In the ever evolving world of music, getting your tracks on curated playlists can be a game changer. But how exactly do you navigate this dynamic landscape and master the art of playlisting?
We caught up with industry experts, James Butler (Head of PR, Un:Hurd) and Gemma Hart (Senior Digital Accounts Strategy Manager, FUGA). They both shared some invaluable insights on how to crack playlisting at our Tileyard Connected monthly panel talk.
What Exactly Is Playlisting?
Playlisting is the modern day gateway to getting your music heard by the masses. Gemma defines it as “strategically curating songs into playlists based on genre, mood, or specific themes. It’s a crucial method for artists to gain visibility and reach a wider audience.”
Playlists are categorised into two types; algorithmic and curated playlists. Algorithmic, as the name would suggests are playlists from Spotify that are bespoke to the user, created by the algorithm. In other words, it recommends songs in playlists that it thinks you would like based on your past listening history.
The second type of playlisting, curated playlists, are ones put together by individuals, sometimes known as ‘tastemakers’. These are still playlists based on genre, mood or specific themes, but ones handpicked by playlist curators with a large following.
When it comes to preparing your music for playlisting, Gemma emphasises the importance of having a well-thought-out timeline and strategy for your releases. Avoid the pitfall of overlapping pitches by spacing out your releases. James from Un:Hurd also highlights the importance of keeping your social media profiles and Spotify artist profile consistent and up-to-date. It is important to also remember that streams don’t mean fans. It’s important to have a strong, clear fan base and that takes time.
Cracking the Pitching Process: Tips and Tricks
During the talk, James gave some tips on the pitching process. He suggested that artists research similar artists and delve into their third-party playlists for potential connections. He also highlights the significance of tailored emails and the importance of exploring platforms like TikTok to find playlist curators. Meanwhile, Gemma stresses the increasing importance of meeting global deadlines, especially for US playlists.
Other things to remember when reaching out to curators is to not pitch for too many general playlists as this will allow your songs to get lost among other music. Another thing to be aware of is any bot activity.
James recommends using the website, artist.tools which is designed to quality check any links. No one should ever be asking you for money to be included in their playlists because any genuine playlist curator will never charge you. As well as Un:Hurd, other safe and helpful resources for playlisting include SubmitHub and Groovr.
Navigating Different DSPs and Budget
Gemma stresses the importance of not solely focusing on one platform, such as Spotify, but instead considering a broader digital strategy encompassing all DSPs. James suggests exploring alternative platforms like Audiomack and utilising Twitter for networking with curators. Twitter is a time-efficient and great way to reach out to curators, and provides the option to tailor your search even further. Furthermore, Gemma highlights the significance of pitching not just to streaming platforms but also to YouTube.
There is also lots of potential in on-platform ads as a strategic investment. It’s about making smart choices within your means, ensuring your budget aligns with your goals. Another thing to remember is, if a platform sees a track getting streams within a playlist they will keep the track in the playlist for longer. Therefore, be sure when promoting your track, to share the playlist link and not the link directly to the track.
Keeping an Eye on Future Trends in the Music Industry
Gemma predicts a shift toward more algorithmic playlist curation, with platforms like Spotify introducing personalised features like ‘DJ mode’. However, she laments the potential loss of the human touch in curation. As the industry continues to evolve, staying adaptable and embracing these changes will be crucial for long-term success.
In the bustling world of music marketing, the key is to strike a balance between innovation and authenticity. So, whether you’re an emerging artist or a seasoned player, taking cues from these industry experts can help you navigate the dynamic world of playlisting and set your music on the path to success.
Beyond Playlisting: Other Key Factors for Success
Whilst playlisting is vital, it’s not the only path to success. Artists should focus on building a strong brand identity and understanding their fanbase. Engaging authentically with your audience across all platforms is crucial. Every aspect of your branding should reflect your musical style and personality. Consistency helps build recognition and trust, making it easier for your audience to connect with your music and message.
In a crowded industry, it’s essential to carve out your unique identity and voice. Authenticity resonates with audiences, helping you build a dedicated fan base that connects with your music on a personal level. Being true to yourself and your artistry can set you apart from the rest and create a lasting impact that transcends trends and fads.
Networking within the industry and fostering genuine relationships with fellow artists, producers, managers, and professionals can also open up new opportunities and collaborations. Strong relationships can lead to valuable guidance, support, and exposure, enabling you to expand your reach and grow your influence within the industry.
About Tileyard Education
At Tileyard Education, we’re not your ordinary university. We are the beating heart of the music industry, home to over 200 music businesses and more than 150 recording studios, including iconic names like Apple Music 1, Ableton, Focusrite, and Soundcloud. Our studios have echoed with the sounds of legendary artists such as The Prodigy, Noel Gallagher and Sigala. At Tileyard Education, we’re not just shaping careers; we’re nurturing talent, fostering creativity, and building a community that thrives on the love of music.
Tileyard Education offer regular networking opportunities at our A&R Sessions events where you can submit your tracks for real-time feedback and network with your fellow artists, as well as regular songwriting camps both based in London and internationally.
