How to Pitch to Spotify Playlists: The Ultimate Guide for Independent Artists
In today's digital music landscape, getting your music featured on Spotify playlists can be a game-changer for independent artists. With over 489 million active users worldwide, Spotify offers unprecedented opportunities for music discovery. However, knowing how to effectively pitch to Spotify playlists requires strategy, persistence, and understanding the ecosystem. This comprehensive guide will walk you through everything you need to know about pitching your music to Spotify playlists to increase your streams, grow your audience, and advance your music career.
Why Spotify Playlist Placement Matters
Before diving into the how-to, let's understand why Spotify playlist placement is so valuable:
Exposure to new listeners: Playlists introduce your music to people who might never have discovered you otherwise.
Credibility boost: Being featured alongside established artists lends legitimacy to your work.
Increased streams: Popular playlists can generate thousands or even millions of streams.
Algorithm advantages: More streams and saves from playlists can trigger Spotify's algorithm to recommend your music to even more listeners.
Revenue growth: More streams mean more royalty payments through your music distribution service.
According to Spotify, there are over 4 billion playlists on the platform, including both editorial (created by Spotify) and user-generated playlists. This presents enormous potential for independent artists to find their audience.
Understanding the Spotify Playlist Ecosystem
Before crafting your pitch, it's essential to understand the different types of playlists on Spotify:
1. Editorial Playlists
These are official playlists curated by Spotify's team of editors. They include popular playlists like New Music Friday, RapCaviar, and genre-specific collections. Editorial playlists typically have the largest followings and can generate significant streams.
2. Algorithmic Playlists
These are personalized playlists created by Spotify's algorithm based on user listening habits. Examples include Discover Weekly, Release Radar, and Daily Mix playlists. You can't directly pitch to these, but increased engagement with your music can help you land on them.
3. Independent Curator Playlists
These are created by individuals, blogs, brands, or playlist companies. They range from small, niche playlists with a few hundred followers to major third-party playlists with hundreds of thousands of followers.
4. User-Generated Playlists
These are created by regular Spotify users for personal use or to share with friends. While they typically have smaller followings, they can still be valuable, especially if the creator is influential in certain circles.
Preparing Your Music for Playlist Submission
Before you start pitching, ensure your music and profile are optimized:
Create High-Quality Music
This might seem obvious, but it's the foundation of successful playlist placement. Your music should be professionally recorded, mixed, and mastered to compete with other tracks on playlists.
Optimize Your Spotify Profile
Complete every aspect of your Spotify for Artists profile:
Upload a professional profile photo and banner image
Write a compelling bio that tells your story
Link your social media accounts
Add your upcoming shows
Create and maintain your own playlists
Having a professional online presence extends beyond Spotify. Consider creating a dedicated musician website to showcase your music, tour dates, and merchandise.
Release Strategy Matters
Plan your release at least 4 weeks in advance to give yourself time for playlist pitching. Submit your music to Spotify's editorial team through Spotify for Artists at least 7 days before release (but ideally 3-4 weeks before).
Gather Your Assets
Prepare the following for your pitches:
Spotify URI/link to your track
Short, compelling description of your music (1-2 sentences)
Press kit with high-resolution photos
Brief artist bio highlighting achievements
Links to your social media profiles
Any notable press coverage or previous playlist features
How to Pitch to Spotify Editorial Playlists
Getting on Spotify's editorial playlists is often seen as the holy grail for independent artists. Here's how to approach it:
Using Spotify for Artists
The only official way to pitch to Spotify's editorial team is through the Spotify for Artists platform:
Create a Spotify for Artists account if you don't already have one
Upload your music through your distributor at least 7 days before release (preferably 3-4 weeks)
Access the pitch form in your Upcoming Releases section
Fill out the form completely, including:
Main genre and subgenre
Mood and style descriptors
Instrumentation details
Culture and language information
Any promotional plans
Write a compelling pitch note (more on this below)
Submit at least 7 days before release to be considered
Crafting an Effective Editorial Pitch
Your pitch note to Spotify editors should be concise yet informative. Here's what to include:
Introduce yourself briefly - mention your location and genre
Describe your track - highlight what makes it unique
Mention musical influences - "For fans of..." comparisons can help
Include relevant achievements - previous playlist placements, press coverage, or streaming milestones
Mention promotional plans - upcoming shows, marketing campaigns, or press features
Keep your pitch under 500 characters. Be professional, authentic, and avoid hyperbole.
