diff --git a/beets/plugins.py b/beets/plugins.py
index c5c5b2c53..2daede655 100644
--- a/beets/plugins.py
+++ b/beets/plugins.py
@@ -384,7 +384,7 @@ def load_plugins() -> None:
     """
     if not _instances:
         names = get_plugin_names()
-        log.info("Loading plugins: {}", ", ".join(sorted(names)))
+        log.debug("Loading plugins: {}", ", ".join(sorted(names)))
         _instances.extend(filter(None, map(_get_plugin, names)))
 
         send("pluginload")