There was a time not too long ago when landing on a major Spotify playlist could change the trajectory of a band’s career. A single email confirming your song had been added to "Fresh Finds" or "New Music Friday" was often a ticket to a surge in monthly listeners and a wave of new fans.
But those days are waning fast. The playlist era isn’t quite over, but its influence is certainly fading, and it’s clear that the days of playlist dominance are on life support.
The Rise and Fall of Playlist Power
From 2015 to around 2020, playlists were kingmakers in the music industry. Spotify playlists held so much sway that playlist curators became powerful tastemakers, with the ability to elevate an artist’s career practically overnight. Independent artists found opportunities to break through, while major labels scrambled to acquire popular playlists and build their own brands. This gave birth to what some called the “playlist economy,” with curation even emerging as a viable career path.
However, starting around 2020, the playlist ecosystem began to unravel. It faced challenges from multiple directions, which chipped away at its trust, engagement, and impact.
One of the biggest blows was the rise of “pay-for-play” schemes and rampant playlist fraud. Bot farms could be used to inflate streaming numbers artificially, distorting metrics and making it hard to know what success even looked like. In 2023 alone, Spotify reported uncovering over 40,000 fake curator accounts, and engagement on major playlists dropped by a staggering 60%, leaving artists to question whether playlists were even effective anymore.
Meanwhile, Spotify made significant changes to its curation process. Reducing its human curation team by 75%, Spotify leaned on algorithms that now prioritize established artists and “safe” recommendations, which means that truly independent acts have less of a chance to break through. As of recent data, only 2% of major editorial playlist spots are held by independent artists. The impact has been palpable, with fan engagement and retention rates both dropping to all-time lows. Bot-driven streams now account for up to 40% of activity on some playlists, further damaging their credibility and effectiveness as discovery tools.
Enter the New Underground: TikTok Music Sharing Accounts
As playlists lose their magic, TikTok music-sharing accounts have taken over as the new frontier for organic music discovery. Unlike Spotify’s increasingly corporate playlist system, these TikTok accounts offer an authentic, grassroots path to new fans. They’re run by real people—often music fans or niche curators—and, as a result, they bypass the pay-for-play schemes and bot-driven engagement that plague playlists. These accounts are quickly becoming an underground scene in their own right, where emerging artists have a genuine shot at reaching engaged listeners.
Optimising Your Music for TikTok Sharing
The key to TikTok music success lies in creating music that’s primed for short-form content. Here are a few crucial aspects to keep in mind when preparing your music for TikTok.
Technical Considerations
First, identify a viral-worthy 15- to 30-second snippet from your song—the part that’s likely to resonate with new listeners and make them want to engage. This “viral moment” should feature clear vocals and a strong hook. If necessary, consider creating alternative mixes of the snippet, optimised specifically for mobile speakers, which can handle TikTok’s compressed audio quality better. Ensure that the high-end remains crisp without being harsh, and that the bass translates well even on phone speakers. You might even try creating a few versions of the clip with slight tweaks in EQ to see which performs best.
Timing and Structure
On TikTok, you have mere seconds to grab attention, so make sure your hook comes in fast—ideally within the first three seconds. Try to build in natural loop points to keep listeners engaged, and consider making dedicated TikTok edits of your tracks to maximise their impact in short clips.
A Professional Approach to TikTok Music Sharing Accounts
Building connections with TikTok music-sharing accounts requires a mix of patience, professionalism, and a clear strategy. Start with some research by following a few accounts in your niche for a couple of weeks. Engage genuinely with their content, observe their sharing patterns, and take note of any preferences they have for music or posting style.
When you’re ready to reach out, keep your initial message short, around three sentences. Reference specific posts to show that you’ve done your homework, and include links to your music (but avoid sending downloads, which can be a barrier). Offering a couple of snippet options is a great way to make your pitch stand out while giving the curator more flexibility.
Building Long-Term Relationships
Cultivating relationships with these accounts doesn’t end with one pitch. Long-term engagement, like regularly interacting with their content and sharing their posts (even ones that don’t feature your music), can build trust. Aim to offer value beyond your music alone, and don’t underestimate the power of a genuine connection with these curators.
Common Mistakes to Avoid
It’s easy to make a poor impression if you come across as desperate or unprofessional. Avoid spamming accounts with repeated messages or sending a single generic pitch to everyone on your list. Similarly, steer clear of begging for shares or making over-the-top promises of return promotion, as these behaviors can quickly sour a potential partnership.
Technical issues can also sink a promising pitch. Make sure your track is properly mixed and mastered, with working links and high-quality content. Videos should be clear and engaging, and any pitch material should avoid using copyrighted music to prevent issues.
Finally, remember that respectful communication goes a long way. Avoid being defensive about feedback, don’t demand immediate responses, and be mindful of timelines. Taking the time to engage with the curator’s community can also help you build rapport and credibility.
The Superfan Connection
Understanding your superfans—the core fans who resonate deeply with your music and values—can be a game-changer on TikTok. Use what you know about them to create snippets that feel aligned with their tastes, and make sure the visuals, captions, and comments match their aesthetic and language. Target accounts that share these same values for the best chance at meaningful engagement.
Building a community around your music on TikTok is also essential. Encourage your superfans to interact with your posts, create inside jokes, and establish a unique brand voice. The stronger the connection with your superfans, the more likely your content will gain traction.
Engagement Rate Comparison: Playlists vs. TikTok Music Sharing
The data speaks volumes about the power shift between traditional playlists and TikTok music-sharing accounts. Playlists now have an average engagement rate of 0.5-2%, a fan conversion rate of just 0.1-0.3%, and a monthly listener retention of around 15-20%. Compare this to TikTok music sharing, where engagement rates range from 5-15%, fan conversion rates sit between 1-3%, and profile visit rates reach as high as 20%. Perhaps most importantly, the follow-through to streaming from TikTok is significantly higher at 5-8%, underscoring the platform’s ability to drive genuine fan interest.
Additional Resources
If you’re looking to go even deeper into superfan strategy and optimizing your music for TikTok, check out my free guide, The Ultimate Guide to Understanding (and Attracting) Your Superfans.
P.S. Before you reach out to any TikTok music-sharing accounts, make sure your tracks are properly mixed and mastered for the platform. If you need help making your mix TikTok-ready, let’s chat about how to make your song stand out in those crucial first seconds.
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