The 14 Greatest Spotify Promotion Providers in 2025 (Actual Information)

Trying to strive Spotify promotion and undecided which providers are value it? I personally tried dozens of firms to see which of them bought actual outcomes. Based mostly on these campaigns, listed here are my high (reputable) providers:

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

Every of the businesses up there supplied streams from actual individuals, not bots. Whereas outcomes will fluctuate, I’d take into account every firm above to be legit.

That stated, the checklist is fairly subjective; my ninth-ranked firm might’ve been the first-ranked firm, and so forth. Be at liberty to click on via and test all of those providers out for your self. Additionally, heads-up that lots of the hyperlinks up there are affiliate hyperlinks, which implies that in the event you do click on one in all them and check out a marketing campaign, I’ll get a small fee.

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

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

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

This shall be form of lots.

In case you’re pondering, “Yeah, that is beginning to really feel like a long-winded recipe weblog submit and I actually simply got here right here to choose an organization that received’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 serious about.

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

Let’s begin with the numbers.

Spotify promotion providers by the numbers

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

An vital notice to bear in mind as you evaluation these numbers is that every promotion ran with a unique tune from a unique artist.

I’m not a knowledge scientist or a physician, and this isn’t a tutorial examine the place every little thing was completely managed – form of the other, really. So don’t pay an excessive amount of thoughts to minor variances. My objective right here is to indicate the larger image, not essentially to say which firm is finest on the premise of 1 marketing campaign.

With that stated, you may scroll via the spreadsheet under to see all the numbers.

(And sorry… I couldn’t discover a prettier strategy 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 to take the suitable that 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 accomplished that, let’s paint a few photos with the information.

Attention-grabbing, proper?

Admittedly, Playlist-Promotion’s 62,000-stream marketing campaign (which I don’t view fairly as favorably as you would possibly assume) form 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 despite the fact that Omari MC generated ten instances as many streams as SoundCampaign (1,246 vs. 188), the 2 campaigns seem 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 form of get a way for the campaigns that actually labored and those that actually didn’t, and you may actually see how they stack up when it comes to gross value.

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

As I’ll get into shortly, even Value Per Stream doesn’t inform the total story, as a result of that quantity doesn’t take into consideration how related the streams are. You may have an extremely low Value Per Stream, but when it’s because of bots, it could really be a unfavorable factor.

However the chart does allow you to see which campaigns have been inefficient. I believe you could possibly draw the road proper after Omari MC – every little thing to the left of that was comparatively inexpensive, and every little thing on the suitable of that in all probability wasn’t definitely worth the spend (though as I’ll clarify under, I believe 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 checklist of the highest firms.

The highest Spotify promotion firms

Take into account, once more, that this checklist is completely subjective. My first-ranked firm is probably not the only option for you; I’d advocate clicking via and figuring out for your self which possibility you assume suits your targets. I clearly haven’t ranked these providers by some easy metric like Value 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 tune and that there are just a few completely different promotional fashions in play.

Perhaps a greater strategy to clarify my methodology: The next checklist evaluations my general perspective on every firm, slightly than providing some tried rating of every one-off marketing campaign.

For every firm, I’ve supplied:

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

I’ve additionally written standalone evaluations of most of those providers, in case you’re serious about studying extra a few particular one.

Okay, sufficient stated. First up:

The temporary on the corporate: These guys was once known as Partnered Tasks, however lately rebranded (the marketing campaign I attempted with them displays the previous title). I really hadn’t heard of them in any respect till early 2023, when Andrew Southworth advised me that he was working with the group to run advert campaigns in tandem with playlisting campaigns. I’ve bought a excessive opinion of Andrew, so I bookmarked these guys to take a look at. I ended up operating a reasonably profitable marketing campaign with them and having an excellent dialog with Dalton, the founding father of the corporate.

From what I perceive, the company was initially launched by a advertising and marketing group geared towards larger-scale artists (assume: main labels) slightly than indie acts. Dalton confirmed me a few of the larger campaigns they’re operating, and actually, I got here away impressed. However they’ve since expanded to supply providers to indie artists, too.

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

The temporary on my marketing campaign with Members Media: I bought a free trial of a marketing campaign that will’ve value $189. It resulted in two playlist placements that generated 10,275 streams at a Value Per Stream of $0.02. It’s exhausting to inform, however I believe the true variety of streams this marketing campaign triggered is way greater; the observe was at round 3,000 streams after being out for a 12 months, 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 appears like in Spotify for Artists in the meanwhile.

You may learn my full evaluation of the Members Media marketing campaign right here.

