This Week On The Desk
The Power Of User Generated Playlists 📰
Signings ✍🏾 - Rich The Kid
Creative($) of the week 👩🏽🎨 - Derrick Aroh
Links 🔗
The Power Of User Generated Playlists On Spotify
User generated playlists (on Spotify) have never been more influential.
Spotify, the biggest streaming service with the most active customers, meaning they stream the most music, 50–60% of listening is done via user generated playlists. What that means…people build their own playlist and listen to it, as opposed to the ones offered by Spotify.
10–20% of listening on Spotify is non-playlist.
Spotify listening is between 60 and 80% user-driven, user choice, user selected.”
Editorial playlists are losing their hit-making ability (most listeners on Spotify are passive listeners who would rather engage with the song over the artist) and are losing ground to user generated playlists.
The chart from MRC’s report outlining this trend in action:
You can read the full report in depth here.
We see a renewed emphasis on user generated playlists on Spotify and Apple Music now that most teams have soured on running influencer marketing campaigns on TikTok and Instagram.
User generated playlists are where the listeners are.
Signings ✍
Rich The Kid signs with RCA
Rich The Kid has signed with RCA Records.
Creative($) of the week 👩🏽🎨
Derrick Aroh - RCA Records | Instagram
Links 🔗
ComplexCon(versations) - The War On Rap
#WhoeverNeedsToHearThis
Don’t confuse visibility with success - Michaela Coel
