Marketing

Spotify beta tests new marquee management tool in the US


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Marquee is Spotify’s marketing tool for promoting an artist’s new album to people who’ve listened to them – the full-screen pop-ups that appear over its mobile homescreen. Now Spotify is beta testing a new campaign management tool for marquee in the US, which will make these ads (well, ‘sponsored recommendations’) self-service.

The tool will take the form of a ‘campaigns’ tab in the Spotify for Artists dashboard, through which artist and label teams will be able to schedule marquee campaigns.

For now, it will only be available to teams in the US (or at least, those whose primary billing country is set as the US). In other countries that have marquee – the UK, Canada, Australia, New Zealand and Ireland – campaigns will continue to be booked through Spotify reps for now.

“Marquee is about activating passive listeners and turning them into active fans,” Spotify’s Charlie Hellman told Music Ally recently, in an interview we’re planning to publish this week. “It’s about that transition when someone goes from listening, to really having a relationship with the artist. And we want to make sure it’s just as effective at increasing the performance of up and coming artists as it is at increasing the performance of superstars.”

Stuart Dredge

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