Spotify Chords - Creating Music Moments
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The document proposes a partnership between Spotify and Riffstation to build a music learning tool called "Spotify Chords" that displays chord charts for songs on Spotify. It notes that current practice tools are lacking and that musicians want resources that are organized, mobile-optimized, interactive, and high-quality. Spotify Chords would allow users to watch chord charts scroll on screen, choose instruments, and customize their playing experience. The document estimates there could be millions of potential users and argues the product would be beneficial for both companies.
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Spotify Chords - Creating Music Moments
- 1. SPOTIFY CHORDS CREATING MUSIC MOMENTS SPOTIFY CHORDS CREATING MUSIC MOMENTS. Ryan Cunningham | rydcunningham.com | @rydcunningham
- 2. SPOTIFY CHORDS CREATING MUSIC MOMENTS 1.5 years of practice 5 guitars (2 shown) 6 hours on Spotify per day >30 minutes of practice per night MUSIC IS A BIG PART OF MY LIFE
- 3. SPOTIFY CHORDS CREATING MUSIC MOMENTS BUT PRACTICE TOOLS ARE LACKING Of those surveyed, nearly 100% are unsatisfied with their preferred practice app Survey conducted from 12/2/2015 through 12/10/2015
- 4. SPOTIFY CHORDS CREATING MUSIC MOMENTS MUSICIANS WANT RESOURCES THAT ARE ü Organized ü Mobile-optimized ü Interactive ü High-quality
- 5. SPOTIFY CHORDS CREATING MUSIC MOMENTS A BETTER WAY
- 6. SPOTIFY CHORDS CREATING MUSIC MOMENTS RIFFSTATION IS CLOSE BUT NOT QUITE THERE Great automatic chord detection, very interactive… average quality, poor organization
- 7. SPOTIFY CHORDS CREATING MUSIC MOMENTS SPOTIFY ON THE OTHER HAND… • Richly organized content • Desktop and mobile-optimized • Highly interactive • Massive trove of high-quality music
- 8. SPOTIFY CHORDS CREATING MUSIC MOMENTS THE MAKINGS OF A PERFECT PARTNERSHIP ü Intuitive ü Interactive ü Organized ü Content-rich
- 9. SPOTIFY CHORDS CREATING MUSIC MOMENTS HOW DOES IT WORK
- 10. SPOTIFY CHORDS CREATING MUSIC MOMENTS WATCH CHORD CARDS SCROLL ONSCREEN “ As an aspiring musician, in order to learn how to perform my favorite songs I want to be able to see the song's chords onscreen. ” User story
- 11. SPOTIFY CHORDS CREATING MUSIC MOMENTS CHOOSE YOUR INSTRUMENT “ As an aspiring musician, in order to practice playing a song with multiple instruments I want to be able to switch between different instruments. ” User story
- 12. SPOTIFY CHORDS CREATING MUSIC MOMENTS CUSTOMIZE YOUR PLAYING EXPERIENCE “ As an aspiring musician, in order to adjust the key of a song I want to be able to use a capo. ” User story
- 13. SPOTIFY CHORDS CREATING MUSIC MOMENTS OTHER FEATURES & PRODUCT ROADMAP ? Tempo adjustment Community editing Additional instrumentsFull chords Adjust speed for better practice Rate, sync, and revise chordsets Show all chords of a song Banjo, mandolin, bass, etc.
- 14. SPOTIFY CHORDS CREATING MUSIC MOMENTS THE CASE FOR “WHY”
- 15. SPOTIFY CHORDS CREATING MUSIC MOMENTS IF WE ESTIMATE THE MARKET SIZE… 8% and 22% of U.S. and U.K. play a musical instrument(1) 33% who don’t play want to learn(1) 40% of Spotify users surveyed(2) play or are learning to play an instrument 70% look for chords and tabs online An estimated 12 million(3) would be excited to use Spotify Chords 1. U.S. Census Bureau, 2012. MIA YouGov survey, 2011 2. Survey conducted from 12/2/2015 through 12/10/2015 3. Assuming 75 million users as of June 2015: http://bit.ly/1ZRDUvL
- 16. SPOTIFY CHORDS CREATING MUSIC MOMENTS THINGS LOOK REALLY GOOD FOR BOTH PARTIES Potentially 8.5 million(1) free users spending more time on the platform ~$250 million(2) addressable market via Premium conversion Massive revenue opportunity 20 million user marketing opportunity for Riffstation desktop app Potentially $14 million(3) in downloads Sizable revenue opportunity and marketing partnership 1. Assuming 55 million free users as of June 2015 2. Premium & Free ARPU at ~$70 and ~$3 per year (musicbusinessworldwide.com) 3. 2% assumed CTR, $34 Riffstation desktop license
- 17. SPOTIFY CHORDS CREATING MUSIC MOMENTS IT’S CENTRAL TO SPOTIFY’S VISION ConcertsLyrics Behind the Lyrics “______ MUSIC MOMENTS”
- 18. SPOTIFY CHORDS CREATING MUSIC MOMENTS “CREATING MUSIC MOMENTS” CHORDS
- 19. SPOTIFY CHORDS CREATING MUSIC MOMENTS THANK YOU. Ryan Cunningham | rydcunningham.com | @rydcunningham
- 20. SPOTIFY CHORDS CREATING MUSIC MOMENTS APPENDIX Success metrics Survey data User persona
- 21. SPOTIFY CHORDS CREATING MUSIC MOMENTS SUCCESS METRICS
- 22. SPOTIFY CHORDS CREATING MUSIC MOMENTS SUCCESS METRICS
- 23. SPOTIFY CHORDS CREATING MUSIC MOMENTS SUCCESS METRICS
- 24. SPOTIFY CHORDS CREATING MUSIC MOMENTS SURVEY RESULTS
- 25. SPOTIFY CHORDS CREATING MUSIC MOMENTS SURVEY RESULTS
- 26. SPOTIFY CHORDS CREATING MUSIC MOMENTS SURVEY RESULTS
- 27. SPOTIFY CHORDS CREATING MUSIC MOMENTS SURVEY RESULTS
- 28. SPOTIFY CHORDS CREATING MUSIC MOMENTS WHO IS THIS FOR? MEET LERA Wants to record quality covers of her favorite songs and originals she’s written Less than 2 years of practice Plays guitar primarily, also piano / ukulele Discover Weekly Prefers Indie, folk, Americana
- 29. SPOTIFY CHORDS CREATING MUSIC MOMENTS LERA’S STORY “ As an aspiring musician, in order to learn how to perform my favorite songs I want to be able to see the song's chords onscreen. ”