Pitching to Editorial Playlists
First, let’s figure out what editorial playlists are and why everyone wants to get into them so badly.
Editorial playlists are special music collections curated by streaming platform experts. They are featured on the main pages of the services and have a distinctive design.
Platforms:
- VK Music
- Yandex Music (Bandlink)
- MTS Music
- Zvuk
Yes, you can submit a pitching request for free on these four platforms. It’s a free promotion option. (All necessary links are at the end of the article.)
What Do Playlists Actually Do?
This is where you reach people who weren’t actively looking for your music but encounter it in the context of a curated selection, where everything shares the same aesthetic and mood. If your track resonates, it gains a new audience. Playlists help you connect with people who’ve never heard of you before. Whether it’s a mainstream or niche playlist, you’re still reaching an audience — nothing to complain about.
However, if your track becomes the cover of a playlist, it becomes an image-building opportunity. You start being perceived as a face of the genre. Listeners may not pay much attention to this, but for labels or algorithms, it’s an excellent case.
Moreover, being featured in playlists is a great signal for algorithms. If a track is in a playlist and people add it, listen to it, or visit the artist’s page, the next time you might end up in multiple playlists with higher positions.
What You Need for Editorial Playlists
- Release description — including promotion details.
- Artist description — highlighting industry achievements.
- Playlist photo — preferably on a white background, looking professional.
- The track itself — meaning the release’s UPC code and other minor details.
- Strength of spirit — figure that out yourself.
The key is to make everything look and sound “tasty”. A real person — an editor — reviews your application. They should want to read the description from start to finish and play your track. If they start listening, you’ve hooked them — you’re doing great!
It’s best to submit such a request 2–3 weeks before the release. Editors listen to and review a lot of material daily — it’s crucial to stand out with your cover and pitch information.
Two Approaches to Pitching
In our case, there are two methods you can combine: pitching your release through a label or via self‑pitching.
Pitching through a label is undoubtedly better because their requests are prioritized. Labels handle the initial filtering: they don’t submit everything to the editors but select only releases with potential, background, or a promotion plan. That’s why labels enjoy more trust, and their requests are reviewed first.
Self‑pitching is also highly beneficial. Especially on Yandex Music via the Bandlink service, which offers additional features like “My Wave” and “Nitro” beyond playlists.
Self‑pitching works just as well on the Zvuk platform.
What Should Be Included in Your Pitch?
- Introduce yourself. Share your name, what you create, and most importantly, your achievements.
- About the track. Describe the genre, mood, and concept. Stick to facts without fluff, but don’t forget to showcase creativity.
- The unique selling point. What makes this track stand out?
- Promotion plan. Show that you’re not leaving the track to chance.
- Originality. An unusual approach can break through the sea of generic texts and catch the editor’s attention.
Final Checklist: How to Succeed with Playlists
- Start your press campaign at least a month in advance: distribution and pitching both require time.
- Deliver high quality: sound and visuals must be top‑notch. Editors won’t consider an unprofessional application or a poorly mixed track.
- Craft your pitch like a master: clear, concise, original, and with a promotion plan.
- Launch a pre‑save campaign: make it interactive with contests or challenges.
- Warm up your audience before the release: share snippets, the story behind the release, and involve fans in the creative process. Use vertical videos and more.
- On release day, maximize activity: direct all traffic to streaming platforms.
- Analyze and thank: use BandLink Scanner to see which playlists you’ve been featured in. Thank the editors on social media to strengthen relationships.
These systematic efforts significantly boost your chances of success. However, to land in Yandex Music or VK playlists, you need not only a great track but also an original approach to its promotion.
Summing Up
In music, style, original solutions, and thorough preparation for the release are highly valued. “Thorough preparation” doesn’t mean you need to spend vast amounts of resources, money, and time — creative thinking allows you to achieve incredible things with the budget of a bag of chips.
The Promised Links to Artist Portals for Self‑Pitching — Use Them!
- VK Music: https://vk.com/studio
- Zvuk (STUDIO): https://studio.zvuk.com
- Apple Music for Artists: https://artists.apple.com/
- Spotify for Artists: https://artists.spotify.com
- Yandex Music (Bandlink): https://band.link/manage/analytics/yandex-music
- MTS Music: https://music.mts.ru/pitch
