A music platform sweep, strategic release timing, and playlist stacking pushed “Alone in the Dark” to the top of algorithmic charts.
With upbeat songs and positive messages, Australian band Buttercats are known for setting vibrant grooves—whether for the solo listener or the dancefloor. However, their partnership with ONErpm propelled them to new heights on digital streaming platforms.
In 2024, audience development specialists devised a Popularity Index growth strategy that helped the band leap from the competitive indie scene into top Anglo rock and pop playlists.
A Popularity Index Focused Campaign
Known as the key to unlocking Spotify's algorithmic playlists, Spotify's Popularity Index (PI) measures a song's overall traction based on real-time user engagement—including streams, saves, skips, and shares. Key audio features like danceability, energy, valence, and liveness help Spotify match songs to mood-based or algorithmic playlists.
Higher playlist adds, strong save-to-stream ratios, and consistent streaming momentum move a song closer to the 100-point max. While audio traits don't directly boost rankings, they shape discoverability by aligning a track with listener behavior and platform trends.
Strategic Rollout
The plan included clear release scheduling and an effective promotional campaign focused on consistency and a strong relationship with their fanbase. Within weeks of releasing “Alone in the Dark,” Buttercats achieved listener growth of 15 points.
As is typical for popularity index-driven campaigns, the rollout began with strategic use of pre-save and smart-link tools across a sequence of singles. ONErpm provides clients with free access to these tools to share with fans ahead of release.
The campaign started with two singles: “Love is a Bitch” in April and “Feels Like Fate” in May. In both cases, the band maintained close engagement with fans through stories, videos, and reels — urging them to pre-save the tracks. This open dialogue strengthened emotional bonds with their audience and set the stage for their next release.
Evolution and Consistency
“Alone in the Dark” launched in July following a strong pre-save campaign. The track entered Fresh Finds AU & NZ just four days after release and landed on Indie Arrivals within two weeks.
These placements aligned with an increase in the song's Popularity Index, eventually leading “Alone in the Dark” to a key spot on Front Left — where it later appeared at the top and was featured visually.
The campaign also renewed interest in Buttercats' earlier catalog, with several past releases returning to the band's Top 5 tracks.
Conclusion
Between July 19 and October 14, Buttercats saw a remarkable 1,148% increase in their Spotify monthly listeners. During the same period, their Popularity Index jumped from 0 to 37, signaling the band's arrival on Spotify's algorithmic radar and enhancing their discoverability across platform-curated playlists.
This campaign proves the power of combining consistent releases, fan engagement, and data-driven strategies. Buttercats' success illustrates how artists can leverage Spotify's internal tools and drive organic audience growth —without relying on paid media.
Learn more about audience development with ONErpm Academy.
Music is Everything
