the marketing campaign was energetic)
• Just a few execs and cons

I’ve additionally written standalone evaluations of most of those companies, in case you’re taken with studying extra a couple of particular one.

Okay, sufficient mentioned. First up:

The transient on the corporate: Ryan Waczek (the founding father of IMA) works actually onerous to generate high-engagement playlist placements and keep an above-average hair aesthetic. His onerous work exhibits in his ends in each areas.

One factor I actually recognize about Indie Music Academy is the corporate’s clear communication about their course of and philosophy. Click on by way of to lots of the different websites listed right here, and although they could do good work, quite a lot of them don’t talk very properly about how they do it. Typically, it’s onerous to find out what’s actual and what’s simply jargon. Ryan’s white paper on his firm’s method to playlisting, alternatively, represents the alternative. It’s top-of-the-line examples of clear considering and transparency that I’ve seen on this house.

The mannequin they use: Finished-for-you pitching to a closed community of Web optimization-built playlists. You pay for placements. (See a breakdown of the totally different Spotify promotion fashions right here.)

The transient on my marketing campaign with Indie Music Academy: I trialed a $537 marketing campaign that generated 12,079 streams from three highly-engaged playlists for a Price Per Stream of $0.04. Exterior of credited placements, attribution is troublesome, however this was an artist that began from near-scratch and ended up with 31,000 actual streams within the month after the marketing campaign. I feel it’s seemingly that almost all of these resulted from IMA’s work.

Right here’s what it regarded like in Spotify for Artists.

You may learn my full assessment of an Indie Music Academy marketing campaign right here.

Professionals of Indie Music Academy

• They place you on extremely engaged, wholesome playlists.
• They’re comparatively reasonably priced on a cost-per-stream foundation.
• They’re very clear and I like the best way they give thought to playlisting.
• They provide a assured variety of streams, so any cash you spend will certainly get outcomes. (They don’t promise particular placements, they only supply a refund in the event that they don’t hit their marketing campaign goal.)

Cons of Indie Music Academy

• Web optimization-based playlists are much less prone to be high-fit when it comes to style.
• Whereas they do comparatively properly at a cost-per-stream stage, they’re costly when it comes to whole value; their entry package deal begins at $297.

The underside line: When you’re trying to construct streaming numbers by way of playlisting and wish to be sure you actually are getting natural numbers, Indie Music Academy is a high possibility, and Ryan’s a strong man.

Give Indie Music Academy a strive right here.

The transient on the corporate: Playlist Push has, in my expertise, the best ceiling of any of the Spotify curator submission platforms. The reason being that they pay curators greater than rivals like SubmitHub, so that they’re in a position to entice larger playlists – and, not like fashions that provide assured streams, they gained’t cease pitching once they attain their promised threshold. I’ve run two campaigns with them which have generated actually zero placements, however when a marketing campaign does do properly, it has the potential to do very properly.

On a semi-related observe, I’ve run a number of campaigns with this firm which have coincided with a rise algorithmic exercise. I feel it is because, basically, Playlist Push does a reasonably good job of producing high-fit playlist placements.

The mannequin they use: Finished-for-you pitching to an open community of Spotify curators. You pay to undergo curators. (See a breakdown of the totally different Spotify promotion fashions right here.)

The transient on my marketing campaign with Playlist Push: My most up-to-date marketing campaign with these guys value $289 and drove 7,915 streams throughout 13 playlists for a Price Per Stream of $0.04. It was for an artist that already had some streaming traction, which makes it harder to find out attribution, however we did see some Uncover Weekly streams are available shortly after working the marketing campaign.

Right here’s what it regarded like in Spotify for Artists.

You may learn my full assessment of an earlier Playlist Push marketing campaign right here.

Professionals of Playlist Push

• I feel they most likely have the best ceiling out of any firm on this record.
• In my expertise, they have an inclination to get high-fit placements.
• I’ve seen a number of campaigns with this firm which have correlated to longer-term algorithmic progress.

Cons of Playlist Push

• They provide no assure. The great facet of that is that they don’t cap outcomes at a sure threshold, however the draw back is that you could possibly spend $300 or extra and get actually nothing again.
• Whilst you can see suggestions, you will have restricted capacity to work together with curators – not like on SubmitHub or SoundCampaign, you possibly can’t chat with them, so it’s more durable to determine relationships.

The underside line: Playlist Push doesn’t assure any outcomes, however they only might need the best ceiling out of any firm on this record. When you’ve by no means tried playlisting earlier than, you could wish to begin with a lower-stakes spend (like SubmitHub or a mannequin the place a return is assured). However for those who’re extremely assured that your track will do properly by way of playlisting, Playlist Push can provide you a ton of bang in your buck.

To strive a marketing campaign with Playlist Push, click on right here.

(And for those who use the code CXUFDQ2 you’ll get 7.5% off your first marketing campaign.)

The transient on the corporate: YouGrow’s sort of a do-it-all company; along with their Spotify playlisting, in addition they supply TikTok promotion (which I’ve reviewed right here), YouTube promotion (which I’ve reviewed briefly right here), and Instagram influencer promotion (which I’ve reviewed right here). I’d think about all of their companies to be authentic, however actually, their Spotify promotion is my favourite factor they provide.

They’re good at it.

I’ve run a number of Spotify campaigns with them and have seen persistently strong outcomes. Their playlists are engaged, and whereas they don’t particularly say that they aim Web optimization-built playlists, the overwhelming majority of the placements I’ve gotten with them have proven properly in Spotify search.

Additionally, I’ve talked to a bunch of individuals on the firm they usually’ve all been good. In order that’s some extent of their favor.

The mannequin they use: Finished-for-you pitching to a closed community of playlists. You pay for placements. (See a breakdown of the totally different Spotify promotion fashions right here.)

The transient on my marketing campaign with YouGrow: I’ve run a bunch of campaigns with these guys, however my most up-to-date value $247 and generated 15,797 streams throughout two playlists at a Price Per Stream of $0.02. This artist had some streaming traction already, however the marketing campaign offered a pleasant bump that hasn’t but died down. A plus was that the playlists have been respectable suits for the style of the track.

Right here’s what it regarded like in Spotify for Artists.

You may learn my full assessment of the YouGrow Promo marketing campaign right here.

Professionals of YouGrow

• YouGrow is among the most reasonably priced choices on a cost-per-stream foundation and one of many extra reasonably priced choices when it comes to whole value; their packages begin at simply $77.
• Their playlist community appears to be wholesome and engaged – whereas they don’t declare to concentrate on Web optimization-built playlists, all of the lists I’ve seen are performing properly in Spotify search.
• They provide assured streams. (They don’t assure particular placements, however they’ll pitch your music till they get outcomes.)
• Apparently they plant bushes once you purchase from them. I like bushes.

