We’ve all seen the massive OOH campaign Spotify did at the end of 2016. It won a bunch of stuff, including industry-wide (and beyond) praise. See here.
This wasn’t just a campaign gimmick. Spotify are determined to make data the centre of their business. Although Tidal and Amazon aren’t too much of a threat right now, that could change very quickly, so this is a smart pre-emptive move.
They recognise their need to be more than just a passive music streaming service. Much like Netflix has moved into content creation, Spotify is trying to own the personalisation and user-experience in the music space.
I was sent this by a colleague today: http://spotify.me/
Its basically a top level data crunch of your Spotify activity. This again, isn’t another gimmick. This is Spotify showing you (and brands) the results of all this data mining they’re doing, and how it’s going to drive their business.
Check out mine here:
Obviously I like listening when I’m walking home from work.
And when I’m at the gym.
I was surprised that Frank Ocean came out as my favourite artist. This is probably cause I have him on loop when I sleep so it racks up a lot of plays.
Spotify then direct you to this page.
It basically lays out what this means for advertising, which is a pretty common way for businesses to show their value. Example here:
What it says to me though, is that Spotify knows their customer. They’re not pretending to do the data thing, they’re living it. They are using it to drive the experience they give their customers. They’re using it to drive their marketing campaigns. It’s at the centre of everything they do. That’s why they’re not going to be killed off by the likes of Tidal or Apple Music. Check out how Spotify wants to use data commercially.
Spotify is even looking beyond its own industry to stay the leader in the market. They have hired Blockchain developers to help apply the blockchain technology and capabilities to the music industry — “[the music industry has been] plagued by messy and incomplete metadata — which if solved could transform and streamline publishing and royalty payments to artists and rights owners”.
Big things are going to keep coming from Spotify. Not just amazing OOH creative, but game changing strategy and experiences.