Spotify Promotion

10 Tips for Spotify  

The number of people paying for a music subscription service such as Spotify, at last count, was estimated at 41 million globally – growth of around 40% from 2013. By contrast, download sales have declined in virtually all established markets.

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(IFPI, Digital Music Report 2015)

In this post we will look at how labels and artists can adapt their marketing strategies. We outline 10 simple rules that will help you get the most out of streaming. We focus on Spotify since their overall reach across all tiers is largest – currently about 75 million worldwide.

Finding and keeping your streaming fans

Before streaming, the value of each fan in the digital world could be fairly easily quantified as a single sale on iTunes. It’s unlikely a fan would buy the same piece of music twice digitally.

Now that revenue is generated each time a piece of music is played, the value of each fan is harder to quantify.  

Will Hope, director of label relations at Spotify, explained at The Great Escape this year:

Now a fan equals someone who’s going to play something a lot over a long period of time, and the economic value of each fan is variable… It’s a far, far longer-term scenario. It’s not just down to specific units and smaller chunks of time. It’s something that happens slower, but can be far more impactful…

So, the question is no longer just how to encourage someone to listen to your release on Spotify, but how we can encourage them to listen, engage and become an advocate for your music. This will help you find longer term value from each release and reach a much wider audience.

The playlist

In the land of Spotify, the playlist is king. Or perhaps, the kingmaker!

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Whilst editorial space on digital services becomes more and more focused on each user and their listening habits, playlists can act as the ultimate discovery and archiving tool. Ultimately, inclusion in one playlist can snowball into inclusion in others, boosting plays and generating revenue.

It’s worth bearing in mind too that users on Spotify’s free mobile tier cannot listen to music on demand and are only able to shuffle artist discographies or playlists. So, for the 40 million free users, playlists are really important.

Digital housekeeping: 10 simple rules for streaming promotion

To be best placed for consideration on the top playlists, and to get  the most from your catalogue on Spotify, you need to make sure you’ve done your housekeeping. Here are the 10 rules to follow.

  1. Get your artist account verified

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A verified account gives you better profile artwork, the ability to create branded playlists with images and descriptions and makes it easier to manage your discography. You’ll also get a nice blue tick telling the world it’s the official artist account. This all helps you engage with your fans on Spotify.

First, you’ll need a basic Spotify user account before you can get your artist account verified.  Your user account and artist profile will be merged once verification has been completed.

Second, you will need at least 250 followers before you can begin the process. If you don’t have 250 followers, read through the rest of this article and you’ll reach the mark soon enough.

If you’ve got 250 followers, you can verify your account by following the instructions on the Spotify guide here.

  1. Spread the word

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It’s important that you are actively promoting your releases. Don’t expect people to stumble across your music.

If you’re used to sharing SoundCloud links, remember that you’re not earning money from SoundCloud outside of the US.

First of all, share Spotify links on social media. It sounds obvious but it’s important to remember that sharing links on Facebook and Twitter is fundamental to directing people towards your music.

To find the sharable URL for your music from Spotify:

Click the 3 dots next to Save and choose ‘Copy Album Link ‘

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Spotify’s Embeddable Player is another great way of getting your music heard. It helps you put a Spotify player for a playlist or album on other websites like Facebook or your blog.

Lastly, followers will automatically be notified each time new music is added to your artist account so the more followers you have, the better! Follow Spotify’s guide to get the most from the follow button.

You can also tweet a link to your music to us @state51 and we’ll retweet for you.

  1. Make your own playlists

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This is a really important part of promoting your music on Spotify.

Successful artist playlists help to tell a story and engage your fans. A good starting point would be playlists of your influences, music you’re listening to on tour, or your favourite tracks from a certain era, place or genre. To help the users on the free Spotify tier, it doesn’t hurt to create playlists of your latest albums.

Remember, users can follow playlists in the same way they follow artists. If you create interesting and well thought out playlists, then you are likely to attract followers. Each playlist follower will be notified when a new track is added – don’t be afraid to throw in one or two of your own songs once you’ve reach a good number of followers.

Here are a couple of good artist playlists on Spotify to get you started:


Melt Yourself Down

It’s advisable to build playlists which you can update regularly. Start with around 25 tracks and aim to add around 10 each week. It’s best not to have too many playlists exceeding 100 tracks.

It takes time to build playlist followers, so stick with it and keep adding tracks regularly.

  1. Promote engagement

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The term ‘engagement’ is thrown around quite freely when we talk about promotion on streaming services.

Spotify’s editorial teams, who are responsible for curating the playlists promoted on the Spotify main pages, are more concerned by engagement than by individual track plays. But what does engagement mean?

Simply put, it means the number of times a track has been played, shared and playlisted within the Spotify ecosystem. Are people responding to this music – spreading it amongst friends, saving to their library and slotting it into their playlists?

