Choosing where to upload your music is one of the most important decisions you’ll make as an independent dancehall artist. The right platforms connect you with your audience, generate revenue, and help you build a sustainable career. The wrong ones waste your time and limit your reach.
In 2025, the landscape is more complex than ever. There are streaming platforms, social media apps, direct distribution services, and specialized Caribbean music platforms—each with different strengths, audiences, and opportunities.
As Tray Millen, I’ve navigated this ecosystem extensively. I’ve uploaded music to nearly every platform available, learned which ones actually matter for dancehall artists, and discovered how to maximize each one strategically.
This is your complete guide to the best platforms for dancehall music—where to upload, why each platform matters, how to optimize your presence, and how to prioritize your limited time and resources.
Let’s break down exactly where your music needs to be.
The Foundation: Major Streaming Platforms
These are non-negotiable. Your music must be on all major streaming platforms.
Spotify
Why it matters:
- Largest music streaming platform globally (600+ million users)
- Powerful playlist ecosystem that can break new artists
- Strong discovery algorithms
- Spotify for Artists provides valuable analytics
Dancehall-specific benefits:
- Growing Caribbean music playlists
- Strong presence in UK, Canada, US—major dancehall markets
- Editorial playlist opportunities for dancehall
How to optimize:
Profile setup:
- High-quality artist photo
- Compelling bio highlighting your Jamaican roots
- Link all social media accounts
- Verify your profile through Spotify for Artists
Pre-release strategy:
- Upload tracks 2-4 weeks before release date
- Use Spotify’s pitch tool to submit to editorial playlists
- Fill out all metadata completely
- Create compelling pitch explaining the song’s story and vibe
Post-release tactics:
- Use Canvas feature (looping videos for tracks)
- Update Artist Pick regularly
- Share Spotify links on all social platforms
- Add your music to your own playlists alongside established artists
Monetization:
- $0.003-0.005 per stream (varies)
- Requires significant streams to generate meaningful income
- Focus on playlist adds to scale streams
Apple Music
Why it matters:
- 100+ million subscribers
- Strong in US market and among iOS users
- Exclusive editorial features and playlists
- Better per-stream payout than Spotify
Dancehall-specific benefits:
- Strong Caribbean diaspora presence
- Reggae/Dancehall genre playlists
- Apple Music 1 (radio) potential
How to optimize:
Apple Music for Artists:
- Claim your profile
- Customize with bio and photos
- Monitor analytics
- Submit tracks for playlist consideration
Lossless audio:
- Apple Music supports higher quality audio
- Upload in highest quality available
- Appeals to audiophiles and serious music fans
Monetization:
- $0.007-0.01 per stream (better than Spotify)
- Subscriber-based model means higher per-stream rates
YouTube Music
Why it matters:
- Integrated with YouTube (2+ billion users)
- Music videos and audio tracks in one ecosystem
- Strong discovery through YouTube’s algorithm
- Free tier exposes music widely
Dancehall-specific benefits:
- Massive global reach
- Strong presence in markets where YouTube dominates
- Visual component helps dancehall (dance, fashion, culture)
How to optimize:
Upload strategy:
- Music videos as primary content
- Lyric videos for every track
- Audio-only uploads with artwork
- Behind-the-scenes content
YouTube optimization:
- Keyword-rich titles and descriptions
- Proper tags (dancehall, reggae, Caribbean music, etc.)
- Custom thumbnails that grab attention
- Playlists organizing your content
Monetization:
- Ad revenue from music videos
- YouTube Music streaming royalties
- Multiple income streams from same content
Amazon Music
Why it matters:
- 100+ million subscribers
- Integrated with Amazon ecosystem
- Strong in US market
- Alexa integration
How to optimize:
- Upload through your distributor
- Optimize metadata for Alexa voice search
- Encourage fans to add to Alexa playlists
Monetization:
- Similar rates to Apple Music
- Growing platform worth being on
Tidal
Why it matters:
- High-fidelity audio quality
- Artist-friendly payment structure
- Strong hip-hop and R&B audience that overlaps with dancehall
Considerations:
- Smaller audience than major platforms
- But higher per-stream payouts
- Worth being on, but not primary focus
The Caribbean/African Music Specialist: Audiomack
Why Audiomack is crucial for dancehall artists:
The Platform
Audiomack is specifically strong in Caribbean and African markets—your core audience.
