Spotify’s Fan Insights feature has now become Spotify For Artists, a new service designed to bring audience insights, song data, artist profile management, support, and more together into one place.
Spotify For Artists allows artists to learn more about the demographics listening to them, where those listeners are and which other artists they are listening to. It also offers comprehensive song and playlist data, allowing users to measure the impact of marketing on the number of streams and who is adding their music to playlists.
Furthermore, users can update their artist image at any time, as well as provide an artist’s pick at the top of their profile page. An individual song or a playlist link can be featured.
Spotify has also announced the launch of Branded Moments, a new initiative aimed at enabling brands to reach their target audience at specific times. A pilot scheme with Bacardi, Bose and Gatorade is currently underway, whereby Spotify listeners are offered 30 minutes of uninterrupted listening in exchange for watching a short marketing video. The idea is that each brand will align with a moment that is most relevant for their target audience: Bacardi targeted those listening to Party playlists, Bose reached listeners in the Chill moment, and Gatorade owned the Workout moment.
According to Spotify, 76% of the Branded Moments audience said the campaign was intended for people like them, a 22% uplift on average Spotify campaigns. In addition, 52% said the campaign increased their interest in the brand - a 30% lift compared to average Spotify campaigns – and 61% said they were likely to buy the product, a 54% rise on a standard Spotify campaign.
Elsewhere, Spotify today (April 20) inked a new ‘windowing’ deal with Merlin, just weeks after signing a similar deal with Universal Music Group. The agreement means that artists will be able to release new albums on premium-only for a period of two weeks. Fellow majors Sony and Warner Music Group have yet to respond to Music Week requests for comment on whether or not they are close to new Spotify deal.
