Labels Will Be Able To Pay Spotify To Promote Their Artists

Wednesday, October 30th, 2019 |

Spotify announced a big change in the past week that will allow record labels to pay to promote their artists on the streaming service.

The new feature was teased back in July according to Music Business Worldwide, but now is beginning to test it.

The feature will allow labels to pay to promote their artists on Spotify in a few ways. The new “Paid for You” feature is based on your music taste according to Spotify.

“We personalize these new album recommendations based on your listening taste, combined with human curation,” explains Spotify with a new blog post. “With an upcoming test we’re running in the US, we’re giving artists and their teams the ability to directly tap into this process and connect with the fans that care most about their music.”

Spotify Push Ad Promotion label Gif The recommendations will appear for both free and Premium users, so premium users will still be served these. However, premium users will be able to turn them off if they like.

“In this test, we will let artist teams pay to sponsor these recommendations, giving them the power to tell their listeners on Spotify—across both our Free and Premium tiers—about their latest release,” explains Spotify. “You’ll now hear from a wider range of artists, which means you’re less likely to miss out on new releases from your favorites.”

This is only a test for now in the US. These types of pop ups already appear at the top of your app, but now Spotify is allowing labels to pay to get placement in them. The “Brand New Music For You” will appear as a visual pop up ad. With the curation element of these pop ups, it may not change too much what users are seeing if labels can afford the promo. This will also help Spotify make some more money as it works towards consistent profitability.

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Winter Music Conference is my ground zero. It has always provided the perfect storm of opportunity and excitement for up and coming artists, including myself back in 2003, where I first caught a glimpse of how it felt to have an audience respond to my work. Over the years, I’ve always made it a point to have WMC in my calendar because that’s the spot where everyone congregates and you can feel it in the air. Creativity, brother and sisterhood, FUN and most of all the chance to come together as a community and celebrate the reason we are all here—the music.”



Having only missed the very first year of WMC in 1985, it was 1986-1990 that initially placed me on the map globally due to the international attendance of the entire dance music community. All throughout the 90s I was often getting written about by various high profile mags and websites for having contributed to help break many artists, DJs, producers and remixers. WMC enabled me to bring many top industry people together all under one roof, especially at Groove Jet, where house music officially met Techno in my sets and it’s all been uphill since…TBC

Danny Tenaglia

DJ, Producer

If you want to know about our industry from the people that make it happen then go to WMC. It’s an accelerated masterclass in all things dance music.

Carl Cox

DJ/Intec Records

WMC is and has always been the lifeblood of the dance music scene. Never missed a year since ’96, I can’t imagine Amsterdam Dance Event or Ibiza Music Summit existing without the blueprint that WMC originated. Seeing this revived is absolutely essential to reunifying the North American scene surrounding electronic music and its fringes.

Tommie Sunshine

Producer/DJ/Activist/Netflix Host

Before there was Ultra Music Festival, there was The Winter Music Conference, the annual coming together of the dance music tribes. Miami in March is a fundamental place to be from a business perspective, and has always given me endless opportunities for discovering new partnerships and talent. WMC brings together the dance music industry and surrounding culture like no other event in America. I’ve been attending WMC for nearly 20 years, and I’m very much looking forward to experiencing its evolution in 2019.

Matt Colon

Director, North America - YM&U Music