SPOTIFY'S RAPCAVIAR TURNED THE PLAYLIST INTO A MOVEMENT, NOW VIVA LATINO IS NEXT

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The playlist is the most powerful medium in music. Streaming music companies spend millions developing algorithms and hiring teams of curators to create them, millions of people tap play on them each day, and some — like Spotify’s Discover Weekly — give you a reason check your phone every Monday morning for a new collection of songs exclusively tailored to your tastes. Even Drake tried to get in on the hype by dubbing his last album a playlist.

At the top of the playlist game is Spotify, which has become a kingmaker with hand-curated playlists such as RapCaviar and Rock This, helping it build out what it deems is the clearest representation of the sonic landscape. Sometimes these playlists shape pop culture, helping to determine what ends up at the top of the Billboard Hot 100, and sometimes they simply reflect it, but with multiple playlists each boasting over 6 million subscribers — a bigger audience than every paid on-demand music service except for Deezer and Apple Music — there’s no disputing that the world’s most popular paid music streaming service has an outsized influence on popular music in 2017.

Now Spotify is in the midsts of redefining the playlist. After months of public testing, Spotify re-launched RapCaviar in August with a new artwork-heavy design, and for the first time it brought videos to the playlist. It’s also given the playlist its own production staff and distinct branding, essentially treating it as its own sub-brand. With editorial content, vertical music videos, a six-city concert tour, and over eight million subscribers, RapCaviar has proven that the playlist can be far more than just a collection of songs updated once a week.

So what’s the next step when you can shape the sounds of a genre? Do it for an entire continent. The next playlist to receive the makeover treatment is Viva Latino, Spotify’s biggest Latin music playlist and the third biggest playlist on the service. Viva Latino will be the first Spotify playlist to incorporate videos in Latin America — one of the company’s biggest markets. (RapCaviar’s videos are currently limited to the US.)

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Viva Latino will launch this week with a new design and new exclusive vertical music videos each day this week from some of the biggest Latin music stars in the world, including, J Balvin, Annita, Luis Fonsi, Daddy Yankee, and Bad Bunny. With a new video production and programming team, new branding, and plans to highlight a different artist with video on a weekly basis, Spotify is attempting to grow Viva Latino into the premier spot not only for Latin music but for video content as well.

The decision to focus on Latin music has allowed Spotify to win much more than the US — it has helped grow streaming music in Latin America at a rate that has exceeded the industry’s expectation. According to the International Federation of the Phonographic Industry (IFPI)’s 2017 global report, music revenue from Latin America grew by 12 percent in 2016 and streaming revenue grew by 57 percent, the highest increase of any region in the world. “We’re looking at the possibility of Brazil and Mexico potentially overtaking the UK and Germany in terms of user numbers," Will Page, Spotify's director of economics said back in April. "That’s not to the detriment of the UK and Germany, it’s all about the unexpected and exceptional performance of Brazil and Mexico.”

Spotify Promotion: 6 Easy Steps to Streaming Success on Spotify

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Whether you like it or not, there's no denying that the music streaming industry is continuing to grow at a rapid pace. With Spotify recently hitting a new milestone of 10 million subscribers, we think it's a wise decision for all independent artists and labels to strengthen their presence on the service.

To help, we’ve compiled these six super easy action items that we’re confident will make a difference in your success and help you with your Spotify promotion. Try them out!

1. "On air, on Spotify"

If your music is “on air” – meaning on the radio, YouTube, SoundCloud, or anywhere else online — it should be available to stream on Spotify. This way, you’re both monetizing your music and encouraging playlist adds and profile follows for continued listening.

2. Verify your profile

By verifying your profile (similarly to Twitter), you have the ability to directly communicate with your fans and be highlighted with Spotify’s check of approval. These profiles not only show off an artist’s discography but also house your tour dates, merchandise, biography, photos, and allow you to toggle over to view your playlists on your user profile. A verified profile allows you to communicate with your fans within Spotify through the Spotify Social and Discover feeds, and in-­client messaging. Every time a new piece of content is released ­(new single, EP, album), your fans get a push notification, and every time you add tracks to your playlist, all followers of that playlist will get notified.

To sign up for a verified page, simply fill out their Spotify Verification Request form.

3. Use Spotify as a promotional channel

Think of Spotify as a social network that allows you to monetize your own content in a creative, promotional way. On Spotify, you can gain a follower base, which in turn becomes a promotional channel­. Your Spotify followers receive notifications about updates to your content and your listening habits. Sharing your Spotify profile across your artist properties and socials will drive fans to follow you on Spotify, and allow you to engage in conversations with your fans.

Here are some practical ways to grow your Spotify followers:

  • Follow artists you like to help your fans discover the music you’re listening to.

  • Create and share your playlists.

  • Share across external social networks and encourage conversation when sharing (i.e. ask your fans which tracks they’re into).

  • Share single tracks and albums you’re listening to, and ask fans which playlists you should follow.

  • Add Spotify links to YouTube and other video descriptions.

  • Add the Spotify Follow Button to your website to allow fans to follow you in an easy single click without leaving your website.

4. Create quality playlists

Similar to how a DJ would curate a mix for a radio station or club, streaming services use playlists as an easy way to share tracks and promote discovery.

Keep these tips in mind when creating your playlists:

  • Ensure your account is never empty, and that you have at ­least 1­2 public playlists available.

  • Focus on one playlist –­ choose one to maintain, and add to consistently.

  • Adding tracks on a regular basis is key. The more frequent the adds and the bigger the playlist, the better. Each time you update your playlist, it will appear in fans’ Discover feeds, and followers of the playlist will be notified.

  • Share it. Actively clicking “share” ensures you reach your fans. You’ll find the “share” button towards the top of each page, or right click (cmd+click on Mac) any title to copy and paste the link to be shared across other social platforms.

  • Share with messages: Include text when you share to help your story stand out.

  • Listen to music from your Spotify account. You’ll appear in the live ticker feed (on the right side of the Spotify client), and you’ll generate stories through Discover.

  • Add themed playlists. Once you’ve grown one playlist, add more niche, smaller playlists around certain events or themes.

5. Put the Spotify Play Button on your website

Spotify provides a quick and easy embeddable code that you can put on your website so that your fans can listen to your playlists and discography. By putting this Spotify Play Button on your website or Tumblr, your fans can listen to your music while continuing to engage with your site.

To get the button: just right click on the playlist, track or album on Spotify and select “Copy Embed Code.” This copies the link to your clipboard. Then, paste the code into your website and the Spotify Play Button will show up on your site.

6. Track your metrics

Next Big Sound provides free up-to-date analytics for artists. When you log in, you can see your growth in followers, streaming data, and the effects of your social media campaigns. You'll be able to track how all of these best practices grows your streams and revenue. 

  

We are glad to have you on our music marketing blog where we aim to help as many artists as possible! Are you ready to grow your Spotify plays, grow your Spotify followers, and have your music played over more earpieces, Streambeet is the most cost-efficient service with the best Spotify promotion campaigns in the industry. We operate with a single goal in mind – to help artists boost their Spotify tracks, grow their Spotify following, gain valuable coverage, and even get their tracks on big Spotify playlists. To learn more and get started, visit www.streambeet.com

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