Ryan Vaughn, manager at Backline Creative and CFO of Head Bitch Music, shares strategies on hacking the Spotify algorithm and TikTok growth. They discuss the success of 'the chilist' on Spotify and creating personalized algorithmic strategies. The chapter also explores Spotify's discovery mode, music video copyright issues, and the speakers' personal journeys in the music industry.
Releasing consistent collections of songs every month and running targeted ads can drive exponential growth on Spotify.
Creating multiple artist projects with different sounds and styles maximizes algorithmic success and expands the audience.
Consistently releasing music every 4 to 6 weeks for 18 to 24 months triggers algorithmic growth on platforms like Spotify.
The effectiveness of waterfalling and discovery mode in Spotify's algorithmic support declines as artists gain more followers and monthly listeners.
Deep dives
Artist's Unique Algorithmic Strategy
The artist, Jason, developed his own algorithmic strategy to promote his music on Spotify. He focused on creating solo piano pop covers under the artist name 'The Chilis' and optimized the algorithm to drive exponential growth. By releasing consistent collections of songs every month and running targeted ads, he was able to build a significant following and achieve millions of monthly streams. The success of 'The Chilis' prompted him to create multiple artist projects, each focusing on a different sound and style. By doing so, he maximized his chances of algorithmic success and expanded his audience.
Monthly Batch Releases
Jason's approach involved releasing a batch of 10 songs every month. While most artists follow a traditional release schedule of one song every four to six weeks, he found that releasing multiple songs at once worked effectively for him. This allowed him to amp up algorithmic discovery and maintain a consistent presence on Spotify. Although he occasionally released singles to fill in the gaps, his main focus was on monthly batch releases. This strategy was cost-effective for him and allowed him to create a large catalog of music in a short period of time.
Multiple Artist Projects
To cater to different niche audiences and maximize algorithmic success, Jason created multiple artist projects. Each project had its own specific sound and style, allowing him to target different playlist curators and listener preferences. For example, 'The Chilis' focused on organic acoustic piano pop covers, while 'Chillsy' delved into lo-fi piano with added beats and processing. By separating these projects, Jason ensured that each one had its own algorithmic strength and could reach the right listeners in their respective genres.
Algorithmic Success and Growth
Through his unique algorithmic strategy, Jason achieved exponential growth on Spotify. His releases, structured albums, EPs, and singles, coupled with targeted ads and thematic playlists, attracted significant algorithmic support. His success led to editorial playlist features, synchronization opportunities, and a growing fan base. By consistently applying his algorithmic principles and continually expanding his music catalog, Jason demonstrated that it is possible for independent artists to leverage the power of algorithms to reach millions of listeners and generate substantial streaming revenue.
The Importance of Consistent Releasing and Algorithmic Growth
Consistently releasing music every 4 to 6 weeks for 18 to 24 months is crucial to trigger algorithmic growth on platforms like Spotify. This approach helps artists gain momentum, attract more followers and monthly listeners, and increase their streams and saves. After the initial period, artists can consider extending the time between releases, focusing more on promoting and giving releases a longer tail. It's important to adhere to the 28-day cycle of releasing music on Spotify to ensure a steady flow of new content for listeners.
The Declining Value of Waterfalling and Discovery Mode
Waterfalling, which involves releasing multiple tracks from an album over a period of weeks, is becoming less effective for established artists with a large fan base. The return on investment and growth potential diminish as artists gain more followers and monthly listeners. Similarly, discovery mode, which allows songs to be prioritized in Spotify's radio and auto play features, has seen a decline in effectiveness as more artists opt-in. The algorithmic chaos resulting from multiple release versions on different URIs has impacted the success of discovery mode.
Release Scheduling and the Cost of Being an Independent Artist
Release schedules for independent artists depend on their resources, finances, and goals. Releasing consistently every 4 to 6 weeks for 18 to 24 months is ideal to trigger algorithmic growth. However, the financial cost of releasing singles regularly can be challenging, with an average cost of $5,000 per single for production, mixing, mastering, and artwork. Artists may front-load their releases or strategically plan their content to maintain a steady stream of releases without exhausting themselves emotionally, physically, or financially.
