BY RANYA KHOURY

Jonathan and James Kinnear, owners of Double J Music, are prime examples of the playlist phenomenon. They prove music streaming platforms like Apple Music and Spotify possess a promotional power for artists looking to make the next leap in their careers, as well as the notion that, by having a collection of curated playlists under a branded profile, a company can support and represent artists through their playlist network.

With early efforts in production, artist development and music discovery, Double J Music strived to create a unique experience for both artist and audience, leading them to launch their playlist network on Spotify in 2016. Within 18 months of launching, the brothers experienced a huge growth, amassing over 150k followers across their diverse list of playlists. Through their endeavor on Spotify, the Kinnear brothers were able to connect and build relationships with artists and other curators.

Their favorite playlist, Acoustic Covers, happens to be one of their most notable, accounting for 25k+ followers. “Artists from various genres, such as Jasmine Thompson, Boyce Avenue and Ed Sheeran, are featured on Acoustic Covers. It’s great because these artists will take a song and make it their own; they turn it on its head and create a fresh twist,” said the brothers. They added, “We try and hunt out the throwback songs as well, adding a new, yet nostalgic vibe to the overall playlist.”

Apart from Double J Music’s submission hub, found on their website, the brothers make an effort to give the playlists a personal component. They're constantly using Shazam while they're out to track down songs, keeping them focused on uncovering the next collection of songs. And in case you were wondering, they highly encourage submissions from both artists and labels, as that's where 50% of their selected tracks come from.

Explore their Spotify profile here!

: