Spotify aims to give left-of-center country artists a home with new ‘Indigo’ playlist
, Margo Price, John Moreland, and Lane, who rarely see the light of day on terrestrial country radio , will find a home. Indigo will also boast classics like Waylon Jennings and album cuts from major label stars that are more twang than snap track, with hopes that it will help bridge the gap for country fans from mainstream to indie and provide a lane to more broad exposure across the platform and beyond. And, maybe, that the “Indigo” name itself will stick .
In addition to Childers, Price, and Moreland, the playlist will also launch with songs from Kacey Musgraves, the Highwomen, Yola, Ashley McBryde, Jason Isbell, Brent Cobb, Tanya Tucker, Miranda Lambert, Brothers Osborne, Chris Stapleton, Paul Cauthen, and Hailey Whitters.An important distinction for Indigo is that the bulk of the featured artists, Ohls says, “self-identify as country artists.” In other words, not exclusively Americana but “Indigo,” as Spotify hopes they’ll become known.
“Spotify is one of the major ways in which people are discovering and consuming music nowadays,” Childers says. “Mostly because they are discovering, more often than not, that there’s nothing consumable on mainstream radio nowadays. Playlists like this are replacing the hourly radio shows, by showcasing new music by artists who may be getting overlooked.”
There is data to demonstrate that country radio itself is listening to who finds success on streaming platforms. At last year’s Metrics That Matter session at Country Radio Seminar, streams, Shazams, and Pandora “thumbs ups” were all prominently factored into how programmers formatted their playlists. When streams mirror radio — as Hot Country tends to — it can keep everything stuck in a snake-eating-its-tail loop of similarity.
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