The best opportunities to pitch for playlist placements are when the track is first released.
We can, on occasion, re-submit tracks after release to tie in with exceptional streaming growth or marketing drivers that will provide new impact for a product that has already been released. It’s important that we’re able to demonstrate that the release has shown strong streaming stats and fan engagement since going live. You can follow the streaming data for your releases using the AWAL App or the AWAL Analytics tool on the portal.
Playlist curators have a strong preference for considering new releases, so there need to be outstanding, currently relevant marketing drivers behind a product for it to compete as a re-submit. The marketing drivers must be even stronger than for new release pitching for re-pitching to be successful.
For example, a recent, high-profile sync in a major TV show would be a strong enough marketing driver for us to approach services about playlisting an older track.
Other good examples would be having content included in high-profile advertising campaigns or when the digital music services request an update directly.
Also, we've pulled together some expert advice on how best you can work with AWAL and the streaming partners to secure editorial support in this AWAL Academy Video: Q&A on Playlisting & Editorial Support with Sam Potts (VP Promotions at AWAL)