Example Editorial Pitch
"I'm Jane Smith, an indie-folk artist from Portland. 'Autumn Leaves' blends acoustic guitar with electronic elements and vulnerable lyrics about personal growth. For fans of Phoebe Bridgers and Bon Iver. My previous single reached 50K streams and was featured on Indie Morning. Supporting the release with a 10-city West Coast tour and Instagram campaign."
How to Pitch to Independent Playlist Curators
While editorial playlists offer the biggest potential audience, independent curator playlists are often more accessible and can still provide significant exposure.
Finding Relevant Playlists
The first step is identifying playlists that match your music:
Research similar artists - Look up artists in your genre with a similar sound and see what playlists feature their music
Use Spotify's search function - Search for keywords related to your genre, mood, or style
Utilize playlist search tools - Platforms like Chartmetric, Soundplate, or SubmitHub can help identify relevant playlists
Join music communities - Facebook groups, Reddit communities, and Discord servers often share playlist opportunities
Create a spreadsheet to track potential playlists, including the playlist name, curator contact info, follower count, and submission requirements.
Finding Curator Contact Information
Once you've identified target playlists, you need to find how to contact the curators:
Check playlist descriptions - Many curators include submission emails or links
Look for linked social media - Follow the curator's profile to Instagram, Twitter, or other platforms where they might list contact info
Use submission platforms - Many curators accept submissions through platforms like SubmitHub, Playlist Push, or Groover
Search for the curator's name - Google the playlist name or curator to find their website or blog
Crafting Your Pitch to Independent Curators
Your approach to independent curators should be personalized and respectful:
Email Pitch Template
Subject Line: Music Submission - [Your Artist Name] - [Track Title] - [Brief Genre Description]
Email Body:
Hi [Curator's Name],
I hope this email finds you well. I've been enjoying your playlist [Playlist Name] for some time now - [mention a specific track or artist you enjoyed from their playlist to show you've actually listened to it].
I wanted to share my latest single "[Track Title]" which I believe would fit well with the vibe of your playlist. It's a [brief genre/mood description] track inspired by artists like [mention 2-3 similar artists that appear on their playlist].
[Brief paragraph about the song - its story, what makes it unique, or any notable achievements]
You can listen to the track here: [Spotify Link]
Thank you for your time and consideration. I appreciate the platform you've created for artists like me to reach new listeners.
Best regards,
[Your Name]
[Your Social Media Links]
[Your Website if applicable]
Submission Platform Tips
When using platforms like SubmitHub or Playlist Push:
Read curator preferences carefully before submitting
Select appropriate genres and moods
Be specific about why your track fits their playlist
Highlight the strongest parts of your track (e.g., "chorus hits at 1:05")
Accept feedback graciously, even if it's a rejection
Playlist Submission Services and Platforms
Several platforms can streamline the playlist submission process:
SubmitHub
SubmitHub connects artists with playlist curators, blogs, and influencers. You can submit to curators using credits (free or premium). Premium submissions (typically $1-3 each) guarantee feedback and higher response rates.
Playlist Push
Playlist Push is a paid service that pitches your music to a network of curators. Campaigns typically cost $200-400 and target curators based on your genre.
Groover
Groover works similarly to SubmitHub but has a strong presence in Europe. Each submission costs about €2, and you're guaranteed feedback.
SoundPlate
SoundPlate offers both free and premium submission options to their network of playlists across genres.
Daily Playlists
Daily Playlists allows free submissions to independent curators organized by genre.
Red Flags and Pitfalls to Avoid
Not all playlist opportunities are legitimate or beneficial. Watch out for these warning signs:
Paid Placement Scams
Be wary of curators who:
Guarantee placement for a fee without reviewing your music
Claim to have "Spotify editorial connections" for sale
Operate playlists with suspicious follower-to-listener ratios
Demand payment outside of established platforms
Bot Playlists
Some playlists use bots to artificially inflate stream counts. Signs include:
Playlists with thousands of followers but very diverse, random selections
Unusually high follower counts for obscure curators
Playlists that feature completely unknown artists alongside major stars
Extremely short average listening times
Getting involved with these playlists can lead to your music being flagged by Spotify and potentially removed from the platform.
