Releasing music is one thing, but successfully releasing music and getting it featured on Spotify is a whole different challenge. Artists, bands, record labels should always focus on their music, that is why we focus on online marketing. Here is a guide on how to create successful music promotion on streaming services.
As soon as all assets have been made to ensure a solid album release, a well thought of strategy should be made to market your product. A selection of high-quality tracks, music videos or backstage footage to exceed customer experiences is the most important step to take, but conquering the music industry is a huge challenge in the modern-day digital age.
To create a solid relationship marketing strategy, first, we need to collect useful data. Kwettr IBM Watson reports are used to find out what social media channels are most used by the target audience, and of course valuable data of the preferred digital service provider (for example Google Play Music, Youtube Music, or Apple Music).
The Watson report shows you the correct tone of voice, targeting options for social media and online channels or live radio where your fans reside. The marketing plan consists of a release- and content strategy, a list of music blogs and influencers and preferred streaming platforms to promote your music.
One of the most important things to get your track featured on Spotify playlists is making sure your deliveries are on time. Whenever you pitch for playlist features or let others do it for you, make sure it is done at least 3 weeks prior to the release date. On Spotify for Artists pitches, be sure to at least pitch one week prior to release, as Spotify guarantees placements in Discover Weekly and Release radar in that case.
As the Spotify for Artists system is also available for labels, Spotify Analytics gives labels control over releases of all sub-labels that are being distributed. Any sub-label or artist can grant the parent label access to Analytics. This offers several big advantages, for example, a quality check. Label managers can enter or edit pitches, add marketing data or make sure all pitches are done in time.
As a label manager, you can make sure releases end up on so-called a.i. playlists: a playlist that is curated by Spotify’s computer. By pitching at least one week before the release date, a guaranteed placement is secured.
So what assets are important? What does Spotify care about? Sure, the argument ‘My record is the best that is ever made” is a solid one, but let’s assume that Spotify hears that argument at least 100 times a week.
So what do they want? Make sure to always include a biography, a press pic and preferably also tour dates (when available). Support by f.e. radio stations or fellow DJ’s, bands are also quality info.
So the release has been delivered, pitches have been placed, what’s next? How about boosting traffic to Spotify, prior to the release date? Our pre-save tool, combined with our direct message service, makes sure all your fans receive a link to your upcoming track on Spotify. For social media accounts that do not have a large number of followers, we offer our Kwettr app. Be sure to check out our app features for the perfect Spotify communications.
Our free Unlock Tool makes sure all your fans can share your music. To reward them for sharing, you can give them a pre-save, pre-listen or something exclusive. Let your content go viral, use our free tool.
Complete.me link building tool lets you communicate your music with just 1 smart link, and shows you all demographics of streams. That way you can measure your promotional efforts and see what works best.
All artists who have music on Spotify can get access to their music library. Fans who use a paid subscription get ad-free music, but for millions of users, this is an expensive option. Artists use Spotify Ad Studio to create ads, including 30-second audio ads. This is a valuable addition to a Kwettr Basic subscription (Pro and Enterprise include Spotify promotions).
Our guide helps labels and artists to make money on Spotify, but let’s dig a little deeper into other music streaming services. Most DSP’s (digital service providers) have their own set of rules when it comes to pitching music for features and banners. Majors, such as Universal Music Group, for example, have direct lines of communications. An indie label usually pitches through third-party channels. Our music marketing packages (Basic, Pro and Enterprise) all include promotional services for DSP’s in the music business.
And it gets even better: our Watson reports even let you analyze all people that listen to your musical genre and use Spotify to do that. Result? A targeting pack for all socials, AdWords, display network and influencers. For example, analyze all people who listen to rock music on Spotify, our reports make segments based on behaviour.
Be sure to chat with us, reach out on socials or email us. One of our package deals: gives you all you need for boosting sales on Spotify.
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