Are you wanting to develop strategic ways to engage your listeners and advance audience segments? Spotify Marquee is giving artists the unique opportunity to do exactly that. Learning how to utilize Spotify Marquee strategy is a godsend for musician marketing in all genres.
A Little About Spotify
Spotify is the leading audio streaming service in the world. It boasts 422 million users which includes over 182 million premium subscribers. It is available in 183 regions.
Within Spotify, users are able to listen to, share, organize more than 82 million songs free of charge. Over 4 million podcasts are also available. Premium subscribers enjoy perks like ad-free tune streaming service, offline downloads, and higher quality sound.
What is Spotify Marquee?
Spotify Marquee is a sponsored recommendation of your music in full screen. It goes out to listeners who’ve shown interest in your tunes before. The program has been enhanced with even more ways to market your music.
Here’s how it works – a listener clicks while on Marquee and is then guided directly to your new release. Once there, they can truly focus on your music alone and find out more about you and your music. This is the prime opportunity to convert a listener into a die-hard fan.
Exploring Marquee Features
Marquee’s new release marketing includes:
Targeting:
Spotify has a massive audience, 236 of which are ad-supported listeners. You will want to narrow your audience down, however, to maximize the results. To achieve successful targeting, you will want to consider age, location, and gender of your projected listeners to decide who you most wish to reach. You also have the option to pick from those who showed interest in you most recently, casual listeners, or those within your audience who have lapsed in listening.
The object of targeting your audience is to be selective in the audience you want to promote to since the audience is so large to begin with. Studying the listening behavior of your audience on Spotify is extremely helpful in determining the target audience you want to perform for and market to and where you want the audience to hail from.
Timing:
It is highly suggested that you manage your campaign so that it begins 18 to 21 days to the date after your music release. During this time, you will want to get your profile perfected. Also make sure your website is in order so you can provide your link to get listeners to visit it.
Release Types:
Within Spotify Marquee, you can promote singles, Eps, or new albums.
One of the best Spotify Marquee strategy is to build up the anticipation beforehand and make a big deal about the debut.
Canvas:
New to Spotify is Canvas which is a three to eight second visual loop that can advertise your music prior to its release. Simply click on “Upcoming” from the music tab on Spotify and you’ll see the complete instructions for adding a Canvas.
How to Successfully Create a Marquee Campaign
The first thing you will want to do is to schedule a marquee campaign 18 to 21 days after to the release date.
Go to the Admins and Editors section and log in to artists.spotify.com. Then you will go to the spot it says “Campaigns.” Click the “Create Campaign” space that is next to the release and fill in the required information including target audience, payment method, and budget. Once this is completed, click Submit.
Keep in mind when choosing a target audience that it can extend to Germany, France, Liechtenstein, Australia, Argentina, New Zealand, Switzerland, the United States, Austria, Brazil, the United Kingdom, and Canada.
The rule is you only get to create one Marquee campaign for every release URI for every market that is targeted. In order to work with more than one targeted market, you will have to schedule campaigns separately under Spotify for Artists.
Each campaign will run until which time you have spent all of your budget or over the course of 10 days after the given campaign begins. Whichever happens first will end the promotion.
To Cancel or Edit a Marquee
Again, go into Admins and Editors. Click on budget and campaign where you are allowed to change either or both up to one day prior to the start date of your promotion. Active campaigns, however, cannot be edited or changed.
If you want to cancel a campaign, you can do so by clicking the option prior to the start date. If it has already begun, you can stop it. Please keep in mind that it can take up to one full hour before it will permanently end. The actual results can even take up to 24 hours to show the update.
Release artwork is used for the look of the Marquee production and cannot be edited to show anything else.
Checking Marquee Eligibility
New releases must meet one or more of the requirements for eligibility which includes:
• More than 2.5k followers
• Over 15k streams over the past 38 days.
Eligibility also requires that you only promote one of your new releases and that at least half of the songs must be new to the product type. Remix, karaoke, soundalike, remaster, compilations, and re-recordings are no permissible. Only one campaign release URI per market is allowed and the campaign has to star t within a 21 day period of the release date in whatever market you’re targeting.
Releases with more than three main artists are not accepted. These rules and more can be found under the Terms and Conditions.
Need Help with Spotify Marquee?
Utilizing Spotify Marquee strategy offers musicians the chance of a lifetime to get their music out to listeners. The process can be intimidating to those who are not gifted in the marketing department. If you would rather just keep making music and let a musician marketing agency handle the rest, don’t hesitate to do so. The main thing is that you don’t let Spotify Marquee get past you.