DISCOVER PROJECT
Independent Pop Artist
Building an Artist-Owned Spotify Playlist
Meta conversion ads
September 2025
— Building an artist-owned Spotify playlist that continues to generate streams, discoverability and audience growth
SERVICES
META ADS, SPOTIFY TRAFFIC, PLAYLIST BUILDING
Project Overview
Create an owned Spotify playlist that could introduce new listeners to the Dirty Versachi catalogue, increase repeat listening and become a long-term marketing asset supporting future releases.
Unlike traditional release campaigns, the objective wasn't to promote one song. The playlist was designed as an evergreen destination that could continually introduce new audiences to the wider catalogue while strengthening Spotify listening signals over time.
Rather than sending paid traffic to a single release, every campaign strengthened an owned Spotify asset that continues to support future music.
PLAYLIST STRATEGY
Dirty Filthy Pop was curated to define the musical world surrounding Dirty Versachi. By placing the catalogue alongside artists with similar sounds, aesthetics and audiences, the playlist became both a discovery tool and a brand-building exercise. Listeners arriving for other artists were naturally introduced to Dirty Versachi in a context that felt authentic.
CAMPAIGN RESULTS
Rather than promoting individual releases in isolation, MIMO built a repeatable growth system centred around an artist-owned Spotify playlist. Meta advertising, strategic curation and ongoing optimisation worked together to continually introduce new listeners to the Dirty Versachi catalogue while strengthening long-term audience growth.
Over 12 months, Dirty Filthy Pop generated more than 13,000 catalogue streams while introducing almost 4,000 listeners to the Dirty Versachi catalogue. More importantly, every advertising campaign strengthened an owned marketing asset that continues supporting future releases, catalogue discovery and long-term audience growth.
Initial TikTok paid testing did not deliver the same efficiency as Meta. Rather than continue spending into a weaker channel, Mimo paused TikTok paid activity and redirected budget toward creator activation.
This shift prioritised the larger goal: creating real use of the sound and extending discovery beyond paid impressions.
Rather Redux