This is what you should be encouraging amongst your fans and actively doing yourself using social media, newsletters and every other tool at your disposal!

  1. Release singles

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It is difficult to promote an album on Spotify if there is no other music available from the artist.

We would always encourage a new artist to release a single or two ahead of a debut album, so you can begin the process of building awareness of the artist and generate followers as early as possible.

See how Melt Yourself Down staggered the release of singles in the lead up to their album here.

  1. Link your account with Songkick

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Songkick is a website that shows people when and where bands are playing live. It is integrated with Spotify, which means that a list of upcoming local gigs is shown to users within Spotify.

Be sure you have all your upcoming gigs in the Songkick database. Click here to update your gig listings – these should populate into Spotify automatically, let us know if this doesn’t happen.

  1. Share playlists across services

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Once you’ve created your artist playlists, it’s simple to transfer them to Deezer and Rdio – saving you the time you’d spend recreating them.  

To transfer your playlists from Spotify to Deezer, you can use

To transfer them to Rdio, you can use

The same rules for promotion apply on these services.

  1. Use Facebook

Screen Shot 2015-11-03 at 20.15.19Over half of Spotify users connect their accounts with Facebook. This means those users can find out what their friends are listening to and share their listening habits.

For artists and labels it allows for ever more focussed promotion. You can use Facebook Adverts to target users who ‘like Spotify’, live in the area you’re touring in or match your Spotify demographic – if you’d like to find out what your Spotify demographic is based on past releases, we can tell you! Just ask 😉

9. Submit your information to AllMusic

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Similar to many of the digital music services we deliver music to, Spotify pull their artist data, including images, from Rovi/All Music.

Spotify explain how to obtain a Rovi ID to update your artist image here.

In addition to obtaining a Rovi ID via the Spotify portal, it’s a good idea to send All Music an artist biography. This will be used by Spotify, iTunes, Deezer and many other digital services as the source of information they display about your artist. You can submit artist biographies to All Music via email:

10. Use Spotify ads

If you’re on our Conspiracy deal, then we can help give you the extra push on Spotify using audio adverts.

Audio ads play for users on the free tier, often encouraging them to subscribe to a premium account.

Thankfully if you’re with state51 you can use these to help promote your music! We can provide these for free on a case by case basis. You’ll need to prepare them yourselves, so contact us to discuss booking one in and get some tips on what works best.

Postcards From Jeff – Modern Language

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Artist: Postcards From Jeff

Title: Modern Language

Genre: Alternative/Rock | Indie/Pop

Formats: LP // CD // Digi

Release Date: 23rd October 2015


(For prices, e-mail:

After the self-titled debut EP from producer, songwriter, and multi instrumentalist Postcards From Jeff, comes this debut album Modern Language – a bold, cinematic statement that puts Postcards From Jeff in his most extroverted role yet.

Whilst Modern Language has moments that recall the full-sized 80s pop production which captured Worthington’s attention during his formative years (like the New Order-tinged ‘Samaritans’), it’s the wild imaginations of big screen greats that also informed the album’s vivid nature.

Tired Wings’ reflects a penchant for the skilled soundtracks of Angelo Badalamenti, David Torn, and Alexandre Desplat, whilst further influences include David Lynch (‘Suburban Girl’ is a direct reference to Twin Peaks character Laura Palmer), the relationship between Alfred Hitchcock and Tippi Hedren whilst filming The Birds, and Jonathan Glazer’s sci- fi thriller Under The Skin.

Helping to visualise Modern Language’s concepts, Postcards From Jeff turned to kindred spirit and Brighton-based filmmaker-photographer Steve Glashier (Primal Scream, Prodigy, Fatboy Slim, and Julliette Lewis).

As fantastical as any Tinstletown tale, Modern Language’s melodic twists and turns are played out by a full cast of characters. Sometimes tragic, at other times beautiful, each eyelash flutter or slow walk along a dark hallway is marked with romance and grandeur through a simple guitar strum or drum roll. Take the temperate tone of ‘Lay Low’; recalling Sparklehorse with its pensive mood and lyrics about a Viking-style burial at sea, it expertly complements ‘A House’s uplifting ambience that explores the dream of leaving a small town behind for the greener grass of ‘a lost land’.

Conceived in his ‘Distant City’ Studio located in the midst of Yorkshire’s rolling landscape, alongside live band members and EDM vocalist Clare Stagg, Modern Language is the product of a true purist at work. Written, played, recorded, mixed and mastered himself, it marks the point at which world outside has become a new sonic playground for Worthington’s vast melodic exploration.



New music: Night Flowers, Gabrielle Papillon and lots more

Here’s the fantastic new independent music out this week.