Execs of Members Media

• They’re inexpensive at a cost-per-stream degree and when it comes to complete value; packages begin at round $50.
• You don’t pay till they’ve authorised your tune. 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 Members Media

• They reject lots of songs. (They rejected the primary tune I attempted to ship them.) This isn’t actually a con when it comes to outcomes, to be honest, as a result of it ensures they’re solely working with artists they might help. However it’s a con to 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 notice that the algorithmic traction from my trial marketing campaign has been decrease than I’d anticipated.

The underside line: In case you get accepted by this firm, you’ll get to work with a workforce that has a ton of Spotify advertising and marketing expertise. These guys are legit. If you wish to give them a shot, right here’s the button:

The temporary on the corporate: Ryan Waczek (the founding father of IMA) works actually exhausting to generate high-engagement playlist placements and keep an above-average hair aesthetic. His exhausting work exhibits in his leads to 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 via to lots of the different websites listed right here, and despite the fact that they might do good work, lots of them don’t talk very effectively about how they do it. Typically, it’s exhausting 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 other. It’s the most effective examples of clear pondering and transparency that I’ve seen on this area.

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

The temporary 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 Value Per Stream of $0.04. Outdoors of credited placements, attribution is tough, 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 believe it’s probably that almost all of these resulted from IMA’s work.

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

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

Execs of Indie Music Academy

• They place you on extremely engaged, wholesome playlists.
• They’re comparatively inexpensive on a cost-per-stream foundation.
• They’re very clear and I like the way in which 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

• Search engine optimisation-based playlists are much less prone to be high-fit when it comes to style.
• Whereas they do comparatively effectively at a cost-per-stream degree, they’re costly when it comes to complete value; their entry package deal begins at $297.

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

The temporary on the corporate: YouGrow’s form 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 take into account all of their providers to be reputable, 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 constantly strong outcomes. Their playlists are engaged, and whereas they don’t particularly say that they aim Search engine optimisation-built playlists, the overwhelming majority of the placements I’ve gotten with them have proven effectively 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 completely different Spotify promotion fashions right here.)

The temporary 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 Value Per Stream of $0.02. This artist had some streaming traction already, however the marketing campaign supplied a pleasant bump that hasn’t but died down. A plus was that the playlists have been respectable suits for the style of the tune.

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

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

Execs of YouGrow

• YouGrow is without doubt one of the most inexpensive choices on a cost-per-stream foundation and one of many extra inexpensive choices when it comes to complete value; their packages begin at simply $77.
• Their playlist community appears to be wholesome and engaged – whereas they don’t declare to deal with Search engine optimisation-built playlists, all of the lists I’ve seen are performing effectively 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 timber while you purchase from them. I like timber.

Cons of YouGrow

• The highest location for the tune we promoted ended up being Brazil. In case you’re nice with worldwide streams, that’s not likely a con. However in the event you’re targeted on so-called “Tier 1” international locations, it is perhaps.
• Their campaigns have resulted in streams-per-listener numbers which are decrease than I’d ideally wish to see. It’s not at a worrisome degree, but it surely might be improved.

The underside line: I’d take into account YouGrow Promo to be a terrific possibility in the event you’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. In case you’re so inclined…

The temporary on the corporate: Truthful warning to start out off – that is my firm, so I’m clearly tremendous biased and it is best to take every little thing I write under with a grain of salt.

With that stated… personally, I believe we’re nice, and my mother agrees.

Additionally, we’re markedly completely different than any of the opposite playlisting providers on this checklist in that we don’t pitch your music to a community of curators in any respect. As an alternative, we run Meta advertisements to playlists that artists create themselves.

I really had the concept for this type of service after doing the majority of the analysis for this submit. Having tried a bunch of different campaigns the place I’d had music pitched to curators, I believed to myself, “Huh, wouldn’t or not it’s good if I have been the curator?”

The benefits of being your personal curator are fairly simple. First, slightly than seeing your streams spike again down after a marketing campaign, you may maintain your music by yourself playlist for so long as you’d like. Second, you additionally get to make sure that you’re on a playlist that’s an absolute excellent suit your music. Third, you may add a number of songs to your playlist, so you may unfold your promo round your catalog extra simply.

The disadvantage to this method is that it tends to not be fairly as cost-effective as working with the most important playlist networks; these providers have already accomplished the work of constructing massively common playlists, in spite of everything. However the longer-term advantages are fairly interesting.

The mannequin they use: Constructing a preferred playlist for you with Meta advertisements. (See a breakdown of the completely different Spotify promotion fashions right here.)

The temporary on my marketing campaign with Two Story Media: I demoed this technique for my very own observe, “Every little thing,” constructing a playlist known as “Chill Worship” that value $459 and drove 9,622 for a Value Per Stream of $0.05. Engagement was barely greater than I’ve seen for many different playlisting providers, and streams maintain coming in over time (as a result of I’m not taking my tune off of my very own playlist, clearly).

