À-la-carte download stores do not always have the discovery dimension that full-length streaming functionality offers, and the structure of the store is very much built around a lead homepage and a few editorial pages. Marketing your releases on such a service is therefore highly dependent on the relationship you’ve built with the editor and the quality of your pitch.
With streaming services who boast about 20 million tracks open to for users to browse and listen to, the game has somewhat changed. Other than Beats who position themselves slightly differently, a lot of these services make heavy use of algorithms to populate their recommendations or browse sections, limiting editorial placement so far.
To help increase your visibility despite these restrictions, here are a few guidelines on what you can do to market your content on streaming services:
Less is more (isn’t it always?)
It’s more effective to make fewer playlists containing a limited number of tracks (10-15) and keep them updated regularly. Every time you update your playlist, your followers receive a notification.
Keep an eye on what’s trending
Consider including tracks that are popular at the time into your playlist in order to increase your chances of gaining more followers. Your playlists don’t necessarily have to include releases from your catalogue only.
Weave your own web
Good ideas for artist playlists are themes such as what they listen to before going on stage or what they listened to while writing their album. These playlists also offer a great opportunity for artists from a same label to include each other.
As a label, you can take advantage of a large catalogue by creating playlists around one of your strongest genres.
Be active on the service, even when you don’t have a recent release
No matter what stage you’re in in producing a new record, it is important that you not wait until said release is coming out to start engaging with streaming platforms. On a service like Spotify, you want to build a base of followers before the release comes out, so that when it finally does, all your followers get a notification about it.
In a nutshell, you want to keep your profile exciting. If you need ideas or additional best practices, keep an eye for service-specific resources, like Spotify for Artists, and follow our updates on The Daily Rind.