Mt. Gribley
A new release.
A growing connection.
Bringing Mt. Gribley’s folk music to new listeners through Spotify playlisting and conversion ads, with an audience still listening a month later.
Track streams: 10th December 2025 to 24th January 2026.
Active listeners: campaign snapshot.
Follow-up audience: 29th January to 25th February 2026.
Give the music
room to grow.
For folk artist Mt. Gribley, the release of Moss on the Stone was a chance to reach people who would connect with the music and keep coming back.
We centred the campaign on Mourning Light, pairing Spotify playlisting with conversion ads. The single gave new listeners a way into the album, while the campaign focused on building engagement across the wider catalogue.
The aim went beyond a first play: more listeners choosing to save the music, add it to their own playlists and return.
One song opens
a wider world.
Mourning Light arrived on 3rd October 2025. The album, Moss on the Stone, followed on 12th December. Our December to January campaign connected the focus track with that larger body of work.
Mourning Light
Single released on 3rd October 2025
Moss on the Stone
Album released on 12th December 2025
Moss on the Stone
10th December 2025 to 25th January 2026 · Worldwide
- Streams (shown in graph)
- 15,892
- Listeners
- 10,522
- Streams / listener
- 1.51
- Playlist adds
- 673
- Saves
- 569
Streams per day
More plays.
More intent.
Moss on the Stone recorded 15,892 streams from 10,522 listeners between 10th December 2025 and 25th January 2026.
Across that period, the album received 569 saves and 673 playlist adds, showing listeners choosing to keep the music in their own collections.
Artist audience: before campaign
10th November to 7th December 2025 · Worldwide
- Listeners (shown in graph)
- 266
- Streams
- 570
- Streams / listener
- 2.143
- Saves
- 17
- Playlist adds
- 20
- Followers
- 25
Listeners per day
Mourning Light
led the way.
The focus track reached 9,081 listeners and recorded 13,098 streams from 10th December 2025 to 24th January 2026.
Alongside those plays came 398 saves and 556 playlist adds. Listeners were finding the song and choosing to keep it close.
Mourning Light
10th December 2025 to 24th January 2026 · Worldwide
- Streams
- 13,098
- Listeners
- 9,081
- Streams / listener
- 1.442
- Playlist adds (shown in graph)
- 556
- Saves
- 398
Playlist adds per day
| Playlist adds · 10th December 2025 to 24th January 2026 | Previous period | This period | Change |
|---|---|---|---|
| Worldwide | 55 | 556 | +910.9% |
An audience
taking shape.
The campaign snapshot showed 703 monthly active listeners: people who had intentionally chosen Mt. Gribley’s music in the preceding 28 days.
Within that audience, 22 super listeners averaged 29.7 streams each. Another 148 moderate listeners and 533 light listeners made up the rest of the active audience.
Monthly active listeners
28th December 2025 to 24th January 2026 · rolling 28-day audience
3.4 streams per listener
| Audience | Listeners | Streams / listener |
|---|---|---|
| Super listeners3% of active listeners | 22 | 29.7 |
| Moderate listeners21% of active listeners | 148 | 6.3 |
| Light listeners76% of active listeners | 533 | 1.5 |
The whole active audience averaged 3.4 streams per listener. The deeper-listening groups show why it helps to look beyond total reach.
New ways in.
Reasons to return.
Playlisting introduced the music to listeners in relevant settings. Conversion ads supported that discovery with a direct route to the focus track.
Spotify for Artists recorded 943 streams from listeners’ own playlists and libraries during the campaign. The report also recorded 196 streams from algorithmic playlists and mixes and 1,476 from radio and autoplay.
13 independent
playlist placements.
Support placed the music alongside acoustic, indie folk and country artists. Explore all 13 playlist placements from the campaign report below.
Acoustic Songs
Followers: 1,521
Acoustic Songs, 1,521 followers
Playlist names and follower counts are from the campaign report; artwork was sourced in November 2026.
Where the streams came from
10th December 2025 to 24th January 2026 · Worldwide
- Listeners’ own playlists and library
- Algorithmic playlists and mixes
- Radio and autoplay
Streams per day
| Streams · 10th December 2025 to 24th January 2026 | Previous period | This period | Change |
|---|---|---|---|
| Listeners’ own playlists and library | 109 | 943 | +765.1% |
| Algorithmic playlists and mixes | 27 | 196 | +625.9% |
| Radio and autoplay | 653 | 1,476 | +126.0% |
A month later.
Still listening.
The follow-up report covered 29th January to 25th February 2026. Mt. Gribley reached 10,470 monthly listeners, with 14,648 streams across those 28 days.
Another 136 saves and 566 playlist adds appeared in that reporting window. The audience continued to engage with the music after the campaign period.
One month after the campaign
29th January to 25th February 2026 · Worldwide
- Listeners (shown in graph)
- 10,470
- Streams
- 14,648
- Streams / listener
- 1.399
- Saves
- 136
- Playlist adds
- 566
- Followers
- 73
Listeners per day · 29th January to 23rd February 2026
Followers one month later
29th January to 25th February 2026 · Worldwide
- Listeners
- 10,470
- Streams
- 14,648
- Streams / listener
- 1.399
- Saves
- 136
- Playlist adds
- 566
- Followers (shown in graph)
- 73
Total followers on each date
Discovery continued.
The follow-up report recorded 196 streams from algorithmic playlists and mixes across 29th January to 25th February, up 70.4% from 115 in the previous period.
Algorithmic playlists and mixes
29th January to 25th February 2026 · Worldwide
- Algorithmic playlists and mixes
Streams per day
| Streams · 29th January to 25th February 2026 | Previous period | This period | Change |
|---|---|---|---|
| Algorithmic playlists and mixes | 115 | 196 | +70.4% |
A first listen.
A lasting place.
A focus track gave new listeners a way in. The wider catalogue gave them more to explore. A month later, the music was still finding its audience.
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