Spotify executive trains Icelandic musicians to reach new listeners

Spotify’s Nordic editorial head, Emma Vikström, led a workshop in Iceland last week on using the platform to find new listeners and build stronger fan relationships, Morgunblaðið reported. The event also covered ways musicians can develop their careers through Spotify.

Spotify has long been controversial among musicians, including over complaints about low payouts. But its popularity makes it difficult for artists to ignore, said María Rut Reynisdóttir, director of Tónlistarmiðstöð, Iceland’s music centre. She said the workshop was well attended and participants were pleased to meet a Spotify representative in person.

The session covered Spotify for Artists, the platform’s latest features and tools, how its playlists work, and how to pitch new music to Spotify editors around the world. Vikström also explained that artists can improve their chances of being considered for editorial playlists by carefully tagging and describing their music.

Reynisdóttir said the visit followed a trip to Sweden earlier in the year by Tónlistarmiðstöð and culture minister Logi Einarsson. The centre plans to continue discussions with Spotify to increase the visibility of Icelandic music on the platform.

Although the centre had been concerned about the response because of Spotify’s reputation among musicians, Reynisdóttir said the workshop was very well received. She said 97 per cent of streaming listening takes place on Spotify.