n May 2024, we launched a Spotify playlisting campaign for “Hurricane,” the latest single from rising rock band Black Lakes. Known for blending the intensity of hard rock and alternative metal, this track was a pivotal release for the band, highlighting their evolving sound while engaging both loyal fans and attracting new listeners.
Our goal for the campaign was to achieve 15,000 streams, a target that aligned with the band’s reach and genre. However, we quickly surpassed expectations, as "Hurricane" amassed an impressive 34,000 streams by the end of the campaign.
Campaign Strategy for Black Lakes
To propel "Hurricane" beyond its typical reach, we employed a multi-layered playlisting strategy, carefully targeting the right listeners at the right time.
Identifying Relevant Playlists
Given Black Lakes' hard-hitting sound, we focused on playlists that catered to rock, metal, and alternative audiences. Our approach prioritized smaller, niche curators who specialized in these genres, ensuring "Hurricane" landed in front of listeners who would truly appreciate the band's style. In addition to follower count, we focused on engagement levels, seeking out playlists where listeners were more likely to connect with the music.
Pitching with Purpose
Personalizing each pitch was crucial to standing out. We highlighted Black Lakes' signature sound and how “Hurricane” fit into their broader artistic vision—music that is heavy, melodic, and emotionally charged. For curators, many of whom are artists themselves, the focus on the emotional and creative depth of “Hurricane” helped it stand out from the crowd of daily submissions.
Timing and Momentum
We carefully timed the playlist placements to build momentum over several weeks. Instead of seeing a quick spike in streams, this staggered approach ensured sustained interest, keeping “Hurricane” in listeners' rotations and maximizing long-term performance.
Monitoring and Adjusting
We continuously monitored the track's performance, making adjustments where needed. This hands-on approach allowed us to adapt quickly and ensure the campaign maintained its dynamic nature, optimizing the song’s exposure and sustaining its momentum.
Results
The campaign resulted in “Hurricane” being placed on several key playlists, driving the track to achieve 34,000 streams, more than doubling the original goal. The success of the playlisting strategy also helped introduce Black Lakes to a broader, global audience, expanding their fan base well beyond their established reach.
About Black Lakes
Formed in 2018, Black Lakes is a five-piece band that deliberately blurs the lines between hard rock and alternative metal. Their music is both heavy and accessible, often tackling deep, emotionally driven themes that resonate with a wide audience.
The band includes Will Preston (vocals), Scott Bradshaw (guitar), James Rowlands (guitar), Lee Harris (bass), and Dafydd Fuller (drums)—each bringing years of experience from previous bands. This collective experience has helped them craft a unique sound that stands out in today’s competitive music scene.
After building a dedicated fanbase with early demos and a 2019 EP, Black Lakes released their debut album For All We’ve Left Behind in 2022, produced by acclaimed rock and metal producer Romesh Dodangoda. The album, crowdfunded by fans, received critical praise and was named Album of the Year by several outlets.
Known for their engaging and energetic live performances, Black Lakes has performed at notable festivals such as Loverocks, Wildfire, SOS, and Planet Rockstock. Their growing reputation as a powerful live act continues to draw new fans with each performance.
Following the success of their first album, Black Lakes is currently preparing to release their next project, Dead Gods, which has already raised over £6,500 through pre-orders.
Key Takeaways from the Campaign
Strategic Playlist Targeting: Choosing genre-specific playlists with engaged audiences played a major role in exceeding streaming goals, allowing “Hurricane” to reach listeners who truly resonated with the track.
Personalized Outreach: Tailored pitches that emphasized the emotional depth and creative vision of the band helped “Hurricane” stand out among submissions and attracted the attention of curators who value authenticity.
Sustained Momentum: By spreading out playlist placements over time, we maintained a consistent presence for the track on Spotify, leading to sustained growth in streams rather than a quick spike.
Closing Thoughts on the Black Lakes Campaign
The Spotify playlisting campaign for “Hurricane” was a resounding success, demonstrating that with the right strategy and execution, independent rock bands like Black Lakes can make a significant impact on streaming platforms. This campaign highlights how targeted playlisting can effectively expand a band's audience, positioning them for continued growth in the highly competitive world of rock and metal music.
As Black Lakes continues their journey, the success of "Hurricane" serves as a strong foundation, and the strategies implemented here will continue to be valuable as they release future tracks.
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