Cons of YouGrow

• The highest location for the track we promoted ended up being Brazil. When you’re high quality with worldwide streams, that’s probably not a con. However for those who’re targeted on so-called “Tier 1” nations, it could be.
• Their campaigns have resulted in streams-per-listener numbers which are decrease than I’d ideally prefer to see. It’s not at a worrisome stage, however it could possibly be improved.

The underside line: I’d think about YouGrow Promo to be an amazing possibility for those who’re a playlisting beginner. They don’t have the ceiling of Playlist Push and their playlist community isn’t my absolute favourite, however their lists are wholesome and also you don’t should spend all that a lot to get a pleasant return of assured outcomes.

You may strive a YouGrow Promo Spotify marketing campaign right here.

The transient on the corporate: I hadn’t heard of Partnered Initiatives till early 2023, when Andrew Southworth informed me that he was working with them to run advert campaigns in tandem with playlisting campaigns. I’ve obtained a excessive opinion of Andrew, so I bookmarked these guys to take a look at. I ended up working a reasonably profitable marketing campaign with them and having a superb dialog with Dalton, the founding father of the corporate.

From what I perceive, the company is an offshoot of Members Media, a advertising group geared towards larger-scale artists (suppose: main labels) reasonably than indie acts. Dalton confirmed me a number of the larger campaigns they’re working, and actually, I got here away impressed. But additionally, the large campaigns are actually costly.

The Partnered Initiatives model is the group’s shot at making an providing that up-and-coming artists can afford.

The mannequin they use: Finished-for-you pitching to a closed community of playlists. You pay for placements. (See a breakdown of the totally different Spotify promotion fashions right here.)

The transient on my marketing campaign with Partnered Initiatives: I obtained a free trial of a marketing campaign that might’ve value $189. It resulted in two playlist placements that generated 10,275 streams at a Price Per Stream of $0.02. It’s onerous to inform, however I feel the true variety of streams this marketing campaign brought about is way increased; the monitor was at round 3,000 streams after being out for a yr, and after a month of playlisting, it reached 23,000 streams due to a bunch of non-credited playlist provides.

This marketing campaign is simply too latest for me to indicate you a three-month timeframe, however right here’s what it seems to be like in Spotify for Artists in the meanwhile.

I’ll replace that picture and have a full assessment of the Partnered Initiatives marketing campaign up quickly. For now, my total takeaway is that I’m impressed with their work.

Professionals of Partnered Initiatives

• They’re reasonably priced at a cost-per-stream stage and when it comes to whole value; packages begin at round $50.
• You don’t pay till they’ve accepted your track. I’m a giant fan of that method.
• They provide a minimal assured variety of streams. (They don’t promise particular lists, however they’ll pitch till they get sufficient placements.)

Cons of Partnered Initiatives

• They reject quite a lot of songs. (They rejected the primary track I attempted to ship them.) This isn’t actually a con when it comes to outcomes, to be truthful, as a result of it ensures they’re solely working with artists they can assist. Nevertheless it’s a con in your possibilities of working with them.
• I don’t wish to generalize this, as a result of issues fluctuate from marketing campaign to marketing campaign, however I do wish to observe that the algorithmic traction from my trial marketing campaign has been decrease than I’d anticipated.

The underside line: When you get accepted by this firm, you’ll get to work with a staff that has a ton of Spotify advertising expertise. These guys are legit.

You may try Partnered Initiatives right here.

The transient on the corporate: Moonstrive Media is among the newer gamers within the Spotify promotion house (they’ve solely been providing their service beneath this brandname for a few years), however that reality belies their expertise. As Janik from the corporate informed me, the staff at Moonstrive has really been resold by different playlisting firms for some time, due to the power of their Web optimization-based playlist community.

And that’s the important thing worth these guys supply: Moonstrive solely gives placements on Web optimization-built playlists. Different firms on this record blur that Web optimization line a bit, however in speaking with Janik, it’s clear that he genuinely believes within the worth of it as a playlisting method. I respect that – and I’ve seen it work.

The mannequin they use: Finished-for-you pitching to a closed community of Web optimization-built playlists. You pay for placements. (See a breakdown of the totally different fashions right here.)

The transient on my marketing campaign with Moonstrive Media: I obtained a free trial of a package deal that might’ve value $339. It resulted in 16,934 streams throughout 10 playlists for a Price Per Stream of $0.02. Whereas not all the playlists have been as focused genre-wise as I’d’ve preferred, they have been all wholesome and solidly engaged, they usually all ranked in Spotify search outcomes.

Right here’s what it regarded like in Spotify for Artists.

You may learn my full assessment of the Moonstrive Media marketing campaign right here.

Professionals of Moonstrive Media

• Their Web optimization-built lists are wholesome and extremely engaged.
• They’re reasonably priced on a cost-per-stream foundation and on a complete value foundation. (Packages begin at $134.)
• They assure you’ll get on playlists which have a sure whole variety of followers. (They don’t assure particular placements.)

Cons of Moonstrive Media

• Web optimization-built playlists are usually less-targeted towards particular genres.
• They’re not the perfect at speaking about their work ha. Janik admitted that he thinks that is the most important problem they’re going through; he thinks their outcomes examine favorable to anybody, however mentioned that they’ve at all times struggled to market themselves successfully.

The underside line: I like that Janik and his staff follow their weapons in focusing on Web optimization-built playlists. Whereas I feel the method has its drawbacks, I additionally suppose it’s a great way to guarantee that playlists are wholesome. All in all, Moonstrive Media is a strong possibility.

You can provide Moonstrive Media a strive right here.

The transient on the corporate: Daimoon Media is an organization that doesn’t characteristic the phrases “develop” or “playlist” or “promotion” of their title, which, on this house, is a daring transfer. Don’t fear, although. Daimoon Media does supply playlist pitching (along with YouTube promotion and Soundcloud promotion). And, based mostly on my expertise, they do it properly.

I are inclined to suppose that they’re greatest at working with extra mainstream genres – suppose pop, EDM, hip hop, or rock – they usually’re most likely the perfect match for artists who wish to construct a world viewers. But when these two qualifiers describe you, then they’re price testing.

The mannequin they use: Finished-for-you pitching to a closed community of playlists. You pay for placements. (See a breakdown of the totally different fashions right here.)

