A Complete Guide to Music Playlist Promotion

Music promotion has evolved radically in the last decade, and the dominance of streaming platforms such as Spotify, Apple Music and Tidal has changed the rules of the game. In this new landscape, playlists have become one of the most effective methods of music discovery. 

It's no longer just about getting your music on these platforms, it's about making sure your songs get into the right hands (and ears). This is where playlist promotion comes in, an essential tool for artists, producers, and songwriters looking to expand their audience.

In this article, I'll walk you through everything you need to know about playlist promotion, from how it works, to specific strategies you can apply to increase the visibility of your songs. 

Why are playlists so important?

Playlists are the new radio. Just like in the golden age of FM radio, where having a song played on a major station could catapult an artist to stardom, getting on the right playlists can make a huge difference in your career. Whether they are algorithm-curated lists, editorial lists from streaming platforms, or lists created by independent curators, the impact of being on a playlist with thousands (or even millions) of followers is immeasurable.

Playlists allow listeners to discover new music while enjoying a continuous stream of songs they already love. This is crucial because, instead of competing for attention in a sea of millions of songs, being on a playlist allows you to directly reach listeners who are interested in your style.

The algorithms of platforms like Spotify, Apple Music, and YouTube Music are designed to amplify the songs that generate the most interactions. This means that, if your music is included in a playlist with many active listeners, the chances increase that the algorithms will favor you and suggest you in other personalized playlists, multiplying exponentially your plays as well.

And let’s be honest, if you’re an artist just starting out, chances are you will not get picked up by official editorial playlists on Spotify Playlists. 

That’s why unofficial playlists are crucial to helping musicians get past the 1k streams threshold. After 1000 streams you start earning royalties from Spotify. Your music will also be more likely to trigger the right algorithms, which can lead to being recommended to the right audience.

Read more: Digital Music Distribution: How to Release Your Music Online

Types of Playlists: Algorithms, Editorial and User Playlists

The operation of streaming platforms and their playlists can be divided into three main categories:

1. Algorithmic Playlists: These are lists generated by the platforms' algorithms based on users' listening habits. Playlists such as Discover Weekly or Release Radar on Spotify work in this way. Here, the algorithm detects how popular your music is among certain listeners and suggests it to others who have similar tastes.

To get into these playlists, it is crucial to optimize your artist profile and have a good flow of interactions, basically. people save your song, listen to it several times and share it. The algorithm needs clear data that your song is resonating with the audience.

2. Editorial Playlists: Curated by teams within the platforms themselves, editorial playlists are often the most influential. Playlists like RapCaviar on Spotify or A-List Pop on Apple Music can make a song an overnight global hit.

To get on these lists you must submit your song through the relevant platforms, making sure to do so weeks before its release. Your music must resonate with publishers, which requires quality, good marketing, and, in many cases, a solid fan base.

3. User Playlists: Playlists created by everyday people, influencers, bloggers, and independent curators can also have a massive impact. Although unofficial, many of these playlists have thousands or even millions of followers, and being on one of them can offer you great exposure. 

Use caution when dealing with User Playlists on streaming platforms. There are tons of bad actors and scammers who will take your money and deliver fake streams from click farms. 

To avoid scams and fraudulent streaming activity, it’s a good idea to use a reliable and credible service to promote your music to verified user playlists and influential people. One of these tools is SubmitHub, a platform that allows you to submit your songs directly to playlist curators. 

SubmitHub’s data-driven approach makes it unique, where everything about the curator (from the size of their audience to their music preferences) is available so that artists can effectively target the right curators. You can easily reach over 1800 Spotify playlist creators with your music. The tool also distributes your tracks to music bloggers and social media influencers, in addition to other features that will help you promote your music in the best possible way.

How to Access Playlists?

Getting into playlists doesn't happen by magic. While it may seem like it all depends on the algorithm, there are clear steps you can take to maximize your chances of being included:

• Pitching to platforms: On Spotify, for example, you have the option to submit your tracks to editorial playlists through Spotify for Artists. It is essential to pitch your music early, as curators need time to consider each submission.

• Networking with curators: For user playlists, personal contact is key. You can seek out curators on social media or platforms such as SubmitHub, PlaylistPush or Groover. When approaching a curator, offer a concise and professional pitch, explaining why your music would be a good fit for their list.

• Pitch consistency: Algorithms favor artists who maintain a consistent frequency of releases. This not only keeps you active on the curators' radar, but also boosts plays by allowing your music to appear in new releases playlists on a regular basis.

Benefits of Playlist Promotion

One of the biggest benefits of playlists is the massive exposure they offer. With inclusion in a popular playlist, you can get thousands, even millions, of additional plays. In addition, playlists enhance your credibility as an artist. Being on playlists curated by experts or with large followings gives you validation that can attract other collaborators or more lucrative contracts, such as film and television licensing.

