Spotify by Daniel Rakow

Posted on February 18, 2016 by smwarren

Executives

History

Spotify was developed in 2006 in Stockholm, Sweden. It was founded by the former CTO of Stardoll, Daniel Elk and the co-founder of TradeDoubler, Martin Lorentzon. They officially launched the music streaming service in October of 2008 for paid subscribers and in 2009 they made their service available for free subscriptions. The free subscriptions opened up the service to a bigger audience while slightly hindering their income. In 2011 Spotify crossed over into the United States market and also introduced the Spotify App for devices. (1)

More About Spotify

Since 2011, Spotify has solidified its spot as one of the top music streaming services along with Apple Music and Tidal. Today, Spotify features curated playlists that are made by their employees for paid subscribers. They have radio stations that allow the user to discover new music based on artists that are similar to the ones the user listens to. Along with that, they have a huge library of music consisting of 30 million songs. Their premium service allows users to access all of their songs and provides weekly curated playlists called Discover Weekly. Currently, they have over 75 million users with 30 million of those users being paid subscribers. (2)

Potential Change of Location

(Swedish Flag)

As of recent, Spotify has been hinting at a change of location for its headquarters. Since they started the company, they have been based in Stockholm, Sweden. However, recent circumstances have lead them to reconsider their choice to remain in their hometown. As Elk wrote in an open letter that he posted online, “We love Sweden and believe that this is basically the best environment for us. But at the same time we cannot magically remove the political obstacles. Thousands of Spotify jobs could go to the U.S instead of Sweden.” Spotify is frustrated with the Swedish governments inability to let businesses in their country grow. To start, Spotify believes the housing situation needs to be revisited. It’s extremely difficult to rent apartments in Stockholm because such a large amount are controlled by housing associations. It could take over 10 years to get a rental apartment which makes it extremely difficult for Spotify to bring in foreign talent. Another area Spotify argues needs change is their education system. They argue that the country doesn’t focus at their schools enough on technology. This leads to a lack of programmers for them to hire. The lack of knowledge causes them to have to train more workers, which could be avoided. Lastly, Spotify hopes to change Sweden’s stock options. The country’s rules don’t allow Spotify to grant their employees stock options which would attract brighter employees. (6) (7)

Competition

In the last month Spotify has had to deal with more competition than ever. Not only have they been going head to head with Apple’s streaming service Apple Music, they have also seen a few new players enter the streaming world. To start, Apple has signed exclusive contracts with big artists. These artists’ new albums debut on Apple Music and take a few weeks before they are available on Spotify. Artists like Drake have Spotify users growing impatient when he drops new content. He has 24 million monthly listeners and is the 7th most played artist on Spotify. This could hurt them eventually if it doesn’t change. Jay-Z music streaming service Tidal is another competitor with Spotify. In early February Rihanna took to Tidal to release her new album Anti. While it is now available on Spotify, for months it had users converting to Jay-z’s service to access it. Similarly, Kanye West exclusively released his new album The Life of Pablo on Tidal. However, The Life Of Pablo was recently made available on Spotify as well. Soundcloud, in the last month, has also entered the subscription space. They created Soundcloud Go which will also directly compete with Spotify. Even with all these competing services, Spotify has a loyal user base of over 75 million people that will be hard to take away from them. (8)

Spotify x Billboard

(Billboard)

On April 21 Billboard announced it’s partnership with Spotify for 2016. This is a huge win for Spotify over Apple Music. Billboard will bring all of its users to Spotify instead of Apple Music. Billboard’s charts are turning to Spotify to make it easier for its users to access today’s hits by streaming songs directly from their weekly charts. Now, when viewing the Hot 100 or Billboard 200 the user is able to listen to the songs they are analyzing. There are 30 second previews directly next to the song on the chart that also give the option to stream the full version on Spotify. Billboard will also be publishing 3 new spotify driven charts on billboard.com. One will be a 30 song Velocity Chart which will include the 30 most trending songs on Spotify. The next will have a Viral 50 chart which will consist of the 50 most shared songs across social media platforms like Twitter, Instagram, and Facebook. Lastly there will be a Velocity Chart with 30 songs with 5 songs for each decade (1960-2000). To take a look at the Billboard Hot 100 with Spotify streaming click here. (9)

Money

Spotify recently has raised over 1 billion dollars in debt financing. This is a substantial amount especially for a company that is financially stable. It is no doubt that Spotify now has money to spend but the question is: what will Spotify decide to do with all this extra money? forbes.com went into detail with ways that Spotify is planning on improving. Firstly, they are expected to get into the video space. Apple and Tidal already both have video content on their service. Spotify, being their number one competitor, will definitely start exploring music videos, behind the scenes, artist episodes, tour videos, and live footage. One major area they will have to work on is their payment rates. Their current rate per stream is .004. This rate tends to anger artists because they believe they are not being compensated for their art. This has lead artists like Taylor Swift and Adele to not allow their catalog of music to be included on their streaming service. With the extra money Spotify is planning to start working in these areas. (10)

