Webit Congress
@garyliu #youPIXMusical Tastemakers
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Royals Milestones on Spotify in 2013
Source: Confidential Spotify internal data, Q1-Q3 2013
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3xmusic and the brainmusic and the user become a Tastemaker
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Prefrontal CortexAmygdalaHippocampus
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1. Hippocampus: Music and MemoryDr. Amee BairdDr. Severine
SamsonMusic is an effective stimulus for eliciting memories, and
may be beneficial in the rehabilitation of autobiographical
amnesia.
Music was more efficient at evoking autobiographical memories
than verbal prompts across each life period.Neurological
Rehabilitation, 2014
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Cameroon
2. Amygdala: Music and EmotionDr. Thomas FritzBoth Mafa and
Western listeners showed an ability to recognize the three basic
emotions above chance level.
This finding provides the first solid evidence for a universal
human ability to distinguish basic emotions in music.Science News,
2009
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Universal language - both Mafa and Western listeners showed an
ability to recognize the three basic emotional expressions tested
in this study (happy, sad, and scared/fearful) from Western music
above chance level. This indicates that these emotional expressions
conveyed by the Western musical excerpts can be universally
recognized
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Dr. Adrian NorthDr. David HargreavesBrands with music that fit
their identity are 96% more likely to be recalled than those with
non-fit music or no music at all.
Respondents are 24% more likely to buy a product with music that
they recall, like and understand.Teclamusic.com 201390% of
customers like having music in-store, where 60% said that music
made them stay in-store for longer. 1
In-store music has the capacity to increase gross sales by
38.2%. 21: Gallup Organization, 20072: Journal of Marketing,
2007
3. Prefrontal Cortex: Music, Recall, and Intent
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Music19
1. Music is Contextualized in Moments
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MotivateAmplifyExpressRegulateConnect
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107 minutes21
2. Music Activity Reflects Life
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600k+study playlistsClair de Lune Debussy Schuster VI Quartet in
D minorBach Air on the G StringBeethoven Piano Sonata 09Beethoven
Ode to Joy
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Your mood (studying)23
Spotify Internal & Proprietary Data: US 2013
SaturdaysJuly 4th
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Something you do (BBQ)24
Spotify UsersGeneral Population
New Product TrialSocial Influence36%26%54%44%
Use Social Networks Daily80%54%
YouGov Definitive Insights US Audience Profiling July 2012,
n=16003. Music Lovers are Influencers
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User Influence25
WatchingSharingCommentingYouGov Definitive Insights US Audience
Profiling July 2012, n=1600
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Music stimulates memoriesMusic conveys universal emotionMusic
increases recall and intentMusic is contextualized in momentsMusic
activity reflects lifeMusic lovers are influencers
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Source: Confidential Spotify internal data, Q3
2013MondayTuesdayWednesdayThursdayFridaySaturdaySunday03,333,0393,417,1013,476,2303,491,0703,293,4872,917,8543,036,97012,360,5152,386,7832,437,6942,466,5712,374,0302,260,9422,398,81921,685,3771,719,5301,753,7581,772,0421,763,0851,746,6011,854,42431,254,4271,305,4301,327,1271,333,0811,342,8941,359,1841,429,6664975,9741,036,0231,058,2901,053,7271,067,7261,072,5471,111,6145894,775983,807996,440991,1731,004,783888,240907,07461,257,7261,400,8781,418,9421,415,3421,408,102845,748807,94371,847,1752,013,2352,080,0382,048,0032,002,2501,080,143934,18082,949,9383,241,0153,277,6883,240,1413,150,7341,704,4021,466,62294,509,5384,862,5034,912,2814,857,1524,785,7852,619,7632,274,563105,913,2176,242,3686,285,0256,244,1616,176,4653,615,4913,194,933116,496,3136,761,0706,747,7786,730,9476,674,8744,378,5574,008,912126,257,5856,395,9926,369,6876,343,2966,269,7404,708,3114,548,288136,712,3176,858,7616,774,6616,724,1676,593,7804,860,2034,912,035147,307,6887,431,0127,398,4337,265,2027,120,2264,917,4055,226,486157,714,1757,805,6577,814,6967,566,9897,324,9404,875,4375,384,762167,787,9417,883,1327,868,5637,542,5337,027,2514,795,0005,463,559176,627,0566,711,6626,700,0286,389,2095,758,0824,613,7425,361,168185,990,9806,046,7615,968,5855,686,5164,946,6444,396,5785,233,094196,194,4096,213,9936,060,1965,753,6164,632,3444,321,9515,447,527206,614,8756,661,8966,490,1046,087,3944,654,0454,415,1905,796,886216,683,7406,705,1986,552,0046,110,6564,571,9204,420,3645,845,847225,995,2136,014,0865,910,9455,472,7924,249,3214,170,9255,416,854234,755,3234,794,9414,775,5374,413,6813,657,2663,666,0244,489,845
So if you start to look at users listening behaviors - you can
see that we are lighting up more parts of their day
Source: Confidential Spotify internal data, Q4 2013In CarAt
HomeAt WorkWorking OutPublic Transit
17% of commuters listen to streaming audio in their carMore than
42% of music listening at home is online23% of users stream music
online at work22% of streaming music is during workouts14% of
streaming is done on public transit
And thats what we are all about here at Spotify - delivering
music to more parts of peoples day.
Because if it is a music moment to your consumer - it is a media
moment to you.
A meaningful musical identity
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3 easy steps to a meaningful musical identity
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Step 1Own a moment, an emotion, or an activityReebok decided to
own the inspirational workout
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Step 2Share great music for that moment, emotion, or
activityReebok decided to own the inspirational workout
Reebok asked famous athletes to curate workout playlists
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Step 3Make consumers return and ask for more great musicReebok
decided to own the inspirational workout
Reebok helps consumers create unique workout playlistsReebok
asked famous athletes to curate workout playlists
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.34% Avg CTR
.26% Avg CTR
+ 60%+ 33%+ 100%+ 22%+ 59%+ 52%Spotify Internal &
Proprietary Data, 1H 2013
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Auto Case Study
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Entertainment Case Study
3,000+ hours of listening and, counting average user
engagement17.3 mins
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Tech Case Study
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Bacardi has been getting the party started for 150 years. Brand
is inherently tied to music. Identity: where-ever Bacardi is, there
will be a party. So, lets bring the party to you. 39
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What is your musical identity?
PompeiiBastilleBad Blood (The Extended Cut), track 1/19, disc
1/62013-03-04T08:00:00ZAlternative214217.17Wavin' Flag (Coca-Cola
Celebration Mix)K'naanTroubadour, track 16/19, disc 1/12010Hip
Hop/Rap212597.42eng - iTunPGAP0eng - iTunNORM 00001DFF 000021D8
00009056 0000C776 00031B34 0002E729 0000A0F9 0000932B 000226B6
000203D0eng - iTunSMPB 00000000 00000210 00000B58 00000000008EFF98
00000000 00819FAD 00000000 00000000 00000000 00000000 00000000
00000000
