This article on Spotify for Artists Marquee was updated 15/03/2023 to include latest information.
Marquee by Spotify for Artists is a powerful marketing tool – ideal for artists, managers, and labels to promote their new releases. Marquee is specifically created to market music, and stands out from other digital marketing tools in two vital ways: firstly, by targeting listeners based on their unique streaming behaviour, and secondly, then reaching them directly on the platform where they have the potential to become bigger fans – Spotify.
If you’re promoting new releases, and looking to turn interested listeners into engaged fans that are eager to connect, Marquee is something you should try. Here’s how Marquee works, what benefits and data it will supply, and how you can get started.
How does Marquee work – and am I eligible?
You’ve probably already seen Marquee in action, possibly used by your favourite artist. These full-screen sponsored recommendations are shown to Spotify listeners who have shown interest in an artists’ music – and have the potential to listen more. By using Marquee to recommend your new releases, you can draw listeners in and use it to deepen their relationship with your music.
That’s because it cuts through the noise and specifically focuses on your artist and their music – so when a listener clicks on a Marquee, they are concentrating solely on the music you choose. And you catch the listeners at the decision stage: when they’re deciding what to listen to, rather than when they’re scrolling through a feed.
(Interested in getting started? First, check if you’re eligible to use Marquee and which audiences you can target before you jump in and book your campaign!)
How to get the most out of Marquee
Marquee is a highly effective tool to get the right listeners to focus on your new release, and helps keep your artists front-of-mind. Marquee makes an audience more active: people who intentionally stream your music, rather than passively listen. So you can use new music in conjunction with Marquee to draw listeners in, and deepen the relationship.
Marquee allows you to develop that relationship in a few different ways: by maximizing engagement for songs, or by turning specific listeners into bigger fans. Your audience can be segmented in a number of useful ways:
- Reachable Audience – a broad set of listeners who have shown interest in your music and have the potential to develop into deeper fans;
- Recently Interested – listeners who have actively streamed your music in the last 28 days;
- Casual listeners – listeners who have actively streamed your music in the last 6 months, but less than your other listeners;
- Lapsed listeners – listeners who haven’t actively streamed your music in the last 6 months.
What kind of performance and insights can you expect?
Marquee helps drive longer-term engagement and inquisitiveness about the artist: listeners who engage with a Marquee are three times more likely to stream older releases. To more fully understand these listeners, you’ll receive three main sets of useful data when using Marquee:
- Campaign delivery: Marquee reach and clicks, updated hourly;
- Campaign engagement: Detailed stats on listener behaviour for the release, updated every 24 hours;
- Fan development: How Marquee develops long-term fans.
Marquee was designed to drive listener engagement and develop long-term fans, so the latter two sets of data are particularly useful. And as Spotify expands access to Marquee, more feedback will be gathered to make the tool work even better.
Sounds good? Get started!
Marquee is being expanded to give more music partners — across markets and artist teams — access to a great tool for promoting new releases on Spotify. Book your campaign now!
If you’re eager to try Marquee and to turn audiences into a strong, supportive fanbase, you can start a campaign up to 21 days post-release – and targeting is available in three dozen markets, including Brazil, France, Germany, Mexico, the United Kingdom, and the United States. (Click here for the most up to date information.)
Artists and their teams can create one Marquee campaign per release URI per targeted market; to target multiple markets, teams must schedule separate campaigns.
To learn more about Marquee, visit artists.spotify.com/marquee