User base:
- Massive in Jamaica, Nigeria, Ghana, Kenya
- Strong in Caribbean diaspora communities
- Growing rapidly in UK and US
Dancehall-specific benefits:
- Caribbean music gets prioritized
- Easier to trend than major platforms
- Community actively seeks new dancehall
- Free and premium tiers both popular
How to Maximize Audiomack
Upload strategy:
- Upload everything—singles, albums, freestyles, loosies
- Frequent uploads keep you visible
- Create playlists featuring your music alongside others
Tagging properly:
- Use “Dancehall” as primary genre
- Add relevant secondary tags
- Include location tags (Kingston, Jamaica, etc.)
Engagement:
- Respond to comments
- Follow and engage with other artists
- Repost tracks strategically
- Participate in the community
Promotion:
- Share Audiomack links on social media
- Many Caribbean fans prefer Audiomack over Spotify
- Direct fans there for free streaming
Monetization:
- Ad-supported free tier
- Premium subscription
- Per-stream payouts for creators
- Growing revenue opportunity
Why it matters: In Caribbean markets, Audiomack often outperforms Spotify. Don’t sleep on this platform.
Social Media Platforms (Essential for Discovery)
These aren’t primarily music platforms but are crucial for promotion and discovery.
TikTok
Why it’s the most important platform for breaking new dancehall music:
Discovery power:
- Algorithm doesn’t favor established accounts
- Viral potential regardless of follower count
- Music discovery happens here more than anywhere
- Drives streams to all other platforms
Dancehall advantages:
- Dance challenges thrive on TikTok
- Short, energetic clips perfect for dancehall
- Global reach connects you worldwide
- User-generated content multiplies reach
Strategy:
Music uploads:
- Upload tracks to TikTok’s sound library
- Make your music easily usable by others
- Encourage dance challenges and trends
- Monitor who’s using your sounds
Content creation:
- Post daily with your music in background
- Create challenges to your tracks
- Behind-the-scenes studio content
- Dance content showcasing your songs
Success metric:
- Track how many videos use your sound
- Each user-generated video is free promotion
- Viral sounds drive millions of streams
Why it matters:
- 2+ billion users globally
- Visual storytelling platform
- Strong community building features
- Reels compete with TikTok
Music features:
- Instagram Music library (get your tracks added)
- Reels using your music
- Stories with your music
- Posts tagging your tracks
Strategy:
- Post Reels daily featuring your music
- Share full tracks in posts with links
- Use Stories to promote new releases
- Go Live to perform and connect
YouTube
Beyond YouTube Music—content platform:
Music videos:
- Essential for dancehall (visual culture)
- Permanent content that generates views for years
- SEO-optimized for Google searches
- Monetizable through ads
Content strategy:
- Professional music videos when budget allows
- DIY music videos regularly
- Lyric videos for every single
- Behind-the-scenes content
- Performance videos
- Vlogs and lifestyle content
Optimization:
- Keyword research for titles
- Detailed descriptions with links
- Playlists organizing content
- Custom thumbnails
- Call-to-action in every video
Monetization:
- Ad revenue once you hit requirements (1,000 subscribers, 4,000 watch hours)
- Multiple income streams
- Long-term passive income potential
Distribution Services: Getting Your Music Everywhere
You need a distributor to get on major streaming platforms.
