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Table of Contents

Table of Contents

How to Promote Your Music Online with Spotify

Let’s say you recorded two new songs with your band at the beginning of the year and got 5 gigs in June and July, but August isn’t looking too good for you and every time your phone rings you just know that it’s going to be one more disappointment. Sound familiar?

Whether you’re an emerging artist looking to boost your music’s reach online or an established one looking to manage your own promotion strategy, in this blog article we’ll cover multiple ways to effectively promote your music on Spotify. With millions of active listeners, it continues to be a great platform for promotion and building a larger fan base. 

Ready? Let’s do this!

Why you need to promote your music

Oh, wow, this is an easy one. In fact, if you “want to” achieve any of these five main points, then you most definitely “need to” promote:

  1. Do you want to reach a wider audience? Promoting your music can help you reach more people who may not have heard your music before. This can help you build a fan base and increase your popularity.
  2. Do you want to increase sales? By promoting your music, you can increase the number of people who buy your music, whether it’s through digital downloads, physical sales, or streaming services.
  3. Do you want to build your brand? Promoting your music can help you establish yourself as an artist and build your brand. This can help you attract more fans, get more gigs, and ultimately make more money.
  4. Do you want to get more gigs? Promoting your music can help you get more gigs and bookings, which can help you build your reputation as an artist and increase your exposure.
  5. Do you want to stay relevant? In today’s music industry, it’s important to stay relevant and keep your fans engaged. Promoting your music can help you do this by keeping your music in front of your fans and reminding them of your presence.

Since we can guess that you’re nodding your life away at this point, let’s get down to how to promote your music on Spotify.

How can I promote my song on Spotify?

In short, there are two ways to promote a song on Spotify: through organic promotion (self-marketing, word of mouth, and optimization of free Spotify marketing tools, etc.) and through paid promotion (paid advertising, sponsorships, and collaborations).

Hold on, can you pay to be promoted on Spotify? Well, of course, like any other tool out there, they offer advertising services that allow you to create and run audio and display ads that target specific demographics and locations.

Ok, so let’s start with how to promote your music online organically.

Promote Your Music with Spotify using Organic Methods

Spotify for Artists

If you want to start promoting your music on Spotify you need to claim your Spotify for Artists account. This allows you to manage your artist profile, track analytics, and pitch your music to playlists, but for this to work you need to have an optimized profile.

And, what does that look like you ask?

  • A high-resolution profile picture that truly represents your brand and style.
  • An engaging bio that tells your story and conveys your USP (unique selling point).
  • A gallery of images that should include a behind-the-scenes of your day-to-day. Give fans a glimpse into your life and what it’s like to be you.
  • Updated profile with latest releases, tour dates, merch, etc.

Spotify’s Canvas

Canvas is a visual element you can attach to your tracks on Spotify, adding an extra layer of engagement to your music. This can be a clip from a music video, a photoshoot, or a short video that represents your song’s vibe.

According to Spotify, tracks with Canvas generate 145% more shares, 5% more streams, and 20% more playlist ads. It’s kind of a no-brainer.

Spotify Playlists

Getting featured on popular playlists can increase your reach and attract new listeners. Just to clarify, we’ll explain the three main types of playlists on Spotify, and then you be the judge.

Editorial playlists

These are curated by Spotify’s editorial team (hence the name, duh) and feature a wide range of genres and moods. Although there’s no guarantee your song will be added to an editorial playlist, the more detailed your pitch is, the more chances of appearing.

Algorithmic playlists

These playlists, such as Discover Weekly and Release Radar, are generated by Spotify’s algorithms based on users’ listening habits and preferences. This means that you’ll first need to gain followers and build a true fanbase to increase the chances of appearing on them.

Whether you go for editorial or algorithmic, make sure to submit your single at least a week before your intended release date, or better yet, 30 days prior so you ensure a spot on the Release Radar playlist.

User-curated playlists

These are created by Spotify users and can range from personal playlists to those curated by influencers, brands, or independent record labels. Do some research on those that have a high subscriber count and that play music in your style and genre.

Oh, and don’t forget to make a kick-ass pitch, this means superb music quality, attractive artwork, optimal track name, track length, jaw-dropping canvas, bio, artist pick, and make sure your socials do you justice.

Collab goes a long way

Collaborating with other artists in your genre not only expands your reach but it’s a great way to introduce your music to new audiences. Whether it’s an artist that you’ve been admiring for a long time or someone you share a similar sound with, think about the benefits of collaborating on a track or featuring on each other’s playlists. It’s a win-win.

Get social

Have you heard about Instagram, Twitter, or Facebook? Just kidding. And if you think we’ve left TikTok behind, think again. It needs its own section.

Social media has been and will continue to be a powerful way to connect with fans, share updates, and showcase your latest music. Here are a few ways to promote using social media for Spotify promotion:

  • Share your Spotify links. Encourage followers to stream, save, and follow your profile.
  • Create unique release hashtags. And don’t forget to use them when sharing your music on social media!
  • Collaborate with influencers or music bloggers. Do you have friends who are also musicians? It’s very likely. You can collaborate on a track or promote each other’s music on your respective social media pages.
  • Creative content, please. Eye-catching graphics, funny memes (never go out of style), or engaging videos related to your music.

Whatever you post should be done with consistency and frequency. It’s the only way to engage with followers and build a loyal fan base.

TikTok

TikTok has become a significant force in the music industry and is a powerful platform for promoting your music on Spotify. Create engaging content featuring your music and encourage users to share it on TikTok, driving traffic to your Spotify profile. A strong presence on TikTok can lead to increased streams, playlist placements, and a larger fan base on Spotify.

Add lyrics

Including lyrics with your songs on Spotify can enhance the listening experience and help fans connect with your music on a deeper level. You can add lyrics to your songs via music catalog services like Musixmatch and Genius, or through your digital music distributor if available. 

Having lyrics displayed on your tracks can increase user engagement and shares; and, hey, why not go viral?

Promote your music with Spotify using Paid Methods

Spotify Ad Studio

Spotify Ad Studio is a self-service advertising platform that allows you to create and manage your own ad campaigns on Spotify: target specific audiences based on their music taste, age, gender, etc., to make your ads more effective by increasing your reach, building awareness, and generating more streams.

Spotify Marquee

Spotify also offers a program called “Marquee” which allows artists and labels to promote new releases to a larger audience. However, don’t forget that paid promotion does not guarantee success or increased streams.

Spotify Discovery Mode

Discovery Mode gives you a say in how your music is recommended. This tool generates 16 billion artist discoveries each month, with 33% coming from Radio and Autoplay features. In other words, you can influence the songs the algorithm prioritizes and target them to listeners who are more likely to enjoy them. Autoplay and Radio are great sources to find listeners interested in similar music.

However, this does not mean more streams or followers. If listeners are not engaging with or listening to your music, Spotify will discontinue recommending your piece on Radio and Autoplay. It’s good, it’s not magic.

Measure performance

The rule of thumb is: you can only manage what you measure. Translated into Spotify promotion: you only know what you’re doing right or wrong if you’re analysing it. Spotify analytics is crucial for understanding your audience and tracking your progress.

Through Spotify for Artists dashboard, you can access valuable data including listener demographics, streaming sources, and geographic locations. You can also export reports for detailed analysis (maybe that friend or cousin that’s just a tad nerdier) and use the insights to refine your promotion strategies, targeting specific audiences, and improving your overall performance.

Wrapping up

As you’ve read, Spotify is the music streaming platform right now for a reason. Actually, for a few. It currently holds 30.5% of the global market share so if you’re a musician or band, especially independent, and are looking to expand your fanbase and make some money, you need to promote here. We know that it’s extra hard for an up-and-coming artist, considering that 40,000 tracks are being uploaded daily. So this is precisely why you need a promotion strategy.

Generally speaking, if you want to be successful in the music business, it’s good to have an active presence on Spotify. To be successful in indie music, you need it. Here. we’ve provided the strategies that will help you maximize visibility, attract more listeners, and cultivate a devoted fanbase.

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