P004 → Spotify for Artists
Product Management - Spotify for Artists, MBA
Spotify, New York, NY | Jun 2022 - Aug 2022
As a Product Management MBA Intern for Spotify for Artists, I collaborated with a dynamic 4-person team to enhance the platform that empowers musicians to manage their profiles, track performance metrics, market their music, and connect with fans. Leading a comprehensive competitor market analysis for the 2023 Spotify for Artists (S4A) strategy, I analyzed the competitive landscape, leveraging market research, financial modeling, SWOT matrices, and key market metrics to identify service and feature gaps. I proposed and developed the first-ever "Marquee" engagement Ad unit feature for Spotify for Artists, a full-screen, sponsored recommendation of new releases to Spotify Free and Premium listeners who have shown interest in the artist's music. My role included developing a pitch deck to gain buy-in for an engagement analytics dashboard feature from the Director of Product Management for Spotify for Artists, proposing the Ad unit strategy to the senior product manager, and developing Market Requirement Documents (MRD) and Product Requirement Documents (PRD), which I presented to the VP of Strategy and Principal Designers. Upon receiving approval, I developed wireframes and initiated the design and engineering development process at Spotify.
I drove the execution and launch of the "Marquee" feature, increasing overall artist engagement by 8%, and translated product strategy into detailed requirements for prototype construction and final product development by engineering teams. Utilizing SQL, I analyzed user behavior data to support product development hypotheses and defined value propositions for product experiences based on user feedback and customer interviews. Collaborating closely with Spotify’s internal product marketing and sales teams, I developed and defined product objectives for effective marketing communications plans, and crafted product positioning and messaging for upcoming feature releases. I also developed a Q4 growth marketing strategy for the first marketing Awareness 'Marquee' campaign, which led to a 12% increase in user/artist engagement and a 6% increase in ROI. Additionally, I worked with engineering, production, marketing, and sales teams on the development, QA, and go-to-market strategy for “Canvas” and “Profile Tools,” managing project priorities and resource allocation to ensure successful project outcomes.
01. Spotify for Artists
02. Marquee
Benefits of the Marquee feature on Spotify for Artists:
- Increased Engagement: Marquee promotes new releases to both Spotify Free and Premium listeners who have shown interest in an artist's music, leading to higher engagement rates.
- Targeted Reach: It targets listeners who are more likely to engage with the promoted content, ensuring that the promotional efforts are reaching a relevant audience.
- Full-Screen Experience: Marquee provides a full-screen, sponsored recommendation, which captures the attention of listeners and increases the likelihood of interaction with the new release.
- Effective Marketing Tool: It serves as an effective marketing tool for artists to promote their new releases and reach their fan base directly through the Spotify platform.
- Real-Time Results: Artists can see real-time results and analytics on how their Marquee campaigns are performing, allowing for quick adjustments and optimization.
- Cost-Effective: By focusing on listeners who have already shown interest in an artist's music, Marquee ensures that marketing budgets are used effectively, reducing wastage and increasing return on investment (ROI).
- Enhanced Discoverability: Marquee helps enhance the discoverability of new music by ensuring it reaches fans who are most likely to listen and share.
- Artist Control: Artists have control over their Marquee campaigns, including the ability to customize and manage their promotions directly from the Spotify for Artists platform.
- Increased Streams and Followers: By promoting new releases to an engaged audience, Marquee can help increase streams and gain new followers, contributing to the artist's growth on the platform.
- Actionable Insights: The feature provides actionable insights into listener behavior and campaign performance, helping artists make informed decisions about their promotional strategies.
02a. Artists can Amplify their music directly to their fans
02b. Artists can grow their music business by selling merch, listing festivval dates and can encourage fan support.
02c. Artists can better understand their audience through Fan Study, segments, and dashboard insights.
Learn more about Marquee at Spotify for Artists.