The transient on my marketing campaign with Daimoon Media: I’m really in progress with my newest marketing campaign, and I’ll be updating this bit with extra precise stats when that’s completed. However a earlier marketing campaign generated about 30,000 streams over three months, all from wholesome playlists.

I’ll have an up to date picture for you quickly. For now, you possibly can learn the assessment of the earlier marketing campaign right here.

Professionals of Daimoon Media

• Whereas they don’t particularly goal Web optimization-built lists, lots of their playlists do carry out properly in Spotify search outcomes.
• Relatedly, all of the lists I’ve seen from them are wholesome and engaged.
• They’ve reasonably priced entry-level packages (the bottom begins at $57).

Cons of Daimoon Media

• As with different Web optimization-focused firms, they don’t at all times generate the highest-fit placements when it comes to style.
• They drive a excessive proportion of worldwide streams. (This isn’t a con for those who’re constructing a world viewers, clearly.) They’re based mostly within the Netherlands, so it is sensible.
• I had a bizarre cost concern with them the place their system wouldn’t course of my bank card. I talked to Tom, the founder, and he mentioned that occurs to lower than 1% of shoppers because of the system they use. Their staff ended up taking cost by way of bill, so it labored out, however I figured I’d observe it.

The underside line: Daimoon Media is one other firm that has a strong community of largely Web optimization-built, wholesome lists. When you’re in a mainstream style and are taken with producing worldwide traction, they’re a strong possibility.

You may strive a marketing campaign with Daimoon Media right here.

The transient on the corporate: You could be accustomed to Omari for those who’ve ever used the web – the man is in every single place on-line, and it’s not an accident. Omari’s one of many playlisting OGs. Really, his was the primary Spotify promotion service I ever tried, again after I was satisfied I might rap and play the ukulele. (I’ve since found I can do neither.)

I’ve talked to Omari just a few instances over Zoom, and I’ve at all times come away impressed by his wide selection of music advertising information. His staff works on just about each advertising channel beneath the solar, they usually work with a powerful quantity of purchasers every month. There’s no denying that they know their stuff.

The mannequin they use: Finished-for-you pitching to an open community of playlists. You pay for placements. (See a breakdown of the totally different fashions right here.)

The transient on my marketing campaign with Omari MC: My most up-to-date marketing campaign with Omari value $147 and resulted in 11 playlist placements and 1,246 streams for a Price Per Stream of $0.12. That’s on the upper finish of the spectrum, particularly for closed-network firms that promise some stage of outcomes. Engagement charges have been a bit of beneath common, too, however the playlists have been authentic.

Right here’s what it regarded like in Spotify for Artists.

You may learn my assessment of an earlier marketing campaign with Omari MC right here.

Professionals of Omari MC

• One of many OGs on this house. This firm has run a ton of campaigns; they know what they’re doing.
• I really feel like Omari just about coined the time period “natural streams” ha, and it’s truthful to say that his playlists are wholesome and never constructed with bots.
• They’re comparatively reasonably priced to get began with; their entry-level package deal is $77.

Cons of Omari MC

• Outcomes will fluctuate, however my final three campaigns with Omari have generated comparably excessive prices per stream. None of them has crested 5,000 streams, both.
• They don’t settle for “specific” songs. Truthfully, I don’t suppose it is a con (I respect that Omari sticks to what he believes) however for those who’re making specific music, it’s a con in your possibilities of working with the corporate.

The underside line: I don’t imply this in an offensive method ha – I think about Omari MC to be just like the Walmart of Spotify promotion. They’ve been round for some time, they’re not significantly thrilling, they provide a bit of little bit of every thing to lots of people, and the standard perhaps isn’t what you’d get for those who spent twice as a lot.

But additionally, you recognize precisely what you’re going to get.

When you’re excited about attempting promotion for the primary time and wish one thing low-risk, these guys are a superb possibility.

You may strive a marketing campaign with Omari MC right here.

The transient on the corporate: When you regarded on the graphics up there, you most likely observed that Playlist-Promotion drove an absurd quantity of streams (about 62,000, which was far and away probably the most from any marketing campaign). They focus primarily on Web optimization-built lists and there’s no denying that they’ll get tremendous spectacular outcomes – but additionally, some context is critical.

The mannequin they use: Finished-for-you pitching to an open community of playlists. You pay for placements. (See a breakdown of the totally different fashions right here.)

The transient on my marketing campaign with Playlist-Promotion: The corporate supplied me a free trial of their “100K follower attain” package deal, which might usually have value $350. The marketing campaign resulted in 23 playlist placements that drove 62,939 streams at a Price Per Stream of $0.01. Once more, this was by far probably the most reasonably priced marketing campaign on a per-stream stage, and it was additionally by far probably the most streams I noticed from any marketing campaign.

So yeah… it labored.

However I’m additionally fairly satisfied that the outcomes my marketing campaign acquired aren’t consultant of what artists ought to anticipate, on common, from this firm.

Right here’s why: The package deal I trialed guarantees 3-10 playlist placements with an estimated supply of 8,000 to twenty,000 streams – but our track was positioned on 23 playlists totaling 1.5M followers. Usually, the companies that work on this mannequin cap a marketing campaign when it reaches the correct variety of playlists, however these guys offered an unimaginable surplus on anticipated supply. And I feel it’s as a result of the corporate knew I’d be writing a assessment of the expertise. I don’t blame them for proving their chops, however I’m additionally uncertain that my expertise was regular.

Make of it what you’ll. One factor you possibly can’t deny is that these guys have massive playlists that may drive a powerful quantity of streams.

You may learn my full assessment of the Playlist-Promotion marketing campaign right here.

Professionals of Playlist-Promotion

• As I mentioned, there’s no denying these guys have very energetic playlists. All of the lists regarded wholesome, too.
• On a associated observe, this firm offered probably the most streams I’ve ever immediately acquired from a playlisting marketing campaign. Respect.

Cons of Playlist-Promotion

• As talked about a number of instances on this publish, massive Web optimization-based playlists have a tendency to not be the tightest style suits.
• Possibly this shouldn’t be a con, however the marketing campaign was nearly too good. Whereas these guys definitely have the potential to ship, I wish to observe that you simply most likely shouldn’t anticipate the identical outcomes that I acquired.

The underside line: Whereas I don’t suppose my unimaginable outcomes from Playlist-Promotion are typical, there’s no denying that these guys have the potential to offer excessive numbers of streams from wholesome playlists. With campaigns beginning at $250, they’re on the higher-priced facet of the spectrum, however they definitely have the firepower to again that up.

You may strive a marketing campaign with Playlist-Promotion right here.

