We live in an era now where things we feel might last a long time often don’t last quite as long as we had expected. As civilisation has advanced through the passage of time so has the rate at which we adopt new technology and then discard it with this trend ramping up exponentially, especially in recent times.
Not so long ago we listened to music on Walkmans, then iPods and now it’s our mobile phones usually paired with wireless headphones that are providing the soundtracks to our lives. I remember when artists were getting discovered on the once legendary MySpace, this was eventually superseded by SoundCloud and now it seems we have a new king in town – Spotify and namely the Spotify playlist.
So what exactly is a playlist. Direct from the horse’s mouth (Spotify!), a playlist is a collection of songs. You can make them for yourself, you can share them, and you can follow the millions of other playlists created by Spotify, artists and fans. I believe playlists are so popular because you get to pick the music you want to listen to, so unlike older linear media channels where the music is programmed for you, now you can listen to what you like all the time. Great right? Well the obvious downside to this is that you can in fact get stuck into lazy listening habits, not listening to anything new, but instead the same playlist you created 4 years ago. The onus is now on you to find great new music, or is it?
You’ve all probably (if you have Spotify), seen the playlist called Discover Weekly? This is an algorithmic playlist, meaning it’s been curated by a Spotify AI system for you that’s assessed your listening habits and found similar music to suggest to you. Another famous algorithmic playlist is release radar. Last year, Bryan Johnson, director of artists and management at Spotify UK, said that Release Radar alone is driving more streams than any of Spotify’s in-house playlists, and certainly far more than any curated playlist that isn’t managed by Spotify’s editorial team. Yet musicians are spending all their time and energy seeking placements on bigger curated playlists.
So if you are a music producer or artist, how do you go about getting onto an algorithmic playlist?
There are 3 key steps to this:
- Build your Spotify following – get your fans to follow you on the streaming platform
- Focus on good activity to engagement ratios – Spotify don’t care as much about streams (a vanity metric) as they do about what your fans do with your music: adding your song to a playlist, listening to the whole song without skipping, sharing it on social channels.
- Release more music regularly – the more tracks you release the more chance you have of making it onto an algorithmic playlist
So whether you’re an artist or fan, things are changing and they will continue to change, that’s for sure. Any music makers now have to seriously consider the Spotify playlist as a force of nature within the music sphere and the algorithmic playlists are what you should really be looking at to exploit.