The Spotify Creator Studio team builds tools that empower artists to develop their audiences on Spotify - whether that’s finding new listeners, converting casual listeners into fans or rewarding their most engaged listeners. Artists, managers and labels access these tools through Spotify for Artists, where they can understand their audience and then take actions to grow it. Listeners interact with many of these features in the Spotify app where they stream, follow, save and interact with artists.
Develop a proposition for an audience building feature that enables artists to introduce themselves to new listeners on the Spotify platform. Consider both sides of this experience; how a creator understands and interacts with it in Spotify for Artists and how a listener experiences it in the Spotify app.
User protection - Introducing a new artist to a listener is a difficult task, as listeners may not be looking for new music and it could easily feel aggressive and unsolicited. How do we achieve this goal in a way that protects the user experience.
Passive vs active - a lot of the Spotify experience, including music discovery, happens ‘passively’ - in the background through playlists and listening sessions. Discover Weekly is a great example of this. But passive listeners are often hard to convert into a long term audience, with many never even learning the name of an artist, let alone going on to listen to more of that artist’s catalog or following/saving. How can we make use of both passive and active experiences in this product?
Value exchange / constraints - Artists would obviously love a tool that gives them unlimited access to audience growth, but there is a limited amount of attention on our platform. How do we set up constraints and incentive structures to effectively manage this.
Equity - Spotify’s mission is to “unlock the potential of human creativity—by giving a million
creative artists the opportunity to live off their art and billions of fans the opportunity to
enjoy and be inspired by it.” Keep in mind how this product can empower smaller, emerging artists, as well as large established acts.
