Spotify differs from other music streaming services in their growth strategies. The campaign was a huge success, so it’s easy to see why Spotify continues to create hyper-localized promotions even when there is the occasional misstep. They featured funny and timely content that viewers could relate to. The ads revealed that Spotify had unique cultural knowledge in each targeted country. This campaign localized not just the language, but also the songs mentioned, which helped the ads to stand out in each target country. It’s been weird” campaign in the US, UK, Germany and France. In 2016, Spotify took time to acknowledge that the year had been exceptionally strange for many and started a “Thanks, 2016. Spotify has launched a number of highly successful, hyper-localized ad campaigns which simultaneously appeal to targeted audiences while also globalizing the concept of digital streaming. These playlists are an example of how Spotify localizes its content while also globalizing its artists-the playlists appeal to people in a target country, but they also reach out to a global audience. Spotify offers ever-changing playlists with the most popular music globally, and in each country.
Users can search the Top 200 and Viral 50 global songs dating back to 2015. If a local artist in Germany is a rising pop artist, there’s a good chance someone in Brazil who likes that genre can find them with ease. This playlist melts away borders by revolving around genres. The result is a finely tuned playlist that lets users discover songs from unknown artists, many of whom come from other countries. Discover Weekly factors in many users’ playlists in relation to individual’s genre taste. One way these artists can be found is through Spotify’s Discover Weekly playlist, one of its most popular features. The benefit for Spotify comes from local users finding familiar music on the platform, global users finding new music they would have never found without Spotify, and artists flocking to Spotify as a means of reaching a wider audience. The purpose of this is twofold: not only will that audience find artists they recognize on Spotify, but those local artists can use Spotify as a step towards gaining a global audience. Spotify leverages data from its userbase to find and track rising local artists, which they then promote to a global audience. What is Spotify’s localization strategy, and how will they use it in the future? Local Music, Global Audiences The company has been methodically localizing its content and game plan for each country they enter. Over 50 million paid subscribers use the service-and that number is growing at a quick clip, staying ahead of heavy hitters like Apple Music and Google Play.
Since it launched in 2008, Spotify has become a leader in the music streaming scene. This article was originally published in June 2017 and has been updated.
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