Why Being Seen by the Right People is Harder Than Ever (And What to Do About It)

It’s never been easier to upload your music. But getting the right ears to hear it? That’s never been harder. Twenty years ago, gatekeepers were obvious: radio pluggers, A&Rs, and a handful of magazines. Today, the sheer volume of content makes it harder than ever to cut through the noise.

This isn’t just a feeling. It’s a measurable reality. A 2023 report by Luminate found that over 120,000 tracks are uploaded to streaming services every single day, more than double the daily uploads from 2019 (Luminate, 2023). That’s 43 million new tracks each year fighting for space on the same playlists and algorithms.

The Myth of Discovery: Algorithms vs. Human Gatekeepers

Artists are often told they’ll “just get discovered” if their track is good enough. But as a manager who has seen dozens of talented acts go overlooked, I can tell you: discovery algorithms don’t magically surface quality. They promote content with high initial engagement, which often comes from having an existing audience.

MIDiA Research noted that only 1.4% of tracks uploaded to streaming platforms in 2022 surpassed one million streams, and the overwhelming majority of those were from artists who already had label backing or industry support (MIDiA, 2022).

This means artists who don’t already have connections or teams pushing them stand almost no chance of catching organic algorithmic boosts.

The Rise of DIY and the Flood of Content

DIY distribution has been a blessing for artists’ freedom but a curse for discoverability. In the early 2000s, a new release from an unsigned act might catch the attention of tastemaker DJs or local press. Today, those same curators are bombarded with hundreds of links every day.

A study from the PRS Foundation found nearly 70% of emerging UK artists report feeling “invisible” online despite releasing music regularly, highlighting the disconnect between uploading content and getting noticed (PRS Foundation, 2023).

Playlisting is Harder Than Ever

One of the biggest misconceptions is that landing on playlists is purely a meritocracy. While editorial playlists remain powerful, they’re often dominated by artists with label support or strong PR teams. Even third-party playlists are increasingly pay-to-play or require personal relationships to get consideration.

Spotify’s own Loud & Clear transparency initiative revealed that 90% of streams come from the top 1.2% of artists, showing how heavily listening leans towards those with access to industry pipelines (Spotify Loud & Clear, 2023).

Traditional Networking Isn’t Enough Anymore

It’s no longer viable to rely on open mics, showcases, or social media DMs alone. While these remain valuable for honing your craft and building grassroots audiences, getting the attention of industry professionals — whether it’s A&Rs, publishers, or supervisors — increasingly requires direct, professional outreach.

As pointed out by industry consultant Nick Halkes (XL Recordings, EMI), in an interview with Music Business Worldwide: “A lot of decisions are made long before an artist even knows they’re being looked at. You need to know who to reach and how to approach them, or you’re already behind.” (MBW, 2022).

What Can You Actually Do?

1. Get Specific with Your Outreach
   Generic mail-outs don’t work. Identify the right contacts: people who have signed or placed artists like you. Personalised, concise emails are more effective than scattergun blasts.

2. Build a Professional Reputation
   A&Rs and managers ask peers about you. Deliver on promises, be reliable, and maintain professional communication — your reputation spreads faster than your tracks.

3. Use Tools That Give Direct Access
   This is where Plugd becomes a game-changer. Unlike outdated directories or speculative social media approaches, Plugd’s verified contact data and smart filters help you target the right decision-makers in real time. Instead of guessing or hoping, you know exactly who to pitch.

4. Plan Your Pitches Around Real Data
   Monitor your own growth: audience engagement, live performance stats, and social traction. Pair that data with strategic outreach to show industry professionals you’re a low-risk, high-potential investment.

The Bottom Line

Being seen has never been harder because the digital age prioritises volume over quality. But the artists and producers who understand how to find, approach, and build relationships with key industry players still succeed. Plugd was created to give you an edge in this overcrowded landscape.

If you’re serious about getting your talent heard by the right people — the ones who can move your career forward — sign up for early access today. You’ll get five free credits to start connecting with the industry on your terms.