Spotify Playlist Promotion Strategy

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Nick Spillert is a Pop Music Major with a Management Minor at William Paterson University. After graduating from Parsippany High School in 2014, Nick pursued a Music Industry Degree at Ramapo College for two years and transferred to William Paterson University. Nick is the bassist for alternative punk rock band A Boy Named John. The group self-released their latest full-length album “So We Live | So We Die” in June of 2016. Nick is attending William Paterson University to become an educated musician in the industry and looks to establish his own record label in the future. Currently, Nick is a radio intern at ADA – a Warner Music Group company. 

A Boy Named John live at Starland Ballroom (Feb. 2016). Photo taken by Bre Diaz.

Spotify Playlist Promotion Strategy


The streaming service, Spotify has become the future of music sharing and discovery due to its accessibility and especially its playlist feature. Spotify users listen to playlists to enjoy the songs that they already know and also to find new music that they’ve never heard before. Artists and record labels now rely on Spotify playlisting to gain exposure and reach new audiences. Playlists are usually curated to fit a certain theme, genre, or mood. Spotify, labels, and tastemakers in the industry are using experimental methods to promote these playlists and hope to gain followers. Some playlists have thousands – even millions of followers that are on the hunt for new noise and to enjoy what they already love. 

NO OTHER ALTERNATIVE

Back in February, I created my own Spotify playlist and strategy to promote it. The playlist is called “No Other Alternative” and it consists of alternative rock, punk, emo, indie, and post rock music. Some bands on the playlist include Taking Back Sunday, My Chemical Romance, Brand New, and Microwave. When choosing songs for “No Other Alternative” I thought of popular songs that people enjoy such as “Welcome to the Black Parade” by My Chemical Romance and “I Write Sins Not Tragedies” by Panic! At The Disco. At the same time I wanted to incorporate songs that people may not have heard of yet like “Sweet#hart” by Closure in Moscow and even a number of local bands that fit the style. I noticed that great playlists include a combination of songs that people are familiar with and new ones to spark interest.

MY PROMOTION STRATEGY: A Boy Named John’s Artist Page

There are a few methods that I used in my Spotify playlist promotion strategy. First, I decided to make this playlist through my band, A Boy Named John’s Spotify artist page. Our music fits really well with the bands on the playlist and since we already have a following on Spotify it was easier to reach a bigger audience. Spotify added a great feature where an artist can pin a song, album, artist, and playlist to the top of their page. Once I created the playlist, I pinned it to the top of our profile for our listeners to see. At the time of putting this playlist together, our song “Gentlemen” was on Spotify’s Discover Weekly playlist. This helped lead people to our page and then the playlist.

MY PROMOTION STRATEGY: Social Media

The next part of my promotion strategy was through social media. I shared the playlist photo and link to my band’s Facebook, Instagram, and Twitter to attract our following to the playlist. We have about 3,400 likes on Facebook,1,500 followers on Instagram, and 1,600 followers on Twitter that we could potentially reach out to about the playlist. On top of that, each member of the band shared the playlist on their socials as well.

After posting on each social platform I saw a majority reaction coming from Instagram on the initial band post. We shared the playlist a few times Twitter because it’s easy to get lost in the clutter on Twitter. However, each tweet produced little reaction.

MY PROMOTION STRATEGY: Local Artists

When building this Spotify Playlist I really wanted to incorporate a number of my favorite New Jersey local bands. The first reason being that their music also fits in to the playlist. The other reason is that local bands are extremely supportive of each other so by including them in the playlist, I asked them to share it to their following. I asked each band that included on the playlist and only a few managed to follow through with posting it. The bands that did post about our playlist were Halogens, Feeny, Devon Goods, and Rescue Dawn, and Mandancing. Each band seemed really excited about it and even connected with each other to play shows in the future. Each band’s post had a decent amount of likes too.

Halogens – Photo by Linda Pluhar

MY PROMOTION STRATEGY: Interactive Playlist

Most Spotify playlist leave the song curating to the creator. In this case, I gave our audience the option to request a song to add to the playlist. I added a link to our website in the playlist description where people could send their requests. We only managed to get one request, but if we promoted that feature more I think we would have had more of a reaction.
Linkhttp://www.aboynamedjohn.com/playlist

MY PROMOTION STRATEGY: Reflection

Once the Spotify playlist promotion strategy came to an end, “No Other Alternative” had 18 followers. I think we could have done better with promoting this. One way we could have gained more followers would be to sponsor the Facebook post so that I reached more people from across the country/world. Next, we could have posted about the playlist more than just one time on our Instagram and Facebook. Most of our impressions came from Instagram, thus it would have been a good idea to share it more there. In addition, I think including local artists was a great idea because the bands loved how they were including in a playlist and shared it to their fans. We probably gained some new fans through them because of their posts.

PLAYLIST:

 

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