Marquee targeting and destinations

Marquee targeting

Campaigns can target audiences in the following markets:

EuropeAustria; Denmark; Finland; France; Germany; Ireland; Italy; Liechtenstein; Monaco; Netherlands; Norway; Spain; Sweden; Switzerland; United Kingdom
North AmericaCanada; Costa Rica; Dominican Republic; El Salvador; Guatemala; Honduras; Mexico; Nicaragua; Panama; United States
South AmericaArgentina; Bolivia; Brazil; Chile; Colombia; Ecuador; Paraguay; Peru; Uruguay
OceaniaAustralia; New Zealand

You can only target one market per campaign. To target multiple markets, you'll need to schedule separate campaigns in Spotify for Artists.

To target listeners in the markets above with assistance from our local representatives, submit your info here.

To make your targeting more effective:

  • We adjust your audience during the campaign to remove people who’ve already intentionally sought out and streamed a track from the release
  • A user only gets one Marquee per release

Note: Marquees promoting singles only reach Premium listeners (you need Premium to pick and play individual tracks). Premium listeners can choose not to see Marquee, but our data shows they find them relevant and listen to the new releases promoted.

Choosing your audience

You can choose to target your reachable audience, or segments of that audience.

Note: You can’t choose specific listeners to target.

Your reachable audience

Your reachable audience is a group of people we select for your campaign.

We pick a group of listeners who follow you or show interest in your music and are likely to find your campaign relevant. We include fans of all main artists on your release.

This helps listeners see recommendations they enjoy and helps you get the most effective results for your budget.

Audience segments

Audience segments are subsets of your reachable audience based on the way they stream your music.

You can target specific segments if we predict you’ll reach enough listeners to spend your minimum campaign budget.

Super listenersYour most dedicated active listeners in the last 28 days. They’re also the most likely to keep streaming your music.
Moderate listenersActive listeners who intentionally streamed your music many times in the last 28 days, and could still develop into super listeners.
Light listenersActive listeners who intentionally streamed your music once or a couple times in the last 28 days, and could develop into moderate listeners.
Previously active audienceListeners who used to be in your active audience but haven't intentionally streamed your music in at least 28 days. They may still stream your music from programmed sources.

Note: An active listener is someone who intentionally seeks out and plays your music from active sources like your artist profile, album and release pages, and their own library and playlists. This doesn’t include playing from a Spotify-created personalized or editorial playlist (e.g. Discover Weekly, Rap Caviar, Radio, etc.)

Learn more about active streams and your active audience

Marquee destinations

The destination is where you send listeners when they tap your Marquee. Your destination can be the single page, album page, or EP page, depending on the new release you’re promoting. If you’re promoting a single, you may also have the option to send listeners to your This Is playlist.

Things to keep in mind with This Is playlist destinations:

  • We’ll pin your single to your This Is playlist if it’s not already pinned
  • You need an eligible This Is playlist
  • Using a Marquee to drive to this destination is only available for campaigns created via Spotify for Artists
  • Your campaign can run as soon as three days after your single’s release date
  • You can use your This Is playlist as the destination for multiple singles you want to promote, as long as the campaign dates don’t overlap
    Note: If you're promoting the same single in multiple campaigns, your campaign dates can overlap.

Need more help?

Get in touch through our contact form (choose Promotion and playlist pitching > I need help with my Marquee campaign).

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