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Spotify Turner Intern Project
- 1. Ashay Grover Fredric Wills Rebecca White Seána Cullinane Sharon Wu Sophie Brown
- 3. Expand Spotify’s target age group from 18-24 years old to 18- 34 years old.
- 5. 8 in 10A D U L T S E A C H M O N T H TV + DIGITAL + MOBILE $4.7TS P E N D I N G P O W E R / Y E A R 759MS O C I A L M E D I A F O L L O W E R S
- 6. 140MA C T I V E U S E R S 609KA C T I O N S / M O N T H STUDENTS POP CULTURE MEDIA T W I T T E R T R I B E MILLENNIALS
- 8. 140MA C T I V E U S E R S 609KA C T I O N S / M O N T H STUDENTS POP CULTURE MEDIA T W I T T E R T R I B E MILLENNIALS
- 10. 140MA C T I V E U S E R S 609KA C T I O N S / M O N T H STUDENTS POP CULTURE MEDIA T W I T T E R T R I B E MILLENNIALS
- 11. Target Audience
- 12. 140MA C T I V E U S E R S 609KA C T I O N S / M O N T H STUDENTS POP CULTURE MEDIA T W I T T E R T R I B E MILLENNIALS
- 13. Expand Spotify’s target age group from 18-24 years old to 18-34 years old. GOAL
- 14. SURVEYResults from 714 people. 86.7% between 18-34 years old. Other 51.7% 16.8% 13.6% 8.7% 4.8% 4.4% said music streaming services/apps are important to them. 86.7%PARTICIPANTS Source: Brown, Cullinane, Grover, White, Willis, Wu. Spotify. Survey. July 7, 2017
- 15. 360 Campaign that taps into the transformative nature of audio and music and into positive social, digital, linear, and live experiences.
- 17. “It was conceived as a way to reach new audiences in new ways, with an authentic and original voice.” REACHING NEW AUDIENCES Co-Founder Andrew Morse DISCOVER THE UNTOLD, THE OVERLOOKED AND THE FLAT OUT AMAZING
- 18. SOCIAL MEDIA FOLLOWERS6M 5MFOLLOWERS 1MFOLLOWERS MEDIAN AGE 32 YEARS MEDIAN INCOME: $103K 350MREACH 4.3MUNIQUE USERS 122MVIDEO VIEWS Sources: Adobe Omniture Analytics, comScore, Media Metrix; Period Jan’16-Dec’16; Facebook Analytics, YouTube Analytics: Median Age, %Comps, Video Views based on average monthly; %Comps, Unique Users, Reach & Video Views based on Social only; Period Feb’17-Apr’17
- 20. NCAA Featured Artist NCAA March Madness Featured Artist NCAA March Madness Featured Artist NCAA March Madness Featured Artist Special NCAA March Madness Featured Artist NCAA March Madness Featured Artist 157,020,035 SPOTIFY’s Great Big Playlist: Future Superstars
- 21. NCAA Featured Artist NCAA March Madness Featured Artist NCAA March Madness Featured Artist NCAA March Madness Featured Artist Special NCAA March Madness Featured Artist NCAA March Madness Featured Artist 157,020,035 SPOTIFY’s Great Big Playlist: Future Superstars SUBSCRIBE HERE MUSIC AVAILABLE HERE WATCH FOR MORE
- 23. 54% OF A18-34 EXCLUSIVE TO CONAN MEDIAN AGE A18-34 YOUNGEST MEDIAN AGE IN LATE NIGHT SOCIAL MEDIA FOLLOWERS28M & 1.45B VIEWS 20.6MENGAGEMENTS 3.3M SHARES TEAMCOCO.COM OVER 16M VIDEO MINUTES SPENT 2.4M UNIQUE VISITORS Sources: Facebook Insights, YouTube Analytics, and Shareablee. Jan. 2016-Dec. 2016. TV – Nielsen Media Research. 4Q’15. Live+7 stream, Gross minutes = P2+ (000) network average * duration. Digital – Omniture, 4Q’15, total video activity (including video clips) & YouTube Analytics 4Q’15; VOD – Rentrak, 4Q’15, Total Playtime; Digital Share for Conan includes YouTube (Total Estimated Minutes Viewed based on North America). Adobe Omniture Analytics, Google Analytics (US & Int’l), ListenFirst, Jan’17 – Mar’17. Cross Platform = TeamCoco.com, Team Coco App. OTT, Team Coco You Tube.
