As we’ve already touched on in several of our previous posts, playlists have quickly become one of the most powerful tools for promotion, growth, and influence in today’s music industry. And while entire careers are now built around playlisting, it’s something many independent artists or small label owners often overlook when it comes to their own strategy.

By the end of this post, you’ll understand better why building your own playlist can have a game-changing impact and how it’s definitely worth spending your time on. We’re covering why playlists should matter to you, highlight who’s already using them successfully, and walk you through how to start building one yourself so you can tap into the same benefits.

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Why should I build my own playlist as an indie artist/label?

Playlists give you direct access to an audience that’s already tuned in to the type of music you make. Instead of waiting to be added to someone else’s playlist, you create your own evergreen promotional channel, and better yet, one that you control.

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Who else is already doing this? 

Building playlists is a strategy that major labels have been implementing for years under their own brands. If you haven’t already come across these, here are some examples: 

• Filtr by Sony Music 
• Topsify by Warner Music Group
• Digster by Universal Music Group 

These playlists help them amplify their artists’ music across Spotify and beyond. Independent playlist curators have also built successful playlists that rival label-backed lists, proving that this is not just a major-label game. 

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What are the benefits of owning a playlist?

• A built-in promotional channel: every new release has a home, and you can consistently re-engage fans.

• Evergreen audience growth: unlike ads or campaigns that end, playlists keep attracting new listeners.

• Industry clout and influence: a strong playlist following positions you as a tastemaker, opening up collaborations and recognition.

• Control over discovery: you decide what tracks surround yours, shaping the overall listening experience.

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Principles for Rolling Out a Playlist Strategy

Here are the next steps you need to take to ensure that your playlist strategy is both effective and sustainable: 

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1. Identify the Right Theme

• Choose a theme that’s broad enough to update regularly but specific enough to attract listeners. Instead of “Best Country Music of Summer 2024,” aim for timeless, mood-driven titles like “Country Coffeehouse” or “Chill Country for Studying.”

2. Curate with Care

• Your playlist should be a go-to destination for a listener’s mood or specific genre. Make sure to add music that fits the theme (even if it isn’t yours) so people want to keep listening. The stronger the curation, the more likely followers will stick around.

3. Place Your Music Strategically

• Position your tracks between “sticky” songs: those with high engagement and low skip rates. This placement increases your chances of listeners discovering and liking your music.

4. Keep It Fresh

• Update your playlist regularly, changing at least 10% - 20% of the tracks each week. Active updates keep followers engaged and help your playlist stay in algorithmic favor. Click here for even more information on how to take advantage of streaming platform algorithms. 

5. Monitor Playlist Health

• Check your data regularly. Rotate your songs across different positions (Top 10, Top 20, etc.) to see where they perform best. Track how many active listeners you’re retaining compared to total followers. Click here for more tips on keeping your playlist healthy! 

6. Invest in Growth

• There are no shortcuts. Use social ads (Instagram, Facebook, TikTok) to bring new listeners in. Even small, ongoing budgets can create steady follower growth if your ads are compelling.

7. Track Acquisition Costs

• Measure how much it costs to get each new follower. Some playlist themes will naturally attract listeners at a lower cost. Focus on playlists with the lowest acquisition costs, and consider launching multiple playlists (3 to 5) to maximize your reach and impact.

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Where PlaylistFly Fits In

One of the biggest challenges for indie artists is running ads for playlists. Ads are crucial for growth, but they’re often confusing and time-consuming to set up. PlaylistFly is our new one-click ad tool built right into your dashboard. It’s designed to help you:

• Promote your playlists in seconds
• Reach new listeners automatically
• Grow your audience without any ad experience needed

This makes PlaylistFly the perfect complement to everything outlined above. When you’re ready to invest in growth, PlaylistFly streamlines the process so you can spend less time fiddling with ad platforms and more time focusing on your music and curation. 

Click here to learn more on how to launch your first PlaylistFly campaign! 

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Key Takeaways

• Playlists are an asset you own. Instead of relying on gatekeepers or waiting to be featured, your own playlist gives you a permanent channel to promote your music and connect directly with listeners.
• Major players already know the power of playlists. Labels like Sony, Warner, and Universal have built brands around their playlists. Indie artists who adopt the same strategy level the playing field.
• It’s not just about self-promotion. The most effective playlists mix your music with other great tracks. Strong curation makes people follow, stay engaged, and keep discovering your work naturally.‍
• Consistency beats shortcuts. A healthy playlist requires regular updates, smart track placement, and steady growth efforts (like social ads). Done right, it compounds over time and becomes a long-term growth engine.‍
• Tools like PlaylistFly simplify growth. Running ads is one of the biggest hurdles for indie artists. PlaylistFly makes it easy to promote your playlists and expand your reach without needing ad expertise.

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FAQs 

Q: Do I need a huge following to make my own playlist work?

Not at all. Playlists grow over time, and even with a small starting base you can attract new listeners if your theme is strong and your curation is consistent.

Q: Should my playlist only feature my own music?

No, a good playlist blends your music with tracks that fit the vibe and keep listeners engaged. If it feels too self-promotional, people will likely stop listening.

Q: What’s the best way to get new listeners to find my playlist?

Organic growth (word of mouth, social sharing, search on streaming platforms) can get you started, but most successful playlists use some form of ads to scale.

Q: Do I need to spend money on ads right away?

Not necessarily. If you’re just starting out, focus on curating a strong playlist and promoting it organically to friends, fans, and communities. When you’re ready to accelerate growth, even a small ad budget can make a big difference

Q: Isn’t it easier to just pitch my songs to other playlists?

Pitching to other playlists can definitely help, but you’re competing with thousands of artists doing the same thing. Owning your playlist means you always have a guaranteed home for your releases, plus the ability to build your own audience instead of depending on someone else’s.

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Once you’ve gotten the hang of it, building your own playlist can become an essential step in your music promotion plan. As you’ve seen, this will give you the power to control your audience, shape discovery, and amplify your releases with every update.

Just as you do with other forms or channels of promotion, the key is to always start simple, stay consistent, and keep experimenting. Using the approach we outlined, you can easily build playlists that not only grow your following but also cement your music’s influence in today’s landscape. 

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Photo by Jakob Owens on Unsplash