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

You may see a video breakdown of how the marketing campaign went right here.

Execs of Two Story Media

• You personal your personal common playlist, which is a pleasant ego enhance
• Longer-term streaming outcomes, since, once more, you personal the playlist and don’t have to ever take away your songs
• The playlist is assured to be an ideal match to your music, which tends to result in barely greater engagement charges (though playlists nonetheless are typically passive listening experiences)
• You may add a number of songs to your playlist, so it’s simple to unfold your promo throughout your catalogue
• My mother thinks they’re nice

Cons of Two Story Media

• It’s barely extra expensive on a cost-per-stream foundation than the large playlist networks, particularly within the shorter time period.
• It takes a bit of extra work to construct your personal playlist.

The underside line: I actually assume this can be a nice possibility for benefiting from the ability of playlisting whereas minimizing a few of the tactic’s drawbacks. It’s legitimately efficient and it really works over the longer-term, which is why I exploit it for my very own music. However – another time – I’m closely biased, since that is my firm. That stated, in the event you’re so inclined…

The temporary on the corporate: Playlist Push has, in my expertise, the very best ceiling of any of the Spotify curator submission platforms. The reason being that they pay curators greater than opponents like SubmitHub, so that they’re in a position to appeal to larger playlists – and, not like fashions that provide assured streams, they received’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 effectively, it has the potential to do very effectively.

On a semi-related notice, I’ve run a number of campaigns with this firm which have coincided with a rise algorithmic exercise. I believe it’s 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 completely different Spotify promotion fashions right here.)

The temporary 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 Value Per Stream of $0.04. It was for an artist that already had some streaming traction, which makes it more durable to find out attribution, however we did see some Uncover Weekly streams are available in shortly after operating the marketing campaign.

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

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

Execs of Playlist Push

• I believe they in all probability have the very best ceiling out of any firm on this checklist.
• 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 development.

Cons of Playlist Push

• They provide no assure. The nice 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.
• When you can see suggestions, you’ve restricted capability to work together with curators – not like on SubmitHub or SoundCampaign, you may’t chat with them, so it’s more durable to ascertain relationships.

The underside line: Playlist Push doesn’t assure any outcomes, however they only may need the very best ceiling out of any firm on this checklist. In case you’ve by no means tried playlisting earlier than, chances are you’ll wish to begin with a lower-stakes spend (like SubmitHub or a mannequin the place a return is assured).

However in the event you’re extremely assured that your tune will do effectively by way of playlisting, Playlist Push may give you a ton of bang to your buck. If you wish to give it a shot, use code CXUFDQ2 and also you’ll get 7.5% off your first marketing campaign.

The temporary on the corporate: Moonstrive Media is without doubt one of the newer gamers within the Spotify promotion area (they’ve solely been providing their service underneath this brandname for a few years), however that reality belies their expertise. As Janik from the corporate advised me, the workforce at Moonstrive has really been resold by different playlisting firms for some time, due to the energy of their Search engine optimisation-based playlist community.

And that’s the important thing worth these guys supply: Moonstrive completely offers placements on Search engine optimisation-built playlists. Different firms on this checklist blur that Search engine optimisation 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 Search engine optimisation-built playlists. You pay for placements. (See a breakdown of the completely different fashions right here.)

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

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

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

Execs of Moonstrive Media

• Their Search engine optimisation-built lists are wholesome and extremely engaged.
• They’re inexpensive 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 complete variety of followers. (They don’t assure particular placements.)

Cons of Moonstrive Media

• Search engine optimisation-built playlists are typically less-targeted towards particular genres.
• They’re not the most effective at speaking about their work ha. Janik admitted that he thinks that is the most important problem they’re dealing with; he thinks their outcomes evaluate favorable to anybody, however stated that they’ve all the time struggled to market themselves successfully.

The underside line: I like that Janik and his workforce keep on with their weapons in concentrating on Search engine optimisation-built playlists. Whereas I believe the method has its drawbacks, I additionally assume it’s a great way to guarantee that playlists are wholesome. All in all, Moonstrive Media is a strong possibility. Right here’s the button to test them out:

The temporary 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 area, 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 effectively.

I are inclined to assume that they’re finest at working with extra mainstream genres – assume pop, EDM, hip hop, or rock – they usually’re in all probability the most effective match for artists who want to construct a world viewers. But when these two qualifiers describe you, then they’re value testing.

