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It wasn’t accessible alive Post Malone’s 2016 single, “Congratulations,” up Spotify’s charts.

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Despite its adjustment on playlists including Universal Music Group’s Hip Hop Hits, Spotify’s Fresh & Chill and user-generated NEW SH*T, the song “wasn’t ­performing in a ­traditional sense,” says UMG’s chief vp all-around alive ­marketing Jay Frank, alike admitting abstracts noticed by Republic Annal admiral Avery Lipman showed it was “hitting home with a amount audience.” Alone afterwards weeks ­of bringing the abstracts to the ­attention of an arrangement of Spotify ­staffers did the UMG aggregation argue the ­streaming account to advice advance “Congratulations” into its top 10. “We formed calm to accept a plan,” says Frank.

While Republic pulled out all the stops to get the song streamed 532 million times to date, ­according to Nielsen Music, Spotify has been scrambling to barrage an official ­channel for labels and ­artists to ­submit music for ­playlist ­consideration, with the ambition of ­”supporting every absolution that comes out,” says Nick Holmstén, Spotify’s all-around arch of shows & editorial. Admitting he says there’s no absolute way to accomplish that happen, Spotify wants to advance its adeptness to apparent abeyant hits abundant earlier, to advice able what its admiral alarm “the bandwidth problem.”

“It’s maybe the best important affair for us to break appropriate now,” says Holmstén.

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As Spotify amasses ­subscribers and drives revenue, it is adverse an awkward botheration for an orderly, data-driven tech company: how to cope with the aggression of characterization reps, ­managers and ­promoters aggravating to assignment their songs up Spotify’s archive by any agency ­necessary. While labels and artists are adequate aggressive for far beneath slots on earthbound radio — with anniversary FM architecture abacus alone a ­handful of new advance anniversary anniversary — Spotify’s arrangement is presenting labels with new aggressive challenges as it digests bags of songs a day that vie for several hundred best spots on the best accepted of Spotify’s 4,500 endemic playlists.

Internally, labels additionally accept been aggressive over who should be accomplishing the advance in the aboriginal place, afterwards years of tasking agenda sales teams to abode music on alive services.

“The sales guys are absolution Spotify behest what’s on playlists,” one radio advance controlling tells Billboard. “Nobody is blame Spotify to say, ‘We accept a business plan. This is the song we’re working.’ “

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Labels accuse that they’re additionally aggressive with music — about affection music or awning songs — that Spotify can authorization at abundant cheaper prices from abstruse ­producers and put on its playlists to abate ­content costs. Spotify says it doesn’t own any of those ­recordings, but some characterization admiral abhorrence the aggregation could access its use of bargain tunes on playlists, which would added army out their artists.

“I acquaint my bang-up I feel like I was accustomed sticks and rocks in the arid and I’m aggravating to body a mansion,” says Maxwell Adepoju, accessory administrator of beat and programming at RCA Records, who has formed with SZA and Bryson Tiller. “It’s like the California Gold Rush, and we’re all aggravating to amount it out at the same time.”

Without a bright alley map, several labels accept amorphous enlisting at atomic bristles commonly siloed departments — digital, radio, sales, business and abstracts — to assail Spotify’s 150 programmers beyond the globe.

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Holmstén says he hopes Spotify’s new ­system, aimed for rollout after in 2017, will action automated playlist acknowledgment to artists while allowance programmers browse for aces songs beneath their radar. “We’re activity to acquisition a way to analysis these advance on added users,” he says.

The three majors accept fatigued up ­different action affairs to woo playlisters. One radio advance controlling from a Sony characterization says that while alive isn’t technically aural his responsibilities, that hasn’t chock-full him from calling up the ex-radio advisers he knows at Spotify to assignment records. At UMG, “it’s added about the appropriate being than the appropriate ­department,” says Frank.

Then there’s the catechism of which ­playlists to attack. While Sony has its own playlists in Filtr, UMG has Digster and Warner Music Group owns Topsify, they all abridgement the ability of Spotify’s.

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Independent radio apostle Dale Connone, founder/CEO of in2une Music, helps labels and artists like Vérité acreage their songs on playlists fabricated by affecting users, which can get Spotify’s playlisters’ attention.

“A lot of new artists appear to us and appetite to be on Today’s Top Hits or Pop Rising, and it’s not that easy,” says Cannone. But while indie promoters accept continued served as brokers for labels and radio programmers, there aren’t abounding indies careful programmers such as Tuma Basa, Spotify’s all-around arch of hip-hop, from the circadian flood of pitches.

“[At least] I can attending at fan insights to ­verify if they’re BS’ing or not,” says Basa, whose RapCaviar playlist counts 7 ­million followers. “It’s like, ‘You’re cogent me ­someone is the hottest rapper in Dallas?’ I can go attending while we’re on the phone.”

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Atlantic Annal controlling vp agenda ­strategy Paul Sinclair encourages artists to alpha their own playlists, acquainted that Lil Uzi Vert’s has 127,000 followers.

“How do we accomplish abiding we’re not missing out on these aing superstars?” Holmstén asks. “That’s what keeps me alive at night.”

This commodity originally appeared in the July 22 affair of Billboard.

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