Spotify marketing and public relations

Document Type:Research Paper

Subject Area:Media

Document 1

As of November 2018, Spotify is in 78 regions, with most of them being in Europe, Most of the Americas, Australia and New Zealand, South Africa, the Middle East as well as parts of Asia, which enjoy the use of this app for their entertainment. There are versions of the app suitable for almost all modern devices, including Windows, macOS, Linux, iOS phones as well as android devices. This has made the app accessible to anyone who wishes to have it on their phone, and enjoy the entertainment. Spotify currently has access to more than 40 million songs as of November 2018, with new songs being added every day, growing the database even more. Spotify is home to over 191million active users, with 87 million being premium subscribers who pay a monthly subscription for premium services. These numbers have been on the rise recently, even as Spotify seeks to spread to more regions and countries worldwide. These numbers have even made technology giant Apple, with their service, Apple music, to lag behind with their 50 million subscribers. Formative Research One of the main reason for creating Spotify was the need to solve the problem of music piracy, and ensure that music artists rip from their sweat, and do not have their music distributed illegally. With this in mind, mush of the revenue generated by Spotify often goes to the music rights holders, who then distribute the money to their artists individually, depending on the deals that they have agreed on. Even though Spotify has faced criticism from several artists on their disbursements, claiming that they are not enough, Spotify still does a great job at ensuring that these artists do not go unrewarded.

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The company operates under a freemium business model. This freemium business model has enabled them to acquire the millions of users that they have today, and their success has led to this business model being adopted by many other countries and technology start-ups all over the world. In the freemium business model, free subscribers are offered the streaming service on Spotify, but are denied exclusive access to certain music. Free subscribers also do not have the ability to download songs for offline listening, and have to be always online in order to listen to their favourite songs. As Spotify does not make money directly from these free subscribers, it makes money from them through placing adverts and ad breaks in the apps, and as they listen to the music. This campaign was launched in many different countries, even including countries that do not speak English.

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This made it even more interesting, with the billboards and analytics being even more localized to specific regions and countries, making the effect to be felt even better. This campaign also had its fair share of goodies in the Spotify service, as they offered a free one month premium subscription to all free users, and these free users got to enjoy free premium membership on the service as they concluded their year of 2017. Spotify owes this campaign a lot of the success it has experienced after the campaign, especially in the increase of premium subscriptions, as well as the increase in normal free subscriptions on the service in 2018. This campaign helped a lot in improving the image of Spotify to the world, by presenting it as friendly, and a company that relates to its customers on more than just the business aspect.

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This will be the audience to which this particular campaign is targeted towards. Even though the campaign may be targeted towards a particular group, the campaign should also make sense to members of the public that are not part of the target audience, and it should not feel like an inside joke. If this became the case, the company or campaign would become more and more alien to other people, who the company may also enjoy following and subscriptions from, even though at a lower level. Selection of an audience should mostly, if not always, favour the largest percentage of the market, so as to make it more effective and popular. In the case of Spotify, the main audience is the youth. In the process to outdo each other in the competition, the students will start using Spotify as a daily service, and many of them will even subscribe.

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With this in mind, Spotify could start a competition where students come up with interesting playlists or music, and they would then reward the best competitors or even schools, and give them recognition, which is also something that young people crave for. This will make students subscribe to Spotify in large numbers so they are not left out in the competition. The rewards of the competition would be in terms of cash gifts, coupons, free subscriptions or even featuring in social media pages, which can also count as a great gift in regards to youth and campus students. With the 18 million students in the United States alone, as well as millions of other students in the 33 countries that the Students package has been introduced, this campaign could be a great success for Spotify in the fight for dominance and also in the journey to raise more and more revenue in the years to come.

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forbes. com/sites/zackomalleygreenburg/2018/04/03/spotify-ipo-goes-public-at-30-billion-when-will-artists-see-any-of-that/#752679d637b0.

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