SPOTIFY

*Not affiliated with Spotify. For academic purposes only.

A comprehensive plan for the fabricated launch of Spotify Live - a new feature that expands the app’s live music resources. With the feature, users can:

Read and post reviews of artists’ live performances
Get tips from people who have attended previous shows
Pinpoint set times
Check in to shows
Share photos and videos from events
Receive personalized recommendations for live events

Spotify Live aims to further integrate social media with audio streaming - a USP that sets Spotify apart from its competitors. With social components like listener profiles and shared playlists, Spotify provides users with a unique opportunity to expand their relationships within the audio space. Spotify Live will continue to build on this competitive advantage to further distinguish the brand as an industry innovator.

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Strategic Integrated Planning Model

This plan lays out the launch of Spotify Live from conception to execution, including brand positioning, research methodology, SWOT, strategic insights, communication goals and objectives, target audiences, key messages, strategies, tactics and timeline.

Our communication goals are:

Create excitement and awareness for the launch of Spotify Live.
Strengthen Spotify’s reputation as a receptive brand that listens and cares about the needs of its audiences, and acts accordingly.

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Men/women ages 18-35 who attend concerts on a regular basis. They have stable incomes that allow them to spend disposable income on concert tickets. They tend to have a higher education and live in large metropolitan cities such as Los Angeles, San Francisco and New York City. Concert Fanatics have a strong emotional connection to music and attending concerts is part of their livelihood. They use their free time to plan future events and they may or may not use Spotify as their primary audio streaming service.

Concert Fanatics

Target Audiences

Men/women ages 25-34 who use Spotify as their primary audio streaming subscription service. They are loyal to the Spotify brand and enjoy the platform’s innovative and personalized features, such as Spotify Wrapped and content recommendations. Spotify Loyalists tend to have premium subscriptions that are ad-free and provide access to higher-level features. They engage with the platform on a daily basis and enjoy the social advantages that Spotify provides over other audio streaming competitors. They will never switch to another service because they feel an emotional connection to Spotify.

Spotify Loyalists

Gen Z men/women ages 17 -26 pursuing a college education. They are technologically savvy and spend large amounts of time on social media, particularly Instagram, Twitter and TikTok. College Students indulge in current social media trends and use these platforms as a way to connect with others. They build a more comprehensive online presence by integrating their social content across multiple platforms, including audio streaming applications. Because they prioritize social relationships, they appreciate the opportunity to connect with others within the Spotify app.

College Students

1. Emphasize the unique social advantage that Spotify provides as an audio streaming service.

One of Spotify’s primary competitive advantages in the audio streaming industry is users’ ability to build a social profile, connect and share music with friends and followers. Spotify will continue to build on this advantage in order to further differentiate itself from competitors and expand its innovative brand reputation. Because the Live feature will allow more open conversation and content sharing among users, Spotify can use its release as an avenue to push forth its larger goal of achieving audio and social media integration.

Strategies

2. Highlight expanded user personalization as it relates to live event and concert recommendations.

Personalized recommendations are a crucial feature of audio streaming services, as Spotify is well-aware. Spotify Wrapped, an end-of-the-year summarization of users’ favorite songs, artists and other listening behaviors, achieved great success as well as prolific earned and shared media attention. These trends signal an increased desire for personalization within public opinion. Therefore, the launch of Spotify Live will emphasize users’ expanded ability to build unique profiles and obtain personalized recommendations for live events. This will further strengthen Spotify’s reputation as a receptive brand who acts in the interest of its target audiences.

3. Partner with artists to promote the new Live feature.

These partnerships will allow Spotify to reach specific fan bases in a direct, authentic way. Because fans often build an emotional connection to the artists they love, positive endorsements from these artists are more trustworthy and tend to have a stronger impact on user behavior. This will allow Spotify to gain credibility and awareness among vast artist followings, and act as a valuable way to promote engagement with the new Live feature.

4. Partner with Ticketmaster to facilitate a seamless integration of live events onto Spotify’s platform and provide direct resources to users.

Utilizing Ticketmaster's wealth of data will allow Spotify to track user behavior and live event attendance information. Spotify can then use this information to personalize users’ experiences on the Live feature and match individuals who share similar preferences. This will increase socialization on the platform and ensure that users are obtaining the greatest informational benefits and resources possible.