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.


Miami has always been a place I’ve considered home and WMC was essential for me and the label in many ways. From showcasing our new music to keeping up with all the new artists and releases. It was the official kickoff of the year and I’m happy to see it thriving again.

Louie Vega

DJ/Vega Records

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

The Winter Music Conference represents a chance for Beatport to connect directly with our customer community. Having a strong conference means we have a platform to embrace the entire spectrum of electronic music culture. We are proud to support the resurgence of this great event.

Jonas Tempel

Beatport, Co-Founder

I’m so glad to see WMC rebooted with such thoughtful content and first-class curation. It’s been a long time since the industry had a must-do American event and this is it. The reborn WMC!

Patrick Moxey

Ultra Music

I feel fortunate to have been part of the first-ever WMC. Over the 35 years, it has grown to give us an international forum where we exchange music and ideas. As an attendee and host of many of the award shows, I am proud each time I see new young talent emerge and then become world-renowned. We all have so many Winter Music Conference moments of hearing a seminal breakthrough record for the first time as well as a new DJ with star quality. Magical moments in my career.

Daniel Glass

Glassnote Records