The transient on the corporate: I’ve obtained SubmitHub down right here at quantity 9, however they’re primary in my coronary heart. When you’re simply getting began with Spotify playlisting, that is most likely the primary firm I’d strive.

That mentioned, these guys are way more than a Spotify promotion firm; they’re what I consider as a “music submission platform.” You pay for credit that assure curators will hearken to your music, permitting you to get weblog write-ups, influencer placements, and a bunch of different stuff. (Relatedly, as of 2023, I think about SubmitHub the gold customary for indie press campaigns.)

On the Spotify facet of issues, particularly, they boast a big community of about 800 curators, most of whom run extremely focused playlists reasonably than massive, Web optimization-built lists. That’s by design – Jason Grishkoff, the founder, believes that the purpose of playlisting must be to coach Spotify’s algorithm with reasonable numbers of focused listens, reasonably than to generate massive spikes in streams from a broader viewers and threat muddying your information.

The mannequin they use: Do-it-yourself pitching to an open community of Spotify curators – though Jason desires me to let you know that you could additionally hit a button to make it extra of a done-for-you expertise. You pay to undergo curators. (See a breakdown of the totally different fashions right here.)

The transient on my marketing campaign with SubmitHub: I’ve run a ton of campaigns on SubmitHub; some have labored rather well and a few have generated subsequent to nothing. However the marketing campaign I’ve listed on the spreadsheet above value $120 and resulted in 9 playlist placements and 1,130 streams for a Price Per Stream of $0.11.

And since I obtained to hand-select every curator and playlist that I pitched, every of these 9 placements was a really related style match.

Right here’s what it regarded like in Spotify for Artists.

You may learn our full assessment of SubmitHub right here.

Professionals of SubmitHub

• I feel this platform might be the only greatest option to goal high-genre-match playlist placements.
• It’s actually reasonably priced to get began with SubmitHub. Jason recommends attempting a small pattern of curators to check whether or not your track will resonate earlier than leaping into a much bigger spend, which implies that, for like $20, you can begin to see outcomes.
• I feel that is most likely probably the most clear playlist pitching platform on the planet. The whole lot you’d care to see a couple of curator is on show.

Cons of SubmitHub

• The most important knock in opposition to SubmitHub is that the curators with the most important playlists are inclined to gravitate towards different platforms, as a result of SubmitHub doesn’t pay as a lot per assessment as a number of the different networks on this record. Meaning it’s very uncommon to see a marketing campaign that ends in tens of 1000’s of streams.
• It’s a bit of extra time-consuming to pitch on SubmitHub than it’s to pay a done-for-you pitching service. (However for those who care about genre-fit, it’s definitely worth the little bit of additional effort.)

The underside line: That is most likely the perfect firm to get began with for those who’ve by no means finished playlist pitching earlier than. It’s additionally most likely the perfect playlist pitching platform for coaching Spotify on the style of your music.

That’s as a result of campaigns begin at super-affordable prices, and you may select to focus on solely the lists on which you wish to be included. Ethical of the story: When you can stand to listen to some tone-deaf suggestions from curators, there’s actually no purpose to not give SubmitHub a shot.

If you wish to give SubmitHub a shot your self, click on right here (the place you’ll get a ten%-off coupon on us).

10. Orion Promotion

The transient on the corporate: Orion Promotion is among the firms I attempted for the primary time in early 2023 as a part of this experiment. They function equally to Playlist Push and SoundCampaign through the use of an open community of Spotify curators, the place you’ll see suggestions in your track because it’s pitched. Not like on SoundCampaign, you possibly can’t reply to curators immediately.

I’ve had no private interplay with the folks at this firm, however my expertise as a buyer was fairly simple and satisfying – placements got here in shortly, the portal was straightforward to make use of, and the outcomes have been strong.

The mannequin they use: Finished-for-you pitching to an open community of Spotify curators. You pay to undergo curators. (See a breakdown of the totally different fashions right here.)

The transient on my marketing campaign with Orion Promotion: I spent $209 with this firm and acquired seven playlist placements that introduced in a complete of three,031 streams for a Price Per Stream of $0.07. The playlists gave the impression to be constructed with US listeners they usually have been within the broad vary of the track’s style.

That is what it regarded like in Spotify for Artists.

You may learn my full assessment of the marketing campaign with Orion Promotion right here.

Professionals of Orion Promotion

• They’re comparatively reasonably priced when it comes to whole value; my marketing campaign was a “premier” promotion and solely value $209 (which wouldn’t get you within the door at Playlist Push).
• The streams and playlists appear authentic. Every of the 9 playlists had a wholesome progress curve and seemed to be bot-free.

Cons of Orion Promotion

• Their playlists are targeted predominately towards mainstream music. Their setup wizard requires that you choose one in all 5 mainstream genres; not like on SubmitHub and even Playlist Push, there’s little room for nuance.

The underside line: Orion Promotion is an honest possibility for those who’re in search of an open curator community however don’t wish to spend as a lot as you’d be required to on Playlist Push. You’ll get a broad-level style match, particularly for those who’re making mainstream music, and as on different open networks, you’re unlikely to be capped at a preset variety of placements, so the potential for a homerun is increased.

You may strive a marketing campaign with Orion Promotion right here.

The transient on the corporate: SoundCampaign is an up-and-coming playlist pitching firm constructed on the open community idea.

I hadn’t heard of them earlier than 2022, however I’ve heard a good bit of hype on them extra not too long ago, so I made a decision to present them a spin as a part of my experiment. Nadav, the founding father of the corporate, has reached out to me a few instances, however we haven’t been in a position to join but. From what I’ve seen from the surface and as a buyer, although, I like their method.

Whereas I don’t have them within the high half of the record in the meanwhile, it is a firm I feel might be price watching over the subsequent few years.

The mannequin they use: Finished-for-you pitching to an open community of Spotify curators. You pay to undergo curators. (See a breakdown of the totally different fashions right here.)

The transient on my marketing campaign with SoundCampaign: I spent $188 on SoundCampaign to focus on an estimated 21 curators. That yielded two playlist placements that drove 188 streams for a Price Per Stream of $0.82 (which was the best Price Per Stream out of all the firms I attempted).

Right here’s what it regarded like in Spotify for Artists.

The outcomes have been mediocre, however I feel this firm has potential as a result of their mannequin is robust. You may see my full assessment of the SoundCampaign expertise right here.

Professionals of SoundCampaign

• Their playlists seem like legit – wholesome and constructed with actual listeners.
• There’s the potential to hit a homerun with this playlisting mannequin.
• I like that you could reply to curator suggestions on this platform. It’s a pleasant step towards extra significant relationships.

