Going forward, there will be two groups a year. The first four Fresh Finds program artists are Wallice, Unusual Demont, Julia Wolf, and EKKSTACY - each of whom have less than a million monthly listeners. “Where we can provide personalized, one-on-one support, I just think that’s really meaningful,” she says. Marian Dicus - Spotify’s VP, Global Co-Head of Music & Global Head of Artist and Label Services - says the playlist’s success made the company realize that doing more for this type of artist was the “next logical step” in Spotify’s commitment to independent artists. The streamer positions Fresh Finds as a launching pad, citing the likes of Clairo, Omar Apollo, and Amine as alumni. In 2021, about half of the artists added to the playlist previously had fewer than 21,000 monthly listeners, but the average artist sees their listens increase by 108% in the month after being playlist, according to Spotify in a new blog post. The program is a spin-off of the Fresh Finds playlist, which has added more than 25,000 emerging artists since its launch five years ago. On Wednesday (May 26th), the streaming service announced its new Fresh Finds program, which will spotlight indie musicians in marketing campaigns and equip them with a variety of educational tools.
Spotify is making an attempt at leveling the playing field. Music streaming can be something of a catch-22 for fledgling artists: You can’t break through without impressive streaming numbers, and it’s hard to get impressive streaming numbers without breaking through.
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