Image: Wilson Olegasegarem, Founder and Director of Upside Music

Sydney-based creative agency and record label Upside Music has developed a playlist pitching service alongside 250 well-known Spotify playlist curators.

Playlist Pump gives independent artists, labels and managers the opportunity to take advantage of digital streaming and create new ways for artists to get their music heard.

“We have taken the concept of pitching to Spotify playlists to a whole new level,” said Wilson Olegasegarem, Founder and Director of Upside Music.

“Combining practices of digital PR, Search Engine Optimisation and social media marketing with access to over 250 well known curators across playlists - we have developed a systematic approach to provide artists with the same opportunities they would only get if signed to a major label,” he added.

Playlist Pump also focuses on working with curators, bloggers and music fanatics to develop new playlists and platforms to share their favourite music. With plans to launch at the start at the start of the year, Upside Music has already had various labels express interest in utilising the service.

Adam Lucerne, Director/ Co-founder added: “It’s not just artists who benefit from Spotify streaming, it’s the curators and music lovers - the people who actually take the time to put together playlists or write an article. We want to create more opportunities for music lovers to showcase their favourite music and actually make a living from this by helping them build their brand and platform.”

Major labels are frequently pitching tracks to Spotify playlists to dramatically increase online streaming and return on investment in their campaigns. While Spotify announced that one in six people in Australia use their service, Billboard magazine has reported that due to online streaming, the music industry is beginning to enter a new age and progress, with an estimated 18.3 million subscribers to online music generating more 8.1% more revenue in the first six months of 2016 compared to the previous year.

Upside Music has opened up the service to the public at www.upsidemusic.com.au/playlist-pump