DIY Playlist Pitching: Getting Placements Without Paying Services

DIY playlist pitching enables independent artists to secure placements without paying submission services or hiring promotional teams. While requiring more effort than paid options, direct pitching can achieve meaningful results while building relationships with curators.

Understanding Playlist Types

Different playlist categories require different pitching approaches.

Editorial playlists are curated by streaming platform staff. Spotify, Apple Music, and other services maintain editorial teams who create and manage official playlists.

Algorithmic playlists are generated by platform algorithms. Release Radar, Discover Weekly, and similar playlists respond to listener behavior rather than direct pitching.

User-generated playlists are created by independent curators. These range from small personal collections to massive playlists with millions of followers.

Each type offers different access points and success rates for independent artists.

Pitching Editorial Playlists

Editorial playlist access occurs through distributor dashboards.

Spotify for Artists provides direct editorial pitching. Artists can submit one unreleased song at least seven days before release. Pitches should include:

• Song information and release date
• Genre and mood descriptions
• Story behind the song
• Similar artists for reference
• Any relevant context (first single, album preview, etc.)

Apple Music for Artists allows editorial consideration. Similar information helps Apple’s editorial team understand and categorize submissions.

Timing matters for editorial pitching. Submitting as soon as possible (up to 7 days before release) maximizes consideration time.

Realistic expectations are essential. Editorial placements are competitive; most submissions do not result in placement.

Optimizing for Algorithmic Playlists

Algorithmic playlists respond to listener behavior rather than direct pitches.

Engagement signals influence algorithmic recommendations:

• Complete listens (no skipping)
• Saves to personal libraries
• Playlist additions by listeners
• Repeat listens
• Following the artist

Encouraging fan behavior improves algorithmic outcomes. Asking existing fans to save songs, listen through completely, and add to playlists trains algorithms.

Release Radar placement depends on follower engagement. Building active follower bases ensures Release Radar inclusion.

Discover Weekly considers listening patterns. Songs similar to what users already enjoy get recommended.

Finding User Playlist Curators

Independent curators manage thousands of valuable playlists.

Spotify search reveals relevant playlists. Searching genre terms, mood descriptors, and activity contexts surfaces potential targets.

Playlist analysis identifies curator information. Playlist descriptions sometimes include submission instructions or contact information.

Social media research locates curator accounts. Many curators maintain social presence where they can be contacted.

Curator networks aggregate contact information. Some websites compile curator lists, though quality varies.

Similar artist analysis shows where comparable music appears. Playlists featuring similar artists represent natural pitching targets.

Evaluating Playlist Quality

Not all playlists offer equal value. Quality assessment prevents wasted effort.

Engagement indicators reveal genuine audiences:

• Likes relative to followers
• Regular updates showing active curation
• Follower growth over time
• Listener activity beyond just following

Red flags suggest low-value playlists:

• Massive follower counts with minimal engagement
• No recent updates
• Random, unrelated songs suggesting playlist trading
• Requests for payment in exchange for placement

Playlist placement services sometimes deliver to low-value playlists. Bot-driven playlists may even harm algorithmic standing.

Crafting Curator Pitches

Effective pitches share certain characteristics.

Personalization demonstrates genuine interest. References to the specific playlist, its vibe, and why the song fits show thoughtful matching.

Brevity respects curator time. Curators receive many pitches; concise messages stand out.

Easy access removes friction. Direct streaming links that open immediately make listening effortless.

Relevant information provides context. Brief descriptions of sound, mood, and similar artists help curators evaluate fit.

Professional tone signals legitimacy. Respectful, appropriate communication without desperation or excessive enthusiasm works best.

Pitch Template Example

While personalization matters, certain elements should consistently appear.

Opening: Acknowledge the specific playlist and explain why the song fits its aesthetic.

Song information: Artist name, track title, and release status (released or upcoming with date).

Brief description: 1-2 sentences characterizing the sound with specific references.

Streaming link: Direct link to the track on the curator’s primary platform.

Social proof (optional): Brief mention of any notable achievements or previous placements.

Closing: Thank the curator for their time; no pressure for response.

Contact Methods

Different approaches work for different curators.

Social media direct messages reach curators on their preferred platforms. Instagram and Twitter DMs often work for smaller curators.

Email addresses sometimes appear in playlist descriptions or curator bios.

Submission forms exist for some curators. Following stated processes improves response likelihood.

Comment sections occasionally work for engagement. Leaving thoughtful comments on curator social posts builds familiarity before pitching.

Managing the Pitching Process

Systematic approaches improve efficiency and tracking.

Spreadsheet tracking organizes outreach efforts. Recording playlists contacted, dates, responses, and outcomes reveals patterns.

Batch processing improves efficiency. Researching playlists in one session, crafting pitches in another, and sending in batches streamlines work.

Follow-up protocols maintain appropriate persistence. Single follow-ups after reasonable time periods (one to two weeks) can surface overlooked pitches.

Response tracking informs future strategy. Noting which approaches generate responses guides continued improvement.

Building Curator Relationships

Long-term relationships produce better results than one-time pitches.

Following curators demonstrates genuine interest. Engaging with their social content and playlists shows appreciation beyond pitch-only contact.

Thanking for placements acknowledges curator work. Gratitude after successful pitches strengthens relationships.

Sharing playlists provides reciprocal value. Promoting curators’ playlists to followers benefits them while maintaining connection.

Ongoing updates keep relationships active. Periodic messages about significant developments maintain contact without over-pitching.

Combining with Paid Options

DIY pitching can complement paid services strategically.

SubmitHub provides guaranteed curator responses. While not guaranteeing placement, the platform ensures pitches get heard.

Playlist push services automate outreach. Quality varies significantly; research before using any service.

Strategic spending supplements free efforts. Using paid services for specific high-value targets while DIY pitching broadly optimizes limited budgets.

Measuring Pitching Success

Tracking results reveals effectiveness and improvement opportunities.

Placement rate shows pitch effectiveness. Comparing placements to pitches sent identifies successful approaches.

Stream impact from placements varies significantly. Not all playlists drive equal streaming numbers; tracking helps identify highest-value targets.

Follower conversion from playlist listeners indicates quality. Placements that generate followers produce longer-term value than those generating only streams.

Relationship development represents long-term success. Curators who add artists to multiple playlists over time provide sustained value.

Supplementing with Advertising

Display advertising can complement playlist pitching efforts.

Music website advertising through platforms like LG Media (starting at $2.50 CPM) builds artist awareness that may improve playlist pitch reception. Curators who recognize artist names from other exposure may take pitches more seriously.

DIY playlist pitching demands significant time investment but costs nothing beyond effort. Artists willing to research, personalize, and persist can achieve placements that rival paid promotional results while building relationships that benefit long-term careers.