Snippets of songs are often becoming popular faster than the songs themselves, which means labels have started tailoring song titles to make searches on streaming platforms more effective
Clearing samples is crucial to prevent singles from being taken down. But it’s also important for labels to ensure that, once a single starts to acquire momentum on one listening platform, that energy can be translated to the other streaming services.
“Users are gravitating towards a certain phrase, a certain lyric,” Andrews explains. “We don’t want people looking on their phones and then going to Spotify or Amazon and saying they want [that phrase] but not finding the song.”. Historically, labels launch marketing campaigns to create demand for songs; now, songs can be tailored to meet overnight waves of demand that arose mostly independently.
Another option is to “make playlists with that [key phrase] in the title,” adds Catherine Corkery, who has also been working with Surf Mesa in her role as senior manager of marketing at Astralwerks. “Or we’ve seen third party playlisters who have playlists with that [key phrase in the] title and asked them to add this song in or move this up” — anything to catch a potential listener on a stray search.
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