- 24. MUSICALACTS THAT MAKE NOISE Source: Adobe Omniture Analytics, YouTube Analytics, ListenFirst, Jan’16 –Dec’16. Total Social Followers (Lifetime-Jan’17) = YouTube, Facebook, Twitter, Instagram; Total Social CONAN HAS MUSIC FOR EVERYONE 10M FOLLOWERS 1.3BVIDEO VIEWS 2BIMPRESSIONS Team Coco FOLLOWING 43 PLAYLISTS 77,971 FOLLOWERS 11 FOLLOWING
- 25. AVAILABLE ON MUSICALACTS THAT MAKE NOISE SEE HIM LIVE STREAMING ON
- 27. FANS ATTENDED THE MARCH MADNESS MUSIC FESTIVAL 135K IMPRESSIONS WITH OFFICIAL MARCH MADNESS SOCIAL CONTENT DURING THE FINAL FOUR AND CHAMPIONSHIP GAME 60M said live music is important to them. 73.6%PARTICIPANTS Source: http://www.ncaa.com/news/basketball-men/article/2017-04-07/2017-final-four-viewership-attendance-numbers
- 28. 115INDEX GENERAL SPORTS FAN 150INDEX VIEWERS OF NCAA TOURNAMENT Indexed vs. A18+ 121INDEX COLLEGE BASKETBALL FANS ATTEND A CONCERT (LAST 12 MONTHS) Source: 2016 GfK MRI Doublebase Indexed vs. A18+
- 31. MISSED THE CONCERT? LIVE-STREAMING PLAYLISTS AVAILABLE ON
- 32. SPOTIFY TAKEOVER
- 33. THE DESTINATION FOR MILLENIALS Source: ComScore MobileMetrix Q1 2017 AVG; COMP% based on total mobile, WAP + APP; Min/UV = Team Stream App; MONTHLY MINUTES UNIQUE VISITORS AMONG M18-34 245 MOST ENGAGING MOBILE SPORTS APP FOR MILLENNIAL MALES #1 UNIQUE VISITORS A18-34 DURING JUNE 2017 11.6M
- 34. PAID SPOTIFY STREAMING SUBSCRIPTION INDEX 162 ANY PAID MUSIC STREAMING SUBSCRIPTION INDEX 158 47%HAVE MUSIC STREAMING SUBSCRIPTIONS Source: Nielson @Plan Q1 2017 Indexed vs. A18-34 Indexed vs. A18-34
- 37. [SONG] [ARTIST]FINAL FOUR PLAYLISTS Locker Room By UNC . 336.3k views 1,278 comments The Tar Heels vs. the Ducks. Whoyou got?! @MarriottRewards MARCH 31 NOW PLAYING presents 6:09PM EDT 9:05PM EDT 3 Oregon 1 North Carolina 7 South Carolina 1 Gonzaga presents 3 Oregon 1 North Carolina 9:05PM EDT 6:09PM EDT 7 South Carolina 1 Gonzaga 3 Oregon 1 North Carolina 9:05PM EDT 6:09PM EDT NOW PLAYING presents
- 38. TURNER SPOTIFY PARTNERSHIP NEXT STEPS TIMELINEPACKAG E
- 39. Spotify sponsored playlists Artists perform on Conan LIVE 2nd Stage Social promotion Spotify takeover website
- 41. NEXT STEPS
- 42. THANK YOU David Levy Donna Speciale Sam Mlotok Brian Blake Lauren Steinberg Ben Rabunski Erica Martinez Yoliza Despaigne Tali Mishael Jessica Mann Dan Nott Leah Mackstutis Jennifer DeVito Erica Borgo Jasmine Clennon Katy Mollica Nick Berti Jen Raulli Matt Puzio Justin Gluck Alix Colby Peter Millen Miguel Berrios John Lefteratos Natasha Austin Charlie Guido Aly Hawana Joseph Pan Jay Ballesteros
- 43. $75K1 E P I S O D E $500KA C T I V A T I O N S + T A L E N T $2ML I N E A R C O N T E N T $250KS O C I A L M E D I A
Editor's Notes
- OPENING VIDEO
- AGENDA
- TURNER INTRO Turner Portfolio reaches 8 in 10 adults every month; 79% of adults 18+ reached monthly Spanning television, digital and mobile platforms The audience that Turner Portfolio reaches represent over $4.7 trillion spending power per year Entertainment + Sports + News 759M social media followers Turner Digital is a Top 10 Visited Destination Turner Digital is the #2 Premium Publisher Destination
- SPOTIFY INTRO Global Reach – available in 60 countries Over 140 million active users 4M social media followers Music for everyone
- SPOTIFY INTRO Global Reach – available in 60 countries Over 140 million active users As we are targeting people aged 18-35, this represents the most popular demographic for Spotify to purchase space on Turner. Using a pre-set audience on the Ignite XP software, we are able to confirm that 35 million people within our direct target have the potential to be reached.
- SPOTIFY INTRO Global Reach – available in 60 countries Over 140 million active users 4M social media followers Music for everyone
- SPOTIFY INTRO Global Reach – available in 60 countries Over 140 million active users Using Launchpad, we were also able to come up with the most popular Twitter “Tribes” for Spotify. This also played into our demographic that was used for Ignite XP as Students, indie music fans, pop culture, techies, digital marketers, and media are all tribes which are encompassed in our Target audience of “Digital Music Lovers”.
- SPOTIFY INTRO Global Reach – available in 60 countries Over 140 million active users 4M social media followers Music for everyone
- SPOTIFY INTRO Global Reach – available in 60 countries Over 140 million active users
- SPOTIFY INTRO Global Reach – available in 60 countries Over 140 million active users 4M social media followers Music for everyone
- JUSTIFY PARTNERSHIP
- CREATE SOME SURVEY RESULT GRAPHS
- JUSTIFY PARTNERSHIP
- Spotify’s Great Big Playlists (referring to GBS)
- RAW (Rising Artist of the week) sessions on Conan
- Spotify Presents “Stars of Tomorrow” at the MMMF”” (Stars of Tomorrow refers to both the event itself on the Second Stage as well as the artists themselves)
- SUMMARY
- COST
- NEXT STEPS
- THANK YOU David Levy Donna Speciale Sam Mlotok Brian Blake Lauren Steinberg Ben Rabunski Erica Martinez Yoliza Despaigne Tali Mishael Jessica Mann Dan Nott Leah Mackstutis Jennifer DeVito Erica Borgo Jasmine Clennon Katy Mollica Nick Berti Jen Raulli Matt Puzio Justin Gluck Alix Colby Peter Millen Miguel Berrios John Lefteratos Natasha Austin Charlie Guido Aly Hawana Joseph Pan
- COST