Indie Pop Duo Twin Toes Find the Perfect Way to Official Spotify Playlists
‘Wake up and smell the coffee’ ‘Happy Beats’ ‘Lost in The Woods’
If these names are familiar to you, you probably are one of the few million followers of these official Spotify playlists. For listeners, these playlists represent a revolutionary tool to discover music and find songs corresponding to a certain mood (running, a dinner with friends, doing yoga, etc.). But for musicians, being in these playlists represents their big dream, a unique opportunity to get millions of new fans in no time. As you can imagine competition is tough …
Twin Toes, a brand-new indie pop duo from Belgium, seems to have found a funny way to achieve this goal: “Lost in Playlists”, a song and a music video specially made to attract the attention of Spotify playlists curators.
“Every band wants their song in official playlists, we thought it might be fun to do the opposite, so we put official playlists in our song”.
So how to make it to an official Spotify playlist?
Via the Spotify for Artists platform, artists and labels can pitch their new release to Spotify editors who will then decide whether the song fits on their playlists. And so, no algorithm for these Editorial Playlists which are 100% created by hand, unlike Algorithmic Playlists created by computers (like your discovery weekly) and User Playlists created by normal people like you and me.
For these playlists, curators listen to thousands of songs every day to find the next gem that can complement their playlists and provide a better experience for the listeners. But with around 60,000 releases every day on Spotify, it goes without saying that your song better stands out.
Twin Toes, a brand-new indie pop duo might have found a magical idea to emerge from the mass and catch the attention of Spotify curators. True adventurers of pop, Antoine Geluck and Nicolas Mouquet had the brilliant idea to turn official playlists names into the lyrics of their new single 'Lost in Playlists'.
Antoine Geluck: “We realised that if we put several names of playlists one after the other, we could build sentences and tell a story."
Nicolas Mouquet bounces back: "It was a hell of a puzzle, but we think we have managed to write a poetic song from something that it is not necessarily at first. “Lost in Playlists” is not just a marketing idea, the song talks about a heartbreak that we would try to forget through music, by getting lost into all those Spotify playlists. Going from one emotion to another, from one mood to another ... "
The song, which by the way is brilliantly composed, is accompanied by a music video where the two artists had fun remaking the 33 covers of the famous official playlists they used as lyrics in their song. A titanic work that you can discover in this ‘side by side’ video.
Twin Toes shares that their goal is not to end up in the 33 playlists they've hijacked, but to end up in at least one of them. Will they get there? The future will tell us.
Whatever happens, Twin Toes definitely makes an impression for a first single. We advise you to follow them on Spotify as soon as you can!
Client: Capitane Records - Twin Toes
Client contacts: Nicolas Michaux, Antoine Geluck
CEO: Jens mortier
Executive Creative Director: Joost Berends
Brand Design Director: Philippe Deceuster
Strategic Director: Vincent D’Halluin
Creatives: Geoffrey Masse, Nicolas Mouquet
Copy NL: Adriaan De Laender
Lead Producer: Amandine Clio
Head of production: Charlotte Coddens
PR Manager: Aurélie De Burbure, Hanne Polé
Social: Lisa Smets,
Social creative: Louis Vielle
Digital Strategic planner: Laura Deknock
Editor: Jelle Stroo
Design: Patrick Downie, Geoffrey Masse
Music: Twin Toes
Director: Simon Vanrie
Director of Photography: Romain Ferrand
Focus Puller: Bjorn Defrere & Camilla de Souza Bispo
Camera assistant: Sara Van Acoleyen
Gaffer: Florent Bagard
Best boy: Maël Ferung
Production company: Bounce Rocks
Producer: Femke Verstuyft
Production assistants: Marie-Lou Obdeijn, Josefine Morrens, Charlotte Eggericks & Leonie Borgs
Grading: Nicolas Dedecker
Thanks to: Eye-Lite Lites Vidisquare De Haan
Category: Media and Entertainment , Streaming Services