I recently read into how Spotify’s marketing team have adapted to get as creative as possible- it comes as no surprise to me that after 2+ years of a pandemic and working from home, there’s people out there feeling just like me, needing some sort of boost in creativity.
Spotify is a global brand- as a fan for more than a decade I’m always thinking about what my top songs are going to be this year (or judging people's top played artist). The idea of a round-up of the music that[‘s shaped your year has been a popular phenomenon, and those few days in December where it’s all anyone asks about is a guilty pleasure for me… So where does that creativity come from?
The Art of Cross Collaboration.
For 2022, Spotify embraced cross collaboration, instead of having a number of small teams working separately, there’s one team that actively works to better the other. Working in tandem (mind the Wicked pun), a collaborative team is essentially poetry in motion.
If we’re looking to achieve this, planning out a roadmap as an overview gives one single goal each team is working towards- they have to work together to achieve the goal. While one team will be designing, others will be thinking about strategy- you simply can’t have one without the other. So what’s your goal going to be?
Spotify’s Impact.
The streaming service’s impact has meant they’re consistently hitting each other in their ten key markets across the world- shaping music culture as they go…
There’s no doubt within music there are audience segments everywhere. So Spotify focused on ‘fandoms’- we all know one, many are even a part of one, so it makes sense that your music streaming platform should market that to you. Interested in Sports? Check out the top podcasts within Sport this week! It’s very rare that Spotify takes itself too seriously, I always come back to their billboards over the years using their own consumers to promote their product.
Tapping into societal culture means Spotify can continue to relate to their audience, and bring new consumers on board.
Introducing Spotify Camp Nou
In March of this year, Spotify partnered with FC Barcelona as their official main sponsor- a step in integrating their platform into one of the biggest cultures across the world- Football. Not only are they partnering with a powerhouse of a football team steeped in history, they’re currently on the up. As a football fan, I know that recent years haven’t been kind to Barcelona, but we all love a comeback kid, and Spotify is slap bang in the middle of it.
Not only has Spotify made moves outside of their platform- but also within. You can collaborate with your friends in playlists (this has been a thing for a while now) and even create similar playlists to your own. As a streaming platform it feels only right to help upcoming artists- and what better way than to combine them with users’ favourite hits.
I can’t talk about Spotify and not mention Stranger Things. When season 4 came out, and Running Up That Hill became a smash hit 40 years later, everyone was thinking- what song is saving me from Vecna? Slide in Spotify- curating personal playlists for each of it’s users just letting them know, if they ever find themselves stuck in the upside down and in need of some run for your life motivation, maybe try these tunes… They also added a rather cool effect on the desktop app, a nice surprise to those immersed in Hawkins.
As an admirer of Spotify for close to a decade, I’m always looking for the ways Spotify not only innovates their own platform, but changes the way I, like many others, discover new music- and we haven’t even touched their work on podcasts. I’m more than excited to see where Spotify will end up in the next few years…
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