Navigating the music industry’s digital terrain, it’s crystal clear: presave links are game-changers for independent artists. Witnessing a staggering 164% spike in their usage in 2022 among Linkfire’s clientele, these tools are no longer optional but essential for any artist looking to leave a mark. As a label owner and music marketer, I’ve seen how powerful adopting preserve links can be. But as is the case with any music-marketing-related anything, there’s a lot of snake oil being sold and misinformation being spread.
So we had to chat with the experts, talk about the strategies, and debunk some of the wider accepted myths about what goes into successful pre-save campaigns that have catapulted an independent artist from obscurity to the playlists that matter, like Spotify’s Viral 50 or Apple Music’s Top Charts.
After the success of our previous interview with Benji Stein & Jannis Deisinger from Playlist Supply on how smaller artists can leverage playlists to break their careers to new heights, we wanted to follow up and see what they’d say to some of the more commonly asked questions surrounding the topic of pre-saves. So let’s dive in…
Can you describe the concept of pre-saves on Spotify and their importance for artists?
Pre-saves on Spotify are valuable for artists as they allow listeners to save and add an upcoming release to their library before it’s officially available. They are crucial because they generate anticipation and excitement for new music. When listeners pre-save a track, it automatically appears in their library on release day, increasing the chances of immediate streaming. Pre-saves also contribute to an artist’s overall streaming numbers and chart placements and can help build a dedicated fanbase.
At PlaylistSupply, we always recommend doing pre-release strategies in addition to post-release. Users can gather all the data they need directly from PlaylistSupply and reach out to curators a few weeks before the release date. Once you let a curator know your release date, you can follow up on the day of release to ensure the track is already locked into many playlists.
Being added to a bunch of playlists on the day of release will greatly boost your algorithm.
Could you explain the role of direct fan engagement in boosting pre-save numbers?
Direct fan engagement plays a pivotal role in boosting pre-save numbers. Artists can actively engage with their fans through playlists, social media, email newsletters, and fan clubs, encouraging them to pre-save the upcoming release and building hype around it.
Personalized messages, behind-the-scenes content, and sneak peeks can create connection and exclusivity, motivating fans to take action and pre-save the track. Artists should leverage their relationships with fans to build excitement and drive pre-saves.
Learn More About The Different Pricing Options At Playlist Supply Here
How can artists leverage their existing catalog to drive pre-saves for upcoming releases?
Artists can leverage their existing catalog by promoting their upcoming release to listeners already engaged with their music. They can create teaser campaigns, mentioning the upcoming release in their existing tracks’ descriptions or linking to it in their artist bio.
Additionally, artists can use their existing fanbase to create a buzz around the upcoming release, using their previous music as a stepping stone to drive pre-saves for new content.
i know many of you have been waiting so i'm now incredibly proud and excited to announce Vladimir Dubyshkin’s new release on @triprecordings ???? “ivanovo night luxe” (a double EP!!) is out on 15 march. previews and pre-save/pre-order via трип platforms ???? pic.twitter.com/iXnjPnIIvF
— Nina Kraviz (@NinaKraviz) February 9, 2024
What metrics should artists focus on to gauge the success of their pre-save campaigns?
Metrics artists should focus on to gauge the success of their pre-save campaigns include the total number of pre-saves, the growth rate of pre-saves leading up to the release date, and the engagement levels of their pre-saved audience.
Additionally, tracking the source of pre-saves, such as social media, email marketing, or website referrals, can provide insights into the effectiveness of different promotion channels. Post-release metrics like streaming numbers and playlist placements resulting from pre-saves are also key indicators of success.
Learn How Playlist Supply Identifys The Quality Of A Playlist Here
How do playlist curators view pre-saves, and do they influence playlist placement decisions?
Playlist curators may view pre-saves as a positive sign of an artist’s engagement and fan anticipation. Many pre-saves can indicate strong fan support and interest in an upcoming release, which could influence playlist placement decisions and the ability to appear more often on organic search and ‘Discover On’ playlists. While pre-saves alone may not guarantee playlist inclusion, they can catch the attention of curators and highlight an artist’s potential to attract listeners.
How can artists follow up with pre-saved listeners to ensure continued engagement?
Artists can follow up with pre-saved listeners to ensure continued engagement by thanking them for their support through personalized messages. They can also notify pre-saved listeners when the track is officially released and encourage them to listen, save, and share the song.
Maintaining communication with pre-saved fans post-release, sharing exclusive content or insights about the track, and inviting them to join mailing lists or follow on social media can help sustain their interest and turn them into loyal fans.
Will Vance is a professional music producer who has been involved in the industry for the better part of a decade and has been the managing editor at Magnetic Magazine since mid-2022. In that time period, he has published thousands of articles on music production, industry think pieces and educational articles about the music industry. Over the last decade as a professional music producer, Will Vance has also ran multiple successful and highly respected record labels in the industry, including Where The Heart Is Records as well as having launched a new label with a focus on community through Magnetic Magazine. When not running these labels or producing his own music, Vance is likely writing for other top industry sites like Waves or the Hyperbits Masterclass or working on his upcoming book on mindfulness in music production. On the rare chance he's not thinking about music production, he's probably running a game of Dungeons and Dragons with his friends which he has been the dungeon master for for many years.
