The digital age is all-consuming, especially with streaming platforms. They are the dominant force in how listeners engage, discover, and consume music. These digital entities are not only reshaping human habits but have also emerged as an industry standard for gaining exposure and building artist visibility.
Why Are Playlists So Important for Artists?
Well, think about it. They’re like radio stations back in the day. Only without the jacked-up radio disc jockey spitting all over a cigarette-ashed mic. These playlists curate music for specific avenues channeled towards moods, genres, and a variety of other activities. With this criterion in motion, they are often the first go-to for listeners when they want to discover a new tune. With this in mind, artists getting some notoriety and being placed on a popular playlist can have some meaningful results.
The Real Impact of Playlist Placement
Don’t get it twisted. Being on a playlist and getting subscribers doesn’t automatically make you a superstar. But on the other hand, it can be a powerful stepping-stone for emerging musicians. Put it this way, placing a really hot single track on a high-traffic playlist can bounce off the ears of thousands, or, for that fact, millions of listeners, leading to a high volume of streams, like lighting a Roman candle in the middle of a crowded movie theatre. I wouldn’t suggest it, but you get the picture. With this kind of streaming visibility playing out in real time, it will garner the attention of label interest, open opportunities for syncing, and increase fan engagement.
Oddly enough, however, all of this noise in playlist success does not equal career success. As an artist, you will still need to have skin in the game. Brass tacks equal work. That means the need to still build a brand, do live performances, and go beyond streaming by creating more compelling content.
While they’re grabbing bags, a large body of artists are only earning fractions of a cent per stream!
DIY vs. Professional Help: The Cost of Getting on Playlists
The DIY approach has had many artists barreling down the road to curators, where they submit their music using platforms like Groover, SubmitHub, or by taking a direct route to Spotify for Artists. Counting the cost of this DIY approach shows that, yes, it is cost-effective for the burgeoning artist, but the man-hours involved are all-consuming, and it is highly competitive.
When it comes to PR firms or playlist pitching services, the divide is wide, baby. Depending on your campaign strategy, your nut is going to be somewhere in between $100 and $5,000. You will also have to vet out the shysters, because some of the services are legitimate, but you do have the low-hanging fruit that look good on the surface, but may only offer placements that sit on the low-quality end of the streaming spectrum. Worst is some cheesy, bot-generated playlists that lead to engagement fit only for a cemetery.
Are Streaming Platforms Benefiting More Than Artists?
As I stated in a recent post, “These big boys play a big game,…” The concern is that platforms like Apple Music and Spotify rig the game by benefitting disproportionately from artist content. I’m talking about billions generated in revenue, man. While they’re grabbing bags, a large body of artists are only earning fractions of a cent per stream! How about gatekeeping? Especially the editorial streams (i.e., curated by human editors), where these platforms favor the major labels and their artists, or the latest and greatest trending sounds. This all begs the question: when it comes down to fair compensation or algorithmic bias. What is the true value of streaming exposure for an artist?
Playlist Success?
Do you really need to be on a playlist to succeed? Maybe, maybe not. But take this into account. Over 100,000 new tunes are uploaded every day to streaming platforms. The ugly side of this is that close to 40 million and more are not getting played at all. This is an oversaturation of the media. To combat this, musicians need to be actively promoting themselves. Accelerated growth can come from placement on a playlist, but many artists have successfully built their careers through gritty hard work by other means, like:
Just like another tool in the box, but only bigger, playlists aren’t the only pathway to success, but they are helpful in getting there.
So, What’s the Meaning Behind All of This?
I mean, really? The consumption and promotion of music have shifted, by way of the playlist era. Personally, I think it also shifted music culture, rituals, and traditions. I’m talking about the tangible side of it all. Anyway, it empowered listeners’ access to music, but also opened a door to a whole new set of challenges around monetization, visibility, and control. Artists need to understand how playlists function and how they work. It is essential! Also, knowing how to strategically leverage them to enhance their music careers.
But, in the long run, the foundation of a lasting career will always be great music, genuine storytelling, and a connection with the fans.
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