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Revelations From Spotify’s Ad Push

Date: December 07, 2015

Summary:
Hipsters in Brooklyn’s Williamsburg neighborhood may be unsettled to learn that one of the most popular songs there this year was sung by Justin Bieber.

Body:
Hipsters in Brooklyn’s Williamsburg neighborhood may be unsettled to learn that one of the most popular songs there this year was sung by Justin Bieber.

It’s not much better over in Brooklyn’s once-edgy Gowanus neighborhood, where “Deep Sleep” playlists trended highest.

In what is Spotify AB’s biggest outdoor advertising campaign to date, giant, hand-painted ads in 10 global markets showcase some of the insights the music-streaming service has gleaned this year about musical trends in each location.

Now that Spotify has amassed more than 20 million paying subscribers and roughly 80 million free users, its listening data is starting to reveal some truths about local cultures, said Spotify’s Chief Marketing Officer Seth Farbman.

The ad campaign gives a glimpse into the extensive and personal “Year in Music” statistics that the service is pushing to all of its users in 58 markets this week, figures that it hopes will pique competition among friends and entice them to listen to more music. Higher levels of user engagement help Spotify drive more advertising revenue on its free platform while pushing heavy users to subscribe to its $10-a-month, ad-free, unlimited-music service.

At spotify.com/2015 on Monday, users who sign in will be presented with everything from the first track they listened to in 2015 and the artists they listened most to each season to the biggest storylines in their favorite genres — with playlists to go with them. It was the year of “tropical house” music, for example, while metal fans were the service’s most loyal listeners. Other storylines include #blacklivesmatter, with a playlist featuring revolutionary music from the past 20 years, and Love Wins, with a playlist celebrating the legalization of same-sex marriage in the U.S.

Users can easily share screenshots of any of their personal listening data. The company said more than 650,000 listeners shared their stats last year when it had at least 40 million fewer total users and offered them fewer year-end insights and features.

Of course, not everyone will be anxious to brag about their year in music. The closet Bieber fans in Williamsburg should probably keep a low profile at their corner biodynamic-wine bar.

See the full article here.


 

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