Spotify to start pushing label playlists with new quota

Spotify are launching a new method for pitching playlists from major and independent labels to appear on Spotify’s Browse page.

After arguments over whether Spotify promote their own playlists above outside influencers in the past few years, Spotify have decided to have a shuffle about. Spotify are introducing a quota-based system for local and global playlists, allowing a fairer system for labels to pitch their playlists and requiring Spotify to choose a certain amount to be highlighted on the homepage.

This will be great news, not just to the major labels but particularly for label brands with an emphasis on playlisting like Topsify, Digster, and Filtr. There will now be a set number of playlists that labels can pitch to get a spot on the coveted Browse section, so all users have a chance of seeing it. Major labels pitch directly to Spotify whilst independent labels are able to offer their playlists up through Merlin as before.

Whilst it seems like an overall great move there have reportedly been complaints over the length of time given to labels to adjust to the changes. There have also been reported issues of playlists falling down in Spotify’s search rankings, making it harder to find when listeners search for it. It appears that this may in fact be an issue with Spotify’s system as the ranking is often fixed within a few days, rather than an attack on certain brands or influencers.

We will have to wait and see how much of a difference Spotify’s new playlist criteria makes. It’s likely that we’ll see a few less of Spotify’s hundreds of playlists and some more independent selections of music.

Head of Social Media and Marketing, RouteNote

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