How Online Media Influences Playlists
This week, we’re looking at how online media can play an important role in landing artists in editorial playlists. When tailoring their release plans, it is common for artists to question the relevance of online media today. But in doing so they overlook the important role that online media plays in playlist curation. So we decided to take a look at how online media influences those all-important streaming numbers.
The Algorithm Is Watching
Playlists like Spotify’s Fresh Finds, which is dedicated to discovering new emerging artists, use an algorithm that detects which artists are building hype. To measure this ‘hype’ the algorithm looks at a number of sources including internal data, social media presence and online media coverage. The algorithm is literally combing blogs to see where the buzz is.
So whilst some online coverage at times might seem small and insignificant, it is important to remember that it is all adding to the momentum, which we know helps drive Spotify algorithms. The more online space your new music takes up, the more data you have on your side, and the more detectable that new release becomes.
There Is A Human Element Too
Playlist editors want to see activity across various channels. They want to be sent updated information on your marketing plan and to be fed the latest information about your new release. Online media gives you a reason to keep going back to them with good news and continue building that sense of momentum and excitement.
Outside of DSP’s editorial playlists, many influential blogs also host their own playlists with loyal followings populated by their readers. Much like their trusty blogs, many editors are known to keep their fingers on the pulse when it comes to their playlists, treating their audiences to regularly updated, carefully curated selections. We know Spotify pays attention to trendsetting users, those who discover popular new music first, and this is a great way to reach those people.
So it’s definitely worth reconsidering skipping those blog pitches the next time you’re hoping to land new music on a playlist.
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