Top Distributors for Independent Artists
DistroKid (My recommendation):
- Cost: $22.99/year for unlimited uploads
- Reach: All major platforms
- Speed: Fast delivery to stores
- Features: Keep 100% royalties, automatic splits for collaborations
- Why I use it: Affordable, reliable, unlimited uploads
TuneCore:
- Cost: Per-release pricing or annual subscription
- Reach: All major platforms
- Features: Detailed analytics, YouTube monetization
- Consideration: More expensive but some prefer the model
CD Baby:
- Cost: One-time fee per release
- Reach: All major platforms
- Features: Physical distribution options
- Consideration: No annual fee, pay once and it stays up
Amuse:
- Cost: Free tier available, Pro tier $59.99/year
- Reach: Major platforms
- Features: Free option for starting artists
- Consideration: Limited features on free tier
What to look for:
- Gets you on all major platforms
- Reasonable pricing
- Keep your royalties (avoid deals taking percentage)
- Good customer support
- Fast distribution
- Easy interface
My approach: I use DistroKid because unlimited uploads for one annual fee works best for my release schedule.
Direct Fan Platforms
These platforms enable direct sales and deeper fan connection.
Bandcamp
Why it matters:
- Direct sales to fans
- You set your prices
- Fans can pay more if they want to support you
- 80-85% revenue share (you keep most of the money)
Dancehall considerations:
- Smaller audience than streaming platforms
- But fans who buy on Bandcamp are dedicated supporters
- Good for selling exclusive content, instrumental versions, sample packs
Strategy:
- Upload your catalog
- Offer exclusive versions or bundles
- Use “name your price” option strategically
- Promote to superfans willing to pay directly
Patreon
Why it matters:
- Recurring income from supporters
- Exclusive content for paying subscribers
- Build deeper relationship with core fans
Content ideas:
- Behind-the-scenes content
- Early access to new music
- Exclusive tracks
- Monthly video calls
- Studio session streams
Consideration: Requires consistent exclusive content to maintain subscribers.
SoundCloud: Still Relevant for Dancehall
The platform:
Once dominant, now less central but still valuable.
Why it matters:
- Strong in underground and independent music
- Many producers and artists discover music here
- Commenting features create community
- Easy sharing and embedding
Dancehall strategy:
- Upload everything—finished tracks, demos, freestyles
- Create public and private playlists
- Engage with comments
- Use as a portfolio for industry connections
Monetization:
- SoundCloud Premier for monetization (if you qualify)
- More about exposure than income
My approach: I upload to SoundCloud but don’t prioritize it. It’s supplementary, not primary.
Platform Prioritization: Where to Focus Your Energy
You can’t do everything everywhere. Here’s how to prioritize:
Tier 1: Non-Negotiable (Must be on these)
Streaming platforms via distributor:
- Spotify
- Apple Music
- YouTube Music
- Amazon Music
Social/Discovery platforms:
- TikTok (most important for discovery)
- Instagram (Reels and community)
- YouTube (long-form content)
Caribbean specialist:
- Audiomack (essential for core dancehall audience)
Time allocation: 60% of your effort
Tier 2: Important but Secondary
Social platforms:
- Twitter/X (industry networking)
- Facebook (events and older demographic)
Streaming platforms:
- Tidal
- Deezer
Direct fan platforms:
- Bandcamp (for superfans)
Time allocation: 30% of your effort
Tier 3: Optional/Supplementary
Community platforms:
- SoundCloud
- Mixcloud (DJ mixes)
Specialty platforms:
- Patreon (if you can maintain exclusive content)
- Discord (community building)
Time allocation: 10% of your effort
My Personal Platform Strategy as Tray Millen
Here’s exactly what I do:
Music Distribution
Primary: DistroKid distributes to all major platforms (Spotify, Apple Music, Amazon, YouTube Music, Tidal, etc.)
