Here’s How Spotify Is Setting Scores with Data

In a keynote address at All That Matters 2018 in Singapore, Spotify dished out its efforts in revolutionizing the music industry, locally and internationally. Represented by Paul Smith, Director, and Head of International Licensing of Spotify, the company shared its advancements that allow and enable musicians to better reach out to their audience.

The moderated address took place on the first day (10th September) of All That Matters 2018, a conference meant to educate on the shifts and trends within the Music, Sports, Gaming, and Digital Marketing industries.

[divider]Educating Musicians and Users[/divider]
Describing Spotify to be a “true-play music” service, Paul spoke to an audience of musicians and industry practitioners on how Spotify functions as a business tool for rightsholders and musicians. Part of its efforts includes Spotify for Artists, which enables the access of data based on fans and listeners, to artists, managers, and team members.

In efforts to optimize the relationships between artists and labels, mined data is packaged as perceivable analytics on Spotify, maximizing the potential content creation, and giving for knowledgeable distribution choices.

An example of what artists see upon accessing Artist Profiles.

Allowing for the addition of biographies and an Artist’s Pick section that allows artists to recommend music to fans, the platform functions essentially in the capacity of a specialized, and brilliant social network. Artists are also taught to personalize their Spotify playlists, allowing for the prioritizing of what they deem most important or ‘sellable’.

In the age of analytics and online statistics heavily influencing artists’ work, Paul emphasizes that “data is the new currency.” The company’s brand has been distinctively data-friendly to date, with the use of statistics to create memories, conversations, and to generate quirky attention. To close 2017, Spotify unveiled a ‘2017 Wrapped’ feature for artists and users, allowing for the access of information like listening hours, top genres, and songs through the year.

Spotify's campaign image at the end of 2016.
Spotify’s campaign image at the end of 2016.

[divider]The Bell of The Ball[/divider]
The company also prides itself on its playlists, tailored for users internationally and regionally. Apart from its favored, token global chart-topper playlists, Spotify also boasts country-specific rollouts of chart-toppers, as well as recorded and live music compilations.

An integral part of the Spotify user experience is the ability to discover playlists and music based on mood, genre, and event. Highlighted by Paul, most of what Spotify seeks to (if it hasn’t already) achieve is “curation integrity”. Users can expect to find full playlists of their favourite artists, like this playlist of songs only by George Harrison, or this one called Rap Caviar, a standout example picked out by Paul.

Part of Spotify's mood selection options
Part of Spotify’s mood selection options. Source.

Making the music experience more personal and intimate than the art by itself is, Spotify is leading the music industry on a global revolution that is connecting artists, fans, and labels. If you haven’t yet jumped on this bandwagon, this is a trend well worth riding.

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