MARQUEE BILLING AT SPOTIFY

Spotify for Artists has opened a new landing page for Marquee— a commercial tool that helps listeners connect with new music— after seeing how it worked effectively during a beta test.

Since launching in beta in the fall, artist teams, labels, and licensors have used Marquee to deepen engagement during release week and beyond. Among the artists that have benefited from it are The Weeknd and Cold War Kids.

During release week, Marquee appears on the mobile home screen as a full-screen, sponsored recommendation to users who’ve shown interest in the artist’s music. After each campaign, Spotify reports how listeners engaged with the new release after seeing a Marquee.

Spotify has seen, on average, that more than 20% of people who see a Marquee then stream the promoted release within two weeks. Saves and playlist-adds correlate with a 250% increase in streaming of a Marquee-using artist six months later. After each Marquee campaign, Spotify reports on the “intent rate,” i.e., the percentage of listeners who saw a Marquee and either saved or playlisted one track from the promoted release.

“We're not in the business of pushing records, we're in the business of making new fans, and Marquee is a powerful tool to reach them,” said Mike Fabio, VP of Digital Strategy, New West Records. “The numbers are staggering—we're seeing deep listening through an entire album or more, and not just a couple tracks. I look forward to running a whole lot more of these campaigns.”