Biffy Clyro have found a new way to use their Spotify analytics to reward superfans. The band have pressed up 500 vinyl copies of a live session they recorded for the streaming service, and will be presenting them to fans.
“We are going to make out 500 of the vinyl records to top Biffy listeners across the world – purely as a gift for being among the top listeners on Spotify,” Warner Bros UK marketing manager Sebastian Simone told Music Ally.
“This is combining a physical fanbase with a synergy in the streaming world – which is very exciting. The social campaigning off the back of this – with fans all around the world receiving this gift – is amazing. They will be told they are getting sent the record. Spotify will identify them and it will go from there.”
The giveaway kicks off today, and is the latest example of an artist using Spotify’s data to identify their top fans on the platform and reward them.
Previous efforts have tended to focus on offering early access to pre-sale concert tickets, rather than pure giveaways.