There is also an indirect benefit in terms of engagement. The more people interact with your music, the more likely they are to follow you on social platforms, further expanding your fan base.

Strategies to Maximize Your Playlist Success

1. Optimize your Artist Profile

Before you try to promote your music, make sure your artist profile on platforms like Spotify is optimized. Use professional photos, write an attractive biography, and add links to your social networks. Take care of every detail, from album cover art to consistent visual branding.

2. Build Relationships with Independent Curators

The key to getting into playlists curated by independent users is to establish authentic relationships with the curators. Don't just send your music to any playlist; research who is behind it and what kind of music they select. Personalize your messages and explain why your song would be a good addition to their list.

3. Take advantage of analytics tools

Platforms like Spotify for Artists allow you to see detailed data on who is listening to your music, where they are located and how they discovered your songs. This data is essential to improve your promotional campaigns and refine your strategy.

4. Consider Premium Credits

Some platforms for finding curators use premium credits, these give you priority access to curators and increase your chances of them listening to your song. In addition, some curators are required to give feedback when you use these credits, which can give you valuable insights to improve future promotions.

5. Social Media Promotion to Support Your Playlist Entry

The power of playlists is not maximized if you don't combine it with a strong social media presence. When being added to a playlist, actively promote that achievement on your social platforms. Tag curators, thank listeners and create content that celebrates your inclusion. Often, public recognition can open more doors and build stronger relationships with curators.

6. Collaborative Playlists: Building Community

One strategy that many artists ignore is to create their own collaborative playlists. Invite other artists, producers and DJs to add songs, including your own. This technique not only allows you to expand your audience, but also creates a network of support among artists who can share and promote the playlists among their own followers. It's a subtle but effective way to position yourself as a trend curator, while pushing your own tracks.

7. Don't Rely on Playlists Alone

While playlists are a powerful tool, you shouldn't rely on them alone. Create a comprehensive strategy that includes social media, collaborations with other artists, and engaging visual content. Combining all of these elements will significantly increase your chances of success.

Read more: Music Promotion: How to Distribute and Promote Your First Release

Famous Playlists and How to Choose the Right One

The most famous playlists on platforms like Spotify include Today's Top Hits, RapCaviar, New Music Friday, among others. These playlists have millions of followers and, naturally, can catapult your music to massive levels of playback. However, not all popular charts are right for you. If you make music of a more niche genre, such as synthwave or ambient, you're probably better off looking for specialized playlists.

Choosing the right playlist involves researching the audience and making sure your music aligns with the style and mood of the list. In addition, it's crucial that you focus on playlists with active followers, who actually listen to the songs included, rather than those that are simply looking to inflate numbers.

Keeping your Music in Playlists

Getting on a playlist is only half the battle; staying on it is the real challenge. Be sure to promote the playlist you're on to attract more listeners. The more plays and engagement you generate, the more likely curators are to keep your music on the list. Collaborating with other artists can also help amplify your reach and increase your chances of staying relevant in the playlist cycle.

Additional Strategies and Tips

• Create a community: Build a strong fan base to support you in your projects.

• Collaborate with other artists: Collaborations can help you reach new audiences.

• Be patient: Results don't come overnight.

• Don't be afraid to experiment: Try different strategies and find out what works best for you.

• Customize each pitch: Tailor your message to each curator.

• Follow the trends: Keep up with the latest trends in the music industry.

• Learn from others: Watch what other artists are doing and adapt their strategies to your own style.

• The Importance of visual aesthetics: Your image is as important as your sound. An attractive album cover, a well-designed artist profile and a consistent Instagram feed can make all the difference.

• Networking is key: Connect with other artists, producers, curators and bloggers. Attend events, participate in online forums and use social media to expand your circle.

Final thoughts

Promoting your music on playlists is a key piece of the modern music promotion puzzle. While it's tempting to jump into this strategy without a plan, it's crucial to take the time to research, customize your submissions and take advantage of platforms like SubmitHub that give you access to curators and blogs. Music is art, but it's also business, and knowing how to manage both aspects will allow you to maximize your potential as an artist.

With these tools and strategies in your arsenal, you'll be well-equipped to take your songs to the next level. Playlists are not only an opportunity to gain more streams, but also a way to build a loyal fan base, which is the most valuable thing for any artist, so keep creating, keep sharing, and keep an eye out for the opportunities playlists can offer you!

About the author

Odiseo is a music producer and mixing and mastering engineer with experience ranging from music creation as a session and concert musician, beatmaker, live sound engineer, and recording engineer, to audio production for short films, providing a broad perspective on technical concepts and musical skills to take music to another level.