the social media for music spotify the social media for music

Consumer Insights “Subcultures, inscribed with identities, and often formed in opposition to something else, would seem highly compatible with media rich, user–driven, "group narrative"–type online communities, fostering and reproducing strong ties between communicators.” Music is already being shared in lifestyle communities and sub-cultures online. In the music sharing stratosphere, subcultural self-identification is the influencer for a music listeners sharing activities. “Subcultures, inscribed with identities, and often formed in opposition to something else, would seem highly compatible with media rich, user–driven, "group narrative"–type online communities, fostering and reproducing strong ties between communicators.” In articulating a vision for the future of online media sharing communities, it is vital to appreciate the variegated morphology of music audience communities http://pear.accc.uic.edu/ojs/index.php/fm/article/viewArticle/1459

Introducing: Spotify Communities

If THIS, Then THAT If a music lover, interested in X, wants to share his/her music with people similar to them in lifestyle and interests, and wants to discover what those people listen to, then they will sign up to Spotify communities. If you have a certain interest/lifestyle and music history, then a music community based on shared interests will be suggested to you

Drew 24-year-old male, born and raised in Miami Crossfit trainer, who cares about fitness and his physical appearance Likes EDM, Hip-hop, and Vaporwave Fan of “Straight Outta Compton” Hobby: Computer Art Into X-sports and surfing Enjoys going HEAT games Has gone to Ultra the last 3 years

How do We Create Communities? Pre-proposed and consumer-created communities based on certain predisposed music and lifestyle characteristics Two ways to enter a community: Search function Based on a survey, Facebook activities and previously played songs, a community will be suggested to the user Music shared on communities can be added to personal playlist and downloaded for offline use

Marketing the Market Idea It’s not just music, it’s a social media Campaign: Become official music provider of certain psychographic events Examples: Triathlon, Art Shows, Crossfit, Tradeshows, Film Festivals (soundtracks), Music Festivals, etc. Launch day: World Music Day – October 1, 2016 Concentrated event sponsoring/partnering during October KPI: Changing the conversation about spotify from being a listening tool to being communities Increase to subscriptions to Premium Number of community members

Marketing the Market Idea II QR-codes throughout the event direct to the community If app is already downloaded, the premium member can join the community and begin sharing and discovering If they don’t have spotify, the QR code will lead to a spotify web page that allows them to sample a few songs shared in that community, and a link to sign up for premium

Thanks for Your Time! Questions?