Leveraging the promotion power of playlists in the streaming platform

Musicians and major labels increasingly recognize that since the digitalization of music, industry revenues are increasingly coming from music streaming. This new revenue model has inspired the creation of a new marketing tool: the playlist. A playlist is a curated list that plays songs in a specific order. Curators curate playlists to assist various activities or to promote new tracks. Emerging research on playlists highlights the promotional power they hold. However, little is known about how music design strategies can a) enhance the chances of a track landing in one or more playlists, and b) how to build a playlist with significant influence. The first essay explores how music design strategies can help tracks land on more playlists. It finds that maintaining consistency to an artist’s previous tracks yet being different from competing tracks increases a track’s likelihood of being included in a playlist. Additionally, it finds that the effects of these track design strategies are moderated by the extent of the artist's fame and the artist’s genre. The second essay investigates how the structural variables of playlists affect the speed at which a playlist gains followers. In addition, it explores how product life cycle stage of the playlist moderates the effects of these structural variables.. We discover a significant difference between the effects of playlist design strategies in the maturity stage compared to other product life cycle stages.

Grantor dc:publisher

UNSW, Sydney

Year dc:date

2024

Author dc:creator

• Li, Zhaokun ; https://orcid.org/0000-0003-0296-9168

Statement dc:rights

• embargoed access
• CC BY 4.0

Licence

• http://purl.org/coar/access_right/c_f1cf
• https://creativecommons.org/licenses/by/4.0/

Identifier

https://doi.org/10.26190/unsworks/30366

OAI identifier oai:identifier

oai:unsworks.library.unsw.edu.au:1959.4/102704