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

The temporary on my marketing campaign with Daimoon Media: I’m really in progress with my newest marketing campaign, so these stats will in all probability be up to date over the subsequent month or so. However, after a few month of run-time, the marketing campaign has generated 8,887 streams from three playlists for a Value Per Stream of $0.03.

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

Once more, the plan is to replace with extra particulars pending the completion of my most up-to-date marketing campaign. However for now, you may learn my evaluation of a earlier marketing campaign with Daimoon right here.

Execs of Daimoon Media

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

Cons of Daimoon Media

• As with different Search engine optimisation-focused firms, they don’t all the time generate the highest-fit placements when it comes to style.
• They drive a excessive proportion of worldwide streams. My most up-to-date marketing campaign drove probably the most site visitors from Mexico. (This isn’t a con in the event you’re constructing a world viewers, clearly.)
• I had a bizarre fee difficulty with them the place their system wouldn’t course of my bank card. I talked to Tom, the founder, and he stated that occurs to lower than 1% of consumers because of the system they use. Their workforce ended up taking fee by way of bill, so it labored out, however I figured I’d notice it.

The underside line: Daimoon Media is one other firm that has a strong community of largely Search engine optimisation-built, wholesome lists. In case you’re in a mainstream style and are serious about producing worldwide traction, they’re a strong possibility. Hit the button in the event you’re serious about giving them a spin.

The temporary on the corporate: You might be aware of Omari in the event you’ve ever used the web – the man is in all places on-line, and it’s not an accident. Omari’s one of many playlisting OGs. Truly, 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 all the time come away impressed by his big selection of music advertising and marketing information. His workforce works on just about each advertising and marketing channel underneath the solar, they usually work with a powerful quantity of shoppers 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 completely different fashions right here.)

The temporary 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 Value Per Stream of $0.12. That’s on the upper finish of the spectrum, particularly for closed-network firms that promise some degree of outcomes. Engagement charges have been a bit of under common, too, however the playlists have been reputable.

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

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

Execs of Omari MC

• One of many OGs on this area. 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 honest to say that his playlists are wholesome and never constructed with bots.
• They’re comparatively inexpensive 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 “express” songs. Truthfully, I don’t assume this can be a con (I respect that Omari sticks to what he believes) however in the event you’re making express music, it’s a con to your possibilities of working with the corporate.

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

But in addition, precisely what you’re going to get.

In case you’re interested by making an attempt promotion for the primary time and need one thing low-risk, these guys are an excellent possibility.

The temporary on the corporate: In case you seemed on the graphics up there, you in all probability seen 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 Search engine optimisation-built lists and there’s no denying that they will get tremendous spectacular outcomes – but additionally, some context is important.

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

The temporary 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 Value Per Stream of $0.01. Once more, this was by far probably the most inexpensive marketing campaign on a per-stream degree, 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 count on, 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 tune was positioned on 23 playlists totaling 1.5M followers. Sometimes, the companies that work on this mannequin cap a marketing campaign when it reaches the suitable variety of playlists, however these guys supplied an unbelievable surplus on anticipated supply. And I believe it’s as a result of the corporate knew I’d be writing a evaluation 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 may’t deny is that these guys have huge playlists that may drive a powerful quantity of streams.

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

Execs of Playlist-Promotion

• As I stated, there’s no denying these guys have very energetic playlists. All of the lists seemed wholesome, too.
• On a associated notice, this firm supplied probably the most streams I’ve ever straight acquired from a playlisting marketing campaign. Respect.

Cons of Playlist-Promotion

• As talked about a number of instances on this submit, huge Search engine optimisation-based playlists have a tendency to not be the tightest style suits.
• Perhaps this shouldn’t be a con, however the marketing campaign was nearly too good. Whereas these guys actually have the aptitude to ship, I wish to notice that you just in all probability shouldn’t count on the identical outcomes that I acquired.

The underside line: Whereas I don’t assume my unbelievable outcomes from Playlist-Promotion are typical, there’s no denying that these guys have the aptitude 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 actually have the firepower to again that up. If you wish to test them out…

The temporary on the corporate: I’ve bought SubmitHub down right here at quantity 10, however they’re primary in my coronary heart. In case you’re simply getting began with Spotify playlisting, that is in all probability the primary firm I’d strive.

That stated, these guys are rather more than a Spotify promotion firm; they’re what I consider as a “music submission platform.” You pay for credit that assure curators will take heed to your music, permitting you to get weblog write-ups, influencer placements, and a bunch of different stuff. (Relatedly, as of 2023, I take into account 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 slightly than huge, Search engine optimisation-built lists. That’s by design – Jason Grishkoff, the founder, believes that the purpose of playlisting ought to be to coach Spotify’s algorithm with average numbers of focused listens, slightly than to generate huge spikes in streams from a broader viewers and threat muddying your knowledge.

