In May 2024, we launched a Spotify playlisting campaign for “Hurricane,” the latest single from the rising rock band Black Lakes. With a sound that blends the intensity of hard rock and alternative metal, the track was a key release for the band, showcasing their evolving style and reaching out to loyal fans and new listeners alike.
Our goal was to achieve 15,000 streams—a solid target for the band’s genre and reach—but we quickly surpassed expectations, with “Hurricane” racking up an impressive 34,000 streams by the end of the campaign.
Campaign Strategy for Black Lakes
To push “Hurricane” beyond the typical reach of Black Lakes’ releases, we focused on a multi-layered playlisting strategy designed to target the right listeners at the right time.
Identifying Relevant Playlists
Given the band’s hard-hitting sound, we carefully selected playlists that cater to rock, metal, and alternative audiences. By focusing on smaller, niche curators who specialize in these genres, we ensured “Hurricane” would land in front of listeners who truly appreciate the style and energy Black Lakes bring to their music. Playlists were chosen not only for their follower count but for their listener engagement, as we wanted to reach listeners who would really connect with the track.
Pitching with Purpose
Personalizing each pitch was essential. We crafted outreach that emphasized Black Lakes’ signature sound, describing how “Hurricane” fit into their broader artistic vision—music that’s heavy, melodic, and emotionally charged. For curators who are often artists and creatives themselves, this focus on the emotional depth and relatable themes of “Hurricane” helped it stand out among the many submissions they receive daily.
Timing and Momentum
Timing was key in our approach. We staggered the playlist placements to ensure the track continued gaining traction over several weeks rather than seeing a brief spike in streams. This approach helped build sustained interest, keeping the song on listeners’ radars and maximizing its long-term performance.
Monitoring and Adjusting
As the track started gaining traction, we kept a close eye on its performance. Adjustments were made where necessary, ensuring the campaign stayed dynamic and flexible. This hands-on approach allowed us to maximize exposure and maintain momentum throughout the campaign.
Results
By the end of the campaign, “Hurricane” had been placed on several key playlists, leading to 34,000 streams—more than doubling our original goal. The track’s inclusion in various rock and metal playlists not only increased streams but also helped introduce Black Lakes to new fans across the globe, expanding their reach beyond their established base.
About Black Lakes
Formed in 2018, Black Lakes is a five-member band that deliberately blurs the lines between hard rock and alternative metal. With a sound that pulls from an array of influences, their music is both heavy and accessible, tackling deep, emotionally driven themes that resonate with a wide audience.
The band consists of Will Preston (vocals), Scott Bradshaw (guitar), James Rowlands (guitar), Lee Harris (bass), and Dafydd Fuller (drums). Each member brings years of experience from previous bands, which gives them a unique understanding of what it takes to create something 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 was crowdfunded by their fans, surpassing its funding goal and earning critical praise, including being named Album of the Year by several media outlets.
Their live shows have earned them a reputation as an engaging, energetic act, picking up new fans with every performance. They’ve performed at notable festivals like Loverocks, Wildfire, SOS, and Planet Rockstock, all while maintaining a reputation as professionals in the industry.
Building on the success of their first album, the band is currently gearing up for their next release, Dead Gods, and has already raised over £6,500 through pre-orders to fund the album’s production.
Key Takeaways
- Strategic Playlist Targeting: Carefully selecting niche playlists with engaged listeners was key to exceeding the campaign’s streaming goals. The focus on genre-specific playlists ensured “Hurricane” reached an audience who would truly appreciate the track’s sound.
- Personalized Outreach: Tailoring our pitches to emphasize the band’s creative and emotional depth helped “Hurricane” stand out from other submissions, resonating with playlist curators who value authenticity in the artists they feature.
- Sustained Momentum: By spreading out playlist placements over time, we ensured that the track maintained a consistent presence on Spotify, leading to sustained growth in streams rather than a short-lived spike.
Closing Thoughts on the Black Lakes Campaign
The Spotify playlisting campaign for “Hurricane” was a huge success, proving that with the right strategy and a well-executed plan, independent rock bands like Black Lakes can make a significant impact on streaming platforms. As Black Lakes continues to build its career, the campaign for “Hurricane” serves as a strong example of how targeted playlisting can expand a band’s audience and help make a mark in the competitive world of rock and metal music.
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