Record Labels
Playlist pitching for record labels
Playlist placements can make or break a release. A single addition to a popular playlist sends thousands of streams in the first week. For labels pitching regularly, having a repeatable process with proper tracking turns playlist outreach from guesswork into a measurable channel.
Why labels need a system for playlist pitching
Most labels pitch playlists through a mix of Spotify for Artists submissions, personal emails, and DMs on social media. It works, sort of, but it's impossible to track. You don't know if the curator opened your email, listened to the track, or ignored it entirely. Promoly adds a tracking layer to your outreach. When you send a promo to playlist curators, you see who opened it, who streamed the tracks, and how long they listened. If a curator played your track three times, that's a strong signal they're considering it. If they didn't open the email at all, you know not to waste a follow-up. Over multiple releases, this data builds a clear picture of which curators are responsive and which ones aren't worth the effort.
Building a curator contact list
Start with the curators you already know. Anyone who's added your label's music to a playlist before goes on the list. Then expand. Search Spotify for playlists in your genre and note the curator names. Many independent curators list their submission email in the playlist description. Add these contacts to Promoly and tag them by genre and playlist size. A curator running a 500-follower deep house playlist is a different target than someone running a 50,000-follower editorial-style playlist. Both are valuable, but your pitch should reflect the difference. Promoly's Tastemaker Network can also connect you with curators who've opted in to receive promos. These contacts are already expecting music, which means higher open rates and more genuine engagement.
Crafting a pitch that gets listened to
Curators receive dozens of pitches every day. Yours needs to stand out without being gimmicky. Keep it short. Lead with the most compelling detail: a notable remix credit, a previous playlist placement, or a strong streaming number. Then let the music do the rest. Promoly's in-browser player means the curator can listen without downloading anything or leaving their email client. That removes friction and increases the chance they'll actually press play. Include the release date, genre tags, and BPM if relevant. Curators often build playlists around specific moods or tempos, so giving them this info upfront saves them time and makes your pitch easier to action.
Following up without being annoying
Follow-ups are where most labels either give up too early or push too hard. Use your Promoly data to find the middle ground. If a curator opened your email and played the track but didn't respond, a single follow-up a week later is reasonable. Reference the track they listened to and ask if it's a fit for their playlist. If a curator didn't open the email at all, a follow-up is less likely to help. They may have filtered your address or simply don't check that inbox. Try reaching them through a different channel instead. Never follow up more than twice on a single pitch. If there's no response after two attempts, move on and try again with your next release.
Playlist Pitching checklist for record labels
Research curators in your genre
Search Spotify, Apple Music, and Soundcloud for playlists matching your release's sound. Note curator names and submission emails.
Add curators to Promoly
Import curator contacts and tag them by genre, platform, and playlist size.
Upload your release
Add tracks, artwork, and metadata. Include BPM, genre, and release date.
Write a concise pitch
Two to three sentences with one standout detail. Don't write an essay.
Include streaming links
Add your pre-save or smartlink so curators can find the track on their preferred platform.
Send three to four weeks before release
Give curators time to listen, consider, and schedule additions before your release goes live.
Check engagement after 48 hours
See who opened and played your tracks. Note curators who listened to the full track.
Follow up once with engaged curators
If they played the track but didn't respond, send a short follow-up a week later.
Log results per curator
Track which curators added your music over time. This builds your priority list for future pitches.
Quick tips
Pitch one track, not your whole catalogue
Curators want to evaluate a specific track for a specific playlist. Sending five tracks at once makes their job harder, not easier.
Match the playlist's vibe
Listen to the playlist before pitching. If your track doesn't fit the mood, tempo, or energy, pitch a different playlist instead.
Don't forget independent curators
Editorial playlists get all the attention, but independent curators with engaged followings can drive meaningful streams too. They're also more likely to respond.
Personalise where it counts
Reference the playlist by name in your pitch. It takes ten seconds and shows the curator you actually know their work.
Frequently asked questions
Can I pitch Spotify editorial playlists through Promoly?
Spotify editorial pitches should go through Spotify for Artists directly. Promoly is best for pitching independent and third-party curators via email, where you can track engagement.
How do I find curator email addresses?
Many curators list their submission email in the playlist description. You can also find them through curator submission platforms, social media bios, and personal websites.
How early should I pitch before release?
Three to four weeks before release day. This gives curators time to listen, decide, and schedule the addition for release week.
What if a curator never opens my emails?
After two campaigns with no opens, that contact may not be active or may have filtered your address. Try a different channel, or focus your efforts on curators who do engage.
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