How Much Does Being Featured on New Music Friday Affect My Streaming Numbers?

In the ever-evolving landscape of the music industry, one constant remains—visibility is key. In a sea of digital platforms, Spotify stands as a titan, boasting millions of songs and hundreds of millions of active users. One of its most influential curated playlists is New Music Friday, a weekly update featuring a range of new releases across genres. The playlist acts like a digital stage, spotlighting emerging artists alongside established acts, thereby serving as a key discovery tool for music enthusiasts.

For artists, labels, and industry professionals, securing a spot on this coveted playlist is akin to hitting a jackpot. But the question that often arises is: just how impactful is a feature on New Music Friday? Does it genuinely boost streaming numbers and, if so, by how much?

The Importance of Playlists in the Streaming Era

As traditional gatekeepers like radio stations and music television networks lose some of their luster, streaming playlists have filled the gap, serving as modern-day tastemakers. These curated collections of tracks offer listeners a convenient way to discover new music and enjoy old favorites, all bundled into thematic or genre-specific packages.

The Role of Curated Playlists in Music Discovery

Playlists are the beating heart of music streaming platforms. According to Spotify's statistics up to 2021, over 4 billion playlists were created by listeners, a staggering figure that demonstrates the format's appeal. But it's not just user-generated playlists that make an impact; professionally curated playlists like New Music Friday wield a considerable influence on public listening habits.

Such playlists serve as a guided tour through the enormous catalog of available music. They shorten the distance between artists and listeners, effectively serving as a recommendation engine that requires no manual input from the user. In a world overloaded with options, this curation becomes crucial for artists to get noticed.

User Interaction: Playlists vs. Albums vs. Individual Tracks

While the album isn't dead, its prominence in the consumer's music experience has shifted. Earlier, you'd purchase an album and invest time in listening to it from start to finish. Today's streaming culture, influenced by playlists, promotes a more eclectic, mix-and-match approach to consumption. Users are more likely to discover a single track from a curated playlist and then, perhaps, explore the artist's entire catalog.

Statistically, playlists dominate user interaction. As of 2021, it was found that playlists account for over 60% of listening time on Spotify, while albums make up just around 20%. The rest is constituted by individual tracks and radio features.

Digital Age Gatekeepers

Before the advent of streaming, artists sought validation and exposure from traditional media outlets, like MTV and radio stations. These platforms decided who got airtime, effectively serving as the gatekeepers of musical success. In today’s digital age, playlists like New Music Friday have taken up this mantle.

A placement here doesn't just offer exposure to a broad audience; it also grants a certain level of industry recognition. Many labels, A&R scouts, and even festival organizers keep an eye on such high-profile playlists to identify emerging talent and trends.

The Mechanics of New Music Friday

Understanding the behind-the-scenes workings of New Music Friday can offer valuable insights for artists and industry professionals aiming for a feature. Let's dissect the selection criteria, the timeframe during which songs remain on the playlist, and the audience most likely to interact with it.

Selection Criteria: How Does Spotify Pick Tracks?

Although the exact algorithmic and editorial formula remains a closely guarded secret, Spotify curators look at a blend of factors when deciding which tracks make the cut for New Music Friday. These can include:

Data Metrics: Track record of the artist's previous releases, current buzz, and other data-driven factors.
Editorial Judgments: Curators also consider the artistic quality and relevance of the song.
Genre and Diversity: Spotify aims to cater to a broad audience, so the playlist often features tracks from various genres and backgrounds.
Label and Artist Campaigns: If there's a significant marketing push or story behind a song, it's more likely to be featured.

Timeframe: When Are Songs Added and Removed?

New Music Friday is updated every Friday, as the name suggests. Songs usually get one week in the limelight before being replaced by a fresh batch of tracks the following Friday. This makes the timeframe for capitalizing on this exposure relatively short but intensely impactful.

Audience: Who’s Listening?

Understanding the audience demographics can help artists and labels tailor their post-feature marketing strategies. While Spotify does not release detailed demographic data, surveys and studies have shown that the platform is popular among Millennials and Gen Z users. These are listeners who are actively engaged, open to discovering new music, and likely to share their finds on social media.

Moreover, the playlist caters to a global audience but is often localized to fit regional tastes. So, while the primary New Music Friday playlist has a U.S. focus, there are versions tailored for audiences in other countries. This localization provides an excellent opportunity for artists to gain international exposure.

