How to get your music featured on stores

Written by Jon Lemmon (Managing Partner: 8DPromo / GM: Xelon Digital)

 

Getting feature placement on retail and streaming sites is such an important boost for any release, and increasingly getting into high volume playlists too. So how can you get featured and what exactly can you do to increase your odds?

 

What do digital stores look for in a release?

 

Many things. Sometimes a recognized artist, but typically just really good music, with a good story. By a good story I mean that if the artist has a following, actively engages with fan base, gets feedback from other dj’s, and generally gets behind their own music. This can actually be the artist and / or the label. Generally if the label and the artist don’t get behind their own music and actively give it their own push, the stores may not see much point in pushing it.

 

Can I market my music independently?

 

Yes! And you should. Whether it’s grass roots and growing a following, to being actively engaged with your fans, to hiring a promo or PR company or just boosting posts, you should do things to market and promote yourself, or your music. This goes for labels and artists. One thing to make a note of is that if you are doing your own marketing as well as utilizing someone else (or just giving info to your distributor), it’s important to communicate with those parties as well. Synching up with your other partners and colleagues can increase effectiveness of marketing for both parties.

 

How does a digital distributor get your music featured on stores?

 

The distributors typically work with the merchandising teams at the stores to pitch music for features. They typically have relationships with people at the shops (Apple Music, Beatport, Spotify, etc.), and have weekly conversations on upcoming release priorities. Always remember that the more you have to hype a release, the better your chances. The Distributor will use the label info to send over in hype notes to give the stores the information they need to make a decision on whether to feature or not.

 

How does digital music distribution work?

 

First, as an artist or label, you sign with a distributor. Then you will get set up with them so they can receive your content. You will have to upload your mastered files, artwork and marketing materials. Once you do this and set a release date, it gets distributed to all of the shops and outlets. On release date, there it is! Every month or quarter, you get a statement with all of your sales and a breakdown of what’s owed to you. Assuming you meet any minimums, you get a payment as well. There’s a lot more to it than that, and more detailed info, but that’s the core of how it works.

 

What makes a good digital distribution deal?

 

Once again, it’s aligning with the company that’s a fit for you. Look at the offer as well. Is the percentage the distributor keeps worth the work they do for you? Feeling heard, feeling like your needs are going to be met, understanding and agreeing to the terms, and being happy with all that is offered is very important.