An email from ADA announcing Spotify’s new playlist submission tool has gone viral on social media, passed between music industry insiders.
Here’s the full version of the email:
Starting tomorrow July 19th, Spotify is rolling out a beta feature designed to help your teams share unreleased music for playlist consideration. As part of this beta period, both the existing processes and this new, streamlined process will co-exist.
Our beta feature will give you a streamlined way to share unreleased music with our global editorial team. This feature will be available to you in Spotify Analytics and for artists in Spotify for Artists. If you don’t have access to Spotify Analytics, you can reach out to your central team to get access.
“Beta” means this is the first step in making our playlist process better for our partners and for artists. This is a big focus for us, and we’re going to continue to work to make the process better. We definitely encourage you to try out this feature and share any feedback you have with me, so we can continue to improve the product.
Click here to download a pdf overview Spotify has provided. https://adamusic.app.box.com/s/a6bg9iz4u100j9we14ua4014px3m9bc1
Current open questions communicated to Spotify:
– Visibility into which editors have listened to the track
– Ability for editors to insert feedback
– Functionality to get unfinished music to editors
– Functionality to pitch released music – Label filter
Here are guidelines/FAQs we have complied to assist you with this new process:
– How is music pitched?
Music can be pitched from within Spotify Analytics or Spotify for Artists. The track has to be delivered via our standard feed, with an upcoming release date. All pitch-able content is contained in a new ‘upcoming’ tab in the Catalog view within Spotify Analytics.
– Who can pitch music?
Anyone with Spotify Analytics and/or Spotify for Artists access can pitch music.
– What happens if the wrong track is pitched, or if we decide to change the focus track?
Pitches can be overwritten. Spotify will consider the most recent pitch. Submissions show the name of the person who submitted a track, and when the submission was made.
– How long does it take from delivery to ingestion in Analytics?
Product should be visible in Analytics shortly after Spotify has received delivery from the ADA feed.
– I have music that’s not finished but want to share with Spotify. Can this be done?
At the moment, this tool is designed only for music that has been delivered via the feed. Spotify has suggested that we submit music for ingestion via the feed as early as possible. However, music/release planning meetings for long-lead projects should continue to be utilized as a forum to play music for editors in advance.
– What about music that has already been released?
We cannot pitch music through this tool that is already released. Continue to use forms in the short term (although these will be phased out eventually) and communicate priorities directly with the Artist & Label Marketing Team, as well as editors, when relevant.
– What information needs to be provided for a submission?
The follow criteria has been outlined:
– What editors will receive my music?
All submissions are global, meaning all relevant editors based on the criteria submitted will receive the pitch. We have been advised that updates and advance music links should be sent to Artist & Label Marketing team as well as appropriate editors when applicable, but the new process should also be followed.
– If submissions are global, what if local markets want to pitch different tracks?
We will not be able to submit different tracks in different markets. The repertoire owner will be responsible for which track is pitched, but please follow up with local editors to reiterate these track priorities.
– How much music can be pitched each week?
There is no cap on how much music you can pitch weekly. However, you can only pitch one track per product.
– What if you decide to pitch a track from an album?
A pitched track from an album will be highlighted as a priority to editorial, as well as for Release Radar. However, the full album will be available to editorial for programming.
– Release Radar Impact
Pitched tracks will be prioritized within the algorithm for Release Radar playlists. Tracks must be submitted 5 business days prior to release for Release Radar consideration.
– What will happen to the Google Forms we’ve been using?
The current Google forms will continue to run for a period as we transition to the new system. Phase-out has been tentatively scheduled for October 1, 2018.
I wonder how this will affect the numerous Spotify playlist submission services out there.
In a recent article discussing Spotify’s year-over-year growth, Music Ally suggested that there is “evidence that Spotify may be planning to allow brands to sponsor individual tracks within its service” and shared a Twitter user’s post that appears to show a Sponsored Music / Sponsored Song indicator on the user’s Spotify account.
Not seen this in my Spotify settings before 🤔 pic.twitter.com/hWT58ymj1g
— Talia 🇪🇺 (@talia) June 2, 2017
Music Ally went on to clarify that they “contacted Spotify to ask about sponsored songs, and the [Spotify’s] spokesperson provided this response: ‘We are always testing new ways of putting the right music in front of the right audiences. But we don’t have any more information to share right now.'”
If brands can buy visibility for select songs over others, what is to stop major labels (and major indie labels) from cosying up with any one of their many strategic brand partners to influence the visibility of their songs over others? I suppose they already can and do do this with curated branded playlists.
If this does rollout, how will streaming monitoring services such as Nielsen — which factors streaming data into the ranking algorithm of some of their Billboard charts — take these streams into account? Will the Recording Industry Association of America (RIAA) allow these streams to be factored into Gold and Platinum certification? How will these sponsored streams affect overall royalty calculations and payments to artists and songwriters? And why does this all reek of payola?
Post your thoughts in the comments.
I’ve been hearing that Spotify is rolling out their BETA for their new Spotify Ad Studio, which they are comparing to Google Adwords and Facebook. Some artist managers I’ve spoken with are already in the beta and using it to run ad campaigns on Spotify.
One manager posted in a group that I’m in:
Everyone go to adstudio.spotify.com and check it out for yourselves. Apparently I already have access. The targeting doesn’t get as fine as Facebook, for example, and there’s a $250 minimum spend which gets about 10,000 airings at $0.025 each. There’s also a $5,000 maximum, I presume per campaign, and above that you’re getting into their Spotify For Brands territory which has a $25,000 campaign minimum spend.
They also specify that they don’t currently support driving traffic to songs or playlists. Their ad objectives are ‘Announce an event,’ ‘Raise brand awareness,’ ‘Drive people to my website,’ and ‘Other.’
If you’re interested in advertising content, they encourage you to email email@example.com
Want to learn more, here’s a Google Doc with FAQs: