Spotify Vs Radio
"The radio belongs to the past - it's not that relevant anymore," said Austin Kramer, Spotify's head of dance & electronic music, during a panel of playlists at the Electronic Week in Paris.
"We are able to get information about the tracks 24 hours after they are included in the playlists. The radio is not able to do so."
The former SiriusXM collaborator added: "The radios, it's sad to say, look at Spotify to decide their schedules.
Speaking of the same subject, Emmanuelle de Hosson, digital account manager of Warner Music France, said that "right now she is really changing everything, because before you really had to have a single on NRJ (the main French network), to have a success" , now we have playlists, we have more space to display our tracks. On the radio, they cannot reproduce your entire catalog. "
He continued, "It's really a new way to work on promotion because sometimes, and it happened this year for Warner, you can have a track that doesn't play on the radio but you can be successful in streaming."
Beyond the central point of the growing importance of streaming, both Kramer and de Hosson have expanded the way strategies are used to build audiences and introduce new artists into the market via streaming platforms and in particular on Spotify.
"We're not just putting Warner music in Warner's playlists because listeners need all the catalogs to go into the playlists," said de Hosson. "You are creating a playlist and want to get the most subscribers and streams on your playlists. When you have a huge playlist, you can push emerging actors into it. But of course they have to be in line with the genre of the playlist, this is very important. "
The introduction of new tracks in the playlists must be carefully managed and closely monitored and repositioned in the order of execution of the playlist accordingly.
On days when CD compilations were dominant, Queen would only license their music as long as it was inserted as track 1 of CD 1, for example. But assuming a new track on a playlist and pushing it to the top of a popular playlist could end up killing it.