You’ve poured your soul into the craft, your new album just dropped, merch is finally perfect. You blast the details for your upcoming live shows or tour across your Instagram stories and feed. You feel like you’ve done the promo thing. But if that’s where your event promotion stops, you’re leaving money, fans, and crucial career momentum on the table. Especially if you’re not leveraging one of the most powerful tools at your disposal: listing your events on Spotify, the top music platform where not just followers, but fans listen to your music.

Here at UndergroundHipHopBlog.com, we’ve been deep in the trenches of the scene for over a decade. We don’t just talk about it; we’ve hosted our own events and work directly with artists, venues, and promoters to strategically market their shows. We’ve seen firsthand the dramatic difference a multi-platform approach makes. And time after time, we see artists and their managers make the critical mistake of relying solely on Instagram, ignoring the goldmine that is Spotify’s live events feature. It’s surprising how often a manager, whose job is to handle the business and strategic growth of an artist, overlooks this fundamental task too.

Listing events on every available platform, especially the one where the music actually lives, should be part of the basic 101 of managing an artist or a full roster. This isn’t an advanced tactic; it’s a missed opportunity that holds everyone back. Let’s break down why that’s a huge error.

1. You’re Preaching to the Converted on Instagram

Instagram is fantastic for engaging your existing core fanbase—the people who already follow you, who regularly like your posts, and who are actively looking for your content. But what about the listeners who discovered your track on a Spotify playlist last week and have yet to follow you on social media? What about the fan who has your album saved but doesn’t use Instagram?

By only promoting on IG, you’re missing these listeners entirely. Spotify Event Listing puts your show directly in front of people who are already actively listening to your music—the most qualified potential ticket buyers you could ask for.

2. Reach Fans Where They Already Are: In Your Music

Think about the user journey. A potential fan is vibing to your latest project on Spotify. Right there, in the app, they see you have a show coming up in their city next month. With one click, they can save the event, get notified, and buy tickets. The friction is almost zero.

Compare that to the Instagram path: they see your story, screenshot the flyer (maybe), have to remember to look up the ticket link later, and then navigate to a separate site. Every extra step is a chance for them to forget or get distracted. Spotify shortens the path from discovery to purchase dramatically.

3. Data, Data, Data (And Better Booking Power)

This is a huge one that artists often overlook. When you list events on Spotify, you get access to data. You can see how many people viewed your event listing, how many saved it, and—most importantly—the geographic location of those fans.

This data is pure gold. It’s tangible proof of your draw in a specific market. The next time you’re trying to book a show in, say, Chicago, you can show a promoter, “Hey, my last event listing in Chicago was saved by 500 people on Spotify.” That’s a powerful negotiating tool that goes far beyond screenshotting Instagram likes.

4. It’s Not an Either/Or Game. It’s About Synergy.

Promoting on Spotify doesn’t mean you abandon Instagram. The smart strategy is to use them together. Here’s how it works in practice:

• List your event on Spotify (it’s free and takes 5 minutes via Spotify for Artists).
• Now, promote on Instagram: Instead of just posting a flyer, your post can now say: “Tickets are live! Link in bio AND you can grab them directly on Spotify!” This adds a layer of legitimacy and provides a easier option for your Spotify-savvy fans.
• Create a Call to Action: In your Spotify artist playlist or on your profile, you can point people to your tour dates. The platforms work together to create a comprehensive promotional net.

Our Perspective: It Lifts All Boats

From our decade-plus experience running events and helping artists, we see the positive ripple effects of this approach:

• For Artists: You sell more tickets, gain new fans, and build data-driven credibility.
• For Promoters: The events have a higher turnout potential, making it less of a financial risk to book underground artists. A packed venue has better energy, leading to better shows and a better reputation for the promoter.
• For Venues: They move more drinks, build relationships with reliable promoters, and become known as a spot for successful events.

When an artist uses every tool available, everyone wins. The ecosystem thrives.

How to Do It Right (It’s Seriously Easy)

If you’re not listed on Spotify for Artists yet, fix that immediately. Once you are:

1. Go to your Spotify for Artist dashboard on desktop (it’s not available on mobile yet).
2. Click on Music and then select Upcoming Events.
3. Click Add Event and fill in the details: date, venue, city, and most importantly, the ticket link.
4. Submit. Spotify will review it (usually within a day or two), and it’ll go live on your profile. It’s that simple.

Bandsintown is also another option which also includes event listing integrations on not just Spotify, but on Apple Music, and Google. Stop treating live show promotion as an afterthought only for your Instagram stories and feed. Your music is on Spotify; your events should be, too. It’s one of the easiest, most effective, and most professional moves you can make to level up your live game.