Spotify have been delivering personalized versions of editorial playlists for some time now but today they announced some new features which are sure to make Artists and their teams happy.
Personalized playlists are editorial playlists with significant followers (some in the millions) but they have a twist. The playlist is different for each user, meaning if you listen to Weekend Hangouts in your Spotify account and I listen through my account, the playlist order and songs included will be different.
Quoting Spotify's announcement below, you can see why this is a great opportunity for more artists to potentially be included in an editorial playlist.
"these personalized editorial playlists increase the number of artists featured on playlists by 30% and the number of songs listeners are discovering by 35%."
In addition, there has been conversion from a one time listen in the playlist to a fan who will listen to your song again and potentially save to their library or add to their own playlists.
"We found that, after discovering a song through a personalized editorial playlist, the number of listeners who then seek out the track on their own for repeat listens is up by 80%. In fact, the average number of times a listener saves a track is up 66%—all of which is good news for artists."
Now, here's what I think is the best part for an Artist! Spotify allows you to create a custom link to that personalized playlist which will display your song at the very top of the playlist! No more telling people "hey, i'm on this playlist for some of you, go listen and find my track in there".
"Anyone who clicks a unique link shared by an artist will see a personalized version of the playlist with that artist’s track as the first song. (For editorial playlists that are not personalized, artists should continue to use public links as they do now.)"
Read the full announcement on the Spotify for Artists blog here.