Why “Spotify Promotion” Means Different Things for Every Artist
If you ask ten artists what “Spotify promotion” means to them, you will get ten different answers. One artist will think about the big playlists. Another artist is deep in the ads dashboards. Another artist might be dreaming about a label-style campaign that “handles everything.”
The reality is this: As of 2024, the global recorded music market surpassed $29 billion, and estimated at around 69% of the value is attributable to streaming, according to IFPI’s Global Music Report data. Streaming has officially replaced all other formats as the main stage for music, and Spotify is at the center of it all. The streaming success also means more noise and many more artists competing for the same audience.
You cannot attempt every promotional option at once. You have to choose what is appropriate for wherever you are, as an artist, at the moment. For some artists, that plan could even include a decision to buy Spotify promotion; as it merges into larger and safer decisions than if they individually would do on their own. Let’s quickly summarize the main promotional options in as simple and a matter of fact format and tone as is possible.
Playlist-Based Spotify Promotion
Playlist promotion is the classic approach, and what everyone is trying to do – getting your song into the playlists to have your song heard by more people. Spotify for Artists indicates that the only official way to submit for editorial playlists is through their pitching tool, and if you pitch the song at least 7 days in advance of the release, they will send the track to your followers Release Radar as well.
There are three primary kinds of playlist:
– Editorial playlists (curated by Spotify staff);
– Algorithmic playlists (Release Radar, Discover Weekly, Radio);
– User and independent curator playlists.
Benefits
– Strong discovery potential when the fit is right.
– Can drive quick growth in monthly listeners/streams.
– A substantial audience editorial or user playlist continues to bring social proof.
Drawbacks
– Adequate editorial places are competitive.
– Short-lived if listeners do not save or start following you.
– It is easy to spend money on underwhelming third-party playlists with poor engagement.
Playlist campaigns are the most sensible when your tracks have been mixed satisfactorily, a have a clear genre, and your artist profile is at least somewhat filled out. If your artist profile appears abandoned, even positive placement on a playlist will feel like an audience without a landing spot.
Ads and In-App Campaign tools.
Paid promotion on and around Spotify is the next layer. This usually consists of two things;
– Running audio or video ads through Spotify Ad Studio
– In-app tools such as Marquee and Showcase when available.
Spotify characterizes Ad Studio as a do-it-yourself platform to create audio or video campaigns in a matter of minutes, target audience, and track results, all at a minimal budget.Spotify also has Marquee and Showcase in the Home screen as a full-screen sponsored recommendations to users that will likely be interested in your new release.
When ads and campaign tools might help:
• You have some listeners already and want to tell them about a new release
• The track has proven itself a little (good saves, low skip rate) and you want to reach similar listeners
• You are going to work in “waves” around a release: pre-save, launch, follow-up
Things to watch out for:
• Sending low-quality traffic (people who won’t care about your style) could hurt your stats
• Ads should point to tracks that already sound professional and fit with your brand
• You need to have patience: you are testing audiences not buying instant fame
Consider ads and tools like Marquee being a spotlight. If the song and profile are ready, that spotlight helps. If it isn’t, the spotlight only exposes the problems quicker.
Full-service Spotify campaigns
Full-service means someone is helping you with the whole picture: playlists,Typically a real full-service Spotify promotion package contains:
• A review of your catalog and profile (photos, bio, links, genres)
• A release schedule and basic plan: which track should be promoted and when
• Playlists to target for your genre and area
• Ad planning (on-platform and off-platform)
• Reporting so you know where listeners really come from
This is where a partner like PromosoundGroup is valuable. PromosoundGroup only uses platform-safe, realistic methods focused on long-term growth and realistic expectations, not wild promises. The idea is simple: attach your music to viable listeners in a way that is natural for Spotify’s systems, rather than appearing like a stream farm.
Full-service campaigns are ideal when:
• You are already releasing consistently
• You have little free time to learn ad platforms
• You want someone to help you read the data and determine your next steps
Who Needs What: A Simple Decision Matrix
Here is an easy way to gauge the format that suits you right now:
Stage Typical situation Best focus
New artist 1–3 tracks out ,small profile Playlists + organic content
Active indie 5–15 tracks, some followers Playlists + light ads / marquee tests
Growing catalog 15+ tracks, definite brand Full-service campaigns + ads ongoing
This isn’t a hard and fast rule, but it keeps you from wasting money in the wrong place.
Example: How a Release Can Combine Formats
A realistic mix for a mid-level artist on release day could be:
1. 4 weeks before release:
• Update artist pictures and bio
• Plan out content for TikTok, Instagram, Youtube Shorts
2. 2-3 weeks before release:
• Pitch the track through Spotify for Artists
• Reach out to niche playlist curators on a small list
3. Release week:
• Launch a light Ad Studio campaign in main countries for your genre
• Use the Marquee or Showcase if your account has access and the stats can support it
4. Post-release:
• Look at saves, completion and growth in followers
• If the track is above average in your most successful analogue, make that move into a fuller campaign with a partner like PromosoundGroup
Now you are not simply “trying promotion.” You are taking action on an easy plan.
Some Final Thoughts for Your Next Spotify Promotion
There is no single type of “correct” type of Spotify promotion. Playlists, ads and full-service campaigns are just vectors. The real distinction will be measured in your actual ability to tie the vector to your phase you are in, your level of budget and whether you can sustain the next release.
The key is to be thinking about getting consistent listens that stick, not just entail spikes. Use playlists as a way to open doors, ads and in-app tools to elevate strong releases and then use full-service support as the way to drive a more serious, data-driven plan should you deem yourself ready.
If you feel stuck between having too many options, that is usually a sign that you need an improved strategy, not just some more buttons to push! At that point, having a conversation with a team, like PromosoundGroup, could save you a lot of time unearthing choices and really get you on a simple path that feels real, not random!