Playlist Farms
Some companies operate networks of low-quality playlists designed to generate artificial streams. Spotify actively works to identify and remove these playlists, and artists associated with them can face penalties.
After the Pitch: Follow-Up and Relationship Building
Your work doesn't end after sending your pitch. Here's how to follow up effectively:
Follow-Up Etiquette
Wait at least 1-2 weeks before following up
Keep follow-up messages brief and polite
Limit yourself to one follow-up per submission
Include any new developments (e.g., "The track has now reached 10K streams")
Building Curator Relationships
Developing ongoing relationships with curators can lead to future placements:
Thank curators who add your music
Share their playlists on your social media
Engage with their content genuinely
Provide exclusive content when appropriate
Respect their time and decisions
Leveraging Playlist Success
When you do get playlist placements:
Track your streaming data in Spotify for Artists
Share your playlist features on social media (tag the curator)
Add "As featured on [Playlist Name]" to your bio and press kit
Use the momentum to pitch to similar playlists
Analyze which songs perform best on playlists to inform future releases
Alternative Strategies to Boost Playlist Chances
Beyond direct pitching, several strategies can increase your chances of playlist inclusion:
Pre-Save Campaigns
Running pre-save campaigns before release can signal to Spotify that there's interest in your music. Higher save-to-listener ratios can help trigger algorithmic playlists.
Collaborate with Other Artists
Collaborating with artists who already have playlist traction can help introduce your music to curators who already support your collaborator.
Create Your Own Playlists
Building and promoting your own playlists can help you connect with other artists and curators while establishing your musical taste and brand.
Engage with Spotify's Algorithm
Encourage genuine engagement with your music on Spotify:
Ask fans to save your songs to their libraries
Encourage adding to personal playlists
Promote full song listens rather than skips
Drive traffic directly to Spotify from your social media
Case Study: Successful Playlist Pitching
Let's examine how independent artist Sarah Johnson successfully leveraged playlist pitching to grow her audience:
Sarah released her indie-pop single "Midnight Dreams" with a strategic approach:
Pre-release preparation: She submitted to Spotify editorial 4 weeks in advance with a compelling pitch highlighting her unique sound and growing fanbase.
Targeted research: She identified 50 independent playlists featuring similar artists and created a personalized pitch for each curator.
Tiered approach: She started with smaller playlists (1,000-5,000 followers) to build momentum before approaching larger ones.
Relationship building: She engaged with curators on social media before and after pitching, showing genuine interest in their playlists.
Leveraging success: When her track was added to several smaller playlists, she used those placements to pitch to larger curators.
Results: Within three months, "Midnight Dreams" appeared on 30+ independent playlists, one Spotify editorial playlist, and several algorithmic playlists, generating over 200,000 streams and growing her monthly listeners from 800 to 15,000.
Tools to Track Your Playlist Success
Once your music starts getting placed on playlists, you'll want to track its performance:
Spotify for Artists
The official Spotify for Artists dashboard shows which playlists are driving streams to your music, along with listener demographics and engagement metrics.
Third-Party Analytics
Several tools can provide deeper insights:
Chartmetric - Tracks playlist adds and performance over time
Soundcharts - Monitors playlist placements and competitive analysis
Playlist Supply - Helps discover and track playlist opportunities
Conclusion: Persistence and Quality Win the Playlist Game
Successfully pitching to Spotify playlists requires a combination of quality music, strategic research, personalized outreach, and persistent follow-through. While there are no guarantees in playlist placement, artists who approach the process professionally and authentically stand the best chance of success.
Remember these key takeaways:
Focus first on creating remarkable music that stands out
Research thoroughly to find the right playlists for your sound
Personalize your pitches to show you value the curator's work
Be patient and persistent - playlist success rarely happens overnight
Build genuine relationships rather than treating playlists as mere promotion tools
Track your results and refine your approach with each release
By approaching playlist pitching as an ongoing part of your music career development rather than a one-time marketing tactic, you'll build the connections and momentum needed for long-term streaming success. Combined with a strong online presence and effective music distribution, strategic playlist pitching can help independent artists reach new heights in today's digital music landscape.