Marketing

Spotify explains how indie artist mehro used Discovery Mode


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There’s no hiding the fact that Spotify’s Discovery Mode – where artists and labels can choose to promote certain tracks in its radio and autoplay features in return for a lower royalty rate – is highly controversial. It has been criticised by some industry companies and groups (notably A2IM in the US) and sparked a postal grilling from US congressmen.

That said, Spotify has fielded distributors including Believe and DistroKid in defence of the feature, pitching it specifically as a playing field leveller for independent artists.

The latest salvo in that campaign came with a blog post yesterday explaining how independent artist mehro has used Discovery Mode. His team turned it on for two tracks in August for the three weeks leading up to a new release.

Spotify says that the campaign “helped increase his monthly new listener growth four-fold, taking him past the 1 million monthly listeners threshold for the first time”, including helping him “reach fans in 15 new markets where he previously had a minimal audience — including Japan, Slovakia, and Hungary”.

You can read the full case study here.

Stuart Dredge

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