Cons of SoundCampaign

• I don’t suppose my mediocre outcomes must be taken as some overarching verdict on the platform, as a result of issues fluctuate wildly from track to track – however nonetheless, my outcomes have been fairly mediocre, in order that’s obtained to be a con.

The underside line: As with different open-network platforms, SoundCampaign affords the prospect to hit a homerun with a playlisting marketing campaign, since they (ostensibly) gained’t cap your pitches when you hit a sure variety of placements. As a result of my very own marketing campaign outcomes have been mediocre, I’ve a tough time rating them alongside business heavyweights like Playlist Push. However nonetheless, I like this firm, and I feel they’re price keeping track of.

You may strive a SoundCampaign promotion for your self by clicking right here.

The transient on the corporate: If SoundCampaign and Orion Promotion are challengers to Playlist Push, then SubmitLink is a challenger to SubmitHub. Consider it as SubmitHub Lite, however geared particularly towards Spotify playlist curators. As on SubmitHub, you pay for credit and get to handpick which curators you wish to ship your music to, with the assure that they’ll pay attention and reply.

Whereas it’s not a giant participant within the house but, I’m a fan of SubmitLink, partly as a result of I’ve talked to Aaron, the founder on the firm, and recognize his ethos. Like Jason at SubmitHub, it’s clear that Aaron is engaged on this as a labor of affection. He’s always making enhancements and soliciting suggestions, and it exhibits within the progress of the platform over the previous a number of years.

The mannequin they use: Do-it-yourself pitching to an open community of Spotify curators. You pay to undergo curators. (See a breakdown of the totally different fashions right here.)

The transient on my marketing campaign with SubmitLink: This was my most cost-effective marketing campaign when it comes to whole value; I paid $27 and acquired two playlist placements that introduced in 467 streams at a Price Per Stream of $0.06. We obtained an honest bump in algorithmic traction after the marketing campaign, too.

Right here’s what it regarded like in Spotify for Artists.

I’ll have a full assessment of my marketing campaign with SubmitLink posted right here quickly.

Professionals of SubmitLink

• Like with SubmitHub, you possibly can handpick which curators you pitch, so you possibly can make sure you get high-genre-match placements.
• It’s tremendous reasonably priced to get began – my marketing campaign value $27.
• It is a very clear platform; you get quite a lot of element on the curators and playlists.

Cons of SubmitLink

• The most important con is that SubmitLink’s curator community simply isn’t that massive but. You may solely pitch so many individuals right here, and there aren’t as many area of interest style suits as there are on SubmitHub. However the platform is rising, so that is turning into much less of a weak spot over time.

The underside line: That is one other nice possibility for those who’re getting began with playlisting, since you don’t should pay a lot and also you get to handpick the curators to which you’re pitched, so the chance of dangerous information is low. Think about using this as a complement to a SubmitHub marketing campaign; spend $20 on each platforms and also you’ll nonetheless come out beneath what you’d spend with most different firms on this record.

You may click on right here to strive a SubmitLink marketing campaign for your self.

13. Groover

The transient on the corporate: Groover is one other music submission platform the place you should purchase credit to submit your track to blogs, playlist curators, and music business professionals. Two Euros will get you two credit, that are good for one submission. The corporate was based in 2018, they usually’ve grown quickly since then, with an particularly spectacular presence of curators in Europe.

As with SubmitHub, I used to be initially hesitant to qualify Groover as a service, seeing as they function on an identical credit-based mannequin. However, as earlier than, I’ve determined to screw the semantics.

The mannequin they use: Do-it-yourself pitching to an open community of Spotify curators – though you can too use pre-sets that make it extra of a done-for-you expertise. You pay to undergo curators. (See a breakdown of the totally different fashions right here.)

The transient on my marketing campaign with Groover: I’ve run a number of campaigns with Groover, however my most up-to-date marketing campaign value $273.59 and resulted in 18 playlist placements and 460 streams for a Price Per Stream of $0.59.

Right here’s what it regarded like in Spotify for Artists.

You may learn my full assessment of a earlier Groover marketing campaign right here.

One observe on the expertise: Within the aftermath of the marketing campaign, the track obtained auto-added to a playlist by WAVR.AI that seems to be constructed with bots (that’s that bizarre spike after the marketing campaign within the picture above). This isn’t Groover’s fault; the 2 firms aren’t affiliated in any method. For what it’s price, WAVR appears to be an organization that scrapes different playlists to be a focus for artists by boosting their streams. Extra on them later.

Once more, not Groover’s accountability (I’ve seen DistroKid artists who haven’t used Groover get added to WAVR lists, too) however it’s an annoyance price noting. Right here’s hoping Spotify takes WAVR down quickly.

Professionals of Groover

• Their submission course of is admittedly streamlined. When you’re the sort of one who finds SubmitHub’s filter complicated, you could like Groover’s course of higher. The management is rather less granular, however it’s a really fast and clear setup.
• There are good curators on the platform – and there are rather a lot of curators on the platform. (I’m not solely positive, however in talking with lots of the firms on this record, I feel that when it comes to the sheer variety of curators Groover is probably going the most important submission platform on the planet.)

Cons of Groover

• As I famous with SubmitHub, these platforms don’t pay curators as a lot per assessment, so larger curators typically go elsewhere.
• You don’t have quite a lot of capacity to filter by the style of your track. Whilst you can nonetheless comb by way of for good playlist suits, this makes it a bit of more durable.
• The curator community leans European, which, after all, shouldn’t technically be a con, however must be meals for thought for those who’re in search of progress in different geographies.

The underside line: I’d use Groover for those who’re a European-based artist in search of focused placements or for those who’re trying to complement a SubmitHub marketing campaign and attain different curators. Whereas this isn’t my high possibility for a excessive variety of streams, it is a rising platform that has all kinds of curators, and you may get began with a small spend and little threat.

When you’re taken with giving Groover a shot, you are able to do that right here.

(And you should use the code TWOSTORYMELODYVIP to get a ten% low cost.)

Okay, full disclosure – that is my firm’s providing, so it’s admittedly biased. I run an company known as Two Story Media the place we provide Spotify promotion, and I feel we do it fairly properly.

Our major providing is totally different from those described above in that, as a substitute of specializing in playlist pitching, we’re working focused advert campaigns on Instagram and Fb. The upside of this method is that we’re in a position to generate engaged streams from individuals who have demonstrated an energetic curiosity in your music.

