SPOTIFY FOR ARTISTS AND LABELS: THE ULTIMATE GUIDE

8.0 SPOTIFY FOR LABELS — HOW TO CREATE A LABEL PAGE AND MAKE THE MOST OF IT

If you explore Spotify beyond the official playlists generated by the Spotify editorial team, you'll find in the 'Profiles' section that some labels also have 'curator' pages featuring influential playlists. This is an excellent strategy for extending the visibility of a label, its catalog, and its brand image. Is this a strategy only for major labels? Not at all. Any independent label can test this strategy. If you want to give it a go, here are some important steps to follow:

  1. Create a label page on Spotify
  2. Define your visuals
  3. Follow your artists
  4. Create your own playlists
  5. Increase your followers and get submissions
  6. Use your label account to stream your playlists
  7. Get a certified profile
  8. Use Spotify Analytics
  9. Replicate your strategy on other platforms

8.1 CREATE A LABEL PAGE ON SPOTIFY

The only way to create a label page on Spotify is to first create a normal user account here.

Choose your account name wisely as it cannot be changed at first. Use your label email address to open the account. Once it’s done, you can get it verified.

Top tip: Do not link this account to your Facebook profile as it will be automatically linked to your personal profile.

8.2 GET YOUR LABEL PROFILE CERTIFIED

After you’ve setup the normal user account, you’ll want to get it verified. This converts the normal profile into a label profile. Also, this step is essential if you want to get that very important “blue tick” and be able to add links in your playlist descriptions.

To get your profile certified, you have to first fill out this form. You will need an email address with a domain name corresponding to your label. Next send a blank email to the following address to receive a 7-digit code: labelverification@spotify.com.

In the "Spotify Employee Who Referred You To Form" section you can enter "Artist Support". Once the form has been submitted, the verification process can take up to 4 weeks.

If you have any difficulties, we can help you by contacting Spotify directly. If you have any questions, please feel free to contact us at support@imusiciandigital.com.

8.3 DEFINE YOUR VISUALS

It is very important to clearly define the branding of your Spotify profile. In the same way as for your social networks, the professionalism of your profile resides a lot on the design of your visuals.

For each playlist you create, Spotify generates a default mosaic from the covers of the first 4 tracks on your playlist. You can change this visual whenever you want. Make sure the design of your playlist artworks is consistent.

8.4 FOLLOW YOUR ARTISTS

It’s essential to follow your artists. This will let you check if you get their latest releases in your “Release Radar” every Friday following the digital release date — just as their other fans do.

You will also get suggestions from other similar artists in your Discover Weekly playlist created by Spotify, provided by its algorithm. This is a good way to discover artists in the same music scene for potential partnerships, tours, or just to add to your playlists.

8.5 CREATE YOUR OWN PLAYLISTS

As you already know, playlists are vital to your success — this is no different for labels. A good place to start could be a “best of” playlist showcasing your artist and label releases. Be imaginative and create playlists revolving around themes, events, or moods. Don’t be afraid to mix your roster with a wider catalog.

Top tip: As you begin to curate your playlists, set them up in "private" mode so that you have at least 15-20 tracks before you share them.

By going to your account settings, you can uncheck "Automatically make new playlists public" and also "Show my recently played artists" — this will allow you to have your playlists at the first level on your page.

Remember to update your playlists regularly (at least once a week) while keeping your artists at the top of the list. This makes sure you’re taking home the most streams and revenue possible. Think about your playlists as a weekly radio show rather than a compilation of tracks.

Ideas for playlists:

  1. Best New Tracks
  2. Album of the Week
  3. By music genre (Jazz, Electro...)
  4. By artist (A selection of X, X in 15 tracks...)
  5. By mood (chilling, party, study...)
  6. Per year (Best of 2019=)
  7. By event (Summer Playlist, ADE x Your Label...)

It’s also important to work on the description of your playlists. Give people a reason to subscribe to your playlists and profile. Create playlists that reflect your label’s ethos: artists you admire, past collaborations, what you’re currently listening to. All this helps give listeners a better idea of your label as a brand.

By clicking on "Edit Details”, you can update your playlist visual, specify a name, or add a "call-to-action" to encourage people to follow your playlist or profile. Once your label profile is certified (see section 8.8) you will be able to add external links. You can even redirect people to your Bandcamp label page, invite them to your latest label night, or sign-up to your newsletter!

Top tip: It’s possible to use emoticons in your titles and descriptions.

8.6 CURATE

The main goal of your label page is to promote your brand and your artists, but think outside the box. If you become a trusted curator with many followers, this means more streams on your playlists, more streams for your artists, and more money for your label.

To be a good curator, you’ll need to mix your own catalog with releases from other artists and labels. If you’re looking to build new partnerships and reach a new audience, this could be the perfect jumpoff point. The best place to start looking for similar artists is via your Discover Weekly playlist. This will give you an idea of which similar artists are being played by your artists’ listeners.

If you feature an artist or labels on one of your playlists, let them know! They will be more likely to share via their social networks, and possibly return the favor by adding your artists to their playlist. It’s a win-win situation.

8.7 INCREASE YOUR FOLLOWERS AND GET SUBMISSIONS

To promote your label profile on Spotify, we encourage you to share your playlists on social networks and your artists' websites. On YouTube you can add the Spotify tab on your homepage. You can also add a call-to-action description for all your video and playlists, allowing users to follow your label profile.

On your official website, you can integrate a "Follow" button and share embed players from your playlists.

On Facebook/Twitter/Instagram — update your description with the link to your Spotify label page.

Important: Avoid spamming your subscribers by linking your account to Twitter.

Another quick way to get followers on your playlist is to accept external submissions of tracks. Soundplate has created the perfect tool for this. You just have to submit your playlist (pay a € 15 fee if you want to accelerate the process) and they will create a custom online page where people can directly submit their songs and automatically follow your playlist. Tested and approved by iMusician!

8.8 USE YOUR LABEL ACCOUNT TO STREAM YOUR PLAYLISTS

It may sound obvious, but if you use your account to play your playlists, your followers will be able to see what you're listening to in their right-hand column. This is an easy win to further encourage users to listen to your playlists.

8.9 HOW TO USE SPOTIFY ANALYTICS

You’ve heard about Spotify for Artists, but did you know that as a label or manager you can use Spotify Analytics too?

This is the best tool for a label or manager to get valuable statistics on playlists, and which tracks to submit to the Spotify editorial team. Here you can look at your whole catalog in one dashboard to analyze data, help build strategies, and plan tours for your artists.

Top tip: Once an upcoming track has been submitted for pitching via the label, the artist won’t be able to submit it again from his Spotify for Artist account. Submission can be done only once via the label or the artist.

8.10 REPLICATE YOUR STRATEGY ON OTHER PLATFORMS

Now you know the details of how to build a strong digital strategy, you can easily replicate your playlist and curator strategy on other streaming platforms such as Deezer, Apple Music, YouTube, and more.

To save time, we highly recommend you check out the app Soundsgood. It helps you connect your label profiles on all the streaming platforms. This way, you only have to update one platform and it will synchronize on all linked streaming platforms.

Need a bit of inspiration? Have a look at our selection of label pages we follow:

  1. Krod Records
  2. Ninetofive Records
  3. Sans huile de palme
  4. Ava Records