Hey indie artists, you know those Countdown Pages you’ve been seeing big artists use to promote their albums over the last year on Spotify? Well, they’re all yours now.
Spotify has just made Countdown Pages, the pre-release page the streaming giant spent the last year testing out with a select group of superstars (Meghan Trainor, Kaytranada, Billie Eilish, Taylor Swift) fully available to artists releasing an upcoming album on the platform. Spotify users can now see a timer counting down the very seconds until the release of an album, view the tracklist, pre-save the project, watch clips, and buy merch, all from within Spotify. The latest musical sensation to utilize this feature is Fred Again.., whose new album comes out in less than a month.
1. What’s the Appeal?
Though we’ve all seen popular media companies roll out relatively useless features in recent years to keep up with the rapid development of social media and the fleeting attention span of the public, we must give kudos to Spotify for this one, as it genuinely does help artists in a number of ways.
Building Excitement
On the surface, Countdown Pages are just an added visual feature to an otherwise audio-focused platform, meant to grab and keep attention on the platform for longer. However, this actually proves to be a real benefit to artists, as grabbing attention has become half the job when it comes to promoting new music. In making upcoming drops more visual and captivating, genuine excitement is being built over albums that otherwise may not have gotten any eyes until after their release.
Previously, listeners would have to check social media to know whether an artist they liked was releasing music soon, and artists would have to make announcements and promote on every platform they could to maximize reach and build hype surrounding their new album. Spotify has now “closed the gap between where music is teased and where it’s actually streamed”, so when you visit an artist’s profile, their upcoming album will be displayed on their page, accompanied by the countdown. It can also be added as the “Artist Pick” on an artist’s profile along with a caption. This then drives week-one streams, which plays a huge role in how the algorithm treats a project.
Boosting Week-One Streams
Getting as many streams as possible in the first week post-release is crucial when it comes to playing the algorithm. The more streams, replays, saves, playlist adds, and page visits your album gets in the first week, the more the algorithm will push it to new audiences, as it registers that it is performing well. Pre-saves are an essential component to week-one streams, as it not only shows the algorithm that your music is highly anticipated, but it also means the album is added straight into the pre-savers’ libraries and they are notified. It’s too easy not to stream, which makes life easier for fans, and easier for you, the artist.
2. What Are the Countdown Page Features?
- Countdown timer
- Pre-save button
- Tracklist preview
- Clips
- Sell Merch
Countdown Timer
The main feature is of course the timer itself, which counts down the days, minutes, hours, and seconds until the drop.
Pre-Save Button
In Spotify’s classic bright green there lies the “Pre-Save” button – the most eye-grabbing feature on the page against the page’s dark grey background. According to Spotify, 70% of users who pre-save an album stream it in the first week. Making the button the most popping element on the screen is a tactical move in helping artists drive week-one streams.
Tracklist Preview
Much like locked levels in a video game, you can see the album’s tracklist with the unreleased song titles in a “you can’t click on this yet” text color. The names of the songs as well as the featured artists on them are displayed, which helps build excitement about the release. Psychologically, this is a great strategy, as most of us want what we can’t have – we’ll keep coming back until we see all the songs available to us.
Clips
Alas, there will always be an uber visual component to new platform features, and it will almost always be in video form. The Countdown page allows artists to upload clips that users can watch for more context about the album, and if they’re lucky, hear a quick snippet of one of its songs. A study of over 500 artists showed that those who uploaded clips to their Countdown pages received twice as many pre-saves as those who didn’t. Artists can upload a video talking to fans, BTS footage, a music video teaser, or a simple canvas to their page to keep audiences engaged.
Sell Merch
Merchandise is one of the most reliable income streams for artists, as a majority of sales go directly to them (as opposed to streams, which are split a million ways and pay very little to begin with). Buying merch is thus a great way to support artists, and it’s now possible within Spotify on an artist’s profile, and can be accessed right next to the “Clips” and “Events” tabs.
3. Go For It!
Independent artists, we think the Countdown Page is an excellent opportunity to boost streams and increase traffic on your page. If you have an album in the works, consider utilizing this feature and milking it for all its worth! As of right now, you must have 5k active listeners in the last 28 days to use it, and if you’re not there yet, that is highly attainable. Think about releasing a single from your album first and using your socials to promote it so you gain traction. Once you’ve hit 5k, you’re ready to go. On your marks, get set….
I Read more: Spotify for artists: The ultimate guide to boost your streams
—
Send your music to industry pros 🔥