Quantitative Impact on Streaming Numbers

Now that we've established the importance of playlists and explored the mechanics of New Music Friday, let's delve into the crux of the matter—what being featured on this playlist means for an artist's streaming numbers.

Average Percentage Increase in Streams

The impact of a New Music Friday feature on streaming numbers can differ based on various elements, such as how well-known the artist already is or the song's inherent appeal. However, it's generally observed that being included in this playlist can significantly boost an artist's streams. On average, songs featured on New Music Friday have been known to experience an increase in streams of 50% to 100% within the week of being featured, compared to the average streaming numbers for other tracks by the same artist during their initial release weeks.

Case Studies: Tangible Impact on Artists

Billie Eilish: Before becoming a household name, Billie Eilish saw a significant surge in her streaming numbers when her song "Ocean Eyes" was featured on New Music Friday in 2016. This feature acted as a catalyst, helping her garner media attention and eventually leading to her exponential rise in the music industry.
Lil Nas X: "Old Town Road" was another track that gained immense popularity partly due to its New Music Friday feature. The song not only enjoyed a massive increase in streams but also became a cultural phenomenon, thanks in part to the visibility it gained from the playlist.

The ‘Ripple Effect’: Beyond New Music Friday

Being featured on New Music Friday often has a ‘ripple effect,’ wherein the track gets added to other popular playlists, both algorithmic and editorial. This can extend the life of the song, leading to sustained growth in streaming numbers even after it's been rotated off the New Music Friday list. In addition, these features often lead to increased social media engagement, more radio airplay, and sometimes even attention from traditional media outlets.

Strategic Approaches for Artists and Labels

Securing a spot on New Music Friday is only half the battle won. To make the most out of this golden opportunity, both artists and labels must have a strategic approach that capitalizes on the surge in visibility and streaming numbers. Here's how to go about it:

How to Increase the Chances of Getting Featured

Quality Over Quantity: First and foremost, the music itself has to be of high quality. Spotify curators look for tracks that not only fit their playlists but also stand out in terms of production, lyrics, and overall impact.
Pre-Release Marketing: Building buzz around a track before its release can also capture Spotify's attention. This includes social media teasers, email marketing, and even pre-save campaigns to generate initial interest.
Spotify for Artists: Use this tool to submit your track for playlist consideration. Providing as much information as possible, including the song's mood, instrumentation, and backstory can help curators understand your track better.
Networking: While not a guaranteed method, industry connections can sometimes help in getting your track heard by the right people. Attending industry events, or even reaching out to curators (without spamming them), can open doors.

Timing and Promotional Activities Around the Feature

Immediate Acknowledgment: As soon as you get featured, share the news across all social media platforms to encourage your existing fan base to stream the song on Spotify.
Engage With Listeners: User engagement can boost your song's Spotify algorithm. Prompt fans to save your song, add it to their playlists, and share it on social media.
Leverage Other Platforms: Don't limit yourself to Spotify. Use the New Music Friday feature as a talking point to gain exposure on other platforms like YouTube, TikTok, or even traditional media outlets.

Long-term Growth Strategies

Follow-Up Releases: One-hit wonders are common in the music industry. To maintain momentum, consider timing your next release strategically, capitalizing on the newfound audience.
Analyze Data: Post-feature, dive into the analytics. Which demographics responded most positively? Which countries were most engaged? Use this data to inform future releases and marketing strategies.
Build Relationships: The exposure from New Music Friday can attract attention from other industry players like bloggers, A&R representatives, and even record labels. Networking and relationship-building should be a priority post-feature.

Conclusion

Securing a feature on New Music Friday is more than a mere stroke of luck; it's an intersection where preparation meets opportunity. Given its position as a primary discovery tool for millions of Spotify users, this playlist offers unprecedented visibility and influence. However, its benefits go far beyond just a short-term surge in streaming numbers. When leveraged effectively, a New Music Friday feature can act as a catalyst for long-term growth, opening doors to broader opportunities within the music industry.

For musicians, A&R scouts, labels, and industry professionals, understanding the ecosystem of New Music Friday is crucial. It's not just about chasing a single feature but about leveraging this platform as part of a broader, more strategic career plan. If done correctly, a feature on this playlist can set the stage for an artist’s continued success, turning a momentary spotlight into a long-lasting luminance that brightens the path ahead.

The music industry is a complex field, but one constant remains—visibility is key. And when it comes to visibility in the world of music streaming, few platforms offer as promising an avenue as Spotify's New Music Friday.