Something we’ve seen Spotify execs talking about publicly much more regularly in the last year is what it means for the streaming service to get behind an artist and/or track. Billboard has a case study of how it played out for Major Lazer’s ‘Lean On’ and Hozier’s ‘Take Me To Church’. A partnership with Major Lazer’s management firm TMWRK saw the former track get 20 homepage takeovers on Spotify around the world, while a Mad Decent-branded micro-site encouraged fans to listen to the track on Spotify.
Playlist placement was also key: “Spotify controls many of the most-subscribed playlists. That’s one of the key tools,” says TMWRK’s partner marketing agency – although Major Lazer founder Diplo’s own ‘Diplo and Friends’ Spotify playlist also played a part. Hozier’s story is more familiar (it’s one of the case studies Spotify has been shouting about this past year): a place on Spotify’s 2014 Spotlight list; homepage takeovers; and spots on plenty of prominent in-house playlists. The role of the latter can’t be underestimated as Spotify continues its campaign to be seen as a launchpad for new artists that can rival traditional radio.