Sources

(1) Streatfield, Brooke. Rise of a Tech Giant: The History of Spotify. The Telegraph. Retrieved: April 25, 2016

(2) Person, Adam Pasick. The Magic That Makes Spotify’s Discover Weekly Playlists so Damn Good. Quartz. Retrieved: April 25, 2016

(3) Bertoni, Steven. Spotify’s Daniel Elk: The Most Important Man In Music. Forbes. Retrieved: April 24, 2016

(4) Sloan, Paul. The Future of Music. CNET. Retrieved: April 24, 2016

(5) Spotify. Vulcan Post. Retrieved: April 25, 2015

(6) McIntrye, Hugh. Spotify May Soon Leave Sweden. Forbes. Retrieved: April 23, 2016

(7) Swedish Flag. Eduniversal. Retrieved: April 23, 2016

(8) Apple Music’s Biggest Swipe at Spotify Yet. Music Business Worldwide. Retrieved: April 24, 2016

(9) Billboard Staff. Billboard Announces Spotify as Exclusive Playback Partner of The Charts. Billboard. Retrieved: April 24, 2015

(10) McIntrye, Hugh. What Can Spotify Do With The $1 Billion It Just Raised? Forbes. Retrieved: April 24, 2015

Singleton, Micah. Spotify Hits 30 million Subscribers. The Verge. Retrieved: April 25, 2016

Spotify- Grant Nygaard

Posted on September 30, 2015 by Grant Nygaard

Grant Nygaard

Spotify Logo

Headquarters (1)

Research & Development

Spotify AB
Birger Jarlsgatan 61, 10tr
113 56 Stockholm
Sweden
556786-5729

Main Headquarters

Spotify Ltd.
4th Floor
25 Argyll Street
London W1F 7TU
United Kingdom

USA Headquarters

Spotify USA Inc
45 W. 18th Street
7th Floor
New York, NY 10011
USA

http://www.spotify.com/

Key Executives (2)

Barry McCarthy- Chief Financial Officer

Daniel Ek: CEO & Co-Founder

Martin Lorentzon- Co-Founder and Chairman of The Board

Steve Savoca-Head of Content

Gustav Söderström- Chief Product Officer

Overview (Clip courtesy of Vimeo)

Spotify is a commercial music streaming service based in Stockholm, Sweden that provides licensed, label-approved content to consumers using a “freemium” business model (4). Launched in October, 2008 by Swedish entrepreneurs Daniel Ek and Martin Lorentzon, the privately held company has amassed over 75 million users in just 7 years, 20 million of which subscribe to the premium service (3). Available on Mac, Windows, smartphones, tablets, and Smart TV’s, Spotify revolutionized how users could access the world’s music from any platform. By providing a cost-effective, accessible alternative to piracy, Spotify has changed the landscape of engaging with music content.

Financial Information and Revenue Model

Spotify is a privately held and funded company that has no plans of going public as of now, but they have CFO Barry McCarthy on the board, who helped make Netflix a public company, so that may change in the near future (5). Currently valued at more than 8 billion, Spotify is essentially worth more than the entire recording industry combined, which is around 7 billion (6). In terms of a revenue model, Spotify employs the “freemium” approach, which means that the basic service is free with

Royalties from Spotify Favor the Artist.

advertising interruptions, but users can pay $9.99 per month for an ad-free service that can be accessed offline (4). Also, there is an option for college students to access the premium service for $4.99 a month, making the service extremely

How Royalties are Calculated.

attractive to advertisers looking to target a younger demographic (4). When it comes to paying royalties back to label and music providers, Spotify pays rights holders 70% of all revenue generated. Royalty payment amounts are based on individual deals that factor in country, artist, and the amount of premium users (4).

Interface

An example of Spotify’s desktop interface. (Provided by Spotify)

An Example of Spotify’s Mobile Interface. (Provided by Spotify)

Streaming Wars: A Market Fragments

From its release in the U.S, Spotify had dominated the music streaming market with little to no resistance. However, several competitors have begun to pop up, making the market more fragmented than ever. The most notable of these competitors is the recently released Apple Music, which currently boasts close to 15 million subscribers, 6.5

A new competitor has popped up trying to establish market share. Apple Music Logo

of which are paid users of the premium service (6). While this remains a fraction of Spotify’s number, it still is notable due to the fact that the service is less than a year old, and offered a free 3 month premium trial to anyone who signed up. To compete against this, Spotify announced its own trial period, offering 3 months of premium access for just 99 cents (7) .

