He also commuicates Spotify's business ethos back to the artist community, helping them to understand the streaming model and how to use it to further their careers.
Here, he gives his top tips for increasing your streams, growing your audience and making the most of Spotify’s latest artist-focused functionality.
1. Grow your audience
Spotify has developed into a key promotional platform where artists can build up an audience, engage with fans and drive listens of their music as well as merchandise and concert ticket sales.
You can build up followers just the same way you build up Twitter followers and Facebook likes. On Spotify, when you issue a new release, each follower is notified by a push notification and email. The more followers you have, the bigger your reach and the greater potential to build a sizeable fan base.
To attract followers, we have a ‘follow’ button that can be installed on a website or blog. Also, a simple call to action on your socials will really help. As an example, artists could post – ‘I’m on Spotify! Follow me for new releases, exclusive playlists and merchandise. <LINK>’. It’s important to give people a reason to follow.
2. Increase your streams
Having a social strategy is key. Look at your other socials. Where are your biggest audiences? Facebook, Twitter, Instagram, Snapchat? Create posts on each that will attract people into Spotify to listen to and share your music. For example – ‘My new track is on Spotify. Listen, share and add it to your playlists. <LINK>’.
Asking fans to add the tracks to their playlists will enable their own followers to discover your music.
3. Embrace the Play Button
Once you've ensured you’re linking to Spotify from your website and socials, make use of our Play Button. This is an embeddable player that can be added to your website or blog. The goal is to make it as easy as possible for fans to know that your music is on Spotify and to then go ahead and listen to your music.
4. Make the most of the concert and merchandising tools
We want artists to benefit as much as possible from the platform and the tools on offer. It’s important for us to not only help drive listens of their music, but also to have a positive impact on other areas of their career such as touring and merchandise.
We have a Songkick integration which displays the nearest concert to the user by their location. It’s then just a case of clicking through and purchasing a ticket.
Through our partnership with Bandpage, artists can promote up to three merchandise offers on their page. This is commission-free and simply links back to the artist’s store or merch partner. I always advise artists to look at who their audience is on Spotify and to cater the merch accordingly. Add variety and be creative! Odd Future sell socks, a t shirt and a CD. Ariana Grande recently had a pre-order for a CD album and access to an exclusive online concert. Oh Wonder are selling a signed double white vinyl of their debut album.
5. Get to know our Spotify for Artists service
SpotifyArtists.com contains a lot of useful information on how you can build an audience and drive listens of your music. Make sure you check in regularly for all the latest updates.
In an ever-changing landscape, it’s important that we continue to develop the best practices for artists and provide up to date examples of how artists are using Spotify to their advantage. We want the site to be an important and practical resource for the artist community.
Last week, Bryan gave us his thoughts on the wider opportunities for artists and songwriters in the current musical landscape. Read the story: http://www.m-magazine.co.uk/news/spotify-theres-never-been-a-better-time-for-artists/
In related news, PRS for Music has launched its Streamfair campaign to raise awareness about the need for legislative reform to ensure music creators are properly remunerated in the streaming market. For more info, see http://www.prsformusic.com/streamfair/