The Power of Data-Driven Marketing on Spotify
18 oktober 2023 

The Power of Data-Driven Marketing on Spotify

The compass that musicians use to navigate the constantly shifting terrain of the business is music data. By analyzing the data, we can identify the real road to success, where genuine fan relationships rule supreme and every choice is informed by knowledge rather than speculation.


Spotify has in place various tools in order to help give artists access to their data so they can see how best to meet their fans’ needs and improve their music to help establish a successful music career.

How Data and Music Go Hand in Hand

The music industry has undergone a major transformation thanks to the digital revolution, giving musicians more influence than ever. Touch points are captured each time a fan engages with music on social media or streaming platforms, providing artists and their teams with a more thorough insight into their audience.

Because of this abundance, artists and their teams have the chance to evaluate, analyze, and optimize their efforts to connect with and interact with the correct audience. Insights into fan involvement across all platforms, including audience demographics, the level of popularity of a song, artist, or genre in a specific place, musical tastes, internet trends, and much more, can be gained by utilizing data and analytics.

What is Data-Driven Marketing?

A strategy known as "data-driven marketing" uses important data to guide and inform initiatives. In order to generate messages and campaigns that are specific to the demands of a certain client, data-driven marketing tactics significantly rely on gathering and analyzing customer data, such as a customer's prior purchasing patterns and interests.

This strategy has helped people across industries make better decisions by giving them knowledge on how consumers engage with their brands and goods. Brands can gather and analyze customer interest data, for instance, to create marketing messages that are highly targeted and have a high return on investment (ROI).

New customer-driven marketing strategies can be developed using these insights, or data-based marketing and industry patterns could be identified for more study. Musicians have an unmatched edge in engaging fans with highly relevant content by utilizing data-driven marketing insights from the platforms they are on, like Spotify.

Why Artists Should Care About Data Analytics

The unique data analytics tools of platforms like Spotify are your greatest ally if you're an aspiring artist. In essence, each social media or streaming network will have a unique tool, and these tools provide you with the most comprehensive information on your success on the platform.

Making all judgments about your music according to data analytics is generally not a good idea. However, you should base your business decisions, or at least give them much thought, on these analytics. This includes managing your brand, advertising your music, and other aspects of your business. 

Consider music promotion. When you first start out, you most likely have no idea what will succeed and what will be a waste of your time and money. Should you make a good music video or invest in Instagram ads with the little money you have? Since DIY is all about learning by doing, you won't truly know unless you give it a try. 

But you should avoid becoming complacent with your routine. This entails making choices, learning from them, trying new ideas, and iterating. This is where data-driven marketing comes into play. You need data analytics to compare the effects of your efforts and determine what is working for you and what you might need to avoid. 

How Does Spotify Use Data On Their Platform: Algorithms  

Playing the algorithms is how independent artists succeed because a major-label artist will always have more money than an independent artist does. 

For individualized user experiences and music recommendations, services like Spotify and other platforms collect data from their listeners. For its distinctive and well-liked services like Discover Weekly, Spotify Wrapped, etc., Spotify utilizes the following machine-learning models to gather this data:

  1. Collaborative Filtering: This methodology compares and analyzes user profiles' listening habits in order to find commonalities and suggest music that is similar to them.   
  2. NLP (Natural Language Processing): To create a song profile and tag it with the recognized topic, language, or other terms, Spotify AI examines text and voice on the internet around music. Basically, Spotify AI searches through the interest for any mention of music in places like forums, blogs, or news articles to gain a better understanding of what is popular.
  3. CNN (Convolutional Neural Networks): This model makes sure that the mix includes songs that aren't as well-known. It compares raw audio files of songs with comparable rhythms based on criteria including BPM, Loudness, Time Signature, and Key.

By categorizing its users into several sections according to their interests, activities, and usage patterns, Spotify makes use of the huge quantities of data it gathers about its customers. This enables them to send communications that are particularly targeted at each user group.

What does all this technical stuff mean? It means that Spotify is constantly tracking users and their likes/dislikes so they can continue to offer them the best music suggestions for their tastes.

What does this mean for you, the artist? It means you want to make sure you are putting out music that will be picked up by these models so you can get in front of more potential fans. This means not only creating great music that is related to your fans but also making sure to market yourself off of Spotify’s platform in as many places as you can so the NLP part of Spotify will pick up that you are popular and recommend you to more Spotify users.

For Those More Technical Artists: Spotify’s API

Spotify makes some of their data openly available for those artists who are more technical or who have access to data scientists.  

Companies like Spotify provide open web APIs that enable consumers to view part of the data in a public setting, giving developers access to statistics that have been anonymized and aggregated. As a result, it is impossible to determine who listened to what music, but you can observe which songs are popular where for instance.

Although it would require some coding knowledge, this can be useful for a new artist wanting to break into a new market or who wants to check how their competitor is doing in their region.

Data-driven marketing is a Powerful Tool on Spotify

The benefits of data in the music industry are obvious: better marketing, more audience engagement, and higher sales. No matter their level of skill, any artist can utilize data to their advantage with the correct tools to help get their music out there.

About the author
The GetPlaylisted team is always here to keep you updated with the latest technologies within the music industry!