How Spotify puts YOU first

An experience they’ll share and never forget. Studies have shown that millennials are spending more money on buying experiences than purchasing actual objects. They like collecting and sharing memories, instead of materials. The sharing of these memories is also an extremely critical component to Generation Z’s everyday lives. Exhibitions and concerts are a few events that are attractive to these groups to spend their money and time on.

#SpotifyFansFirst is a new program where the company directly collaborates with artists to create unique and memorable experiences for their fans. In combination with the big data technology, Spotify is able to identify and reward each selected artist’s most dedicated fans and offer them with exclusive deals including concert tickets, exclusive merchandise and invite-only events. Artists come to Spotify with a creative vision and execute it. For example, Ed Sheeran wanted to bake cookies with his fans and Kacey Musgraves wanted to have afternoon tea.

Although the numbers already speak loudly, #SpotifyFansFirst emphasizes on the companies value on these unique and creative experiences. Kate Marriage, Spotify’s experiential marketing manager, derive her focus on maintaining a cohesive brand identity globally while also creating a digital to live experience at a local level. The purpose of experiential marketing is to create a closer bond between the consumer and the brand by immersing them in a fun and unique experience. Spotify is a clear front runner of building musical experiences that attracts crowds of people. Instead of a product, experiences generate a conversational nature that allows companies to build a genuine relationship through client development and audience engagement. In other words, Spotify positions itself as a platform where “culture happens.”

Written by Felicity Lin

Emory Entrepreneurship & Venture Management | Director of Marketing