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How Mount Joy used Marquee’s new audience to increase their fan base – Spotify for Artists


The audience is great, but the big fans are even better. As an artist or label team, you want each new release to engage the audience more. Opportunity to turn your audience into active listeners – people who intentionally stream your music, rather than listening passively in the background. With Marquee, You can engage the audience with your new release and use it to deepen their relationship with your music.

When we first introduced Marquee, it helped promote new releases of artists by reaching out to their core audience – audiences who have shown interest in their music in streams or followers. These are listeners who are ready to become bigger fans.

Artists and their teams have asked us for more robust ways to connect with the most engaged audiences with their marketing strategies, so we’ve introduced the capabilities of Marquee’s audience segments. Now, your marquee campaign can define your core audience or specific segments of your core audience by their different listening behaviors:

The type of audience and their behavior

The type of audience and their behavior

We’ve been testing the categories for some time, and today, we’re excited to announce them in detail and share how artists like Mount Joy have been able to use the categories to turn their audiences into strategically more deeply engaged fans.

Mount conquest liberation strategy

For months, the folk rock band, Mount Joy, has been working with their label, Dualton Records, to release their second album, Rearrange us. Moving towards release, they have dropped single series to increase their visibility, to warm their fans and gain visibility in algorithmic and editorial playlists.

Mount Joy’s team in Dualton knew that pre-release singles would take some of the band’s audience to the album, but not all. Their goal was to engage their North American audience who were likely to be big fans.

Once their album is down, the Mount Joy team becomes Marquee’s new audience segment to activate their broader marketing strategy. To get started, they worked with Spotify to understand how the sections were mapped for visitors to Mount Joy. Based on the biggest opportunity, they chose to connect the two parts of the audience. First, they targeted casual audiences – since they’ve probably heard and enjoyed the band’s solo songs, but haven’t yet converted into active fans. Second, they targeted lost audiences জন্য for fans of their first album who didn’t reach out effectively with the campaign before their release.

Success in Mount Conquest

Marquee Mount Joy deliberately directed viewers to the streaming session Rearrange us – 18% of casual and extinct listeners who received a marquee stream from the album, with an average of 10 active streams per listener. After all, extinct audiences not only streamed the release week, they also showed a desire to be involved with the album – 14% of extinct listeners who saved or watched at least one track from the album.

Connecting with us

As we continue to improve Marquee, we’re excited to share more updates, so follow us Site And LinkedIn page. If you’re interested in using Marquee Beta to promote new albums or EP audiences, submit your information Here.

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