Editorial Playlists & Digital PR: An Unassuming Link
Love them or hate them, digital music PR and editorial playlists have become an essential part of a successful music marketing campaign. Editorial playlists have helped thousands of artists stand out from the crowd, gain more listeners, and get noticed by industry experts. The question is: Are digital music PR and online media effective in landing editorial playlist spots? Let’s find out!
The algorithm believes the hype
Playlists that focus on emerging artists, such as Spotify’s Fresh Finds, use an algorithm that detects “hype” through metrics. These include social media presence, online coverage, in-platform data, and so on. The algorithm notices how often the artist and their track are mentioned. This in turn leads to the track potentially being included in editorial playlists.
Therefore, it is important to remember that while online coverage may seem like a hassle, it helps boost your reputation. In addition to more people looking for your track (which drives internal data), it has an impact on Spotify algorithms.
Curators keep an eye on what media outlets are saying
Keeping an eye on what’s hot and what’s not is literally part of a playlist editor’s job. Therefore, having your music featured in all the right blogs is a great way of catching the eye of a playlist editor. This is because they will know that you have a comprehensive marketing plan and long-term strategy.
Outside editorial playlists, many online music outlets have their own tastemaker playlists. These playlists typically have a dedicated following, which means they are more likely to reach potential fans who are really interested in your music.
A well-thought-out digital music PR plan is essential when it comes to landing key playlists and improving your online reputation. Pay attention to your DSP audience statistics. Try to target your top demographics and locations through online PR, such as location-specific blogs, social media ads, as well as YouTube ads. After all, building overall momentum is one of the main objectives of a release.