Night Flowers, Sleep (Dirty Bingo Records)

This has people talking. And quite right too. It’s an outstanding slice of dream pop, with hints of nineties shoegaze atmospherics,  from these pop perfectionists.


“Soaring as it sinks into your subconscious, Night Flowers’ new single is as enchanting as any lullaby. Equal amounts enamoured and enthralling…” The Line of Best Fit

“The London quintet Night Flowers plays glimmering guitar music that manages to be bright and poppy without giving up its melancholic mood.” Stereogum

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Gabrielle Papillon, The Tempest of Old (Bird Song)

The Tempest of Old is the Canadian singer-songwriter’s fifth album and it’s packed with alt-folk gems.

You should try to catch Gabrielle on tour – she’s playing in London over the next week, and then in Leeds on 5th October.


“Gabrielle’s strength lies in her poised vocal presence and preternatural ability to place the perfect melody in the perfect place.” Folk Radio UK

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Aotoa, Come on People (Jalapeno)

This is another for your Friday night from Jalapeno.  It’s a proper mover. Includes top mixes by Lindo Man + Fraems to keep the party going.

Turn it right up.



Love Nor Money, Money (Lost in the Manor)

‘Money’ is another upbeat strum’n’bass  epic from this dance trio. Put this on and you will dance and you will have fun.



The Brokeoffs – Brain Damage / Eclipse (Damaged Goods)

It’s The Brokeoffs’ first single and what a cracking start. Two top notch, wonderfully scuzzy cover versions. First up is Pink Floyd’s Brain Damage / Eclipse; second, a magnificent version of the classic House of the Rising Sun.


Also available on lovely 10″ vinyl direct from Damaged Goods


Post Office, The Marylebone Greenwave (Minority Records)

An album of diverse musical styles – acid jazz, ambient and IDM, imposing rhythms. In parts it’s reminiscent of Herrmann’s Taxi Driver theme. It’s a beautiful, haunting and rewarding 55 minute journey. The fabulous cover art is by Zuzana Lednická of Studio Najbrt.


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Graeme S feat. Faiza, Jade Temple (Hsuan Records)

This EP has one foot in footwork, one foot in jungle and, if it had another foot, it would be in r’n’b. One for enjoying late at night.


“…it’s totally transfixing when Faiza drizzles the words come away with me over Graeme’s jagged jungle production like honey.” Fader

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Pink Kaddilac, Honest John and Reverend Dick’s Rockabilly Bash (Nervous Records)

Nervous never let you down. You want top end, classic rockabilly? You got it. I’m a particular fan of Horrendous Journey and also Strung Up By The Balls (That’s the Family Name), and not only because that’s a sensational name for a song.




Greedbag – Now With Added Greed

We are delighted to announce that we’ve cut our commission rates on Greedbag from 20% to just 15% and when we say 15%, we mean 15% – no transaction fees, no hidden costs.

We can even do your order fulfilment, at £1 per order, no matter how many items.

This means that you can sell your music and merch for a really great return.

Everything else is free: no transaction fees; no storage fees if you use our warehouse; no hosting fees; no fees for using the mailing list manager; and no fees for customer service.

Check out !K7, R&S Records, Ghost Box, The Leaf Label, Damaged Goods for just a few examples of great stores.

Our store template is fully customisable with CSS and HTML for seamless integration with your site. The store is also integrated with our distribution services – less work for you!

Contact us to get set up and start selling straight away.

New Music: Cowboy Rhythmbox, Retrospekt & Platkovsky, Luke’s Anger, White Ape and more…

This week’s round up of the new and independent music out this week.

1. Fantasma Cowboy Rhythmbox, on Phantasy Sound (Single)

‘Fantasma’ takes it’s cue from early sample fetishists Yello, a compelling, sensual, muscular industrial house music, all sandwiched between shocking pink layers of a Will Sweeney designed sleeve.

“This is a mad one :) Ohhhh yessssssss …. Its gonna kick some arse!” – Laurent Garnier.



2. Synchronicty – Daytoner, on Pedigree Cuts (album)

Tight bass grooves, smart breaks and retro funk keys. DJ producer Daytoner paints a rich sunshine landscape from his self-styled southwest England studio shed.


3. HammerheadRetrospekt & Platkovsky, on Slime Recordings (Single)

If you were crazy enough to mix Welsh and Polish dance production, arpeggiating Oberheimer-like synth patterns, ghostly pizzicato pads and the driest, sub bass side-chained beats you would be….

Hammerhead. And you would be produced by Retrospekt & Platovsky.

This is extremely good, very dangerous rave fuel.


4. Glide Over Here – Pablo Del Monte, on East Recordings (EP)

Straight up house. Tough beats and a slice of bass that will rumble your sides off.