The mannequin they use: Do-it-yourself pitching to an open community of Spotify curators – though Jason needs me to inform you 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 completely different fashions right here.)

The temporary on my marketing campaign with SubmitHub: I’ve run a ton of campaigns on SubmitHub; some have labored very 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 Value Per Stream of $0.11.

And since I bought 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 seemed like in Spotify for Artists.

You may learn our full evaluation of SubmitHub right here.

Execs of SubmitHub

• I believe this platform might be the one finest strategy to goal high-genre-match playlist placements.
• It’s actually inexpensive to get began with SubmitHub. Jason recommends making an attempt a small pattern of curators to check whether or not your tune will resonate earlier than leaping into a much bigger spend, which implies that, for like $20, you can begin to see outcomes.
• I believe that is in all probability probably the most clear playlist pitching platform on the earth. Every little thing you’d care to see a few 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 evaluation as a few of the different networks on this checklist. Which means it’s very uncommon to see a marketing campaign that leads to 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 in the event you care about genre-fit, it’s definitely worth the little bit of additional effort.)

The underside line: That is in all probability the most effective firm to get began with in the event you’ve by no means accomplished playlist pitching earlier than. It’s additionally in all probability the most effective 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: In case you can stand to listen to some tone-deaf suggestions from curators, there’s actually no cause to not give SubmitHub a shot.

The temporary on the corporate: I first heard about Spin Promo after I began getting emails from Matt, their founder. Over the course of a few months on their e-mail checklist, I got here away satisfied: These guys are actually good at e-mail advertising and marketing, and I wished to pay them cash.

A part of the enchantment was that, on the service mannequin facet of issues, the corporate advertises an attention-grabbing tactic: Spotify advertisements retargeting playlist listeners. Right here’s how they put it: “Run native Spotify advertisements to retarget your greatest listeners, based mostly on dwell playlist viewers knowledge.”

The upshot is that they get you playlist placements after which do a bit of labor to translate these placements into longer-term engagement. Fairly cool-sounding thought, proper? I believed so, a minimum of.

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

The temporary on my marketing campaign with Spin Promo: I ran a $299 marketing campaign and noticed my tune positioned on two playlists that drove a complete of 5,862 streams for a Value Per Stream of $0.05.

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

You may learn my full evaluation of Spin Promo right here.

Execs of Spin Promo

• As an idea, I believed the retargeting factor was actually cool.
• The playlists they added the observe to have been legit – good follower development, good engagement, and a wholesome variety of streams.

Cons of Spin Promo

• Truthfully, I used to be upset within the precise outcomes of the retargeting. I simply couldn’t see any type of affect within the knowledge. My speculation, as I wrote in my evaluation is that Spotify advertisements simply aren’t an excellent efficient tactic, despite the fact that the concept is cool in precept.
• I used to be additionally barely underwhelmed by their customer support. They don’t have a portal to trace outcomes (as of this writing, a minimum of), and whereas they supplied to reply for assist by e-mail, I didn’t hear again from them after a attain out.

The underside line: I believe these guys are reputable, however I additionally assume they’re nonetheless figuring out a few of the kinks of their enterprise mannequin. The concept of retargeting is absolutely interesting, though it didn’t translate to notable leads to actuality. I’ve bought them penciled in to strive within the close to future. Within the meantime, they do have some engaged playlists… and once more, their e-mail advertising and marketing is on level.

If you wish to give them a shot…

The temporary 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 lately, so I made a decision to provide 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 checklist in the meanwhile, this can be a firm I believe might be value 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 completely different fashions right here.)

The temporary 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 Value Per Stream of $0.82 (which was the very best Value Per Stream out of all the firms I attempted).

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

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

Execs 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 assume my mediocre outcomes ought to be taken as some overarching verdict on the platform, as a result of issues fluctuate wildly from tune to tune – however nonetheless, my outcomes have been fairly mediocre, in order that’s bought to be a con.

The underside line: As with different open-network platforms, SoundCampaign presents the possibility to hit a homerun with a playlisting marketing campaign, since they (ostensibly) received’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 believe they’re value keeping track of. If you wish to trial them your self, right here’s the hyperlink:

The temporary 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 hear and reply.

Whereas it’s not a giant participant within the area 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 continually making enhancements and soliciting suggestions, and it exhibits within the development 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 completely different fashions right here.)

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

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

In case you’re serious about listening to extra about my expertise with SubmitLink, I wrote a full evaluation of the marketing campaign right here.

Execs of SubmitLink

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

Cons of SubmitLink

• The most important con is that SubmitLink’s curator community simply isn’t that huge 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 changing into much less of a weak point over time.

