I should probably let you in on a little secret. I don’t stream music often. Usually I only listen to music in my car and I don’t spend a lot of time there. When I do stream music, which I only do when I am chained to my desk with something that doesn’t require a lot of brain power, I am a Pandora user. I think I signed up for free Pandora 10 years ago as a new mom when I felt like I needed to get into the holiday spirit by listening it Christmas music.
So why don’t I stream music, you might ask? To be honest, I don’t know. I have a feeling, it’s generational. I am not a millennial, but rather by definition, I am the tail end of GenX. One of the areas where this is abundantly clear to me is music. The first album I ever owned was a record of Janet Jackson’s Rhythm Nation. Yes, a record! Not long after, I was able to convince my parents to get me a Walkman and a Debbie Gibson, Electric Youth, cassette tape. I held onto cassettes into the 90s before finally giving in to CDs with the purchase of Nirvana’s Nevermind album. Fortunately, CDs stuck around for a long time (in fact, I still listen to some occasionally!). Many of my peers discovered Napster in the late 90s, but that was short lived. By the time the MP3 players became popular, I was a poor, young working professional with little time or energy to learn (or buy) a new device. Eventually in the mid-2000s, I gave in and bought an Ipod Nano for a long flight where I knew I would want to listen to music. So what? Why is this relevant? Monday morning, I got to work and the first thing I did was create a Spotify account!
I’m not sure about the rest of the class, but I was so engaged by our meet-up on Sunday evening. We were lucky enough to have guest speaker Melissa Finney, Director of East Coast Sales for Spotify with us! Her enthusiasm and pure enjoyment for the work she does was contagious! There were so many tiny bits of information that were just really interesting. Examples include:
Latin if the most popular genre for teens.
# 1 genre for people that don’t stream music is country.
The biggest growth market is adults 35+. (Hey- that’s me!)
The order of usage by device- mobile, desktop, gaming, tablet, smart TV and then connected devices.
Largest engineering group at Spotify is focused on voice technology.
Spotify doesn’t buy digital ads, only out-of-home (ie- Billboards in Times Square- for the artists not users!!!!)
But, one of the things that really stuck with me was the simple quote in the title of this post. It is so simple, yet so meaningful to our future as digital marketers and is so relevant to the two courses we are completing this semester. Spotify’s business goal is simple- acquire more users. Once you know your business goal, everything you do is done with that in mind. One of the ways that Spotify does this is monitoring everything their users do (including me now!), with a focus on moods, moments and mindsets. If, as marketers, we can capitalize on those 3 Ms, we are bound to find success.