Spotify Artist Mobile Messaging
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This document proposes allowing artists to directly message their fans on Spotify's mobile app. It would give artists a new way to promote concerts, merchandise, albums, and more. The summary discusses implementing this through Spotify for Artists, testing it with mid-sized artists, and measuring success based on click-through rates and artist/listener usage. The goal is to increase engagement between artists and fans on the Spotify platform.
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Overview
This document discusses problems with current music discovery and promotion tools. It proposes a new mobile app called "Radio 3.0" that would help fans discover and share new music through social interactions. The app aims to convert offline listeners to mobile, spotlight artists, and engage fans through challenges and rewards. It would provide better data on fan engagement without spam. The belief is this would encourage greater music participation, enhance tools for artists, and bring back the "Music Tribe". It also discusses current and future revenue opportunities for the app through music sales, ads, reports, and event/venue features.
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James Farrelly - Making Streaming Work [Darker Music Talks July 2015]
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- 1. Artist Mobile Messaging Ethan Blumenthal | Product School
- 2. What’s happening with Spotify? 71 million subscribers / 157 million active users $8 billion paid to rights holders Upcoming direct listing Streaming wars
- 3. How do we win the streaming wars? Music streaming music ecosystem Increase engagement with platform Focus on features that add value
- 4. Our efforts outside of streaming Desktop messaging (killed) Artist pages Concert listings Merchandise offers Artist bios Artist playlists Genius “Behind the Lyrics”
- 5. Meet our users Relaxed Rob likes to listen to music as background noise in his house. He uses the freemium version of Spotify and often leaves his music selection up to our playlists. Music Mike is an audiophile who buys records and owns a Sonos. He is constantly listening to his favorite bands and discovering new music through our recommendation engine.
- 6. Don’t forget the artists Singing Sarah is a struggling artist who needs to grow her following to support her career. To do so she constantly plays local gigs and reaches out to her fans on social media. Big Band is a relatively famous group who has no issues selling out their arena tours. They are looking for new strategies to spice up their marketing message and keep the band together.
- 7. What do our users want? Users want a more personal experience Artists want to act on our data SOLUTION: allow artist-to-fan communication
- 8. What are our competitors doing? Apple Music – Ping (FAILED) Pandora – AMPcast (TBD)
- 9. Product Vision Allow artists to message their listeners on mobile The message will contain a call-to-action to click through Messaging can be targeted by location and loyalty Implemented in Spotify for Artists
- 10. Areas to avoid Desktop version Mobile is the future Voice messaging Focus on premium tier (no ads)
- 11. Roadmap 2 month completion window Design – 1 sprint Engineering – 2 sprints Testing & marketing – 1 sprint
- 12. From the listener’s perspective User begins listening to a song on mobile Message appears in rotation with album artwork and Genius “Behind the Lyrics” User can click for more information
- 13. Some examples… Relaxed Rob is listening to a Spotify playlist on his freemium account when he hears a song that he really enjoys. He looks at his phone and sees a message from the band with a link to more information. Rob clicks to learn more. Music Mike is listening to a band he loves when he gets a message on screen displaying ticket information for a newly announced concert in his town. Mike decides that it would be a fun time and clicks through to buy tickets.
- 14. From the artist’s perspective Artist logs into Spotify for Artists Tabs to the messages feature Submits form with message and targeting info
- 15. Some examples… Singing Sarah just opened a merchandise store on her website and wants to invite her listeners to check it out. She uses the new messaging feature to drive traffic to her site. Big Band is reissuing a classic album on vinyl and wants to offer hard core fans a discount on the preorder. They create a message delivering the coupon code to heavy listeners.
- 16. How will we measure success? Click through rate – 3-5% Usage by artists – 50% Frequency of messages – 2/month
- 17. Go to Market Plan – Pre Launch Limited beta release Partner with mid-sized artists to test feature Listeners do not need to be alerted Create informational materials for artists and stakeholders
- 18. Go to Market Plan – Launch Make sure artists and stakeholders are set On call for any questions or issues 1 week of beta testing Collect feedback and aggregate data Make decision on wide launch
- 19. Go to Market Plan – Post Launch Update website, blog, and email newsletter Publicity campaign for industry recognition Technology & Music publications
- 20. Let’s do this! Artist Mobile Messaging Increase artist and listener engagement Transform Spotify into a complete music ecosystem