“Through user data we are able to identify what artists’ careers people have helped to launch,” he says. If a user began listening to a particular artist before they hit the mainstream, for example, Spotify heralded them as a ‘tastemaker’.
“Rather than simply reminding people of great music through a 30-second spot, the data to remind people about the specific role music plays in our lives.” Using data to create personal connectionsĬustomer data formed the basis of Spotify’s ‘Found Them First’ campaign launched earlier this year, which again looked to build an emotional connection with users by highlighting how their listening habits have impacted the industry. I believe that our strategy should be to demonstrate the power of music and the impact that music fans have on culture,” said Farbman.
It’s a signal of how we will approach things going forward. “In terms of channels and energy globally this is our most concerted effort. To support the initiative, Spotify will be launching a marketing campaign across TV, out of home and digital channels, kicking off on 11 December. It’s honest, authentic and meaningful so we have created a whole suite of customised content that people can share.” “They do it far better than a 30-second ad could. “The stories of existing music fans on Spotify are the best we have so they are the best people to share the Spotify story,” Farbman told Marketing Week. Spotify is revisiting its ‘Year in Music’ concept, which allows users to create a personal review of their listening habits over the last 12 months, in order to build long-term relationships with users by boosting engagement.Īfter curating their personal year in music, which includes top songs, most listened to artists by season and first played song, users can then share their results with friends via social media, which CMO Seth Farbman believes will “reinforce and remind people how much they value music” in their lives.
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