1. the social media for music
spotify
the social media for music

2. 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

3. Introducing: Spotify Communities

4. 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

5. 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

7. 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

8. 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

9. 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

10. Thanks for Your Time!
Questions?