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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I first went to WMC ’87, the year I started Big Beat. It was an incredibly inspiring congregation of indie labels, DJs, artists, songwriters, producers and dance music lovers dedicated to breaking and discovering new music. WMC has been instrumental in furthering the dance and electronic cause; keeping the community connected, vital and relevant, and serving as an amazing springboard for talent. It’s a fantastic crucible for the future of dance music. Long may it live.

Craig Kallman

CEO & Co-Chairman Atlantic Records, Founder Big Beat Records

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

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

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