The 2021 Spotify Fan Study shows consumer behavior and how artists can expand their reach. In this guide, we’ll discuss the three Spotify myths that were confirmed by the latest fan study report.
The Gospel of Spotify Save Rate
There’s barely any music blog that has not preached the gospel of Spotify save rate and the reasons every rising upcoming artist must appeal to their fans to save their songs prior to the release date. Before the report was published, no one had concrete evidence that the amount of Spotify saves amassed by a track can influence its success on the Spotify app.
The Spotify fan study states that listeners who save your track would most likely listen to your track more than three times after 6 months. And most Spotify listeners stream a song more than three times before saving. Going by that rule, If 1000 Spotify listeners save your song, you can get 6000 – 10,000 streams.
Where is the party at?
For Spotify artists, Latin America is the physical San Junipero, heaven on earth. Latin American cities discover and stream new music more than any other region. Judging by the total streams of new content, three Latin American cities – Sao Paulo, Santiago, Mexico City – top the chart. Roughly 700 million Spotify streams came from Sao Paulo. That is the number of streams generated by two American cities, Los Angeles and Chicago combined.
As an upcoming artist, you need to push your music to ‘where the part is’, meaning you must find an audience that would most likely check your music. Spotify listeners from Latin American cities are receptive to new music and that’s good news for you. Also, it is relatively cheaper to advertise in Latin American cities compared to the USA or UK.
The Release Party Never Ends
According to Spotify, the 7-day post-release push is not enough, as 53% of tracks reached their peak after that period. Consistent marketing connects people who could not listen to your music in the first week with your music.
It is safe to say every upcoming artist has an established artist they look up to in terms of style and public persona. Hence they might be tempted to mimic the campaign strategy of artists like Rihana or Eminem who rarely post about their previous releases. First things first, you are not RiRi or Rap God.
Secondly, you need to understand that these artists have fan pages and label media accounts with millions of followers that are posting the music content on their behalf endlessly.
When you get big, you can choose not to post about your past projects or unapologetically postpone a scheduled project after holding several listening parties like Kanye West. Unlike the industry babies, upcoming artists need to blow their trumpet every time in a bid to keep getting streams. Why? The moment your fanbase forgets you due to the lack of consistent marketing, your music goes down the drain.