Starting today, we're rolling out Marquee to all teams in the U.S. through a new campaign management tool in Spotify for Artists.
Releasing new music is about getting loud. Every new release is a chance to celebrate with your audience and get heard by the listeners who could become your next big fans.
At Spotify for Artists, we’re building ways to help make your new release even more impactful: We provide data to build the perfect audience strategy, expression tools like Canvas to showcase your creative identity, features like playlist pitching to aid in discovery, and starting today — self-serve marketing tools to help you make noise when it matters most.
Over the coming months, we're making Marquee available to U.S. artist and label teams by beta testing a new campaign management tool in Spotify for Artists. Since launching, Marquee has become a key marketing tool for promoting artists’ new releases, so we want to make it easier for even more teams to access the tool. With this new self-serve experience, U.S. teams will be able to create Marquee campaigns as easily as they update their profile.
What is Marquee?
Marquee is a campaign tool that helps you turn listeners into bigger fans with your new release. It appears on the mobile Home screen as a full-screen, sponsored recommendation of your new release to the right listeners: U.S. free and Premium listeners who have shown interest in your music and have the potential to become more engaged. Listeners who click your Marquee are guided directly to your new release where they can focus solely on your music. We’ve seen that listeners are finding their recommendations relevant — on average, more than 15% of people who see a Marquee stream from the promoted release within two weeks. And, their streaming doesn’t stop there — listeners who see a Marquee are more than twice (2.2x) as likely to save a track or add it to their personal playlists for future listening than if they hadn’t.
About the beta
In the coming months, we’ll roll out a new Campaigns tab to U.S.-based teams in Spotify for Artists. Once a team has access to the Campaigns tab, they can schedule Marquee campaigns to promote eligible new releases. Marquee will be available to artists who can get the most out of the tool.
Since launching Marquee in beta, it has become an important part of release strategies for artists big and small — across genres and audience sizes.
Justin Bieber and his team at Def Jam have made frequent use of the Marquee tool. Last year, Bieber released his first album in five years, his much-anticipated return to form, Changes. His team used Marquee to reengage his fans and maximize the release moment, driving an average of 15 streams per listener. Team Bieber used the tool again for the release of his single “Anyone” in January 2021. Using Marquee helped drive 24% of listeners to save it in their libraries or add it to a personal playlist, effectively priming fans for the release of his sixth studio album, Justice, which dropped on March 19, with Marquee.
Florida rapper Jackboy’s team at EMPIRE used Marquee for his 2020 collaborative single with Tyga, “Aggy,” last fall. Approximately 100,000 of Jackboy and Tyga's U.S. listeners saw a Marquee for "Aggy," and each converted listener streamed the song three times, on average, with 29% of listeners who streamed the single saving it to their library or adding it to a personal playlist.
Alt-pop singer-songwriter beabadoobee released her debut album, Fake It Flowers, in fall 2020. Using Marquee to help promote Fake It Flowers, beabadoobee’s team at her label Dirty Hit targeted listeners who had recently discovered her music but wouldn’t necessarily be familiar with her as an artist. As a result, 40% of Marquee listeners who streamed the promoted album saved a track to their library or added one to a personal playlist, for a total of just over 100,000 saves and playlist additions.
If you're interested in using Marquee to target audiences in three dozen markets, including Brazil, France, Germany, Mexico, the United Kingdom, and the United States, and you have an eligible new release, you can do so via the Spotify for Artists dashboard. See the complete Marquee targeting list here. If your team is based in the U.S., Australia, or the U.K. but you don't see the Campaigns tab, set your billing country to the U.S., Australia, or the U.K. to get added to the beta.
To target audiences in the above markets with assistance from our local representatives, submit your info here.