Spotify beta tests new marquee management tool in the US


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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One response
  • Marissa Ryan says:

    Spotify has it right – it’s “about activating passive listeners and turning them into active fans”. Listener re-engagement, or just ‘re-engagement’, falls under a form of marketing called “retargeting”. The thinking is that this user, here a “listener”, has already pre-qualified themselves as a fan by listening to a specific artist in the past, but for whatever reason, they are not currently an active listener. Something like Marquee acts a quick reminder of that past listening behavior and keeps the listener thinking about the artist. Even if the listener does not follow the prompts and does not re-engage immediately, the artist is now “top of mind”. Spotify does an excellent job of creating a strong User Experience that focuses on the listener first. Spotify also does a great job of providing endless user journey options. Both of those, combined with a strong in-app re-engagement strategy, make Spotify a huge win for artists.

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