Maintaining a consistent brand is essential for artists - that includes playlist covers.
Spotify Fans First exclusive events, presale codes, and limited merchandise serve as opportunities for artists to connect with their top fans on Spotify.
CHARLIE PUTH
Before his 2017 Toronto date with Shawn Mendes, we partnered Charlie Puth with Maple Leaf Sports & Entertainment and Spotify Canada to challenge his top Spotify fans to some Kardashian trivia, Name That Tune, and giant jenga.
JIM CUDDY
Twenty-five of Jim Cuddy’s top fans attended an intimate listening session of his album, Constellation before its release on January 26, 2018.
Jim hosted the evening and shared the stories and inspiration behind his new songs.
VANCE JOY
To promote Vance Joy’s Canadian dates on his Lay It On Me Tour, we offered his top listeners an exclusive Spotify presale code to purchase tickets before the onsale day.
MATTHEW GOOD x OUR LADY PEACE
In the spring on 2018, Matthew Good and Our Lady Peace embarked on a tour across Canada starting in St John's, NL on March 1st, ending in Abbotsford, BC on March 31st.
Corey Hart Presave to Win Contest
“Sunglasses At Night” superstar, Corey Hart, was inducted into the Canadian Music Hall of Fame leading into the release of his first new music in 20 years “Dreaming Time Again”. To capitalize on the moment, I created a Presave to Win contest for a winner and guest to attend a show in their city, a meet & greet with Corey, and a merchandise pack. The marketing strategy effectively introduced Corey’s older audience into the streaming space and remains a tool for catalog artists.
Bruno Mars x Top 40
Open to residents of Canada and U.S., I fulfilled the contest grand prize for one lucky winner and their guest who received a flyaway to Toronto, two nights hotel accommodations, two tickets to the show at Scotiabank Arena, and $500 spending money.
The mechanism was to select your preferred streaming service with an additional entry when liking or following Warner Music Canada on Facebook.
To market the contest, both North American countries supported on-platform with homepage takeovers driving to the contest on Spotify’s ad-supported tier. Bruno Mars posted organically to his Facebook account to further amplify.
OVO Fest x Urban Vibes
Drake’s OVO Fest is a staple in Toronto every year. In partnership with Urban Vibes, the contest’s grand prize offering saw a winner and guest with VIP tickets to OVO Fest, two nights hotel accommodations, $250 spending money, and a merchandise pack. With so many entries, the campaign exceeded the targets.
The success of this contest is attributed to promoting on-platform via a homepage takeover and off-platform with promoted posts on Warner Canada’s socials during the campaign.
Supporting big cultural moments, global talent, and popular genres through playlist ad campaigns.
David Guetta
“7”
Global superstar, David Guetta, released his double sided album, 7, on September 14, 2018. To promote the album on Spotify, I launched an ad campaign driving to the album on release day. This was comprised of overlays and a Premium homepage takeover.
Women & Songs
International Women’s Day
March 8th, 2018 was International Women’s Day. To celebrate, I promoted a playlist of catalogue and frontline releases from bold, women artists. Women & Songs featured artists like Aretha Franklin, Bebe Rexha, Anne-Marie, and Hayley Kiyoko. The campaign consisted of a overlays and an audio ad. A number of followers were added to this playlist as a result of the month-long looks.
Bebe Rexha
“I’m A Mess”
Pop singer, Bebe Rexha, released her album “Expectations” on June 22, 2018. The single, “I’m A Mess” was certified GOLD in Canada when she performed the song at the iHeart Radio MMVAs that year. Alongside online advertising, an influencer campaign, and fan give-away, that moment was amplified on Spotify with an overlay ad campaign. This made Canada the 6th largest market for “I’m A Mess” maintaining that status for the duration of the campaign.