Specialist: Upload separately to Audiomack (crucial for Caribbean audience)
Direct: Bandcamp for superfans who want to support directly
Social/Promotion
Daily focus:
- TikTok (2-3 posts daily)
- Instagram (1 Reel, Stories throughout day)
- Engage with comments and DMs
Regular focus:
- YouTube (weekly content when possible)
- Twitter (ongoing engagement)
Periodic focus:
- Facebook (events and major announcements)
- SoundCloud (occasional uploads)
Content Distribution Strategy
Every release:
- Distribute via DistroKid to all major platforms
- Upload to Audiomack separately
- Create and upload music video to YouTube
- Create lyric video for YouTube
- Share across all social platforms
- Add to Bandcamp for direct sales
Ongoing promotion:
- TikTok content featuring the track
- Instagram Reels with the music
- Stories promoting the release
- Email newsletter announcement
- Update website with new release
Common Mistakes to Avoid
Not being on major platforms:
If you’re not on Spotify and Apple Music, you’re invisible to most listeners.
Ignoring Audiomack:
Caribbean artists often make this mistake. Audiomack is where your core audience lives.
Focusing only on one platform:
Diversify. Algorithms change, platforms evolve. Don’t build everything on one foundation.
Poor metadata:
Incorrect spelling, missing information, wrong genre tags—all hurt discoverability.
Inconsistent presence:
Being on a platform but never updating or engaging is almost worse than not being there.
Paying for fake streams:
Destroys your algorithmic performance and credibility. Never worth it.
Optimizing Your Music for Maximum Reach
Quality matters:
- Professional mixing and mastering
- High-quality audio files
- Proper metadata (artist name, track title, album art, etc.)
Timing strategy:
- Release on Fridays (industry standard)
- Plan releases strategically (avoid major competition)
- Pre-save campaigns build momentum
Playlist strategy:
- Submit to editorial playlists on each platform
- Create your own playlists
- Pitch to independent curators
- Add your music to relevant existing playlists
Cross-promotion:
- Every platform should point to others
- Use each platform’s strengths
- Drive traffic between platforms
Measuring Success Across Platforms
Key metrics:
Spotify:
- Monthly listeners
- Streams
- Playlist adds
- Save rate
YouTube:
- Views
- Watch time
- Subscribers
- Engagement rate
TikTok:
- Sound usage
- Video views
- Follower growth
- Engagement rate
Audiomack:
- Plays
- Playlist adds
- Favorites
- Follower growth
Track everything: Use analytics from each platform to understand what’s working and where your audience lives.
The Long Game: Building Everywhere Consistently
The reality:
Success on platforms doesn’t happen overnight. It’s:
- Consistent uploads
- Regular engagement
- Quality content
- Strategic promotion
- Patience and persistence
Timeline:
- Months 1-3: Building presence, learning platforms
- Months 3-6: Starting to gain traction
- Months 6-12: Momentum building
- 12+ months: Sustainable growth across platforms
The compound effect:
Every upload, every platform presence, every piece of content builds on previous work. Over time, you create an ecosystem where each platform feeds the others.
Final Recommendations
Start here:
- Get a distributor (DistroKid recommended)
- Upload to all major streaming platforms
- Set up Audiomack separately
- Focus on TikTok and Instagram for promotion
- Create YouTube content regularly
- Build email list through your website
Then expand:
- Add Bandcamp for direct sales
- Grow presence on additional platforms
- Experiment with emerging platforms
- Always adapt to changing landscape
Remember:
- Quality music is the foundation
- Platforms are tools to connect with audience
- Consistency matters more than perfection
- Diversify but don’t spread too thin
- Focus on platforms where your audience actually is
Your music deserves to be heard. These platforms make that possible. Use them strategically, stay consistent, and watch your reach grow.
Want more strategies for building your dancehall career? Subscribe to the TrayMillen.com newsletter for exclusive tips, resources, and industry insights. Follow me on all platforms—TikTok, Instagram, YouTube, Spotify, Audiomack, and everywhere else—to see these strategies in action.
Stream my music: [Links to all platforms]
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