The underside line: That is one other nice possibility in the event you’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 danger of unhealthy knowledge 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 under what you’d spend with most different firms on this checklist.

The temporary on the corporate: Groover is one other music submission platform the place you should purchase credit to submit your tune 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 may also use pre-sets that make it extra of a done-for-you expertise. You pay to undergo curators. (See a breakdown of the completely different fashions right here.)

The temporary 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 Value Per Stream of $0.59.

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

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

One notice on the expertise: Within the aftermath of the marketing campaign, the tune bought 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 manner. For what it’s value, 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 duty (I’ve seen DistroKid artists who haven’t used Groover get added to WAVR lists, too) but it surely’s an annoyance value noting. Right here’s hoping Spotify takes WAVR down quickly.

Execs of Groover

• Their submission course of is absolutely streamlined. In case you’re the form of one who finds SubmitHub’s filter complicated, chances are you’ll like Groover’s course of higher. The management is rather less granular, but it surely’s a really fast and clear setup.
• There are good curators on the platform – and there are lots of curators on the platform. (I’m not totally certain, however in talking with lots of the firms on this checklist, I believe that when it comes to the sheer variety of curators Groover is probably going the biggest submission platform on the earth.)

Cons of Groover

• As I famous with SubmitHub, these platforms don’t pay curators as a lot per evaluation, so larger curators typically go elsewhere.
• You don’t have lots of capability to filter by the style of your tune. When you can nonetheless comb via 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 ought to be meals for thought in the event you’re searching for development in different geographies.

The underside line: I’d use Groover in the event you’re a European-based artist searching for focused placements or in the event you’re seeking to complement a SubmitHub marketing campaign and attain different curators.

Whereas this isn’t my high possibility for a excessive variety of streams, this can be a rising platform that has all kinds of curators, and you may get began with a small spend and little threat. If you wish to strive it, use the code TWOSTORYMELODYVIP to get a ten% low cost on credit.

Bonus: Two Free Playlisting Platforms

Let’s wrap up the checklist 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 providers under, I’ve been advised that lots of the lists on free providers get few if any streams; I believe that it’s in all probability as a result of, for curators, the incentives for constructing wholesome lists aren’t as robust (and a few curators might even be making an attempt to make use of these platforms as stepping stones to paid networks).

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

Soundplate

With Soundplate, you submit your tracks to playlists and look ahead to the playlist curators to provide the huge thumbs up or down. It’s value mentioning that your tracks aren’t assured to land on the playlists to which you submit. In case you take the bulk-approach and undergo a bunch of viable playlists, chances are high your tracks will safely arrive on a minimum of 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 in the event you resolve to make use of their platform. The submission course of can be recognized to be clunky at instances. However in the event you like free stuff, it’s value an excellent ole’ school strive.

Each day Playlists

Each day Playlists, like Soundplate, is free. Merely add your tune’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 fact is that there are some complete scams on the market. As you in all probability know, a subsection of promo firms depend on bots and click on farms to drive streams; in early 2021, these providers probably 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 suggestion: 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 all the time potential, however for my part, it’s the best.) And with that in thoughts, I wish to supply just a few extra particular warnings.

These are Spotify promotion firms it is best to keep away from:

Music Diffusion

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

I’ve bought a full evaluation of the expertise up right here, however right here’s the abstract: The tune 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 knowledge that our placements generated in Spotify for Artists seemed completely pretend.

We ended up cancelling the marketing campaign a few week after we began it to attempt to decrease the injury. I’d advocate 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 few 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 development appears like.

The streaming knowledge wasn’t as clearly pretend as Music Diffusion’s outcomes, so I really went forwards and backwards with them a bit of bit to strive to determine what was occurring. The rep from the corporate insinuated that they use Taboola advertisements to drive site visitors to Spotify. I’m not totally certain, however my guess is that they’re utilizing the broadest geographic goal, in order that impressions get funneled to international locations the place the clicks are the most affordable – and normally 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 assume it’s potential that they won’t be operating botted Spotify accounts themselves), the end result is principally the identical.

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

Both manner, it is best to in all probability keep away from 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 under 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 – in all probability get in contact with somebody earlier than paying, a minimum of.

Artist Sounds

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

Orion Promotion

A earlier model of this text additionally listed Orion Promotion as a really useful firm (and also you’ll nonetheless see them within the Canva charts up there). That was based mostly on an actual marketing campaign that I ran with them, however sadly, within the months since, I’ve had confirmed from a number of sources that this service has grow to be untrustworthy (and infrequently simply completely unresponsive).

