Spotify Launches Long-Awaited Pre-Save Feature With New 'Countdown Pages'
Spotify has announced the addition of new landing pages designed to help artists promote upcoming releases, including the option to add a pre-save button directly on Spotify.
Dubbed "Countdown Pages," the new feature also allows artists to tease exclusive content, pre-order merchandise, preview track lists and add a timer counting down to release day all in one place. It was introduced at the company's Stream On event in Los Angeles on Wednesday (March 8) by global head of artists partnerships and audience Joe Hadley and head of editorial Sulinna Ong, with help from the Jonas Brothers.
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The pre-save feature is a long-awaited addition to the streaming platform. For years, artists have been creating their own campaigns via third-party pre-save services to get fans to save upcoming releases to their playlists before they're released. Many believe that having impressive pre-save statistics can help artists, particularly DIY and emerging talent, receive better consideration for Spotify's playlists given that a high amount of pre-saves likely indicates high demand.
With Spotify's new in-house pre-save option, fans who use the feature will get a push notification when the release is out, urging them to come back to the app and stream it. According to Spotify's own research, over 80% of pre-savers stream the song within its debut week, and the new push notifications may boost this conversion rate.
Beyond the Jonas Brothers, Spotify showed clips of other popular artists endorsing the new feature, including Jennifer Lopez, Karol G, Luke Combs and 6lack.
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"There's a disconnect between where music is being teased and where music is actually being streamed," said Ong, likely referencing the increased popularity of teasing songs on TikTok. "The most powerful time to reach fans is when they've chosen to engage with music, like when they open up Spotify. That's why we've built Countdown pages."
The Countdown pages will also allow the artist to incorporate Clips - aka short vertical video messages, similar to Instagram and TikTok Stories - to promote upcoming releases. Though Clips are not new on Spotify, the feature was previously limited to specific playlists and top stars. Slated to open up to more artists this spring, Clips can be featured on both Countdown Pages and an artist's Spotify profile.