Many artists dream about getting added to a huge Spotify playlist that gets them lots of new listeners. However, the reality is that playlist promotion can be shady on many different levels, and being aware of the pitfalls is crucial to safeguarding your music and artist profile from possible fines or even a ban.
Payola /peɪˈəʊlə/: the practice of bribing someone in return for the unofficial promotion of a product in the media. (Definition from Oxford Languages)
Payola can include offers, even unsolicited ones, promising playlist adds for cash, or other extra incentives. It is often connected with fake playlists.
Spotify's User Guidelines explicitly target the practice of payola and prohibit paying for placement.
1. THE DIRECT APPROACH
Ever reached out to a playlist owner who had an email address or an Instagram tag in their playlist description and received a response offering playlist placement for a mere $20/50/75? Or perhaps it was the other way around: you've been told your music is fantastic and for a small fee, you can gain even more exposure through an awesome playlist placement. In either case, be very wary! This is one of the most blatant (and also most common) forms of payola.
IMPORTANT: Tools like DistroKid's playlister.com and websites like PlaylistSupply facilitate such connections by giving away or selling a list of curator contact details – but they often don't vet curators properly (or at all). Countless cases have emerged around these platforms, where individuals either ended up being asked for money for a placement or were added to botted playlists after reaching out.
2. THE BAIT-AND-SWITCH APPROACH
High play counts from a random playlist you're suddenly added to (and stay only for a day or two) could be a trap. These fake playlists inflate your numbers temporarily, only to request a fee when you inquire about further promotion. However, these bot-generated plays hold no value and are risking account suspension.
Known organizations engaging in this practice include Wavr.io, Artister.io, and RepostNG.com, but new ones can emerge at any time. It's advisable to request immediate removal upon realization of being added to such playlists and write to support in your Spotify for Artists so that Spotify knows you didn't ask to be on such a playlist.*from an actual Spotify search for an Artister playlister profile
3. THE BEHIND-THE-SCENES APPROACH
There are many submission platforms, including SubmitHub. We made it our mission to thoroughly vet curators and provide transparent data about them to you, leaving submission decisions entirely in your hands.
Not all platforms operate that openly. Some offer their curators incentives for adding tracks (either pay them only if they accept, or pay much less for a decline + feedback, and much more for an acceptance), which, in both cases, is also payola, and undermines playlist curation's integrity by violating Spotify's terms.
Avoid platforms promising success or plays without you seeing what's going on after you send your song their way. Promotion services such as of Boost Collective, YouGrow, Indie Music Academy, and many more operate by compensating those who share your song, exposing your music to payola practices, often without your awareness. Prioritize feedback and understanding what happens to your song to avoid inadvertently participating in a payola scheme.
4. THE “COST-FREE” MANIPULATION
Some playlisters opt for a lighter form of payola that doesn't necessarily involve money. Often associated with Facebook or Discord groups, this tactic involves being added to a playlist with a condition: you must engage daily (or twice a week, etc.) with the playlist and provide proof of repeated listening, or you get removed. This manipulative tactic distorts engagement metrics and doesn't offer genuine listenership or any fanbase growth. Instead, it merely involves unrelated individuals, often varying greatly in style, genre, and quality, forced to artificially inflate streaming numbers by repeatedly playing the playlist amongst themselves.
Watch out for this practice, as even if it doesn't cost you anything, it still isn't legitimate. Moreover, it distorts your "Fans Also Like" section without truly gaining you any new fans.
Payola not only harms your credibility but also violates platform terms and conditions, risking fines or a ban from Spotify. Additionally, it impacts your "Similar Artists" section and algorithmic (like Spotify's Radio) suggestions, as well as strongly lowers your chances of landing on editorial playlists.
It takes a lot of time and effort, but sticking to real, organic growth strategies, researching who you are sending your music to thoroughly, and prioritizing music promotion with transparent, albeit less vanity numbers-oriented practices will benefit your musical career greatly in the long run. You know how it goes… “If it were easy, everyone would do it.”