SPOTIFY

Granting access to more artist groups to Marquee – Spotify for artists


On monday Stream on At the event, we shared our vision for new and improved marketing tools for artists around the world – including extended access to Marquee, A promotional tool that has become the key to many artists’ liberation strategies.

Over the past year, from top streaming artists Weekend Like indie rockers Mount Joy, Has used marquee to engage artists and label fans of all sizes with their new releases. Each new release – be it an album, single, or EP – is an opportunity to deepen your relationship with the audience. Casual listeners who may have stumbled across your music on playlists or on Spotify radio are more likely to become more enthusiastic when presenting your new music.

Marquee offers a full-screen, sponsored recommendation for your new release Spotify Free and Premium Audiences who have shown interest in your music and are likely to hear more. Audiences that click on your marquee are directed directly to your new release, allowing you to market your new music while deciding what the audience will stream at the moment.

Marquee is the best way to focus the right audience on your new release on Spotify, so we want to make it easier for artists to be part of their release strategy. In the coming months, we’ll be launching a self-serving buying experience on Spotify for artists, so that U.S. teams can update their profiles as well as book campaigns. We want to make Marquee available to more artist groups around the world – so in the coming months, we’ll be expanding Marquee outside of North America. Artist teams from the UK, Ireland, Australia and New Zealand will have access to this powerful marketing tool by booking campaigns through their local Spotify team.

Since launching Marquee in beta, it has become an important part of the release strategy for artists large and small – across different genres and audience sizes. And for good reason. Our performance data shows that viewers who watch Marquee are more than twice (2.2x) more likely to save a track in their library or add it to a user-created playlist.

As we work to get more artist teams to access the marquee, we wanted to share some stories with artists in a variety of ways. Justin Bieber, beabadoobee, And Lyrica Anderson And their labels are using Marquee as part of their fan development strategy:

Using the marquee to widen each new release

Justin Bieber & quot;  Change & quot;  Marquee

Justin Bieber’s “Change” Marquee

Dropping a new release isn’t just about what happens on launch day – it’s about how each new project builds into the past and into the future. World superstar Justin Bieber A master at keeping fans busy, but also interested in what will happen next. When he and his team released new music at Diff Jam last year, they made Marquee a consistent part of their audience engagement approach. The first was his much-anticipated album, Change. Since five years have passed since his last album, the team wanted to use Marquee to activate his US fanbase. Markey helped Bieber capitalize on the excitement for the new album, running an average of 15 streams per listener. Most recently, the momentum stopped Change, Bieber has been able to give his listeners more music. In preparation for her sixth studio album, she has released a number of singles, including “Anyone. Anyone “debuted at number 1 on Spotify’s Global Song Debates chart. As Bieber approaches its next album, it’s clear that fans are ready for it.

Maintaining momentum with Marquee

Beabadoobee's Marquee 'Fake It Flowers'

Bebadubi’s Marquee for ‘Fake It Flowers’

In this age of viral hits, translating popularity on social media into streams is crucial. Sensation of alt-pop singer-songwriter beabadoobee Knows one or two things about capitalizing on the viral moment. Released in February 2020, rapper Pavfur “Bed of death (coffee for your head), “With a sample of his hit 2017 solo track”Coffee, ”Blew up the ticket last year. The song has soundtracked millions of video clips from cooking videos to make-up tutorials and, as a result, has surpassed 850 million streams on Spotify. The success of the track created a crowd of fans for Bebadubi’s much-anticipated debut album, Fake brick flowers, Which was released in October 2020.

On the Dirty Hit label, his team strategically targets its casual, extinct, and recently interested audiences, and 40% of the album’s streamed listeners save a track in their library or add a track to a private playlist. Adds 100,000 save and playlist.

“2020 was a huge year for Bebadabi and we wanted to keep up that momentum and turn it into a promotion for her first album, Fake flowersPerdy Higgs, digital promotion manager at Dirty Hit, said. “We were specifically looking for audiences who have recently discovered his music but will not necessarily be familiar with him as an artist. Therefore, Spotify was an extremely powerful tool to be able to divide our audience. Markey was a perfect way to introduce these more casual listeners to the blueprint through his debut album. The results reflected a busy audience who responded to Marquee.

Using the marquee to rearrange the fans

For Lyrica Anderson's Marquee 'Bad Hair Day'

Lyrica Anderson’s Marquee for ‘Bad Hair Day’

Pop R&B singer Lyrica Anderson And its distributor, Beetroot Music, was ready for release Bad hair days, Anderson’s first album in two years in August 2020. Monik Williams, his marketing manager at Beetroot, only started working at Beetroot in July, but he knew he wanted to reactivate fans who hadn’t heard from Anderson in a few days and turned to Marquee to maximize the impact of the release moment. “I had to run and hit the ground,” Williams said. “For this particular release, we made [momentum] A little more and we definitely had a ‘loud’ release day, and then we tasted liberation [moment] As long as we could. “

Williams used a marquee campaign on the day of release to bring the audience back to Anderson’s music and bring the first success for the new album. Each of the Marquee listeners streamed an average of 14 tracks (Bad hair days Only 12 tracks long from new album). This immersion in his music led to the behavior of other fans as the converted audience saved an average of four tracks per listener. “Savings are so important because they help me create playlists and more marketing opportunities,” Williams said.

How to connect with us

To learn more about Marquee, see us Site, Which we’ll update with more news on how the U.S. team can be ready for Marquee’s self-serving availability on Spotify for artists. Until then, you can continue submitting information Here To promote new releases for viewers in the United States and Canada. If you are in the UK, Ireland, Australia or New Zealand, contact your local Spotify representative for more information. We encourage you to visit us LinkedIn page For more details on our tools for music marketers – as we continue to improve Marquee, we encourage you to share more updates, so follow along.

Spotify for artists



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