Playlister
A global playlisting platform built to scale curation and revenue
From internal tool to global platform
Playlister began as a quick internal fix for playlist curation. What it exposed was a much bigger issue. Teams across markets were managing playlists independently, relying on manual workflows, and operating with limited visibility into performance or duplication.
We led the strategy, design, and delivery of a shared platform that gave the label a scalable way to create, manage, and distribute playlists across streaming services. The system supported both dynamic and fixed playlists, turning playlisting into a repeatable product capability rather than a fragmented editorial task.
Fragmented curation at global scale
Playlist curation was slow, siloed, and heavily biased towards Spotify. Local teams worked in isolation, often duplicating playlists without knowing it, while fixed playlist revenue sat outside any owned system.
The label needed a way to scale output, unlock data, and reduce dependency on third-party platforms, without losing local flexibility or creative control.
Product strategy, design, and delivery
We worked end-to-end across discovery, product definition, UX and UI design, and platform architecture. This included mapping real workflows across global teams, defining a modular product strategy, and shaping a system that could scale while still supporting local needs.
We partnered closely with internal engineering teams, guiding build decisions, validating the product with real users and data, and supporting rollout across markets.
A scalable system with measurable impact
Playlister became the central system for playlist creation and distribution across the organisation. At peak adoption, it supported more than 200 playlist releases per week and delivered up to a 77 percent uplift in engagement on optimised playlists.
The platform generated over €100 million in incremental streaming revenue and gave the label long-term control over a critical part of its streaming strategy.
Turning playlisting into a product capability
Beyond revenue, Playlister changed how teams worked together. It replaced fragmented workflows with a shared system, improved visibility across markets, and created a foundation for future consumer-facing products built on owned infrastructure.