Advertisements aren’t essentially for everybody; playlisting tends to be extra cost-efficient. However I additionally suppose it’s inherently extra dangerous (and I break why each of these issues are true on the gross sales web page for our service).

You may click on right here to see the way it works and apply to run a marketing campaign.

Double Bonus: Two Free Playlisting Platforms

Let’s wrap up the record with a few free choices, in case you’re not able to put down cash (which is comprehensible). Notice: Whereas you may get placements with the companies beneath, I’ve been informed that lots of the lists on free companies get few if any streams; I feel that it’s most likely as a result of, for curators, the incentives for constructing wholesome lists aren’t as sturdy (and a few curators could even be attempting to make use of these platforms as stepping stones to paid networks).

Price being conscious of, however doesn’t imply submission isn’t price it.

Soundplate

With Soundplate, you submit your tracks to playlists and await the playlist curators to provide the massive thumbs up or down. It’s price mentioning that your tracks aren’t assured to land on the playlists to which you submit. When you take the bulk-approach and undergo a bunch of viable playlists, likelihood is your tracks will safely arrive on at the least just a few playlists.

However be warned: this service is free, and for just a few good causes. Soundplate doesn’t supply any steerage, assist, or session for those who resolve to make use of their platform. The submission course of can be recognized to be clunky at instances. However for those who like free stuff, it’s price a superb ole’ faculty strive.

Day by day Playlists

Day by day Playlists, like Soundplate, is free. Merely add your track’s Spotify URL, manually choose the a number of playlists you wish to undergo, and observe these playlists to finalize your submissions.

It’s free, painless, and may end in further performs, followers, and all-around publicity. Or not.

However once more, it’s free.

Firms You Ought to In all probability Keep away from

As I discussed on the high of this text, the unhappy reality is that there are some whole scams on the market. As you most likely know, a subsection of promo firms depend on bots and click on farms to drive streams; in early 2021, these companies seemingly contributed to a bunch of songs being de-listed from Spotify. Watch out. Even worse, there are some pages arrange that may take your cash and ship nothing.

Right here’s a fast advice: Don’t pay for a service till you’ve had communication with that service. Be sure to hear again from an individual earlier than you ship them your cash. (This isn’t at all times doable, however for my part, it’s the perfect.) And with that in thoughts, I wish to supply just a few extra particular warnings.

These are Spotify promotion firms you need to keep away from:

Music Diffusion

This firm was one of many 15 I attempted firstly of 2023. Sadly, they have been by far the obvious rip-off I’ve seen out of any marketing campaign I’ve run up to now.

I’ve obtained a full assessment of the expertise up right here, however right here’s the abstract: The track I examined was positioned on 5 playlists. The entire lists have been owned by Music Diffusion, they usually all confirmed indicators of bot exercise. Worst of all, the streaming information that our placements generated in Spotify for Artists regarded completely pretend.

We ended up cancelling the marketing campaign a couple of week after we began it to attempt to reduce the harm. I’d suggest you cancel yours proper now, earlier than you begin.

Musicvertising

This firm was additionally one of many 15 I attempted, they usually have been by far probably the most complicated.

Lengthy-story-short, the marketing campaign we ran with them resulted in super-suspicious spikes in Spotify followers. Streams didn’t fluctuate all that a lot, however for a interval of a couple of week, followers jumped up by the very same quantity every day. Then just a few weeks later, they spiked again down, step-by-step.

In case you’re questioning, that’s not what regular follower progress seems to be like.

The streaming information wasn’t as clearly pretend as Music Diffusion’s outcomes, so I really went backwards and forwards with them a bit of bit to strive to determine what was happening. The rep from the corporate insinuated that they use Taboola advertisements to drive site visitors to Spotify. I’m not solely positive, however my guess is that they’re utilizing the broadest geographic goal, in order that impressions get funneled to nations the place the clicks are the most affordable – and often the place the clicks are the most affordable, there are bot farms.

If this what they’re doing, then though they declare that they’re utilizing a legit type of promoting (and I suppose it’s doable that they won’t be working botted Spotify accounts themselves), the end result is mainly the identical.

If it’s not what they’re doing… properly, I don’t know what’s happening, however clearly it’s sketchy.

Both method, you need to most likely avoid them.

Artist Push

An earlier model of this text listed Artist Push, however I’ve gotten a number of feedback suggesting that they’ve didn’t ship on campaigns (see beneath within the feedback ha). I haven’t had private expertise with this firm, however based mostly on what I’ve heard, I’d say proceed with warning – most likely get in contact with somebody earlier than paying, at the least.

Artist Sounds

I’ve solely gotten one e-mail criticizing Artist Sounds, however that’s nonetheless an excessive amount of for me to suggest them as a service (and their course of seems to be sketchy, anyway). When you’ve had an identical (or a unique and extra constructive) expertise with this firm, attain out and let me know.

The various kinds of Spotify promotion

Nonetheless right here? Props. Hold studying, as a result of on this part, I’m going to unpack how the businesses I’ve listed above match into the broad scope of Spotify promotion. I feel that’ll be useful as you think about your choices.

As you could or could not know, there are just a few other ways to advertise music on Spotify. I’d break issues down into three classes:

1. Spotify’s Promoting Instruments

Such a promoting might be the most secure option to construct a presence on Spotify, since you’re utilizing the instruments that the platform itself gives for artists. This consists of issues like:

• Marquee (you pay to indicate a brand new launch to your personal followers once they open the app)
• Discovery Mode (you comply with let Spotify maintain a much bigger proportion of your streaming royalties, they promise to indicate your music to extra folks)
• Editorial playlist pitching (you ship your music to Spotify’s playlist editors and nearly at all times get rejected, however for those who get accepted you get a bunch of streams)

These instruments are okay, however for my part, they’re sort of restricted.

Marquee, for instance, gained’t put you in entrance of recent ears; it’s simply Spotify charging to indicate you to individuals who ought to already be accustomed to your music. (I get why they do that, however I don’t find it irresistible.) Discovery Mode is… high quality. Editorial playlist pitching is sort of a free lottery ticket; it’s obtained an superior ceiling, however it’s nothing you need to financial institution on.

I feel that, basically, it’s robust to develop on Spotify for those who rely solely on their proprietary advertising instruments.

2. Off-Platform Promoting

One other option to develop on Spotify is to make use of off-platform promoting. As of at present, the commonest technique of doing that is to run Fb and Instagram advertisements that ship folks to your music on Spotify. TikTok and YouTube are different platforms for this, however from what I’ve seen, they are usually much less environment friendly.

I’m a giant fan of such a Spotify promotion. As you might have observed, it’s the kind of promotion I present at my very own company.

