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Best Spotify Promotion Strategy for Newbie Artists

by Jul 12, 2022Music Business

As a Nigerian Music Artist, promoting your songs on a platform as huge as Spotify could help your fortunes as an Artist if you understand how to go about it.

Spotify is the most popular music streaming platform in the world, with over 350 million users and 150 million subscribers; it is the go-to music streaming service for both newbies and established music acts.

Why Spotify?

According to Statistica-

Spotify says that when it comes to the worldwide market, they have a 35% market share, compared to Apple’s 19%. Amazon Music has just 15%, and its gross profit for the quarter ending March 31, 2022 was $0.753B, a 13.97% increase year-over-year. (courtesy macrotrends)

image courtesy of counterpoint Technology market research

Spotify Technologies also paid out $7 billion in royalties last year (2021), to rights holders (artists, creators Podcasters). A staggering amount and an increment of $2 billion in 2021, up from $5 billion in 2020.

With the content glut happening on the platform, it becomes infinitely complex for newbie artists to get discovered since the large chunk of the playlists is dominated by the Drakes, Kendrick Lamars, J Coles, and Ariana Grandes as well as locally by top Nigerian acts like Wizkid, Tems, CKay, Davido, Burna Boy, etc.

The question is, as a newbie:

How can you get your own share of the streams? especially with the apparent dominance of the platform by the top dogs.

So today we will discuss the following:

  • How to get an artist’s account on the platform
  • How to include your song in its Libraries
  • simple promotion strategies to implement and more.

step 1-Sign up for Spotify:

This is the first step; you can do so by visiting the official website to sign up. You will need to create an account first to claim it on artists.spotify.com.

step 2- Sign up with an Aggregator:

This is the most important part if you ask me because you will require an aggregator to help you post your works on Spotify’s huge library for easy discoverability.

From the last count, we have lots of aggregators like- Ditto, Distrokid, Tunecore, CDbaby (pioneer), etc.

However, I’d recommend Distrokid because of how robust their services are, and also it is quite pocket friendly for an artist just starting. For as little as $19.99, you can upload unlimited songs, albums, EPs, etc for a period of one year before you do another subscription, this is quite generous to a large extent if you ask me.

Tunecore has also reduced their own annual subscription cost, they even offer a free tier for those who’d want to have their song only on Social Media platforms like TikTok, Instagram, Snapchat, and YouTube Music.

For a starter, this could suffice, and again, how people consume music today is quite different looking at how TikTok has dominated the music streaming and discovery services lately.

Tunecore could be redefining the game, giving Distrokid a run for its money

step 3- Drop your Song:

Again Distrokid has a user-friendly interface that will help you post your songs on over 30 streaming sites aside from Spotify (iTunes, Boomplay, Amazon, Deezer, Tidal. Anghami, Snapchat, Facebook, Instagram, Tiktok, etc.).

You can also contact us let’s assist you with releasing your first single as we will guide you as you create the right artwork, push the song to streaming libraries, connect your accounts to third-party apps like -audiomack, Twitch, YouTube Music, Spotify, then show you how to verify your Spotify and Boomplay Artist accounts, and ensure we assist with the promotions:

step 4- Get Verified by Spotify:

Another very important process, if you signed up for an aggregator account, this can be quite easy. Distrokid for example can handle this aspect for you seamlessly- see this article on how.

step 5- Promotions

As an artist, this could so daunting, but we will be giving you tips that we have tried ourselves, following or implementing them could indeed help your song to be discoverable.

Below are some tested and highly effective strategies to give your single a boost on Spotify

*** Disclaimer: these tips listed here are for educational purposes, always make your research before you implement any***

Promotional Tips:

#1- Create a Video for Social Media:

Video marketing is the way to go, and short-form video content is blowing up right now.

TikTok is currently the market leader, while IG reels and Snap Spotlight, and YouTube Shorts are all getting their fair share of the pie.

Creating short-form videos these days are not as complex as it used to be.

To get started, a Landing Page is required or a smart URL that will aggregate all your streaming links in a page and serve it to your listeners as a bouquet.

There are tons of good and free smart link builders out there, I make use of tonden, a free and robust service.

For a small token, you can unlock more premium features for a price of a doughnut.

Next- Post the video using any of the short-form video services (TikTok does not allow links but you can put bold text to point users to the Smart URL), then promote.

