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Navigating the New Zealand music industry

Get queuing for Spotify playlists

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Spotify is testing a new system designed to make it easier to share unreleased material to the teams that curate the all important playlists.

Under the beta feature, artists, labels and managers will have the option to select one unreleased song for consideration by the 100-plus music editors responsible for drawing up playlists such as Ultimate Indie and Discover Weekly.

Artists can try out the new feature by logging onto their Spotify For Arists account, while labels can do the same by logging into Spotify Analystics; as well as the song, submitters can also include information about things such as genre and whether or not it’s a cover version.

The beta feature is the first in a series of enhancements to the playlist system planned by the streaming giant, which it hopes will provide artists with better shot at landing a spot on a playlists. However, in a blog post, Spotify stresses: “We want to make something crystal clear: no one can pay to be added to one of Spotify’s editorial playlists. Our editors pick tracks with listeners in mind. They make these decisions using data about what’s resonating most with their community of listeners.”

Meanwhile, this week has also seen the Australian launch of Spotify Ad Studio, which is designed to provide advertisers with the tools to create and manage audio campaigns in minutes.

According to the company, the interface makes it simple for advertisers to create a fully produced ad for review, complete with a recorded voiceover.

Andrea Ingham, head of sales at Spotify Australia & NZ, says: “We’ve seen tremendous excitement and take up of Spotify Ad Studio by businesses in Australia who are looking for a more accessible, self-service approach to reaching our audience.”

One of the first Australian music companies to trial Spotify Ad Studio is dance specialist TMRW Music, formerly Ministry Of Sound Australia.

Marketing manager Elinor Williams says: “Often we find someone may listen to an artists music but they don’t follow their social channels, or may not spend much time on social media or other platforms. When targeting fans on Spotify, we’re able to convert a user from a listening fan to getting them to actually buy tickets to a gig or listen to their new album.”


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