I received’t get into all the particulars right here, however the brief model is that they’ve been very sketchy in paying their curators, which has snowballed into every little thing else. Right here’s a TrustPilot evaluation that will get into a few of it.

Anyway, I’d advocate passing on this firm right now.

The several types of Spotify promotion

Nonetheless right here? Props. Preserve 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 believe that’ll be useful as you take into account your choices.

As chances are you’ll or might 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

Any such promoting might be the most secure strategy to construct a presence on Spotify, since you’re utilizing the instruments that the platform itself offers 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)
• Showcase (you pay to indicate a launch to customers in a featured space on Spotify’s dwelling display screen)
• Discovery Mode (you conform to let Spotify maintain a much bigger share of your streaming royalties, they promise to indicate your music to extra individuals)
• Editorial playlist pitching (you ship your music to Spotify’s playlist editors and nearly all the time get rejected, however in the event you get accepted you get a bunch of streams)

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

Marquee, for instance, received’t put you in entrance of recent ears; it’s simply Spotify charging to indicate you to individuals who ought to already be aware of your music. (I get why they do that, however I don’t adore it.) Discovery Mode is… nice. Editorial playlist pitching is sort of a free lottery ticket; it’s bought an superior ceiling, but it surely’s nothing it is best to financial institution on.

I believe that, basically, it’s powerful to develop on Spotify in the event you rely solely on their proprietary advertising and marketing instruments.

2. Off-Platform Promoting

One other strategy to develop on Spotify is to make use of off-platform promoting. As of immediately, the most typical technique of doing that is to run Fb and Instagram advertisements that ship individuals to your music on Spotify. TikTok and YouTube are various platforms for this, however from what I’ve seen, they are typically much less environment friendly.

I’m a giant fan of any such Spotify promotion. As you’ll have seen, 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 in case you have the funds, I’d advocate utilizing Fb and Instagram advertisements in tandem with playlisting. I believe this pairing offers you the most effective of each worlds. Advertisements are rather more costly than playlisting at a cost-per-stream degree, 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 advocate testing Andrew Southworth’s YouTube channel in the event you’re serious about studying extra about how this method works. And I assume I’ll additionally supply this shameless plug: I’ve a Spotify advertising and marketing course that covers each advertisements and playlists if you wish to get going your self.

3. Spotify Playlisting

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

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

First, it’s simple to straight affect. When you solely get one shot at an editorial playlist pitch per tune, you may pitch 1000’s of impartial playlist curators. And in the event you do pitch a bunch of curators, you’ll nearly actually get one thing out of it.

Second, playlisting is probably the most inexpensive kind of Spotify promotion on a cost-per-stream foundation, since you don’t should pay to change individuals from one platform to a different. Spotify is constructed for playlists; because of this, it’s fairly widespread to get tens of 1000’s of actual streams for just a few hundred bucks. (For reference, in the event you 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 outcome within the lowest engagement charges. That’s as a result of playlist listeners usually aren’t locked in and actively participating with each single tune; playlists are sometimes used as background music.

So, with that stated, is playlist promotion value it?

Nice query. My reply, as it’s to so many issues, is that it relies on what you’re searching for.

If you wish to straight recoup your advertising and marketing spend in streaming royalties, then playlisting is certainly not value it. Don’t count on to make your a reimbursement straight on a playlisting spend; in the event you 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 tune on Spotify in order that random individuals assume you’re extra legit, then playlisting positively is value it. As I’ve stated, it’s probably the most cost-efficient strategy to get streams.

If you wish to keep excessive ranges of engagement in your Spotify profile, then playlisting is in all probability not value 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 value it – however you’ll want to decide on a platform that focuses on high-genre match playlists slightly than utilizing an Search engine optimisation-focused service.

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

The underside line reply:

Personally, given the funds, I’ll all the time run a playlisting marketing campaign and an advert marketing campaign in tandem for each tune an artist releases. However in the event you’re like most of us and have to choose one or the opposite, assume via what you’re prioritizing and select accordingly.

Spotify promotion service fashions

In case you do resolve that you just’d wish 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 components: 1) Exclusivity of the curator community, 2) kind of playlists, 3) pitching technique, and 4) what you pay for.

(Oh, and out of doors of all of those, there’s my very own service mannequin, the place we construct you your personal common playlist. It doesn’t actually match the paradigms under, but it surely’s nonetheless a type of playlisting.)

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. While 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 might wrestle to retain huge playlists. Campaigns to open networks have a tendency to offer higher-fit placements however fewer streams in comparison in opposition to closed curator networks.

Closed curator networks: These firms have personal relationships with playlist curators; they’ll hunt down high curators to hitch their community, however they haven’t any open software 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 in comparison in opposition to open curator networks.