You can use free Video creation services like Canva, and Inshot, or for an enhanced video, Invideo could take your video from a mere “good” to an amazing WOW!”

The good thing with this service is that you can start for free and if you need more advanced features and templates, you’d have to subscribe to its premium plans; pricing starts at $15 a month, which would give you more than 5000 premade templates tailor-made for every industry and niche.

#2- Create a Playlist:

Playlists can help you get your song discovered if placed on the right one.

Spotify playlist curators are all over the place but selecting the right curator could also be like searching for a needle in a haystack.

This is why I recommend Groover, a service that connects music creators to curators. However, if you are on a budget you can do it manually.

Look for the identity of the curator on Spotify, send them a message with a link to your song on Spotify, and ask them for inclusion.

Sometimes you might be lucky other times you will be ignored.

Another very effective method is to create your own playlist. I have noticed Playlists by unknown curators get listed when searched with the right keywords denoting the genre of the playlist. (see- How to Create a Discoverable Playlist for your Single).

#3- Use Snapchat Ads:

Snapchat might have lost its lucre to TikTok, but in terms of effective sponsored ads, Snap ads are doing so well and it’s also a go-to platform for artists and labels to promote their songs.

I just ended a campaign, below are some insights:

snap ads insights for a single promotion

Do Want to run an effective Snapchat ads campaign? Chat With us, let’s show you how:

  • increase your visibility by utilizing the best signals and demographics that suites your genre
  • scale up your music listens across every music streaming platform (iTunes, Boomplay, etc.)
  • Enhance your ad spend especially as a newbie experiencing cash crunch
  • Get you more follows across all your social media handles and more,

For more info, you can Chat With us

#4- Utilize the Power of Twitter:

Twitter might not be the right place to get your Spotify game to the level you’d want to, however, creating a playlist of the best songs on Spotify for a set genre could be quite effective.

While at it, ensure you tag the corresponding acts, sometimes they could retweet your content, other times they would ignore, and Twitter’s tweet suggestion algorithm could pick up your content and push it to the right audience.

If the tweet gets good engagement, then be rest assured that the link will get the boost it needs,

#5- Contact Blogs:

Many Music and entertainment-oriented blogs require fresh content, some might ask for a fee on a pay-to-post basis.

Look at this post here to make an inferred decision- Best 10 promotion sites in Nigeria

#6- Start a TikTok Challenge:

Challenges are a way to get new fans and listeners if properly done.

The best platform right now to organize a challenge is TikTok.

To start a Challenge, you can contact influencers on the app, I’d recommend dancers.

This is very important because choosing the wrong Influencer will impact negatively on your challenge.

For example, I made a mistake in the past when I used a hypeman to promote a challenge, though he had close to 400k followers with very good engagement, there was a caveat.

Most of his followers were not on his page to engage with mainstream music sounds, rather they were to engage with hype sounds that mimicked funny encounters, jokes, funny real-life situations, and more.

So dancers are best because they already create sketch videos, CKAY’s single – Love Nwantiti got blown by a dancer who took the song from obscurity to global prominence.

Currently, I’ve been working with a dancer to help promote a single for an artist, and so far the results have been superbly modest and satisfactory.

Conclusion:

Spotify, like every other streaming platform, has revolutionized the way we consume music, bringing some democracy into it (albeit draconian), making it imperative for Artists to understand the intricacies of making it to the top of the food chain as an artists whose monthly listeners can be quite impressive.

So do you want to promote your new single on Spotify and other top-tier streaming platforms? Boomplay? Audiomack? iTunes/Apple Music? etc.

Talk to us today let’s help give your music the visibility it requires.

  • We will help you with all the planning stages that concern the release of your song
  • Help you create the buzz prior to its official release
  • Help you run promotional ads and campaigns on Facebook/Instagram, Snapchat, Twitter, etc.
  • Help organize TikTok/Instagram challenges that will increase acceptability within your genre as well as the demography that appreciates your kind of music.

Talk to us today, let’s take your musical act global

Written By chinemere onuekwusi

Chinemere Onuekwusi is just a dude who writes on pretty much every topic that relates to small business, blogging, Music, Films and conscientious issues. He enjoys reading, traveling and he's a helluva technology enthusiast.

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