I do know that many indie artists aren’t precisely drowning in money, however when you have the funds, I’d suggest utilizing Fb and Instagram advertisements in tandem with playlisting. I feel this pairing offers you the perfect of each worlds. Advertisements are way more costly than playlisting at a cost-per-stream stage, however their profit is that they drive extremely engaged streams, as a result of customers click on them with an energetic curiosity to listen to particular music.

I’d suggest testing Andrew Southworth’s YouTube channel for those who’re taken with studying extra about how this method works. And I suppose I’ll additionally supply this shameless plug: I’ve a Spotify advertising course that covers each advertisements and playlists if you wish to get going your self.

3. Spotify Playlisting

And, lastly, you’ve obtained Spotify playlisting, which usually means pitching music to impartial playlist curators. That is the first technique utilized by the businesses on the record above.

There are two causes this technique of promotion is so fashionable:

First, it’s straightforward to immediately affect. Whilst you solely get one shot at an editorial playlist pitch per track, you possibly can pitch 1000’s of impartial playlist curators. And for those who do pitch a bunch of curators, you’ll nearly definitely get one thing out of it.

Second, playlisting is probably the most reasonably priced sort of Spotify promotion on a cost-per-stream foundation, since you don’t should pay to modify folks from one platform to a different. Spotify is constructed for playlists; in consequence, it’s fairly widespread to get tens of 1000’s of actual streams for just a few hundred bucks. (For reference, for those who spend a pair hundred bucks on a brand new advert marketing campaign, you’ll be lucky to interrupt 1,000 streams.)

The draw back of playlisting is that it tends to consequence within the lowest engagement charges. That’s as a result of playlist listeners sometimes aren’t locked in and actively participating with each single track; playlists are sometimes used as background music.

So, with that mentioned, is playlist promotion price it?

Nice query. My reply, as it’s to so many issues, is that it depends upon what you’re in search of.

If you wish to immediately recoup your advertising spend in streaming royalties, then playlisting is unquestionably not price it. Don’t anticipate to make your a refund immediately on a playlisting spend; for those who make a return on funding, it’ll be long-tail over time and myriad channels.

If you wish to lastly crest the >1,000 streams mark subsequent to a track on Spotify in order that random folks suppose you’re extra legit, then playlisting undoubtedly is price it. As I’ve mentioned, it’s probably the most cost-efficient option to get streams.

If you wish to keep excessive ranges of engagement in your Spotify profile, then playlisting is most likely not price it. Some extremely focused playlists are fairly engaged, however most will dampen your Viewers Engagement stats.

If you wish to practice Spotify’s algorithm on the kind of music you make, then playlisting could also be price it – however you’ll want to decide on a platform that focuses on high-genre match playlists reasonably than utilizing an Web optimization-focused service.

If you’d like a bunch of individuals to listen to your music, then playlisting might be price it. It’s probably the most simple means towards that finish.

The underside line reply:

Personally, given the funds, I’ll at all times run a playlisting marketing campaign and an advert marketing campaign in tandem for each track an artist releases. However for those who’re like most of us and have to choose one or the opposite, suppose by way of what you’re prioritizing and select accordingly.

Spotify promotion service fashions

When you do resolve that you simply’d prefer to strive Spotify playlist promotion, it’s useful to understand how these firms work. There are a selection of service fashions that I categorize on the premise of 4 most important elements: 1) Exclusivity of the curator community, 2) sort of playlists, 3) pitching technique, and 4) what you pay for.

Learn this if you wish to know what you’re getting.

1. Exclusivity of the curator community

Open curator networks: These are the businesses that enable any playlist curator to use for inclusion of their community. Whenever you go to one in all these firms’ web sites, you’ll see a button to use as a curator or to submit your personal playlist.

Firms which have open curator networks are inclined to have extra playlists. Nevertheless, high quality management is more durable, they usually could wrestle to retain massive playlists. Campaigns to open networks have a tendency to offer higher-fit placements however fewer streams compared in opposition to closed curator networks.

Closed curator networks: These firms have personal relationships with playlist curators; they’ll search out high curators to hitch their community, however they don’t have any open utility for curators to use.

Firms which have closed curator networks are inclined to have fewer playlists. Nevertheless, they typically characteristic very talked-about, engaged playlists. Campaigns with these firms have a tendency to offer extra streams from much less focused playlists compared in opposition to open curator networks.

2. Kind of playlists included on the community

Web optimization playlists solely: These firms solely characteristic playlists that seem in Spotify’s search outcomes. The good thing about this method is that Web optimization playlists are nearly assured to not have bots and to drive quite a lot of streams. The downside of this method is that these lists are sometimes broader and fewer genre-targeted.

Web optimization playlist focus: These firms lean closely towards Web optimization playlists, however can also characteristic playlists that don’t seem in Spotify’s search outcomes.

Style playlist focus: These firms lean closely towards playlists which are genre-targeted, though they could characteristic just a few broad playlists as properly. Campaigns with these firms are inclined to drive fewer streams, however could end in increased engagement charges.

3. Pitching technique

Finished-for-you: These firms handle your complete pitching course of when you submit a marketing campaign. You could present some details about the style of your track and your supreme viewers, however you gained’t choose which curators obtain the pitch.

Do-it-yourself: These firms will let you choose the curators you’d like your track to be pitched to. They could have presets obtainable to information your choice, however you’ll have the ultimate say.

4. What you pay for

To be pitched to a sure variety of curators: You’re paying to achieve curators together with your music, not for some variety of placements. You’ll pay extra to ship your track to extra curators.

Many of the firms utilizing this mannequin don’t assure that you simply’ll obtain any placements; nevertheless, they gained’t cap your marketing campaign at a sure variety of placements, both. In different phrases, this mannequin has a excessive ceiling however a low ground.

To obtain a sure variety of placements: You’re paying to be positioned on playlists, often with some assure that you simply’ll attain a threshold of streams or get in entrance of a complete variety of playlist followers. You’ll pay extra to obtain extra streams.

Many of the firms that use this mannequin will cap your marketing campaign when you attain the required variety of placements. In different phrases, you’ll hardly ever outperform what you’ve paid for. (Because of this I’m barely cynical about my Playlist-Promotion outcomes – I’ve a hunch they deliberately overdelivered for me.)

Fascinating issues I’ve realized from attempting a bunch of Spotify promotion companies

Whether or not you’ve learn up to now otherwise you’ve simply skimmed down, I’m happy to announce that that is the ultimate part of this obnoxiously lengthy publish.

