Short answer: Apple Music editorial playlists are curated by Apple's editors. You pitch through Apple Music Pitch in Apple Music Connect, at least 10 days before release for full consideration. You can also grow through algorithmic recommendations and user playlists. You can't buy a spot.
Most artists chase Spotify and ignore Apple. That's an opening, because there's less noise.
How Apple Music Pitch works
Apple's own support page says Apple Music Pitch lets you share details about upcoming releases with the editorial teams, for the opportunity to be featured across Apple Music playlists, radio, genre pages and category pages worldwide.
Deadlines (from Apple):
- Full coverage: pitch at least 10 days before release.
- Final deadline for late adds: at least 7 days before release.
- Pre-add and pre-order releases follow the same deadlines against the release date.
How to pitch:
- Get access to Apple Music Connect (Marketing tab) through your label or distributor, or your artist team.
- Create a pitch and choose New Release, Pre-add/Pre-order or Re-promotion. Bulk Upload is available for many pitches at once.
- Provide content details (format, name, artist) and release details: mood, genre, language and release date.
- Manage active and expired pitches in the dashboard.
Apple's best practices:
- Know the ecosystem. A slow song doesn't automatically mean "chill."
- Less is more. Don't pitch ten genres. Focus on where your music fits best.
What editors look for
Across the guides we read:
- A clear identity and genre.
- Complete, accurate metadata.
- A strong track with a reason to exist now: a story, momentum, a collaboration, a campaign.
- Evidence of audience and consistent releases.
Metadata matters more than people think
Wrong genre, missing credits, inconsistent artist names and sloppy spelling hurt discovery and are hard to fix after release. Get them right at delivery. Your distributor delivers the release to Apple, so choose one that supports full metadata.
Algorithmic and personal playlists
Apple Music also recommends music from listening habits, so real engagement matters. Ways to help it:
- Release consistently.
- Send fans direct Apple Music links, not just a Spotify-first smart link.
- Use Apple Music for Artists analytics to see where listeners come from and double down.
- Shazam activity is another discovery signal some guides highlight.
User and curator playlists
Apple Music lets people make public playlists, so independent curators exist there too. The method mirrors Spotify: find playlists in your genre, check they look real and active, pitch with a short message and a link.
Why bother?
Industry guides say Apple Music generally pays more per stream than Spotify, with one estimating $0.007 to $0.01 versus $0.003 to $0.005. Apple doesn't publish rates, so treat that as an estimate. The practical point is the same: Apple listeners are often paying subscribers, and fewer artists compete for editors' attention.
A simple Apple plan
- Pick a distributor with complete Apple metadata.
- Claim your Apple Music for Artists profile.
- Pitch in Apple Music Pitch at least 10 days before release.
- Send fans Apple Music links.
- Pitch 20 to 30 Apple curators and playlists in your genre.
- Keep releasing. Editors notice consistency.
What not to do
- Pay for "guaranteed" Apple playlist placement.
- Pitch too many genres.
- Pitch late. The 7-day cutoff is a late-add exception, not the plan.
- Neglect metadata.
What we'd do
Treat Apple as a free second channel. A 15-minute pitch per release plus clean metadata costs almost nothing and some editors do pay attention.
FAQ
Can I pay for Apple Music playlist placement?
No. Anyone selling guaranteed placement isn't legit.
How early should I pitch?
At least 10 days before release for full consideration, and no later than 7 days for late adds, per Apple.
Do I need a label to pitch?
You need access to Apple Music Connect through your label, distributor or artist team.
Is Apple Music harder than Spotify?
Both editorial systems are competitive. Apple has fewer third-party tools, so fewer artists chase it.
Does Apple Music have an algorithm?
Yes, it has personalized recommendations that respond to real listening.
What genre should I pitch?
The one that fits best. Apple advises against pitching too many.
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