Labels and managers promote multiple artists, requiring efficient outreach systems that maintain personalization at scale. This guide provides professional templates, workflow structures, and best practices for playlist promotion teams handling multiple releases and artist rosters. These templates balance efficiency with the personalization that drives results.
TLDR: Labels/managers need templatized workflows with customization points. Include artist context (achievements, previous placements, press) that individual artists might lack. Establish curator relationships that benefit entire rosters over time. Use tracking systems to measure results across artists and releases. Professional outreach positions your roster as a quality source, increasing curator receptivity to future pitches.
Why Label/Manager Outreach Differs
Label and manager outreach differs from individual artist pitching:
Scale requirements: Promoting 10+ artists monthly requires efficient systems, not one-off custom pitches.
Roster leverage: A strong roster can become a trusted source—curators who like one artist may be receptive to others.
Professional credibility: Labels and managers carry implicit quality vetting. Your pitch represents company reputation.
Relationship continuity: Individual artists may release sporadically. Labels maintain ongoing curator relationships across roster releases.
Core Template Structure
Effective label templates include these components:
Introduction: Brief company identification. We're [Label/Management Name], representing [genre] artists including [notable roster names].
Artist introduction: Specific artist and release context. We're reaching out on behalf of [Artist Name] regarding their new single [Track Name].
Pitch content: Personalized fit explanation (still required—templates don't eliminate personalization).
Social proof: Artist achievements, previous placements, press coverage, streaming numbers.
Call to action: Clear request with easy-to-access link.
Contact: Professional signature with company contact information.
Template 1: New Release Announcement
Use when pitching a new release from a roster artist:
Subject: [Artist Name] - [Track Name] for [Playlist Name] | [Label Name]
Hi [Curator Name],
I'm reaching out from [Label/Management Name]—we represent [genre] artists including [1-2 notable roster names].
Our artist [Artist Name] has a new release, [Track Name], that we think would fit well on [Playlist Name]. [1-2 sentences explaining sonic fit, referencing specific playlist tracks].
About [Artist Name]: [Brief bio—key achievements, streaming numbers, previous notable placements, press coverage].
Here's the Spotify link: [Direct Track URL]
We'd love to build an ongoing relationship with your playlist. Please let me know if [Artist Name] fits your sound, and feel free to reach out for future releases.
Best,
[Your Name]
[Label/Management Name]
[Email/Phone]
Template 2: Roster Introduction
Use when establishing new curator relationships with your full roster:
Subject: Introducing [Label Name] - [Genre] Artists for [Playlist Name]
Hi [Curator Name],
I'm [Your Name] from [Label/Management Name]. We specialize in [genre] and represent artists including [3-4 roster names with brief one-line descriptions].
I've been following [Playlist Name] and think several of our artists could be a great fit given your focus on [describe playlist aesthetic/style based on research].
Rather than overwhelming you, I wanted to introduce our roster and gauge interest. If you're open to receiving submissions from us, I can send personalized pitches as we have releases matching your sound.
A few current highlights from our roster:
- [Artist 1]: [Notable achievement/recent release]
- [Artist 2]: [Notable achievement/recent release]
You can explore our catalog here: [Label Spotify Profile or Website]
Looking forward to connecting.
Best,
[Your Name]
[Label/Management Name]
Template 3: Follow-Up (No Response)
Use for single polite follow-up:
Subject: Re: [Original Subject Line]
Hi [Curator Name],
Following up on my pitch for [Artist Name] - [Track Name] for [Playlist Name]. Wanted to make sure it didn't get buried.
Quick reminder: [1 sentence re-summarizing fit]. Link again: [Spotify URL]
Let me know if you have questions or need additional information. Either way, we'd love to keep you updated on future releases that might fit.
Thanks for your time,
[Your Name]
[Label/Management Name]
Template 4: Post-Placement Thank You
Use after curator adds your artist:
Subject: Thank You - [Artist Name] on [Playlist Name]
Hi [Curator Name],
Just wanted to send a quick thank you for adding [Artist Name] - [Track Name] to [Playlist Name]. We really appreciate the support.
[Artist Name] shared the playlist on their socials—hoping to drive some new followers your way as a thank you.
We'll keep you in mind for future releases that fit your sound. If there are specific genres or styles you're looking for, let me know—we may have something in the works.
Thanks again,
[Your Name]
[Label/Management Name]
Workflow For Managing Multiple Artists
Efficient roster promotion requires systematic workflow:
Release calendar: Maintain a calendar of upcoming releases across roster. Plan pitching 4-6 weeks ahead.
Curator database: Build a database of curators with contact info, playlist focuses, previous interactions, and response patterns. This asset compounds over time.
Tracking system: Track all pitches across artists: artist, track, curator, date pitched, follow-up date, response, outcome. Measure response rates and placement rates.
Response templates: Pre-build responses for common scenarios (thank you notes, rejection acknowledgments, additional info requests).
Personalization At Scale
Templates save time but personalization drives results:
Batch playlist research: Before pitching, research 20-30 playlists relevant to multiple upcoming releases. Note recent additions and curator preferences.
Customization points: Build templates with clear [CUSTOMIZE] markers for playlist-specific content. Never send without filling these.
Segment by genre: Create template variants for different genres in your roster. A hip-hop template differs from an indie template.
Fresh references: Update playlist track references monthly. Stale references signal outdated research.
Building Roster-Wide Curator Relationships
Label relationships benefit entire rosters:
Position as trusted source: When curators have positive experiences with your pitches (quality music, professional communication), they become receptive to future roster submissions.
Deliver consistently: Don't pitch weak releases to strong relationships. Curators remember when you waste their time.
Provide value: Share curators' playlists across roster social media. Help curators grow their audiences.
Exclusive access: Offer curators first access to upcoming releases. Exclusivity builds loyalty.
Tracking And Analytics
Measure promotional effectiveness across roster:
Response rate by curator: Which curators respond to your pitches? Prioritize responsive relationships.
Placement rate by artist: Which roster artists get placed most? Identify patterns.
Streams per placement: Which placements drive meaningful streams? Focus on high-value curators.
Relationship longevity: Track repeat placements from same curators across different artists.
Common Label/Manager Mistakes
Over-automation: Fully automated pitches lose personalization. Curators recognize and ignore them.
Roster spam: Pitching every roster release to every curator overwhelms and annoys. Match artists to relevant playlists only.
Ignoring relationship maintenance: Treating curators transactionally rather than relationally burns relationships.
Inconsistent quality: Pitching strong releases builds trust; pitching weak releases destroys it. Be selective about what you promote.
Frequently Asked Questions
Summary
Label and manager playlist outreach requires systems that balance efficiency with personalization. Use template structures with clear customization points—never send fully generic pitches. Build curator databases as long-term assets. Position your roster as a trusted quality source through consistent professional communication. Track results across artists to identify high-value relationships and effective strategies. Professional outreach that respects curator time while showcasing roster quality creates compounding value for all your artists.