[MA2013]

2013 Mobile Awards

mobile, web, IoT, desktop, connected devices
design champion, best studio, best start-up & IoT
plus 20 specialist nomination categories

demand design, celebrate courage

Spotify [DRAFT]



 

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Winner 

Project Overview

Spotify is an award-winning digital music service that gives you on-demand access to over 20 million tracks. Spotify is the only truly free service in market (no gimmicks, no trials, no caps), offering unlimited listening for free on our ad-supported desktop/web browser platform, or via our Premium service on tablets and smartphones. Our dream is to make all the world’s music available instantly to everyone, wherever and whenever they want it. Spotify makes it easier than ever to discover, manage and share music with your friends, while making sure that artists get a fair deal.

Organisation

Spotify

Team

Spotify's global team

Project Brief

Spotify was founded by Daniel Ek and Martin Lorentzon on 1st April 2006, out of a small apartment in Stockholm, Sweden. They essentially invented Spotify to combat piracy; they knew that the only way we were going to be able to convert a whole generation of people who have never paid for music or who haven't paid for music in a very long time, is by offering them an instant/on-demand, better quality, free, legal alternative. And so Spotify was born.

Spotify aims to bring you the right music for every moment - on your computer, your mobile, your tablet, your home entertainment system and more. If you know what you want, just search and hit play. Or discover new music by browsing the collections of friends, artists and celebrities and more. Or simply sit back and enjoy Spotify radio.

And because music is social, so is Spotify. Share music on Spotify, Facebook, Twitter, your blog and by email. You can also follow other people - so when they discover music, you do too.

Project Need

As mentioned above, Spotify was founded by Daniel Ek and Martin Lorentzon on 1st April 2006, out of a small apartment in Stockholm, Sweden. They essentially invented Spotify to combat piracy; they knew that the only way we were going to be able to convert a whole generation of people who have never paid for music or who haven't paid for music in a very long time, is by offering them an instant/on-demand, better quality, free, legal alternative. And so Spotify was born.

Since then, we've returned over $500 million to the rights holders and we estimate that in 2013 alone we’ll have paid out another half a billion. That’s $1 billion in payouts in 5 years, from a standing start. We’re now the second single largest source of digital music revenue for labels in Europe, behind iTunes.

We've also been working on world-leading music discovery innovations across all Spotify platforms. I've detailed some of these innovations within the following User Experience section.

User Experience

Spotify is 100% committed to providing the best user experience possible. Not only did we already offer over 20 million tracks, on-demand listening (with no buffering), and a legal alternative to piracy, we have also introduced a web browser product and, while play listing & music curation is still a huge feature for a user, we have vastly improved our music discovery platform.

We introduced Artist Radio, which allows a listener to select any genre, song, artist to generate a radio station of music recommendations. One of the main things users told us, was that they wanted a better way to discover music, and artists wanted us to help them connect even more closely with fans, so we introduced our Discover and Follow features. Now finding the music that’s right for you on Spotify is so much more intuitive, seamless and better connected to the people that matter to you. Spotify’s new discovery system takes what has always been a goal, and makes it a reality. The discovery of new music comes from many sources - not just friends, but artists, trendsetters and editorial voices. Our influences are all as individual as we are. Spotify now brings everybody together.

Project Marketing

Spotify's marketing strategy's is 100% focused on engaging the customer. We create unique, interesting and exclusive content for our current and new customers, with the aim to engage, excite and retain. Some of the strategies include, but are not limited to..

1. Strategic Event & Brand Partnerships
- Festival partnerships (Big Day Out, Vivid, Peats Ridge, ListenOut, Surry Hills Festival, Open Air Cinema, Harbourlife, Melbourne Film Festival, and Art N About etc)
- Executed market-leading media campaigns (on the Spotify platform or using the Spotify API), such as Coca Cola Share a Song, Hyundai i30 Break Free, Magnum Pink & Black
- Marketing partnerships with LastMinute.com, ASOS
2. Ideas and Data-Led Proactive News Generation PR
- Generating engaging editorial content for data-led news gen stories - Australia's Top Workout Songs, Songs to Get You in the Mood, Valentine's Day songs, Nervous Flyers
- Media partnerships with outlets such as News Corp (digital news sites), Men's Health, Vogue, Harper's BAZAAR, Cleo, Cosmopolitan, Marie Claire, Women's Health, Men's Fitness, Yahoo! 7, Fairfax etc, where Spotify Play Button widget is used to deliver their own curated music content to readers
3. Artist Marketing Campaigns
- Intimate recording sessions in studios and our own office (locally we've worked with Bob Evans, Metric, PVT, Urthboy, Birds of Tokyo to name afew). Sessions are recorded and made available exclusively on the service for the customer
- Pre release streams, exclusive content, audio commentaries, artist marketing on our platform, tour supports, competitions




This category relates to applications that extend radio beyond broadcast radio.  Radio is evolving in transmission and content formats. The traditional broadcast model has been augmented by app only radio properties, streaming services and full production radio properties. We expect to see entries that cover the new models, new considerations and new experiences. Let it be said Marconi will take notice of the finalists and applaud the winners.

This should be a gloves off battle between streaming services, algorithms and human curated content creation. Time to enter your app and see whose app reigns supreme.  


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