When it comes to promoting music on platforms like Spotify, many independent artists find themselves entangled in the complicated web of playlist pitching. While the allure of getting featured on popular playlists can be tempting, the reality is often far from the expectations. In this article, we will explore why pitching to user-generated playlists may not be the best strategy for independent artists, the consequences of such actions, and the alternative methods that could yield better results.
The Problem with User-Generated Playlists
User-generated playlists are those curated by individuals rather than Spotify's editorial team. Many artists turn to platforms like SubmitHub, Playlist Push, and Soundplate to get their music featured on these playlists. However, this approach can lead to more harm than good.
Unsustainable Growth
One of the primary issues with pitching to user-generated playlists is the artificial spike in streams that often follows. When an independent artist manages to get their song placed on a popular playlist, they may initially experience a surge in streams. However, this growth is typically short-lived. Once the song is removed from the playlist, artists often see a significant drop in their streaming numbers. This cycle creates a false sense of achievement, followed by disappointment as their listener base dwindles.
Visualizing the Stream Cycle
A healthy streaming pattern resembles a gradual upward trajectory, akin to the stock market's slow and steady rise. In contrast, the cycle created by playlist pitching often leads to dramatic peaks and valleys. After the initial high from playlist exposure, the numbers can plummet, causing emotional distress for the artist. This pattern can create a dependency on continual playlist pitching, leading to a vicious cycle of seeking out more playlist placements.
The Follower Dilemma
In addition to fluctuating streams, artists who pitch to user-generated playlists also risk losing followers. Many of the accounts that follow an artist as a result of playlist placements are often fake or bot-created. When Spotify identifies these accounts, they are purged, and any followers that came from these accounts are lost. This results in an artist experiencing a substantial drop in their follower count, further contributing to feelings of inadequacy and desperation to regain lost numbers.
Healthy Follower Growth
A healthy follower curve is characterized by consistent growth without major dips. It reflects the artists' genuine fan engagement and interest. In contrast, the follower count of those who rely on playlist pitching often resembles a rollercoaster ride, resulting in frustration and a lack of long-term commitment from real fans.
Skewed Artist Data
Another significant drawback of user-generated playlists is the distortion of an artist's data. When artists appear on playlists that span a variety of genres, their music is often misrepresented within Spotify's algorithm. The "Fans Also Like" section of an artist's profile is crucial for audience targeting and touring purposes. However, if this section includes a mix of unrelated genres, it can confuse the algorithm, making it harder for Spotify to recommend an artist's music to the right listeners.
What Won't Happen with Playlist Pitching
Many artists harbor misconceptions about the benefits of getting featured on playlists. Here are some realities that may surprise you:
Lack of Lasting Listeners
Despite an initial boost in streams, users who discover artists through playlists typically do not become devoted fans. The psychology behind playlist consumption often leads listeners to save the playlist itself rather than the individual songs. As a result, artists may find it challenging to convert casual listeners into lasting fans.
Difficulty in Gaining Followers
Artists often assume that getting onto popular playlists will result in followers flocking to their profiles. However, the statistics suggest otherwise. The likelihood of a listener following an artist after encountering them on a playlist is minimal. In contrast, artists are far more successful in gaining followers through direct engagement on social media or through targeted advertising.
Lost Opportunities for Engagement
One of the most significant downsides of appearing on user-generated playlists is the loss of connection with listeners. Even if they are genuine listeners, artists have no way of reaching out to them again after the playlist experience. This lack of audience engagement means that promotional efforts yield minimal return on investment, leaving artists feeling disconnected from their audience.
The Underlying Issues with Playlist Culture
It's important to note that not all user-generated playlists are detrimental. However, the sheer volume of poorly curated playlists and bot activity makes it challenging to discern which ones are credible. The difficulty in identifying high-quality playlists leads many artists to waste time and money on ineffective promotional strategies.
The Payola Parallel
The current landscape of playlist pitching can be likened to the traditional payola system in the music industry. This pay-to-play model distracts artists from the hard work required to build a genuine following and an authentic music career. Many artists fall for the allure of playlist placements, thinking it will be a quick route to success. However, this approach neglects the foundational work that is necessary for sustainable growth.
A Better Approach: Focusing on Authentic Engagement
Instead of relying on the uncertain world of user-generated playlists, artists should consider investing their time and resources into building a robust and authentic fan base. Here are some steps to consider:
Prioritize Quality Music Production
Focusing on creating high-quality music should be the cornerstone of any artist's strategy. Regularly releasing music that resonates with both the artist's vision and their audience will naturally attract listeners over time.
Enhance Social Media Presence
Social media is a powerful tool for artists to connect with their audience. Consistent, engaging content can help build a community of dedicated fans. By promoting their music and interacting with followers on platforms like Instagram, TikTok, and YouTube, artists can create a stronger connection with their audience.
Run Targeted Advertising
Investing in paid ads can yield better results than pitching to playlists. By targeting specific demographics and tailoring content to resonate with potential listeners, artists can drive traffic to their profiles and increase their chances of gaining genuine followers.
Leverage Spotify's Editorial Playlists
If artists still wish to pursue playlist placements, focusing on Spotify's editorial playlists is a more effective route. While the chances may seem slim, the potential benefits are significant. Submitting songs through Spotify for Artists allows independent musicians to be considered for playlists that are curated by real people rather than algorithms.
The Importance of Persistence
Building a music career in the age of streaming requires patience and persistence. While the immediate gratification of playlist placements may seem appealing, the reality is that true growth takes time. Artists must focus on developing their craft, engaging authentically with their audience, and strategizing their promotional efforts.
Conclusion
In summary, while the allure of user-generated playlists can be tempting for independent artists, the reality is often fraught with challenges and setbacks. The unsustainable growth, loss of followers, and skewed data can hinder an artist's long-term success. Instead, artists should prioritize creating quality music, enhancing their social media presence, and leveraging Spotify's editorial playlists as a viable alternative. Ultimately, the journey of becoming a successful artist is about building lasting connections with fans, and that cannot be achieved through shortcuts. By taking a dedicated and authentic approach, artists can pave their own path to success in the music industry.