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05 · Promo, the honest version

30,000 listens and nothing.

By Ben Howat · 24 October 2026 · 2 min read

I tried the "some random singer on Instagram got 30,000 listens" thing. I got nothing. Here's what I learned.

don't pay for this

You've probably seen the messages. Someone slides into your DMs, loves your sound, can get you on playlists, thousands of streams guaranteed, just pay this.

I paid one. The numbers didn't come. Or the ones that did came from nowhere, didn't save the song, didn't follow, didn't come back.

Why it's worse than wasting money

Fake streams aren't just useless. Spotify's own rules say that when it finds artificial streams, it can hold back the royalties, take the song off playlists, and the distributor can pull the song or close the account. You can get in trouble even if a promoter did it without telling you exactly how.

So the thing you paid for to help your song can be the thing that gets it taken down.

What real promo looks like

  • No guarantees. Anyone who guarantees streams or playlist spots is selling fake ones.
  • Real people choosing to listen, because a curator or a real audience heard it and liked it.
  • Receipts. If you pay for ads, you should see exactly where the money went.
  • Slow, small wins. A hundred real fans beat thirty thousand ghosts.

What we do

We only use promo partners that don't guarantee results and that we've checked use real listeners. Ad spend comes with receipts. And we'll tell you straight if we think something won't work, even if it costs us a sale.

We've done the hard bit, the trial and error. You don't have to.

“A hundred real fans beat thirty thousand ghosts.”
BenFounder, Blackout Room Records. Releases as Neon\\Haven.
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