2. Kind of playlists included on the community

Search engine optimisation playlists solely: These firms solely characteristic playlists that seem in Spotify’s search outcomes. The good thing about this method is that Search engine optimisation playlists are just about assured to not have bots and to drive lots of streams. The disadvantage of this method is that these lists are sometimes broader and fewer genre-targeted.

Search engine optimisation playlist focus: These firms lean closely towards Search engine optimisation playlists, however may additionally 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 might characteristic just a few broad playlists as effectively. Campaigns with these firms are inclined to drive fewer streams, however might end in greater engagement charges.

3. Pitching technique

Finished-for-you: These firms maintain the complete pitching course of when you submit a marketing campaign. You might present some details about the style of your tune and your superb viewers, however you received’t choose which curators obtain the pitch.

Do-it-yourself: These firms will let you choose the curators you’d like your tune to be pitched to. They could have presets out there 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 succeed in curators together with your music, not for some variety of placements. You’ll pay extra to ship your tune to extra curators.

A lot of the firms utilizing this mannequin don’t assure that you just’ll obtain any placements; nevertheless, they received’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, normally with some assure that you just’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.

A lot 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.)

Attention-grabbing issues I’ve realized from making an attempt a bunch of Spotify promotion providers

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

I’m together with this part as a result of a) I realized lots of random issues operating a bunch of Spotify campaigns that I believe it is best to know, and b) I couldn’t discover an clever strategy to work these things into the submit earlier. Sorry.

Listed here are 5 random nuggets of data 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 best end result from a Spotify promotion is that you just 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 may degree up your viewers dramatically.

Sadly, that is hardly ever what occurs. Most frequently, while 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 reputable playlisting campaigns I ran in early 2023…

• 3 supplied what I might outline as longer-term viewers development
• 10 supplied little or no long-term viewers development

The ethical of the story is that you just ought to count on streams, however you shouldn’t usually count on them to final. Rely it as a present once they do.

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

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

However that is the primary algorithmic enhance you’ll get, and it is best to count on 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 indisputable 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 observe; the opposite ~1,000 of the observe’s complete streams got here from Spotify’s Radio playlists.

I’m undecided how this occurred, however my guess is that the bot accounts are set to autoplay via a given checklist and that they only maintain spinning after they undergo all the songs, throughout which era they rack up streams of “Advisable” songs.

The underside line: You’d wish to assume algorithmic performs couldn’t be faked, proper? However it appears like Radio streams, a minimum of, may be. (Relatedly, if you wish to be protected, it is best to put on a titanium go well with and steer clear of every little thing and everybody.)

4. You need to be careful for “scraped” lists.

One other bizarre factor that reinforces the concept you shouldn’t belief anybody is that, even in the event you run a very reputable promotion, you’ve the possibility 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 shoppers. The concept is that in the event you, as an artist, see your tune getting streams from a random playlist, you’ll click on via to test it out – and while you see that the curator presents promotional providers, you is perhaps 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 searching for methods to get traction.)

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

That is bizarre in lots 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; in the event you click on via to the corporate’s web site (listed within the playlist description), you’ll see that they declare to supply Spotify promotion via AI tech-based playlisting in small companies. I don’t actually know what meaning (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 possibly that dip wasn’t because of bots; I don’t know for certain. However it’s actually not good, both.

WAVR.AI isn’t the one firm I’ve seen doing this; there are others taking some variation of this similar 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 while you report one in all these lists to Spotify, they’ll normally reply by saying that they will’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 notice: It’s not all in regards to the algorithm.

⬆️ That’s the information from a tune for which I ran a playlisting marketing campaign earlier this 12 months. You’ll discover that there was hardly something of an algorithmic bump (7% is form of brutal), however you’ll additionally see {that a} sizable chunk of streams are coming from “Listeners’ personal playlists and libraries.”

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

Playlisting isn’t as extremely focused as direct advertisements, however while you get on an excellent checklist, 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.

Closing ideas on Spotify promotion providers

In case you’ve learn this far, congratulations – you’re both extremely devoted to getting your music heard or you’ve an excessive amount of time in your fingers. Perhaps each. Regardless, I recognize you, and I hope the knowledge above is useful as you take into account Spotify promotion to your personal music.

Two ultimate issues:

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

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

Second (and final!), I’d love to listen to your ideas on these things. Depart a remark under and let me know in the event you’ve had a notable expertise (good or unhealthy) with an organization on this checklist. And let me know if there’s a service I ought to try that’s not listed right here. I’ll test again and attempt to maintain this submit decently updated as a result of I believe these things is vital – as a result of I believe music issues.

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

And, as all the time, right here’s wishing you good luck.