David Pierce, writing for Wired:
Spotify, Apple Music, and other streaming services have fundamentally changed how people listen to music. In the process, they’ve changed how artists and songs break. Radio may remain the most popular way of discovering music among casual fans, but unless you’re Drake or Rihanna, it’s hard to get any play. Plus, real fans—the people who go to concerts and buy merch and actually pay for music—use streaming services like Spotify.
“Spotify playlists, and Spotify charts, and Spotify plays, have become the number one tool that labels and artists and managers are using in order to break artists and measure success,” says industry analyst Mark Mulligan. Facebook has more users, YouTube has more views, but Spotify represents more important real estate. “If you get things working on Spotify,” Mulligan says, “that’s going to crank the wheel.”
I’ve heard from labels and managers that specifically target certain regions in the world to boost Spotify plays and hit charts because it may lead to getting onto a featured playlist.