If a song is selected for an official playlist on Spotify, it will reach millions of listeners at once. This is a huge breakthrough opportunity for artists. However, behind the scenes, competition is fierce and getting on the official playlist is no easy task.
In this article, we take a closer look at Spotify’s official playlist selection criteria, the difference between official and indie curators, as well as how algorithms and human curation are blended with the realities of the industry.
Official playlist selection criteria – editors’ “secret rules”
Spotify’s official playlists are carefully selected by dedicated editors. The selection criteria include the following points.
・Sound quality and uniqueness of the songs.
The sound must be different and fresh, not merely technically perfect. The sound analysis tool is used internally, and data such as dynamic range and frequency distribution are also referenced.
・ artist’s track record and brand strength.
Detailed data from Spotify for Artists is also an important indicator for editors to judge an artist’s potential in the market.
・Strategic nature of release timing.
Ideally, songs should be submitted approximately three weeks before release. Official guidelines also recommend that songs should be submitted at least seven days in advance, so planned promotion is key to getting selected.
Official playlists vs. indie curators – a two-pronged approach to market domination!
Playlists within Spotify are largely divided into official playlists and indie curated playlists. It is important to understand the characteristics of each and use them strategically.
・Strengths of official playlists
Reach millions of users at once. High branding effects such as tie-ups with major brands and media exposure. However, competition is very high and the number of slots available is limited.
・Attractiveness of indie curators
Strong influence on specific genres and core listener groups. While targeting official playlists, strengthening the network with indie curators can ensure a reliable reach to the target audience.
Algorithms vs. human-powered curation – the fusion of data and sensibility
Spotify’s recommendations are a combination of machine learning algorithms and editors’ song selection.
・Advantages of algorithms.
Collaborative filtering (a technique for inferring the preferences of a particular user by accumulating and analysing information on the preferences of many users) (a technology that recommends music that is similar to the user’s choice by grouping products, services and content according to their attributes) and content-based filtering (a technology that recommends music that is similar to the user’s choice by grouping products, services and content according to their attributes in advance). The higher the engagement (number of plays, saves and shares), the more accurate the recommendation.
・Strengths of human-powered curation by editors
Sensitivity’ and “stories” that cannot be measured by data are evaluated. Direct appeal to editors is also an effective strategy, as the artist’s personality, song background and cultural factors are taken into account.
Conclusion: a comprehensive strategy with a multi-layered approach will carve out in the future!
To win the playlist wars on Spotify, it is important to combine multiple strategies rather than relying on one approach.
・Actively pitching to official playlists.
Use Spotify for Artists to tell the artist’s story to editors alongside the data. Pitch at the right time to increase chances of adoption.
・Strengthen collaboration with indie curators.
Build relationships with indie curators in each genre to reach niche markets. This will expand your fan base and strengthen your branding.
Summary
Winning the Spotify playlist wars will require both official and indie approaches and a fusion of data and editorial sensibilities. This, we conclude, is the winning formula in modern music promotion.
[References.
Spotify for Artists FAQ
- Title: ‘How to Pitch Your Music for Playlist Consideration’
- URL: https://artists.spotify.com/faq/pitching-music
- Reference date: 23 Mar 2025
- Description: Contains guidelines and recommended timings for pitching songs to official playlists.
Official Spotify blog
- Title: ‘The Art and Science Behind Our Playlists’
- URL: https://newsroom.spotify.com/
- Reference date: 23 March 2025
- Description: provides an overview of the song selection process and internal data analysis by editors.
IFPI (International Federation of the Phonographic Industry)
- Title: ‘Global Music Report 2023’
- URL: https://www.ifpi.org/global-music-report-2023
- Year of publication: 2023