I’m together with this part as a result of a) I realized quite a lot of random issues working a bunch of Spotify campaigns that I feel you need to know, and b) I couldn’t discover an suave option to work these items into the publish earlier. Sorry.

Listed below are 5 random nuggets of knowledge to file away for the subsequent time you strive a Spotify promotion.

1. Most Spotify promotion campaigns don’t have an enormous long-term affect.

The perfect end result from a Spotify promotion is that you simply pay for a short-term bump after which have your attain settle at a brand new regular, due to new followers and algorithmic traction. Right here’s what that appears like:

I consider it like stepping up stairs; if you are able to do this a number of instances, you possibly can stage up your viewers dramatically.

Sadly, that is hardly ever what occurs. Most frequently, once you run a playlisting marketing campaign, you get a spike, after which issues settle again to proper round the place they have been earlier than. Out of the 13 authentic playlisting campaigns I ran in early 2023…

• 3 offered what I’d outline as longer-term viewers progress
• 10 offered little or no long-term viewers progress

The ethical of the story is that you simply ought to anticipate streams, however you shouldn’t typically anticipate them to final. Rely it as a present once they do.

2. After a promotion, Radio streams are the primary algorithmic bump.

Practically each authentic Spotify promotion I’ve ever run has coincided with a rise in Radio streams. Generally its a really notable enhance; extra typically, it’s not.

However that is the primary algorithmic increase you’ll get, and you need to anticipate to see one thing from it just about any time you run a marketing campaign.

3. Radio streams can come from bots.

Okay, right here’s a undeniable fact that made me uncomfortable – the obvious rip-off promotion I ran (with Music Diffusion) really resulted in a big bump in Spotify’s Radio streams.

Botted playlists drove about 9,000 streams for that monitor; the opposite ~1,000 of the monitor’s whole streams got here from Spotify’s Radio playlists.

I’m unsure how this occurred, however my guess is that the bot accounts are set to autoplay by way of a given record and that they only maintain spinning after they undergo all the songs, throughout which period they rack up streams of “Really useful” songs.

The underside line: You’d prefer to suppose algorithmic performs couldn’t be faked, proper? Nevertheless it seems to be like Radio streams, at the least, could be. (Relatedly, if you wish to be protected, you need to put on a titanium swimsuit and avoid every thing and everybody.)

4. You must be careful for “scraped” lists.

One other bizarre factor that reinforces the concept you shouldn’t belief anybody is that, even for those who run a totally authentic promotion, you will have the prospect of getting added to a scraped playlist which may drive botted streams.

Right here’s the way it works: Some firms scrape different playlists for songs, then add them to their very own playlists within the hopes of catching indie artists as purchasers. The concept is that for those who, as an artist, see your track getting streams from a random playlist, you’ll click on by way of to test it out – and once you see that the curator affords promotional companies, you could be impressed to pony up money for extra performs.

(DistroKid’s Wheel of Playlist typically will get scraped, for instance, as a result of firms know that indie artists who use the platform are in search of methods to get traction.)

This occurred most notably throughout the marketing campaign I ran on Groover. Our monitor was added to a bunch of authentic playlists. Then, shortly after the Groover marketing campaign closed, we began getting a piece of streams from a mysterious record known as WAVR.AI.

That is bizarre in quite a lot of other ways – for one factor, the playlist has over 1,900 songs on it, so it’s not prefer it’s curated in any significant sense of the phrase. After which the entire AI factor is unusual; for those who click on by way of to the corporate’s web site (listed within the playlist description), you’ll see that they declare to supply Spotify promotion by way of AI tech-based playlisting in small companies. I don’t actually know what which means (however then once more, I’m not a pc scientist or a physician).

However probably the most troubling factor is that the playlist has seen drops in followers over the previous few months. Right here’s a red-flag-level dip in early Could, for instance:

It’s not big, so perhaps that dip wasn’t attributable to bots; I don’t know for positive. Nevertheless it’s definitely not good, both.

WAVR.AI isn’t the one firm I’ve seen doing this; there are others taking some variation of this identical method. Sadly, as an artist, there isn’t a lot you are able to do to keep away from it. Whereas it does appear that playlisting will increase your odds of getting added to one thing like this, I’ve additionally seen artists who haven’t run playlisting campaigns find yourself on WAVR.AI, too. And once you report one in all these lists to Spotify, they’ll often reply by saying that they’ll’t mess with customers’ private accounts.

So there’s no takeaway for this one; largely it’s just a bit informational nugget to file away as you construct your doomsday shelter and conceal from the world.

5. Playlists can develop the streams from “Listeners’ personal playlists and library.”

Let’s finish on a extra encouraging observe: It’s not all concerning the algorithm.

⬆️ That’s the information from a track for which I ran a playlisting marketing campaign earlier this yr. You’ll discover that there was hardly something of an algorithmic bump (7% is sort of brutal), however you’ll additionally see {that a} sizable chunk of streams are coming from “Listeners’ personal playlists and libraries.”

We entrepreneurs prefer to make a giant fuss about getting algorithmic traction. And whereas it’s true that getting an algorithmic bump is sweet information, as a result of it’s an indication that Spotify likes you, it’s additionally true that discovering residing, respiratory followers is sweet information, too.

Playlisting isn’t as extremely focused as direct advertisements, however once you get on a superb record, yow will discover individuals who will take an actual curiosity in your music. I’ve seen it occur a number of instances.

And it’s fairly superior.

Ultimate ideas on Spotify promotion companies

When you’ve learn this far, congratulations – you’re both extremely devoted to getting your music heard or you will have an excessive amount of time in your arms. Possibly each. Regardless, I recognize you, and I hope the data above is useful as you think about Spotify promotion in your personal music.

Two last issues:

First, as technique of a short recap, right here’s my record of high firms once more.

1. Indie Music Academy
2. Playlist Push
3. YouGrow
4. Partnered Initiatives
5. Moonstrive Media
6. Daimoon Media
7. Omari MC
8. Playlist-Promotion
9. SubmitHub
10. Orion Promotion
11. SoundCampaign
12. SubmitLink
13. Groover

Second (and final!), I’d love to listen to your ideas on these items. Depart a remark beneath and let me know for those who’ve had a notable expertise (good or dangerous) with an organization on this record. And let me know if there’s a service I ought to try that’s not listed right here. I’ll verify again and attempt to maintain this publish decently updated as a result of I feel these items is vital – as a result of I feel music issues.

As you navigate the complicated world of Spotify promotion, right here’s hoping you don’t lose sight of that.

And, as at all times, right here’s wishing you good luck.