Playlists, press and radio

Three kinds of playlist

Editorial playlists

• Spotify: pitch from Spotify for Artists, at least seven days ahead. See Module 5.
• Other platforms: Apple Music, JioSaavn, Amazon Music and others don't all have open pitching tools for independent artists. Ask your distributor whether it pitches to their editors, and how to request it.

Editors are looking for songs that fit a playlist's mood and audience, with a story and a promotion plan behind them. Tag your pitch accurately: wrong genre tags send your song to the wrong editors.

Algorithmic playlists

These are where most independent artists' playlist streams come from. They respond to listeners:

• Saves and playlist adds tell the system people want to hear the song again.
• Repeat listens and full plays count; quick skips work against you.
• Release Radar goes to your followers if you pitch seven days ahead, so growing your followers grows your release-day reach.

The practical lesson: in the first weeks, send your real fans to the song and ask them to save it. A small number of engaged listeners beats a large number of indifferent ones.

Independent curators

1. Find the right lists. Search the platforms for playlists that include artists like you, with real followers and recent updates.
2. Check they're real. Sudden follower jumps, no listener engagement, or curators who promise numbers are warning signs.
3. Pitch personally. Use the curator's name, mention a song on their list, and explain in two lines why yours fits.
4. Be patient. Most won't reply. Thank those who add you, and share their playlist.

The paid-placement trap

Spotify's rules are clear: services that guarantee streams or placements can lead to withheld royalties, corrected stream counts, songs removed from playlists, and distributors taking music down or suspending accounts.

Platforms that charge for a curator's time to listen and give feedback, with no guarantee, work differently. If you use one, budget carefully and judge results by listener behaviour, not streams alone.

Press

Music press and blogs help with credibility, EPKs, brand pitches and booking, even when they don't drive many streams.

Who to pitch: national music publications that cover independent artists, regional outlets in your language and city, newsletters, YouTube and Instagram music pages, and college publications.

How to pitch:

1. Two to three weeks before release, so they can plan.
2. A subject line that says what it is: "Premiere offer: Kannada folk-pop single, out 14 Nov".
3. Three short paragraphs: who you are, why this song is interesting, and what you're offering (premiere, interview, exclusive).
4. Links, not attachments: a private streaming link, press photos and your EPK.
5. One follow-up, a week later.

Offering an exclusive premiere to one outlet is often more effective than sending the same email to fifty.

Radio

• Commercial FM stations mostly play established music, but some have independent or regional music shows. Find the presenter, not the station inbox.
• All India Radio and community radio stations play regional and local music.
• College and online radio are the most open to new artists.

Radio play is a public performance, so as a songwriter it can earn you royalties through IPRS. Register your works.

Your checklist

1. Pitch Spotify editors for every release, and ask your distributor about other platforms.
2. List 20 independent playlists that fit your music.
3. List 10 journalists, blogs and pages that cover artists like you.
4. Send personal pitches two to three weeks before release.
5. Never pay for guaranteed streams or placements.