Forbes has an interesting piece today on how Lorde’s ‘Royals’ track became a global success, with her label pinpointing Spotify as one of the key factors. “The moment Lorde’s ‘Royals’ was added to Sean Parker’s popular ‘Hipster International’ playlist on Spotify, we saw an immediate reaction around the world,” says Lava Records boss Jason Flom. “Six days later, ‘Royals’ debuted on the Spotify Viral Chart. The plays just kept growing as word of the track spread across their network… It was the first spark that lit the blaze of attention and activity that culminated in Lorde’s incredible album debut.” Spotify’s Steve Savoca also talks in the piece about the streaming service’s decision to promote the track on its homepage a month before ‘Royals’ became a radio hit. 100m streams of the track later, Spotify is understandably keen to point to Lorde as a positive example of the company helping to break a new artist, in contrast to some of the criticism it’s received this year from the likes of Thom Yorke and Nigel Godrich. “We’re brokering relationships here, and when these relationships catch lightning in a bottle like the case of Lorde, it’s our job to read that data and to chase those opportunities and make sure we’re introducing exciting new artists to our users,” says Savoca.
Tools: platforms to help you reach new audiences
Tools :: We Are Giant
With “fan communities” being on every artist’s team’s mind, we’re fans of the fact that…