Spotify over-programme Australian artists in playlists

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The undervaluing of music is still a hot topic. What do you see as the major ways your team contributes to the ethos of respecting music?

 

Alicia: Our fundamental goal as an Editorial team is to support and nurture local artists and their art – this is why we have local teams set up all over the world and why we have had so many local success stories to date.

Our dedication to this cause plays heavily into our music strategy and we work tirelessly to ensure that artists’ music is amplified not only on platform, but off-platform via broader storytelling pieces and interesting marketing campaigns.

We have recently launched the ‘enhanced album experience’ where we complement a body of work in the form of a mixed media playlist format. Here, artists can release a unique canvas for each track accompanied by vertical videos, a real testament to how we not only deeply consider but push innovation in this age of disruption. We have many more exciting features in this space to come.

 

Pete: We are huge advocates of local music and try to over-index in editorial placements of local artists, so we can provide a unique programming experience that is hyper-local.

Prior to streaming, Australia has had a history of homegrown music not being as well represented as you see in other regions – we want to help bring a change in that by being as supportive of local talent as possible.

We also adopt a listening and placement system where everything that is submitted to us is given the same consideration, whether it be a strongly established artist, or a brand new artist who hasn’t had any presence on the platform previously.

 

Andrea: Two key things: 

We’re part of a well-oiled global team and as a result, we’re always talking about local artists to our colleagues worldwide in order to give artists get the biggest platform possible and try to amplify them on a global stage 

There’s a playlist for everything now! No matter how niche or broad your taste is, there is a playlists for you filled with artists you might not know but will enjoy!

As editors, we’re listening to music almost all of the time and looking for every possible place to place an appropriate song. This is giving exposure to artists that don’t have marketing budgets, aren’t signed to labels, basically anyone with a good song can get playlists.

People are consuming more music by more artists than ever and that’s in no small part due to streaming! 

Full interview:

https://theindustryobserver.thebrag.com/spotify-australia-interview/