5. Game Of Soldiers / A Face At The Window –  White Ape, on Sotones (Single)

White Ape’s new record documents the band’s ongoing musical fist-fight between Johnny Rotten Rockabilly, The Fall, big melodic choruses and enormous hooks.

Seedy, discordant, catchy.


6. Computers, Yeah? Luke’s AngerBonus Round Records (Album)

Very mad laser synths, tight snare slaps, spiralling rave horns and gravelly sub bass make a tripped out mash that is guaranteed to raise your adrenaline to previously unthought of heights.

You can stay up to speed with our latest releases by following our New and Independent Spotify playlist.

Now shipping: Anklepants’ new LP

Social-Patching-And the Pixel Pageant Facéd Boy – Anklepants

  • Format: 2LP // 1CD
  • Label: Love Love
  • Cat No: LOVLP01 // LOVCD01
  • Release Date: 11th September 2015
  • Free shipping!

You can place an order via our online price list.  

Packed with live classics and brimming with his own frenetic – really frenetic – brand of mutated, electronic, anti-pop, this album marks the next step in Anklepants’ march to world domination.

The CD version comes with a second disc containing reworkings by artists including Eomac, Valance Drakes, Kraig Grady, Lenkemz, Monster X, Bintus, FUKNO and more.

Get a taste of the Anklepants experience by watching his Boiler Room set below or on the Boiler Room website.  For the real thing, you can see Anklepants and friends at Power Lunches in London on October 10th.

If you’d like to place an order, please head over to our online price list. 

Out next week: Stanley Brinks and The Wave Pictures, Anklepants and more!

The music coming your way next Friday, September 11th. There’s a lot of it. And it is good. Pre-order links below.


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Social-Patching-And the pixel Pageant facéd boy – Anklepants (Love Love)

Packed with live classics and brimming with his own frenetic – really frenetic – brand of mutated, electronic, anti-pop, this album marks the next step in Anklepants’ march to world domination.

The CD version comes with a second disc containing reworkings by artists including Eomac, Valance Drakes, Kraig Grady, Lenkemz, Monster X, Bintus, FUKNO and more.

Available for pre-order on vinyl and CD from the Love Love Records Greedbag store.

Get a taste of the Anklepants experience by watching his Boiler Room set.  For the real thing, you can see Anklepants and friends at Power Lunches in London on October 10th.

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Berlin – Stanley Brinks and The Wave Pictures (Fika Recordings)

The second single from this indie power couple’s (or quartet’s) forthcoming new album. Another anthemic sing-along, this time celebrating both the freedom and pressures of Stanley Brinks’ beloved adoptive hometown.

The album My Ass will follow on 2nd October.

“The Wave Pictures’ classy post-punkish bite is a great foil to Brinks’ whimsy on these unhinged, loose-limbed story songs.” – NME

You can pre-order Berlin on iTunes now. 



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Jalapeno Chill Vol. 1 – Various Artists (Jalapeno)

Jalapeno have dug deep into the depths of their fabulous catalogue to bring you the finest blend of downtempo beats. You’ll find the laidback grooves of ephemerals, Moods, Dr Rubberfunk, Ikon and The Beekeepers and lots more. Relax.

You can pre-order Jalapeno Chill Vol. 1 from Amazon now.

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Future Sound of Garage 2 – Various Artists (Slime)

Slime do us the favour of documenting a resurgent garage scene.

28 exclusive dancefloor anthems from some of the leading lights in the new wave of garage producers from around the world.

Pre-order from iTunes is open now.

If you haven’t heard Future Sound of Garage 1, here’s your homework. There will be a test.

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Walkout – Ankerman (Sounds of Sumo)

The debut EP from UK bass producer Ankerman.

Four original tracks that fuse the underground sounds of techno, bass, dub and grime.

On remix duties, Food Music’s Boxia and Sounds of Sumo favourites Kingsin, who rework title track ‘Walk Out’ into a moody bass stomper.

You can pre-order Walkout from iTunes now.

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Air – Clas Tuuth (Neednowater)

Championed by Steve Lamacq on his BBC 6music show, Air is a delight of warm textures, synths and programmed clicks, drum snaps and layers of percussion. Simple hand claps and finger clicks become a catchy garage rhythm coupled with a broken vocal performed by Catriona Irving.

Exclusive b-sides “Cotty (long version)”, “They Mostly Come At Night” and “Mostly” mix techno, garage, hip-hop and lo-fi.

iTunes is open for pre-order business.

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Poolside Sessions, MELODYMANN (Architects Of Paradise)

Shuffling beats and hazy synths are the order of the day here. Made me imagine I was playing Outrun on a Sega Master System on a hot summer day. Which is a very good thing.

Pre-order from iTunes. 

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