Spotify’s CEO, Daniel Ek, announced a 17 percent workforce reduction, affecting over 1,500 employees, to streamline operations and cut costs amid economic challenges. This marks the third significant round of layoffs this year, reflecting the company’s shift towards profitability, with a focus on efficiency (you can read more here).
What does this mean for artists & labels moving forward?
From what we’ve seen across the industry it means that it will likely effect editorial support for artists. So playlists, listening sessions and banners, for example, may be harder to gain. As the layoffs are still underway, it’s unclear the precise impact this will have, however early indicators suggest that long form editorial and advertising are effected. Over recent years we have seen many of Spotify’s own editorial playlists failing to be kept up to date with new music. This situation could worsen.
What to focus on instead of relying on editorial?
Spotify will likely lean into its algorithmic playlisting to help support and identify artists more. So there’s a few key things to look at:
- Profile optimisation: Ensure your profile is complete with a bio, artist photos, tour dates, and merch. Make use of all available features to increase the likelihood of your music being playlisted. Make, promote and maintain your own playlists, these really matter.
- Third party playlists: Collaborate with influential tastemakers in your genre. Being featured in a playlist by a significant player or organisation can propel you to first-party playlists.
- Collaborate within your genre, support each others playlists.
- Consider Spotify’s marketing tools such as Marquee, Codes, Spotify Shows, Clips and Spotify Discovery Mode.
- Finally, utilise other platforms too, to promote your music.
Develop your profile and presence on other key DSP’s too
Assess your high priority stores. Lean into stores that are good for your audience and work with your music. If your priority is streaming platforms, then some perfect platforms to lean into along with Spotify would be SoundCloud, Amazon Music & Apple Music.
Spend some time filling out the relevant sections on Cygnus Music feature submissions form. For platforms like Apple Music and other genre-crossing stores, emphasising organic traction, including details like TikTok sound creations, proves invaluable. Alternatively, if your focus is on specific outlets like Juno Download and Beatport, prioritise showcasing industry recognition—highlight DJ/Radio support, traditional radio exposure, and press coverage, as these elements will capture their attention and leave a lasting impression.
Aim to present Cygnus Music with a release schedule that’s 6 months ahead. If you’ve got provisional dates in then this would be very useful for planning a marketing strategy moving forward.
Remember, a high performing track on YouTube, Apple Music, TikTok and many others, can result in being playlisted on Spotify.
Keep us updated so we can support you.
Use Cygnus Music’s marketing forms to keep us updated on your PR efforts and successes. If you keep us updated then we’ll be sure to keep placing the release on the store’s radars.
Understand the specifics of the stores as some favour exclusivity. Streaming platforms do not require exclusivity, however, they do require parity. So if you chose to go exclusive, you may get less support from other DSP’s.
Look through our client resource pages.
By staying informed and strategically approaching different platforms, you can navigate the evolving landscape and maximise support for your music. This will help move the needle on Spotify!