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Home / Technology / Spotify announces beta launch of audience development tools for artists, self-service ‘Marquee’ ads – TechCrunch

Spotify announces beta launch of audience development tools for artists, self-service ‘Marquee’ ads – TechCrunch



As part of the news announced at the live event today, Spotify announced a set of new creative tools and resources, including the Marquee expansion, the launch of a tool called “Discovery Mode” in beta testing, the opening of the Canvas looping visual feature for all artists and plans to expand the Spotify for Artists platform to be available in 25 additional languages.

Launched in 2020, Marquee is a tool that enables artists and their teams to market their new releases through full-screen sponsored recommendations to both free and paid subscribers. Spotify says that users who see a pop-up for Marquee are twice as likely to save their music.

Now Marquee will be available as a self-service shopping experience for artists, so their teams can book promotions at any time, as easily as they update their artist profile.

This self-service feature will be launched in the US, and this summer it will be expanded outside North America, to the UK, Ireland, Australia and New Zealand, before being rolled out more widely.

Spotify is also launching a beta of its audience development tool, Discovery Mode, a feature that allows artist teams to select the music they want to prioritize for discovery, including through Spotify̵

7;s recommendations. During the pilot test, this feature helped labels achieve higher royalty payments through the expanded discovery, the company claimed.

It will also require zero upfront budget to get started.

Finally, Canvas, the artwork feature that shows looping visuals while the music plays, will also now be available to all artists.

spotify canvas

Photo credits: Spotify

Along with the news of Spotify’s global expansion to 85 new markets, Spotify’s dashboard for artists will also be expanded to include support for 25 more languages.

From offering new ways for artists to express themselves, to creating more chances to be discovered, to giving artists the opportunity to tone their music to the playlist, we continue to repeat based on feedback from artists, and build new ways to surface artists to new fans, ”said Spotify’s head of Marketplace, Charlie Hellman, about the expansions. “We are seeing greater use of our tools by artists and labels of all sizes, and we have just scratched the surface of what is to come,” he added.


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