Campaign Kit: Seven Success Stories, from Hyping Tours to Hitting Fan Milestones
Discover how seven artists – spanning genres and goals – turned up the volume for new and catalog music with Campaign Kit.
Discovery ModeMeet your next fansDiscovery Mode is a tool for artists and music marketers designed to help you find new listeners when it matters to you most.Get started
Your tracks, prioritized for discoveryWith Discovery Mode, artists and labels identify songs that are a priority, and our system adds that signal to the algorithms that power personalized playlists. This signal increases the likelihood of the selected songs being recommended, but does not guarantee it.
And it only works if fans love it too. We take note when a listener isn’t engaging with a song — including those in Discovery Mode — and factor this in when determining what to recommend in the future. It’s all about harmony.
And it only works if fans love it too. We take note when a listener isn’t engaging with a song — including those in Discovery Mode — and factor this in when determining what to recommend in the future. It’s all about harmony.
Today, 33% of all discoveries on Spotify happen via personalized recommendations in algorithmic contexts. With Discovery Mode, artist teams can signal which tracks are most important to them within Spotify Mixes, Radio & Autoplay.
Discovery Mode can help drive longer-term fanbase growth. Statistical modeling shows that, on average, artists see +50% in saves, +44% in user playlist adds, and +37% in follows during the first month of Discovery Mode.
Today, 58% of all first-time artist discoveries from tracks in Discovery Mode are from listeners outside of the artist’s home country. Additionally, on average, tracks in Discovery Mode are streamed in 100 markets during the campaign period.
Prepping for a new release
Discovery Mode works alongside your new release roll out strategy. Use it to remind fans of your best tracks ahead of time, and then drive attention to other parts of your catalog when your new release hits fever pitch.
Building on a moment
Song going viral? Trending like never before? Switch on Discovery Mode to expand the reach of your music in the moment. Culture moves at light speed, and Discovery Mode is made for you to make quick decisions.
Reinvigorating your fans
For artists with a legacy, Discovery Mode can help songs in an extensive catalog get another moment in the sun. Whether in support of a reunion tour or a new compilation, your music has the chance to be rediscovered.
Celebrating a milestone
When celebrating big moments in your career, encourage your fans to return to the songs that made everything possible. Select the songs you’d like to prioritize to reconnect with longtime fans and draw in new ones.1 / 4
With Discovery Mode, there’s no upfront costThis gives artists at any stage of their career, anywhere in the world, the opportunity to participate.When Discovery Mode is turned on for a song, Spotify charges a commission on streams of that song in Discovery Mode contexts. All streams in other contexts are commission-free. The commission is a percentage of revenue generated on those select streams. This marketing cost is deducted from future Spotify statements, so no upfront cash budgets are required. In testing, we’ve found that Discovery Mode can inspire further, commission-free exploration of an artist’s catalog, often leading to downstream, organic streams outside of Radio & Autoplay.
WHAT OUR PARTNERS ARE SAYINGRyan Oakes
“As an independent artist, knowing where to put your money to market your music is hard. So is coming up with enough funding. Spotify fixes this issue with this new feature. It helps me reach highly targeted people and turn them into lifelong fans. The results speak for themselves and I would highly recommend it to anyone searching for creative ways to reach new fans without a big record label budget!—Ryan OakesARTIST
“Discovery Mode helps introduce the music of our global artist roster to more engaged listeners and future fans across borders. Our clients are enthusiastic with the results and have included Discovery Mode in their release strategy. As part of a well-rounded digital campaign, deploying Discovery Mode has helped create impactful growth for our artists across total streams, monthly listeners, and followers and demonstrated growth outside of Spotify's own platform as well.—Ben PattersonPRESIDENT, DOWNTOWN ARTIST AND LABEL SERVICES
“Believe supports Spotify Discovery Mode, as it is highly innovative and beneficial for independent artists. The program’s democratizing power will enable a wider community of artists to benefit from promoting their music. Discovery Mode is helping artists cross borders, especially ones from territories that historically haven’t had equal access to the global music industry stage. And, in these early tests, we’re already witnessing how the program is helping talented Believe and TuneCore artists from all over the world gain significant exposure to new listeners.—Denis LadegaillerieCEO, Believe
“Discovery Mode has proven to be a great way to widen Hunter [Hayes]’s reach as his sound continues to evolve. I’m always looking for ways to connect Hunter’s music to new fans, and this platform exposes his music to hundreds of thousands of new listeners, and has contributed significantly to overall audience growth and engagement. —Valerie SizemoreMANAGER, HUNTER HAYES
“At TuneCore, we believe there’s never been a better time for independent artists worldwide. We’re seeing a paradigm shift where an artist’s success is no longer tied to radio or traditional mainstream media; artists are in the driver’s seat. That means marketing tools also need to evolve to better fit artists’ needs for the digital era. Discovery Mode will not only benefit artists who may not have the budget to hire outside agencies and fund media placement, but it also maximizes the reach of the music, based on the merit of the music - not because a gatekeeper said so. If the music’s good, Discovery Mode will help artists find new fans.—Andreea GleesonCEO, TUNECORE
“When we’re trying to reach new audiences in the current music market we’re always looking for ways we can see a measurable impact on our artists’ audiences. This is especially hard to accomplish after the all important first week promotion. When added to our overall marketing campaigns, Discovery Mode is one of the most cost effective ways that we’ve seen to build an audience and bring meaningful financial results for our independent artists. —Jeremy GruberHEAD OF DIGITAL, FRIENDS AT WORK
“Discovery Mode is a groundbreaking music marketing tool because it doesn't require any upfront budget. Discovery Mode makes it possible for independent artists at every level to reach new fans in a whole new way.—Philip KaplanFOUNDER & CHAIRMAN, DISTROKID
“For me, Discovery Mode is a game changer. It enhances the standard ways my music is presented and discovered on Spotify, and the results were absolutely amazing! I reached new listeners on Spotify, gained a lot of new followers on social media, and even saw increases in streams on my songs and ticket sales that were mind blowing. 100% worth it.—Sam RiggsARTIST
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How Goth Babe Amplified New Releases and Gave New Life to His Catalog with Campaign Kit
Indie electronic artist Goth Babe and his team used Campaign Kit to grow his audience ahead of his debut album release.
How Magic City Hippies Sequenced Marquee, Canvas, and Discovery Mode to Develop Fans Ahead of Their New Album
The Miami band’s use of Spotify for Artists marketing tools made listeners four times more likely to stream pre-release singles and helped triple the band’s audience in Radio and Autoplay before the album dropped.
How mehro Discovered New Fans and Hit 1 Million Monthly Listeners
The independent artist and his team are growing his fanbase with great music, social engagement, and Spotify for Artists’ Discovery Mode tool.
Natalie Perez Talks Expanding to New Markets and Growing Her Daily Listening Base
How the Argentinian singer-songwriter used Discovery Mode, Canvas, and Artist Pick to gain new North American fans and help the world ‘Detox’ with music.
Discovery Mode is just the start of your campaign.Campaign Kit gives you more tools to turn up your music and build lifelong fans.