Spotify’s new tool helps artists and labels reach its playlist editors

Spotify wants give artists and labels and easier way to submit their new music for playlist consideration. The streaming service this morning launched a feature, still in beta, that allows any artists with a Spotify for Artists account or labels using Spotify Analytics to share unreleased tracks directly with Spotify’s team of over 100 editors worldwide. The team is responsible for programming Spotify’s playlists – the lists on which a new track’s inclusion could become a make or break point for an emerging artist, and are a key part of album promotion.

The company says that, today, more than 75,000 artists are featured on its editorial playlists every week, plus another 150,000 on its flagship playlist, Discover Weekly.

However, it hasn’t always been clear how to reach the editorial team to suggest music. These days, artists and labels ask for intros to playlists editors, believing that getting to the right person will give them an edge in having their tracks selected for a playlist. The new submissions feature aims to change this process, while also driving artists and labels to use Spotify’s own software for managing profiles and tracking their stats on the service.

Spotify also stresses that submissions should include other data, not just the song itself. It wants artists and labels to notate things like the genre, mood and other data, including things like the instruments used, whether it’s a cover, the culture the song belongs to, and more. This data will be examined in addition to data Spotify already knows about the artist – like what else their fans listen to, what other playlists their music appears on, and more.

This information is used by editors who will search across the submissions to find new tracks to add to playlists, and the info will be taken into account as Spotify programs its recommendations as an added bonus. For example, if the submission is tagged and sent in seven days in advance, the selected song will automatically appear in every one of the artist’s followers’ Release Radar playlists, says Spotify.

The company also took the time in its announcement this morning to clarify that no one can pay to be added to Spotify’s playlists – something that may seem to be an option, given the over-the-top Drake promotion on the service recently that had some customers demanding refunds for what felt like an advertisement. It gave the appearance of an artist throwing money at Spotify in exchange for playlist inclusion.

Spotify today states that’s not how things work, saying:

We want to make something crystal clear: no one can pay to be added to one of Spotify’s editorial playlists. Our editors pick tracks with listeners in mind. They make these decisions using data about what’s resonating most with their community of listeners.

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