Another reason Apple was able to grab a share of the market so quickly was its focus on artist-generated content and live curated radio by popular DJs on their “Beats Radio 1” Platform. Boasting celebrity DJs such as Drake and Pharrell Williams to host live shows and create curated content, Apple has been able to get users excited by having exclusive mixes created by artists (8). In response to Beats 1, Spotify has created “In Residence,” a series of podcast playlists curated by the likes of former Sex Pistol Steve Jones and alternative rock band Jungle (9). Although they lack the live component of Beats 1, Spotify hopes to expand this feature to more artists aimed a younger demographic.

Personal Curation

Also in the realm of curated content to compete with Apple, Spotify has scored a hit with its new “Discover Weekly” feature. Launched this quarter, the new addition creates

Spotify has become the most popular streaming service worldwide. Courtesy of App Annie

customized 2-hour playlists for users each week based on listening history and habits. Having accumulated 1.7 billion streams since launch, Spotify’s head of product Matt Ogle said the feature has, “Exceeded our expectations.” (10) This suggestion/discovery model is another reason Spotify has usurped the throne of most popular streaming service from Pandora, the internet radio service, this quarter (11) .

Examples like these show how, even in an evolving market, Spotify has found ways to stay on top when it comes to music streaming through new ways for users to engage with music. This yields results, as they are now able to dominate globally.

Spotify and Artists: The Good, The Bad, and The Ugly

This past semester, Spotify has had both positive and questionable interactions with content creators. Here are some notable ones:

The Good: The “Year in Music” (12)

On November 30th, Spotify released its annual “Year in Music” figures to the public, showcasing how Spotify numbers have become a legitimate measurement for success in the industry, and how it can be extremely beneficial for exposing music to a large audience.

In 2015, Spotify users streamed over 20 Billion hours of music across all platforms. Within those 20 billion hours, rapper Drake was the most popular, with 1.6 billion streams and 46 million unique listeners, showing how Spotify has helped his music reach a massive audience. Also, Major Lazer’s track, “Lean On” was named the most streamed track ever, with 540 million plays overall worldwide. Justin Bieber also broke records with his new album “Purpose,” getting 36 million streams on November 13th, the day it was released (available for streaming via Spotify below). These numbers show the power streaming can give the artist, as getting 36 million plays the first day an album was released was virtually impossible in the days of solely physical releases.

The Bad: Adele and 25 Absent on Spotify (13)

Although numbers for streaming are higher than ever, the projected highest-selling album of the year, English songstress Adele’s “25”, was not put up for streaming on Spotify at

Adele isn’t Spotify’s biggest fan. Courtesy of XL Recordings

her request. Having sold over 4 million copies in the US alone, the album is breaking sales records in an era where album sales are at their lowest point in history. This album would have surely boosted streaming numbers for Spotify and boosted ad sales to target free users. When asked about the lack of streaming for “25”, Adele said, “It probably is the

future, but, eh,” showing her lack of enthusiasm towards the method. To make matters worse, Pandora has exclusive rights to the album, putting the potential revenue in a competitor’s hands.

The Ugly: Victory Records Controversy (14)

The catalog of indie rock label Victory was pulled off of Spotify after the company inquired with Spotify about inadequate royalty payments. This practice of taking catalogs off the service is ugly because it sets a dangerous precedent for indie labels in a streaming

Victory Records Logo. Courtesy of Victory

climate, who may not have as much leverage to negotiate with Spotify as a major label like UMG would. Marginalizing independent music on Spotify would hurt not only the artists, but create an environment where conglomerates make all decisions.

Hopefully Spotify could expand on positive artist relations while attempting to help others be more comfortable with streaming in the future.

Overview

Spotify has had a tumultuous but overall successful few months, as they navigated an evolving, fragmenting market successfully and have become the de facto music streaming service around the globe. It will be interesting to see how they can deal with a rising Apple Music and recent backlash over royalties and label agreements while still engaging users with curated and personalized content.

Sources

(1) Spotify About Us

(2) Bloomberg Business Company Overview of Spotify

(3) Time Magazine What is Spotify?

(4) Spotify Artists Spotify Explained

(5) Huffington Post Spotify Just Hired The Man Who Took Netflix Public

(6) Digital Music News Spotify now Worth More Than Entire Recording Industry

(6) Wall Street Journal Apple Music Now has 15 Million Users

(7) Spotify Premium for 99 Cents

(8) BBC Beats 1 Radio Hosts

(9) NME Spotify Introduces “In Residence”

(10) Time Here’s The Story Behind Spotify’s Coolest Feature

(11) Radio and Music Spotify Becomes World’s go-to Streaming Service

(12) Billboard Spotify’s Year in Music

(13) The Verge Adele Admits Streaming is Probably The Future, Still Doesn’t Care

(14) Rolling Stone Spotify Drops Victory Records Catalog Over Disputed Royalties

Spotify

Posted on October 14, 2014 by hlu04

by Helen Lu

[1] Spotify’s Logo

KEY EXECUTIVES

[2] Spotify Founders- Martin Lorentzon & Daniel Ek

[3] Jeff Levick- Chief Business Officer

[4] Steve Savoca- Head of Content

[5] Ken Parks- Chief Content Officer & Managing Director USA

SPOTIFY OVERVIEW

[6] Spotify’s sleek interface layout for their multi-platform service.

Spotify is a privately-owned, digital music streaming service that provides on-demand access to tracks. It is available on multiple platforms, including computers, mobile, tablets, and home entertainment systems. Originally founded in Sweden in 2006, Spotify launched in the United States in 2011; it is now available in 58 markets. [7]

Spotify offers listeners the free model, “made possible by ads,” and the premium model for $9.99 monthly, which is ad-free, high-quality, and available offline. [8] With over 20 million songs, over 20,000 tracks added daily, and over 1.5 billion playlists, Spotify has accumulated 10 million active users and a total of 40 million active users. [9]

COMPETITORS

Rdio, Pandora, Rhapsody, Google Play Music, Beats, iTunes Radio, Music Unlimited, and Xbox Music are worthy contenders in this competitive space. Product reviews assess service quality with major factors include song catalog, user interface, support, and features. [10] Each racing for a market share, these top players in the market are making strategic ploys to stay afloat.

On November 12th, Youtube announced their own streaming service, Youtube Music Key for $9.99. It will be interesting to see how it will affect the music industry when it fully hits the market in 2015. [11]

[12] Spotify and The Echo Nest collaboration

In early March 2014, Spotify acquired The Echo Nest, a big data company to enhance the music discovery feature, forcing Rdio, Rhapsody, iHeartRadio, and Vevo to look elsewhere for a discovery algorithm. [13]

THE SPOTIFY STRATEGY

Spotify has successfully targeted college students, establishing a solid audience base and brand loyalty. With personal information confirming their status, Spotify offers students Spotify Premium for only $4.99. [13]

[13] Spotify engages their target audience: college students and 18-24 year-olds.

COLLEGE CASE STUDY

Spotify’s tenacious grasp on college students’ listening is reflected in their recently released research report of the Top 40 Musical Schools in America. The findings are a close study of the musical norms in the schools.

[14] Detailed graphs document music-genre distribution and listening spikes, showing not only what students listen to but also how they listen.

The data that Spotify is able to collect can be utilized for targeted advertising and marketing campaigns today. Moreover, with such a large following of the developing youth, Spotify is not only able to make significant advancements with the invaluable information about today, but accurate inferences about these soon-to-be adults tomorrow. [13]

#THATSONGWHEN

Spotify launched their #thatsongwhen campaign with advertising agencies Ogilvy & Mather and David to further engage their millennial base. #Thatsongwhen allows users to tie their emotional experiences to their favorite songs, to create, and to tell stories. The customization, personalization, and interactivity of a musical experience attracts and retains a young crowd. [15]

The stories are media clips that are charged with emotion, and of course, music. Don’t Go Chasing Girls is about a man’s early memory of his childhood crush that is easily triggered with TLC’s hit song, Don’t Go Chasing Waterfalls. Stories and songs are updated and posted on a live feed.

AD TAKEOVER

Spotify is introducing two new advertising options for eager advertisers:

1. The dubbed Video Takeover, only available on desktops, allows brands to takeover the screen during 15-30 second advertising breaks.

2.The dubbed Sponsor Sessions forces mobile users to view a 15-30 second video on their mobile devices in order to proceed onto 30 minutes of uninterrupted streaming. [16]

McDonald’s, Universal Pictures, and Ford are just some of the major sponsors that have opted into this advertising innovation. [17]

[18] McDonald’s format and utilization of Spotify’s advertising product – Video Takeover.

SPOTIFY PARTNERSHIPS

VODAFONE

Everything is going mobile, and music is no exception. This rapid trend of playing and streaming music from a smartphone is particularly prevalent in Australia. Due to these recent findings, Vodafone Australia has partnered with Spotify to bundle in Spotify Premium for free with their monthly plan. A Spotify Premium subscription generally costs $11.99 Australian dollars each month. The exclusive offers with Spotify vary, and are known as the Red Plans. [19]

[20] Research shows that 1.5 million Australians stream music from their mobile devices.

Vodafone believes that Spotify Premium’s features complement and maximize the use of their faster network speeds, value plans, and expanding 4G network. Both the companies and the listeners are benefitting from this collaboration as the marriage of these digital services follow consumer trends and meets consumer needs. [21]

CARPLAY

Apple Carplay is an a new feature configured in select 2014 vehicles. Spotify is on board for this innovative ride as it has updated and fixed some bugs for this new multimedia system. [22] The music player allows users to access their Spotify accounts using a compatible iPhone. [23] With a built-in display to play music, Carplay is an exclusive and luxurious market; the Ferrari FF is one of the few select cars with Carplay. Several automobile manufacturers, however, are making an effort to include and support this system in the future. [24]

[24] Spotify collaborates with Apple Carplay to incorporate music services in the latest car models.

UBER

Uber is a hip taxi service, and Spotify is a hip streaming service. These two successful startups partner up for a new listening experience. Passengers can link their custom playlists to Uber vehicles for a fun ride. Although this new feature has started off in ten cities, it makes a big splash in the car service industry and the music industry. This partnership allows both companies to co-promote their respective brands and to change with the times. The service is for Spotify Premium account holders. [25]

[26] Spotify and Uber modernize the standard cab-ride as they join forces to create a new listening experience.

SPOTIFY CONTROVERSY

Taylor Swift pulled her entire catalogue from Spotify’s music database as she believes that it does not fairly compensate artists. [27] As a popular musician, her bold move and her public statements rejecting the streaming business model has made headlines for weeks. Fans and critics are responding to her decision with distaste as both parties point out that there are other viable services, such as Youtube and SoundCloud, to play her music. [28] While she recently accepted the first-ever Dick Clark Award for Excellence at the 2014 American Music Awards Ceremony, she added another snide comment jabbing at Spotify and streaming services again. [29] Jason Aldean has followed Swift’s footsteps, and pulled his new album Old Boots, New Dirt from Spotify. [30]

Spotify executive, Ek, combats this frenzy and reports that artists that use Spotify to promote their music actually sell more, and that Spotify has returned over $2 billion to music industry today. Top artists like Swift are set to project over $6 million in revenue a year. [31] Despite the financial debate and moral controversy, the Spotify team still hopes for Swift to change her mind. [32]

[33] Taylor Swift is a firm believer in the value of music, and that it should not be free. Swift has pulled her music catalogue from Spotify.

It is unlikely that many artists will join Swift’s banning of the digital streaming business, as it is the digital age. Reports confirm that streaming services grew 28% in the first half of 2014. [26] Listeners’ habits changed; artists can sink, but digital streaming services will swim.

SPOTIFY: LOOKING AHEAD

Despite the recent controversies, Spotify has achieved success with their recent collaborations; the student discount and the partnership with Vodafone have led Spotify subscriptions to increase by 42%. [28] Spotify Family Plan has launched with popular demand and proven financial success with previous discount deals. The plan allows subscribers to add four family members to their account for half the price. [34]

Spotify’s name is globally recognized, and Spotify’s services are well integrated into the new digital age. Its key strategies and partnerships keep it on the bleeding edge of the music industry.

Sources

1. Spotify’s Logo, Spotifypress.com, RT:11.29.2014

2. Daniel Ek and Martin Lorentzon, RT: 11.29.2014

3. Jeff Levick, RT: 11.29.2014

4. Steve Savoca, Spotifypress.com, RT:11.29.2014

5. Ken Parks, Evolver.fm, RT: 11.29.2014

6. Spotify Interface Layout, RT: 11.29.2014

7. Spotify Business Information, investing.businessweek.com, RT: 11.29.2014

8. Spotify Official Website, spotify.com/us, RT: 11.29.2014

9. Spotify Press Information, spotify.com/information, RT: 11.29.2014

10. “Spotify and competitors play to their musical strengths”, usatoday.com, RT: 11.29.2014

11. “YouTube Launching Spotify-Style Paid Music Service”, TIME, RT: 11.29.2014

12. Spotify and The Echo Nest Collaboration, RT: 11.29.2014

13. “Will Spotify’s hat trick help it pull ahead of competition?”, Fortune, RT: 11.29.2014

14. How Students Listen, spotify.com, RT: 11.29.2014

15. “Spotify Ties Music to Personal Stories in Its New Ads”, adweek.com, RT: 11.29.2014

16. “Spotify Unveils Video Takeover Ad Product for Free Users”, telecompaper.com, RT: 11.29.2014

17. “Spotify is bringing video ‘takeover ads’ to its free service”, theverge.com, RT: 11.29.2014

18. Spotify Video Takeover Format, spotify.com, RT: 11.29.2014

19. “Vodafone offers postpaid customers free Spotify Premium access”, CNET, RT: 11.29.2014

20. “Spotify partners with Vodafone Australia for down under listeners”, rainnews.com, RT: 11.29.2014

21. “Vodafone Australia and Spotify join forces!”, vodafone.com, RT: 11.29.2014

22. “Spotify adds support for Apple’s CarPlay in update to iOS app”, talkingnewmedia.com, RT: 11.29.2014

23. “Spotify Adds CarPlay Support in Latest iOS Update”, macrumors.com, RT: 11.29.2014

24. “Apple CarPlay comes to Pioneer stereos as Spotify adds support”, engadget.com, RT: 11.29.2014

25. “Tuneup, redefined: You can now Spotify your Uber ride”, CNET, RT: 11.29.2014

26. Uber and Spotify Partnership, Uber.com, RT: 11.29.2014

27. “Taylor Swift is right about music, wrong about Spotify, says CEO Ek”, CNET, RT: 11.29.2014

28. “Why Taylor Swift Will Lose Her Battle With Spotify”, TIME, RT: 11.29.2014

29. “AMAs: Taylor Swift Continues Anti-Streaming-Service Stance in Dick Clark Award Speech”, hollywoodreporter.com, RT: 11.29.2014

30. “Jason Aldean Agrees with Taylor Swift, WIll Remove New Album From Spotify”, musictimes.com, RT: 11.29.2014

31. “$2 Billion and Counting”, spotify.com, RT: 11.29.2014

32. “Here’s Why Taylor Swift Pulled Her Music From Spotify”, TIME, RT: 11.29.2014

33. “Taylor Swift and the Whole Spotify Thing”, uloop.com, RT: 11.29.2014

34. “Spotify launching family plan with cheaper subscriptions for families”, theguardian.com, RT: 11.29.2014

Spotify

Posted on March 15, 2014 by Hannah Friedland

By Hannah D Friedland

[1] Spotify’s Logo

THE SPOTIFY STORY:

[6] The most updated visuals of the Spotify application on thee platforms

[2] The most updated visuals of the Spotify application on thee platforms. Users have an on-demand stream of music on their computer, mobile device, tablet, and home entertainment system.

Spotify is a music streaming service that puts users in control of 20 million licensed songs [3]. Spotify was launched in Sweden in 2008 and came to America in 2011.

Spotify is financially a private company that offers over 20,000 new songs each day from major and independent labels including EMI, Warner Music Group, Universal, & The Orchard [3]. Artists earn royalty when their music is played, and there are over 24 million active users currently in 55 markets [3].

There are two revenue streams, free, which is “powered by advertisers” and premium for $9.99 monthly with extra features including no ads, offline, and high-quality audio [3].

TEAM SPOTIFY:

[2] Spotify Founders- Daniel Ek & Martin Lorentzon

[4] Spotify Founders- Daniel Ek & Martin Lorentzon

[5] Chief Sales, Marketing, and International Growth Officer- Jeff Levick

[5] Chief Content Officer & Managing Director USA- Ken Parks

[6] Chief Content Officer & Managing Director USA- Ken Parks

[7] Head of Content- Steve Savoca

INSIDE SPOTIFY:

Social Media Merges with Music- Songs, playlists, and albums can be shared on the Spotify application through the "Send To" message option, or users can "post to feed" to their Facebook timeline, Twitter, and Tumblr within the Spotify application. ARROW

Social Media Merges with Music- Using the “send to”, or “post to feed” options users can message music to friends and post music to their Facebook timeline, Twitter, and Tumblr within the Spotify application. Source: Spotify

Spotify gives its users the option to connect with their social media Facebook, Twitter, and Tumblr accounts. Users can create collaborative playlists, share music, view friends music and more which provides for ample music discovery and publicity for the company on social media platforms. There is also a private session users can activate.

Two other elements that Spotify includes are apps and Discover. While these apps add dimension to the Spotify journey, Discover is essentially a constantly updated news feed.

Discover- Spotify's "news feed" feature on the desktop application, artists are recommended, concerts nearby are posted, friends listening habits are shown all based on listening habits the user has shown. Source: Spotify

Discover- Spotify’s “news feed” feature on the desktop application. Updates with releases, playlists, artists recommendations, concerts nearby are posted, friends listening habits are shown all based on listening habits the user has shown. Source: Spotify

COMPETITORS:

Spotify is a strong contender, but it’s competing neck and neck with Rdio, Pandora, Rhapsody, Google Play Music, and Beats on price, catalogue, platforms, and features [8]. Beats Music entered the competitive on-demand music market in January [9], and is Spotify’s biggest challenger.

[10] Beats Music vs. Spotify- The two streaming services are extremely similar with the same catalogue size, the discovery element, and price.

Beats entry in the market put Spotify in “go-mode”.

SPOTIFY’S SITUATION:

Competitor streaming services are continually emerging. With more choices presented to consumers, Spotify has responded by shifting their focus to partnerships, acquisitions, customer satisfaction, and updated product development. The formula is to attract users to Spotify, engage with users, and retain them.

Partnerships

Last.fm

Last.fm is a music recommendation service. In January, Spotify and Last.fm teamed up to bring a beneficial on-demand playbar to Last.fm’s website. This makes it possible for Last.fm users to internally play the entire Spotify catalogue on Last.fm’s website [11].

The collaboration works in both companies favor. Last.fm users have a fuller experience with the power, “to play whatever you want by whoever you want directly on Last.fm” [12]. In addition, Spotify’s catalogue incorporation provides a huge presence and Last.fm users conveniently have motivation to signup for Spotify to take advantage of the essential music player.

The Last.Fm Spotify playbar at the bottom of Last.Fm’s website. Source: Lastfm.com

SoundHound

Spotify also joined forces with SoundHound for the “Add to spotify” feature on its iOS application in February. SoundHound is a popular music-recognition app, similar to Shazam. Banded together, SoundHound is now more interactive. After linking accounts, with the tap of a button users can automatically generate Spotify playlists of recognized songs without leaving SoundHound’s app [13].

Hitting the “Add to Spotify” button automatically turns songs discovered on SoundHound into a Spotify playlist. Source: SoundHound & Spotify

The mutually-beneficial relationship brings life to identified songs through Spotify playlists on SoundHoud, and the incentive to use the button will drive users to subscribe to Spotify while giving them presence on a music app [14].

Coachella

On top of that, Spotify was presented with an amazing opportunity to have presence on site at Coachella as the Official Digital Music Partner of the Coachella Music and Arts Festival in California in April. The Spotify Social tent was an on-site air-conditioned tent that offered relaxation pods, chargers, a “Mosaic Photo Booth” that uses your Spotify account to generate a picture out of your most played album art, and art from artist Apex [15].

[16] The Spotify Social tent, that capped at 150, gave people an air conditioning experience filled with music, more battery power, art, and a Mosaic Photobooth that puts your face on album covers based on your Spotify listening habits.

#WeWereThere was Spotify’s digital interactive strategy at Coachella to “connect, collect, share.” Implanted in every RFID wristband was the power to capture the experience by checking in and collecting custom Spotify curated playlists. The “My Coachella Story” digital snapshot let individuals create memories of their festival concert experiences with playlists gathered [16]. This collaboration not only transformed Coachella goers into premium users, but also created a special experience and built relationships by reliving the festival on Spotify.

[15] “My Coachella Story”- an example of a digital snapshot that shoes distance traveled, the path taken, playlists, artists seen etc. To participate users needed to simply connect their wrist band with their Spotify accounts, look for check ins at the festival, use the wristband to collect playlists and then after generate their digital card and share it with family and friends.

Sprint

Lastly, Beats launched with an AT&T package family plan deal. Rumors are circulating about Spotify planning to bundle with the #3 U.S. mobile carrier, Sprint [17] in April. This partnership will give Sprint customers a free trial. Customers will be able to pay for Spotify directly through their Sprint Accounts, which will help Spotify secure a greater market share and Sprint secure more data plans. Sprint and Spotify will announce the details on April 29th at a New York Event [18].

Acquisitions

In efforts to boost the “discovery” element, Spotify acquired The Echo Nest in March [19]. The Echo Nest is a music intelligence company that examines listening behavior and makes musical recommendations. Spotify paid $100 Million, with 90% Spotify equity [20]. The Echo Nest previously powered Rdio and Rhapsody, both of which ended their deals, deeming its technology invaluable to their operations right after Spotify acquired [21]. This potentially puts Spotify in the position to take The Echo Nest away from competitors.

Combing the two companies gives The Echo Nest a bigger audience and catalog, while Spotify, now with music-discovery data, will improve recommendation’s.

Customer Satisfaction

With intentions to obtain more paying users Spotify has updated its business model. In January the company announced free music shuffling on iOS with a catch, non-premium users ads play in between every few tracks [22]. In February, Spotify added the “repeat one” feature [23]. Repeat one grants users the option to repeat a single track over and over [24]. These highly requested changes illustrate that Spotify cares about users.

Working with a college students budget, Spotify slashed the premium $9.99 monthly rate to $4.99 in March [25]. They partnered with SheerID to validate eligibility. This price change is valuable because college students represent an important key demographic in streaming use [26]. This differentiates Spotify from other streaming services like Rdio and Beats that charge $10 monthly.

Unique Product Development

Competition among streaming services leads Spotify to completely redesign its user interface layout on all platforms. Spotify rolled out a sleek modernized look on April 2^nd. This major design update was the first since its launch in 2008, and to keep current it was a smart move [27].

Spotify’s New Look Video [28]

The new dramatic, dark color scheme highlights important buttons, includes circular images for people, and features square album shapes [29]. The browse tab is revised and categorized between top lists, releases, news, and moods. “Your Music”, a collection of users saved albums, songs, and artists is a new addition [30]. The Your Music addition mimics iTunes library and it is comparable to Rdio’s “collection” feature. It helps users save, organize, and browse through their favorite music. The new layout feels unified and balanced, and should attract new users [31].

WHATS NEXT FOR SPOTIFY:

Spotify is headed in the right direction, but with downloads declining, new rival services like YouTube, Apple, and Amazon that have huge user bases are joining the streaming market [32].

Being active puts Spotify in the forefront, which looks great for Investors. It is rumored that an IPO is in Spotify’s near future. Though the company has declined all comments, a job advertisement for an “External Reporting Specialist” has been posted on their website and LinkedIn [33]. Their future looks competitive but successful.

Sources:

1. Spotify’s Logo 2014, Spotifypress.com, RT: 4/04/2014

2. Spotify’s Application on Three Platforms, Spotifyblog.com, RT: 4/01/2014

3. Spotify Press Fast Facts, Press.Spotify.com, RT: 4/01/2014

4.The Founders of Spotify, Press.Spotify.com, RT: 4/01/2014

5.Spotify’s Chief Sales, Marketing, and International Growth Officer, Press.Spotify.com, RT: 4/01/2014

6. Chief Content Officer & Managing Director USA,Press.Spotify.com, RT: 4/01/2014

7. Head of Content, Press.Spotify.com, RT: 4/01/2014

8. “And The Winner Is… Best Music On-Demand Streaming Service”, Cultofmac.com, 2/18/2014, RT: 4/07/2014

9. “Beats Music Is Here”, Beats Music Blog 1/16/2014, RT: 4/08/2014

10. “Beats Music vs. Spotify: Can Dr. Dre outmix the king of streaming”, Digital Trends, 1/27/2014, RT: 4/07/2014

11. “Last.fm Bands up with Spotify to offer on-demand tracks”, CNET, 1/29/2014, RT: 4/04/2014

12. “Did Someone Say On Demand?”, Last.fm Blog, 1/29/2014, RT: 4/04/2014

13. “SoundHound Launched “Add to Spotify”, Business Wire, 2/21/2014, RT: 4/07/2014

14. “SoundHound Now Lets You Easily Add Your Discovered Music to Your Spotify Playlist”, appdevice.com, 2/24/2014, RT: 4/07/2014

15. “Coachella here we come” Spotify News, 4/7/2014 RT: 4/14/2014

16. “Spotify’s Coachella #WeWereThere Campaign: High Tech and Sweet, Sweet Air Conditioning”, Billboard, 4/11/2014, RT: 4/14/2014

17. “Sprint and Spotify Plan to Partner Up”, recode.net, 4/11/2014, RT: 4/14/2014

18. “Spotify, Sprint Plan Music Bundle To Be Unveiled This Month”, Billboard, 4/12/2014, RT: 4/14/2014

19.“Spotify Acquires the Echo Nest”, Billboard, 3/06/2014, RT: 4/02/2014

20. “Spotify Acquired Music Tech Company The Echo Nest in A $100M Deal” , TechCrunch, 3/07/2014, RT: 4/07/2014

21. “Rhapsody Kills its Echo Nest partnership following Spotify acquisition”, Venturebeat.com, 3/21/2014, RT: 4/09/2014

22. “Spotify’s free shuffle mode arrives on iPhone”, The Verge,1/08/2014, RT: 4/02/2014

23. “Repeat One”, Spotify News Blog, 2/07/2014, RT: 4/08/2014

24. “Spotify users can now repeat the same song over and over and over again”, Hypbot, 2/10/2014, : 4/02/2014

25. “Spotify Offers 50% Student Discount”, Hypbot, 3/25/2014, RT: 4/02/2014

26. “Spotify introduces 50% discount for college students”, Los Angles Times, 3/25/2014, RT: 4/07/2014

27. “The Good, The Bad, The Less Ugly: Taking Spotify’s New Redesign For a Test Drive”, Billboard, 4/03/2014, RT: 4/04/2014

28. Spotify Paints It Black with New Look, YouTube, 4/01/2014, RT: 4/06/2014

29. “Spotify’s biggest redesign ever brings long awaited Collection view”, The Verge, 4/02/2014, RT: 4/07/2014

30. “Spotify paints it black with new look”, Spotify News, 4/02/2014, RT: 4/08/2014

31. “Spotify beautifies”, CNET, 4/02/2014 RT: 4/08/2014

32. “Spotify faces challenge from Internet giants before IPO” New York Post, 3/30/2014, RT: 4/14/2014

33. “Spotify seeks to hire U.S. filings expert as bankers eye IPO” Reuters, 2/17/2014, RT: 4/14/2014

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