Transition: I wanted to kick off by sharing a quote…-- Click to next animation --Music is a massive deal for people.From before you knew how to talk, think or breathe music has always been there…Parents play music for their unborn baby -- who can hear sound from 16 weeks onAnd it’s with us throughout our life…Helping teenagers express who they areA supporting soundtrack for a road tripMotivation for a grueling working outA source of remembering important moments in your life Clearing:Music is deeply and uniquely connected to our lives
Transition: And when you start to really think about the role that music plays in our lives, you start to see all these different music moments that make up a person’s lifeDifferent purposes, occasions, needs…Clearing:So, how do you begin to fulfill the ever-present and dynamic role music plays in people's lives?
Transition:We think it all starts with a music platformA platform for music can mean many things to many people. So we wanted to take a few minutes to be clear about what we mean…The first phase of our development was to create a way to get people access to all their favourite music in a simple, fast and legal way. Today, we offer our users access to over 18M+ songs globally and we’re adding over 20,000 songs every dayThe next phase was about releasing the potential of what people could do with that music now that they had access. Whether it’s a lean back radio-style experience (like pandora), or a crowd-sourd DJ experience (like turntable FM), we knew that the only way to fulfill the wide spectrum of music needs was to create a way for anyone who had a perspective to share to build experiences on top of our musicAnd finally, the ability to take these music experiences anywhere – inside of spotify, outside of spotify on your own websites or social networks like Facebook and across any deviceWe believe a platform for music provides the opportunity to always provide the right experience for every music moment in our lives. It’s a big idea that really expands the realm of how music is experienced.Clearing: Let’s take a look at some of the ways our people are building onto our platform.
Transition: So Spotify has always had an open API. Meaning, we’ve always provided the ability for folks to integrate Spotify functionality onto their owned properties.But a few months ago, we launched the Spotify Play Button which is basically a simple widget that makes it super easy to add a soundtrack to any website.Here’s one of my favorite uses of our button -- Huffington Post is “Spotifying” the 2012 election by curating playlists for the Republican, Democratic and Swing states across the US. People are often just as passionate about politics as they are about music, so bringing the two together is a perfect match.Clearing: So, we have access to all music you could want. We have the tools available for folks to build music experiences that live anywhere. What comes next?
Transition: Next, is making sure that our platform fulfills the social behaviours inherent in music.Music is one of the most social things in the world and it has always been a key form of personal expression.Almost 60% of our users say music plays an important role in socializing and bonding with friends and families, and more than 50% of activity on social networks revolves around music. So basically we plugged ourselves into the largest social network….Facebook -- a deep music integration which has made a huge impact in driving the discovery and sharing of music outside of Spotify. On a monthly basis, we are seeing around one and a half billion actions from Spotify to Facebook. That’s pretty remarkable. Clearing:So if you believe a social strategy is important – than you better believe a music strategy is too.
Transition: What does all this mean for brands? There’s really no limit to what they can do.We’ve given them the tools to bring their expertise to the table and create meaningful music experiences in order to be a part of what people are so passionate about.By using this music toolkit, brands can connect with consumers and dig into who they are and how they live.Clearing:Let me give you a couple of examples.
Transition: Now we would like to show you how the UFC brought their music expertise to Spotify to result in one of the most successful campaigns to date.
Transition: UFC is one brand that is synonymous with music.UFC has a very passionate, loyal audience and one of the highlights of the match for them is their favorite fighters’ walk out music. A fighter’s walk out music translates to who they are, and how they want the audience to identify them – their attitude, what kind of persona they want to represent in the ring, etc.We like to think that there is nothing else like a UFC fight. It’s not only a sporting event, but it’s entertainment as well. Clearing: Because music is so key to the UFC fans, it was essential that it was a core part of The Ultimate Fighter Live finale.
Transition: And consumers absolutely identify with UFC on a social level.By looking at the UFC’s social presence on Facebook and Twitter, you can see that they’re fans are very engaged:@DanaWhite Twitter account has more than 2 million followers -more than any other sports commissioner out thereAnd his Facebook page has 640k "subscribers"And the UFC Facebook page has over 9 million "likes”Clearing:With a fan base that is socially engaged, and loves music, now what they needed was a platform to engage them on.
Transition:Leading up to the finale for "The Ultimate Fighter: Live," the UFC launched a campaign on Spotify promoting a contest that allowed fans the opportunity to choose what song each fighter would walk out to prior to competing. Every fighter on the card picked two songs for a Facebook application, powered by Spotify, where fans were able to listen to both and vote on which song should serve as each fighter's entrance music. They could than access the full walk-out playlist on Spotify and share it with friends. Clearing: The goal of this campaign was to drive a lot of conversation and interest in the finale. It also gave users an extra reason to tune in so they could see if the songs they voted for won, and feel like they were truly part of the production of the event. Another goal was to reach a very sought after demo – males 17-20.
Transition:And the results?Well, in one of the main events, Al Iaquinta walked out to Ja Rule’s “New York” and Mike Chiesa walked out to “Strangle Hold” by Ted Nugent. But I’m sure you’re all more interested in the campaign resultsThere were more than 40K votes in the first three daysMore than 60% of visitors voted, with voters coming back an average of 16xThis music integrationscarried overfrom online to broadcast, when Dana White spoke about the contest on the live season finaleThe campaign has already been renewed for the upcoming season of The Ultimate Fighter Live (premiering Sept 14)Most importantly, fans were able to experience the music that they helped choose, completing the connection between the UFC, the fighters and their fansThe UFC campaign was the most successful campaign to date because…They tapped into their fans’ emotions about the Ultimate Fighter Live contestants, and the music they chose to represent themThey wove a social strategy into their music strategyThey engaged fans on the Spotify platform, and created an experience that made users part of the finale experience, which resulted in a stronger connection to the brand and the music they used
“Music is like a universal language. ExpressesYou have to speak the samelanguage, so it’s kind of the glue that Shaping, sharing Motivatesholds the earth together in some identity Amplifiesway or another. Like a life’s blood. I Helping people get things donecan’t remember a time when Supporting and it betterwasn’t there, so if it wasn’t there, I enhancingdon’t know what I’d do.” experience Connects Enables relationships with other people Regulates Modifying and adjusting moods Source: Wolf Olins, August 2012
Foreground Down Music time My life, the film live Chilling FamilyPrivate Social time Energy boost Commuter cocoonStudybuddy Background
It all starts with a platform for music Access A base Living to any for“all” kind Paid anywhere free personal social Owned the of music across the Earned on-demand passive legal world’s experience active connected Devices music landscape
Many kinds of music experiences 2700 years spent with Spotify Apps
Enabling the social aspects of music Music Dashboard Real-Time Ticker Just Hit Play Musical Stories
There is no limit to what brands can doAudio+DisplayVideoArtistsAppsAPI BuildsAPI BuildsLive EventsBranded PlaylistsBranded ContentTake Overs and Advertiser Pages
Are you a shoe or a sneaker? Audio+ Lightbox + Branded playlist Whether you’re a shoes or a sneakers person, you can express your true self with a custom playlist from the Converse Playlist Generator.
BringingThe UltimateFighter: Livefinale to lifewith music
The UltimateFighter: Livewalk-outmusic campaign
And the results…• 40K+ votes throughout campaign• More than 60% visitors voted• Renewed the campaign for this season’s The Ultimate Fighter
If you only take away three things…1. Use the music in your marketing campaigns to tap into consumers’ emotions2. You can’t have a social strategy without a music strategy3. Build meaningful experiences that allow consumers to go beyond just listening