O Spotify Marquee arrives in Brazil, the first market in Latin America to launch the unprecedented campaign management tool for artists and labels this Thursday, July 14th.
For example of the success of this tool, Justin Bieber and his team at Def Jam Recordings made frequent use of the tool Marquee when the album Changes was released, after five years without releases. His team used Marquee to engage fans and maximize launch momentum with an average of 15 streams per listener. Bieber’s team used the tool again for the release of their single Anyone in 2021. The use of Marquee contributed to 24% of listeners saving to their libraries or adding to a personal playlist, preparing fans for the release of their sixth studio album, Justice (2021), com Marquee.
Another relevant fact is that listeners impacted by insertion Marquee are twice as likely to save the song or add it to their personal playlists, which translates into higher engagement, i.e. even more streams, for the artist. According to our global study Fan Studyfrom May of this year:
- Saved songs are listened to 3x longer. Data collected between July/18 and March/20 showed that 6 months after saving a track, a user listens to certain songs 3 times more than before.
- When a listener adds an artist’s music to a personal playlist, the artist’s streams increase by 41% and profile visits increase by 12%.
“Artists use Marquee to turn their listeners into more dedicated fans. In the beginning, Marquee reaches out to people who have followed or have already shown an interest in this artist, but have the potential to actually listen more. […] Marquee isn’t just about releasing a new song. It’s not just about becoming a fan of the recent release, it’s about becoming a fan of the artist itself, thus increasingly being able to turn listeners into true (and big) fans.” – Says Josephine Ruiz Healy, Senior Product Marketing Manager of Native Ads at Spotify
Regina Escamilla, Senior Creator Product Marketing Manager – International at Spotify, states that Brazil has a high growth market in the music business, and, in view of this, after some studies were carried out, they concluded that São Paulo is the leading city in terms of total streams of new content globally. This indicates how fantastic this is for the new tool, Spotify Marquee, considering that the music industry grows more and more and the team is super confident in the Brazilian fan base.
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