The artist is guided through creating the playlist, including defining the theme, selecting the appropriate tracks, and developing the playlist cover image and bio.
Step 1
Artist-Owned Playlists
What is playlist growth?
Curate your catalogue
Playlist growth enables multiple tracks from an artist to be promoted within a single campaign by building momentum around one artist-owned Spotify playlist.
Relevant listeners are directed to the playlist through targeted Instagram/Facebook advertising, 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.
Submit playlist
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 playlistHow the Campaign Works
Position an artist’s music alongside established names within a genre
This approach ensures a clean and controlled audience with no bot activity, as the source of listeners is fully known and managed, avoiding the risks often associated with traditional playlisting where artificial streams can lead to takedowns. Audience targeting is precise, allowing control over age, gender, location, and interests to ensure relevance rather than random exposure.
The playlist remains fully owned by the artist, unlike traditional playlist placements where tracks are added temporarily and removed once a campaign ends. 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 playlistBenefits
Long-term control and continued benefit beyond promotion
A key advantage of a playlist growth campaign is that the playlist remains owned by the artist once the campaign ends, allowing long-term control and continued benefit beyond the initial promotion period. For this to work, the playlist must be created within the artist’s own Spotify account, which is a straightforward process.
Access is requested as a collaborator so adjustments can be made to optimise performance and provide support throughout the campaign, with the option to remove that access once the campaign concludes. Guidance on song selection is always available, and tracks can be added where appropriate once collaborator access is in place, ensuring the playlist remains a valuable asset over time.
Real Release Radar
Spotify's Release Radar is a personalised playlist that updates every Friday with new music from artists you follow or may enjoy. It helps drive early streams and discovery.
Your Discover Weekly
Spotify's Discover Weekly is a personalised playlist of 30 recommended songs, updated every Monday to reflect your taste. It helps listeners discover new artists and genres.
Radio
Spotify Radio is a feature that generates endless, personalised music streams based on specific artists, albums, or songs, designed for music discovery. It updates regularly to keep the content fresh.
Daily Mix
Spotify Daily Mixes are personalised playlists that blend your favourite songs with similar music based on listening habits. They update daily to balance familiar tracks with discovery.
Playlist Creation
The artist is guided through creating the playlist, including defining the theme, selecting the appropriate tracks, and developing the playlist cover image and bio.
Account Access and Data Visibility
Spotify access is connected to allow visibility of the artist’s data, enabling informed optimisation of the playlist and campaign decisions based on real performance signals.
Asset Creation
Once the playlist is approved by the artist, creative assets are developed by our in-house ads team. This process typically takes up to one week to ensure creative quality and alignment with the campaign objective.
Campaign Setup
The campaign is built and prepared within Meta Ads Manager. From asset completion, setup and approval typically take up to two days 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 at a lower spend. The budget is increased 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.
What'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)
Campaign Objectives
01Playlist Saves
02Sustainable increase in streams
03