A cottage industry has emerged around playlist pitching. Services promise to connect artists with playlist curators for a fee. Some are transparent about what they offer. Others operate in gray areas that border on, or cross into, payola territory.
This guide explains how these services work, why the "paid consideration" model is problematic, and what the financial risks are in 2025.
What Is Playlist Payola?
Traditional payola is paying radio stations to play songs without disclosure. The FCC banned it because it deceives listeners about why music is being played.
Playlist payola is the streaming-era equivalent: paying playlist curators to add songs. Spotify explicitly prohibits this in their terms of service, calling it "accepting any compensation, financial or otherwise, to influence... the content included on a playlist."
The twist with modern services is the framing: they claim you're paying for "consideration" or "feedback," not placement. The curator listens, provides a review, and might add your song. No guarantee.
This framing creates legal distance from traditional payola. But the economic incentive structure is the same: money flows from artist to gatekeeper, influencing what music reaches listeners.
How Paid Submission Services Work
SubmitHub
SubmitHub connects artists with bloggers and playlist curators. You purchase credits, curators charge 1-3 credits per submission, and they're required to listen and respond.
The model:
- Cost per submission: approximately $1-3
- Guaranteed response (listen + feedback)
- No guaranteed placement
- Transparent approval/rejection rates per curator
The pitch: You're paying for the curator's time to listen and provide feedback, not for the add.
PlaylistPush
PlaylistPush is a higher-cost service targeting curators with larger followings. You submit a campaign, they distribute it to their curator network.
The model:
- Campaign cost: typically $200-1,000+
- Curators receive payment to review your track
- No guaranteed placements
- Reports on curator responses
The pitch: Premium access to verified curators with larger playlists.
Groover
Groover operates similarly to SubmitHub but with stronger European presence and connections to industry professionals (labels, managers) beyond just playlisters.
The model:
- Credits system (€2 per pitch approximately)
- 7-day guaranteed response
- Refund if no response
- Mix of playlist curators, blogs, and industry contacts
The pitch: Professional feedback and potential industry connections, not just playlist adds.
The Problem With "Paid Consideration"
These services frame payment as compensation for time, not placement. But this framing obscures the underlying economics.
The Incentive Structure
When curators receive payment for reviewing songs, they have financial incentive to accept more submissions. The more they review, the more they earn. Services that pay curators per submission create throughput incentives.
While legitimate services claim curators aren't paid more for approvals, the system still creates a pay-to-access dynamic. Artists with money get more "considerations." Artists without money get fewer.
The Listener Deception
When you add a playlist to your library, you assume the curator selected songs based on quality and fit. You have no way of knowing which songs reached the playlist through paid submission channels.
This is the core problem with payola: it deceives the listener about how content was selected. Whether placement is "guaranteed" or merely "considered" doesn't change this fundamental issue.
The Disadvantage Dynamic
Playlist pitching should surface the best music, not the best-funded marketing. Paid submission services systematically advantage artists who can pay over those who can't. This isn't merit-based curation; it's access purchased.
Spotify's Position and Enforcement
Spotify's terms of service are explicit: paying for playlist placement is prohibited. In practice, enforcement is uneven.
The Terms
From Spotify's user guidelines:
"Do not... sell a user account or playlist, or otherwise accept any compensation, financial or otherwise, to influence the name of an account or playlist or the content included on an account or playlist."
The Enforcement Gap
Spotify banned services like Spotlister in 2018 for directly paying curators for placement. But they haven't systematically targeted "pay for consideration" services that claim the payment is for feedback, not the add.
This creates a gray zone. Services operate openly, claiming compliance because they don't guarantee placement. Whether this distinction would survive legal scrutiny is untested.
The 2024 Artificial Streaming Penalty
The risk landscape changed dramatically in April 2024 when Spotify introduced financial penalties for artificial streaming.
The Policy
When Spotify detects "flagrant artificial streaming" (defined as >90% artificial streams), they charge labels and distributors €10 per track. Distributors pass these fines to artists and often terminate accounts.
The Connection to Paid Playlists
Shady playlist services often deliver streams through bot farms or fraudulent listener accounts. What looks like "organic playlist growth" is actually artificial streaming in disguise.
Alternatives to Paid Playlist Services
Official Platform Pitching
Free, legitimate, and the way the system is designed to work.
| Platform | Pitching Method | Cost |
|---|---|---|
| Spotify | Spotify for Artists | Free |
| Apple Music | Via distributor | Varies by distributor |
| Amazon Music | Amazon Music for Artists | Free |
| Deezer | Via distributor/label | Varies |
Direct Fan Development
Instead of paying for playlist access, invest in acquiring genuine listeners:
- Meta ads targeting fans of similar artists
- TikTok promotion to reach music discovery audiences
- YouTube ads on music content
- Influencer partnerships with transparent disclosure
These channels put your music in front of real people who might become real fans. Unlike playlist adds from paid services, these listeners represent genuine discovery.
PR and Blog Coverage
Traditional press coverage still drives discovery. Coverage in Pitchfork, The FADER, Stereogum, or genre-specific outlets can lead to organic playlist adds without direct payment.
Music PR typically costs $1,000-5,000+ per campaign but results in coverage that builds long-term credibility rather than one-time playlist adds.
Community Building
Email lists, Discord servers, and direct fan relationships create sustainable audiences. These fans stream repeatedly, buy merchandise, and attend shows. No playlist curator required.
Questions to Ask Before Using Any Service
Before paying for playlist promotion: