Case study

2025

Playlist Promotion & Audience Development

6 Months

Hip-hop Spotify playlists: 6.7M streams on $17,727 in 6 months

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MeansMGMT case study

6.7M streams in 6 months

ADMIT ONE · MEANSMGMT

No. 01

The headline

6.7M

estimated streams in 6 months

ADMIT ONE · MEANSMGMT

No. 02

The numbers

102,907

playlist saves

ADMIT ONE · MEANSMGMT

No. 03

The proof

$0.17

average cost per save

ADMIT ONE · MEANSMGMT

No. 04

How we did it

Playlist Promotion & Audience Development

6 Months

ADMIT ONE · MEANSMGMT

No. 05

Start A Playlist

/ The brief

Playlist Promotion & Audience Development

6 Months

2025

Promoting Sounds, a major media brand in rap and hip-hop, wanted its internal Spotify playlists to become main drivers of streams. The plan was a 6-month Meta ads campaign to grow the playlists and build a retargetable audience for future campaigns and offers.

/ The report

The 'Quick Look' summary page for a Spotify playlist case study, showing top-line results including 102K+ playlist saves, $0.17 cost per save, and a 355%+ increase in monthly listeners

The 'Campaign Overview' dashboard for a Spotify promotion, detailing 102,907 playlist saves, a $0.17 cost per save, 6.7 million streams, and an exceptional 72% landing page CTR

A dashboard detailing the 6-month Spotify campaign results for four Promoting Sounds playlists, breaking down the ad spend, new Spotify follows, and total clicks to Spotify for each playlist

A data table comparing 'Before' and 'After' monthly listeners and streams for the ZAM, HYPE, PERFECT, and OVERTHINK playlists, showing significant audience growth from the music marketing campaign.

A data table showing the 6-month results of a Spotify promotion, highlighting the 'Before' and 'After' playlist position rank and total stream growth for four Promoting Sounds playlists.

A text slide explaining the stream estimation methodology for a playlist campaign, detailing the process of extrapolating data and calculating the 'long tail' of listener engagement

A social media growth dashboard from a 6-month music marketing campaign, highlighting a 1,800% increase in views, 8 million unique accounts reached, and 62,000 new followers on Meta platforms

A bar chart summarizing the total ad engagement results from a Meta ads campaign for music, showing 218K reactions, 1.9K shares, 350+ comments, and 7.7K saves

Two demographic breakdown charts from a music marketing campaign, showing a primary audience of males aged 18-34, with 6.9M male clicks and 6.3M clicks from the 18-34 age group

/ The result

No. 02

6.7M

estimated streams in 6 months

No. 03

102,907

playlist saves

No. 04

$0.17

average cost per save

How it worked

A 6-month data-driven Meta ads campaign generated 102,000+ playlist saves and an estimated 6.7 million streams, successfully positioning the internal playlists as a top 10 source of streams.

Our methodology centered on a long-term campaign focused on strategic audience segmentation and optimization. We utilized Meta's ad platform to reach over 8 million unique users in the Rap/Hiphop genre.

The strategy's core involved segmenting the most engaged users from each individual playlist campaign and retargeting them with other playlists in the network. Simultaneously, we excluded audiences that had already converted to continuously find new, untapped listener segments.

The $17,727 budget delivered an average cost per save of $0.17 and a 72% landing page CTR.

On top of the 102,907 saves, monthly listeners rose 355%+ and Instagram gained 62,000 followers.

What it built

The brand's playlists climbed its source-of-streams ranks, with the flagship "3AM" playlist reaching #1.

The ad spend was spread across the brand's key playlists, and each grew in rank and listeners. The "PERFECT" playlist saw the most dramatic change, jumping from the #48 source of streams to #6. This was driven by a monthly listener increase from just 279 to over 3,000.

Similarly, the "HYPE" playlist grew from #37 to #8. The flagship "3AM" playlist solidified its position by moving from #4 to the #1 top driver of streams for the brand.

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358,000 streams in 30 days

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Let’s work.

Tell us about your project, like a new single, label marketing, a catalog revival or a merch offer.

Quick response.

We reply within one business day.

Clear next steps.

After the first call, we send you a plan and a timeline.

550M+

Streams generated

600+

Campaigns since 2017

$2M+

Ad spend managed

Have a project in mind?

1 of 2

Who are we working with?

Takes about three minutes in total.

Let’s work.

Tell us about your project, like a new single, label marketing, a catalog revival or a merch offer.

Quick response.

We reply within one business day.

Clear next steps.

After the first call, we send you a plan and a timeline.

Have a project in mind?

1 of 2

Who are we working with?

Takes about three minutes in total.

Let’s work.

Tell us about your project, like a new single, label marketing, a catalog revival or a merch offer.

Quick response.

We reply within one business day.

Clear next steps.

After the first call, we send you a plan and a timeline.

550M+

Streams generated

600+

Campaigns since 2017

$2M+

Ad spend managed

Have a project in mind?

1 of 2

Who are we working with?

Takes about three minutes in total.