The playlist is created or refined with guidance on theme, track selection, cover image and bio, while keeping ownership and control with the artist.
Step 1
What is playlist growth?
Playlist growth enables multiple tracks from an artist to be promoted within a single campaign by building momentum around an artist-owned Spotify playlist.
Before promotion begins, we use our Owned Playlist Growth Engine to define a clear listener promise, genre lane and catalogue fit, creating a playlist designed to encourage repeat listening, saves and long-term engagement. Relevant listeners are then directed to the playlist through targeted Meta ads, ensuring alignment with the artist’s audience profile.
The playlist remains owned by the artist after the campaign concludes, allowing it to continue growing organically and delivering long-term value beyond the initial promotion window.
For the strongest results, we recommend starting before your release cycle so the playlist can build momentum and support multiple tracks.
Submit playlistHow it works
Our Playlist Growth programme uses Meta ads to grow an artist's owned Spotify playlist, strengthening algorithmic positioning while generating genuine followers, engaged listeners, and long-term streaming growth.
Once the playlist direction is approved by the artist, creative assets are developed by our in-house ads team to ensure quality and alignment with the campaign objective.
Step 3Asset Creation
The campaign goes live and confirmation is sent to the artist once delivery has begun.
Step 5Campaign Launch
The artist receives performance updates detailing playlist saves, streams per track, and relevant advertising and Spotify data.
Step 7Performance Reporting
Account Access and Data Visibility
Relevant Spotify access and data visibility are reviewed where available, enabling informed optimisation of the playlist and campaign decisions based on real performance signals.
Campaign Setup
The campaign is built and prepared within the Meta ads platform, then reviewed before going live.
Testing and Optimisation
During the initial phase, audiences and creative variations are tested carefully. Delivery is scaled once the strongest combinations are identified.
Campaign Conclusion
At the end of the campaign, a final report is delivered summarising outcomes, performance insights, and the ongoing value of the playlist moving forward.
Playlist Creation
The playlist is created or refined with guidance on theme, track selection, cover image and bio, while keeping ownership and control with the artist.
Account Access and Data Visibility
Relevant Spotify access and data visibility are reviewed where available, enabling informed optimisation of the playlist and campaign decisions based on real performance signals.
Asset Creation
Once the playlist direction is approved by the artist, creative assets are developed by our in-house ads team to ensure quality and alignment with the campaign objective.
Campaign Setup
The campaign is built and prepared within the Meta ads platform, then reviewed before going live.
Campaign Launch
The campaign goes live and confirmation is sent to the artist once delivery has begun.
Testing and Optimisation
During the initial phase, audiences and creative variations are tested carefully. Delivery is scaled once the strongest combinations are identified.
Performance Reporting
The artist receives performance updates detailing playlist saves, streams per track, and relevant advertising and Spotify data.
Campaign Conclusion
At the end of the campaign, a final report is delivered summarising outcomes, performance insights, and the ongoing value of the playlist moving forward.
This approach is designed around real audience behaviour, with no purchased followers or bot traffic supplied by Decent. Relevant listeners are reached through Meta ads, and campaign data is used to refine delivery towards people most likely to engage with the playlist.
The playlist remains fully owned by the artist, unlike traditional playlist placements where tracks are added temporarily and removed once a campaign ends. This differs from Spotify playlist promotion, where relevant third-party placements can support a single release but are not owned by the artist. There is also a meaningful psychological impact, as an artist’s music sits alongside established names within a genre, reinforcing perceived legitimacy while allowing listeners to feel they have discovered the artist organically rather than being directly pushed toward them.
Submit playlistReviews & Results
Iyla EliseThanks so much for sending this information over, this is awesome to see and helpful metrics to have. Really cool to see the playlist streams and listeners results against other more established playlists! That’s really encouraging to see!
Clear progress
every week
Every campaign includes a detailed weekly progress report, using accurate Chartmetric data to track playlist follower growth, saves, engagement and overall performance, alongside tailored post-campaign guidance to help artists continue growing and maintaining their playlist independently.
Who is it for?
Strengthening, refining and scaling through targeted promotion.
This approach suits clients looking to promote multiple tracks simultaneously rather than focusing on a single release, allowing an EP or album to be positioned as a complete body of work within one playlist.
It is also well suited to artists whose music may be too niche or not yet refined enough to perform effectively through conversion ad campaigns, making playlist growth a more accessible entry point.
Submit playlist
Benefits
Long-term control and continued benefit beyond promotion
A key advantage of a playlist growth campaign is that the playlist remains an artist-owned asset once the campaign ends, allowing long-term control and continued benefit beyond the initial promotion period.
Guidance on song selection, playlist positioning and ongoing maintenance helps ensure the playlist remains useful to listeners and a valuable asset for the artist over time.
Submit playlistWhat's included in our campaign?
- Playlist strategy and setup guidance
- Playlist creation (theme, track order, artwork, bio)
- SEO optimisation for Spotify search
- Campaign ad creative development
- Full Meta ads setup and management
- Ongoing optimisation and testing
- Performance reporting (Meta and Spotify data)
Playlist strategy and setup guidanceCampaign objectives
01
Playlist Saves
02
Sustainable increase in streams
