Given the high engagement on those playlists, acquiring Tunigo was a no-brainer, and developing those playlists helped Spotify differentiate itself early on not only as a place to stream music but also as a curator.Ī lot has happened since then, something we discuss in our Spotify playlist ecosystem article, but one thing's for sure - editorials are at the center of discovery within the Spotify ecosystem with 30% of streams on the platform are done on one of the thousands of editorials.įun fact - by 2017 Spotify had employed around 150 curators responsible for the editorials. While Editorial playlists were not a Spotify feature initially, the company quickly realized their potential after analyzing the performance of a fellow Swedish company called Tunigo who by that time (2013) was curating hundreds of customized playlists for Spotify users. In a nutshell - the essence of Spotify's unique listening experience for each user.

Needless to say, they are heavily promoted by the platform and take a prime space in their desktop and mobile apps. Spotify is full of huge playlists that were carefully curated to suit different occasions, activities, or moods, or are simply the crème-de-la-crème of a genre. When you do, voila, your numbers spike up- streams, followers, and inevitably - the royalties.īefore digging into this, we highly recommend checking out our article on Spotify's editorial and algorithmic ecosystem where we provide an in-depth explanation of the types of playlists and their importance for both artists and Spotify themselves. It's no secret - landing that editorial placement is the ultimate goal for many artists, especially the emerging ones. You can listen to the 2nd episode of Fox Tales, our brand new music industry podcast on Spotify & Apple Podcasts.

If this is the first time you hear about the Spotify Editorial Pitching, don't worry! By the time you finish reading this article and listening to our podcast, you'll be ready to dive head-first into the world of pitching and hopefully expecting your first editorial placement!

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