Building a bigger funnel to help artists grow on Spotify
- ClientSpotify
- IndustryMedia & Publishing · Tech · Media & Entertainment
- ServicesCustomer Experience · Technology · Marketing
- CapabilitiesCustomer Experience · Platform Services · Editorial content strategy & operations · Content strategy · Improvement & Optimization
Engaging Independent Artists on Spotify
Spotify faced a challenge with a negative perception among independent artists, who believed the platform prioritized major acts. To address this, they developed the artist dashboard, “Spotify for Artists,” which provides tools to help artists monetize their audience and sustain their careers.
Spotify is focused on expanding its funnel to support artists in their growth. By enhancing visibility and engagement, the platform aims to connect more listeners with emerging talent. This initiative is crucial for fostering a vibrant music ecosystem.
Key Takeaways
Boosted Artist Engagement and Enrollment
Innovative Content Delivery System
Strategic Market Positioning Enhanced
Designing For Two Content Types
The design system augmented the natural differences between FAQ type utility with evocative, inspirational content. Both types of content were then deployed on the platform to reassure recalcitrant artists that this platform would help them generate revenue.
Enhancing the Lowly FAQ
The lowly utility content was given a sturdy makeover on the platform. All of the FAQ content was atomized and tagged for enhanced analytics and packaged in a way to reassure visitors that the platform works and is ready to help them if they run into problems.
What We Did
Platform
Enhanced user interface for better navigation.
Content
Developed engaging playlists to attract listeners.
Customer Experience
Implemented feedback loops for continuous improvement.
Marketing
Launched targeted campaigns to increase artist visibility.
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