Case Study: "Philly Knows Music" Campaign for Spotify
Spotify, a leading music streaming platform, launched the "Philly Knows Music Campaign" with the primary goal of promoting Philadelphia's vibrant and diverse local music scene. The campaign aimed to celebrate the city's rich musical heritage and connect with the local community through curated playlists featuring homegrown talent.
Execution
The campaign was executed through a multi-faceted approach. Spotify hosted exclusive events featuring performances by local artists, creating memorable experiences for music enthusiasts. Additionally, the platform leveraged social media and local media partnerships to amplify the campaign's reach.
Playlists were meticulously curated to represent different facets of Philadelphia's music identity. From Philadelphia International Records classics to emerging artists performing at local venues, the playlists resonated with both long-time residents and newcomers to the city.
Results and Outcomes
The "Philly Knows Music Campaign" garnered impressive results for Spotify and the local music community. Key performance indicators included:
Significant growth in playlist followership, with an average increase of 30% across curated playlists during the campaign period.
A surge in new user sign-ups, with the "Free Premium" offer driving a 45% boost in subscription numbers compared to the previous quarter.
High levels of engagement on social media platforms, with the campaign hashtag trending locally for several weeks.
Feedback from users and the local music community was overwhelmingly positive. The campaign succeeded in rekindling a sense of pride among Philadelphians for their city's musical heritage while introducing the talent to a global audience.
Key Learnings
The campaign provided valuable insights for future regional music promotions. Key learnings from the "Philly Knows Music Campaign" include:
The power of local collaborations: Involving local musicians and influencers added authenticity and resonance to the campaign, fostering a stronger connection with the target audience.
Leveraging exclusivity: The "Free Premium" offer was an effective incentive to attract new users and entice them to explore the curated playlists.
The importance of tailored curation: Crafting playlists that reflect the essence of a city's music culture can create a deeper emotional impact on listeners.
Impact on Philadelphia's Music Scene
Beyond its immediate success, the campaign's impact extended to the local music scene. Many featured artists gained new followers and saw increased streaming numbers even after the campaign's conclusion. The spotlight on Philadelphia's musical heritage also encouraged collaborations and cross-promotions within the local music community.
Conclusion
The "Spotify Philly Knows Music Campaign" successfully celebrated the musical heritage of Philadelphia, engaging both locals and a global audience. By curating playlists with genuine connections to the city, leveraging strategic partnerships, and offering exclusive access, Spotify achieved its objectives and left a lasting impact on Philadelphia's music scene.
Background:
Philadelphia has a storied musical history, known for producing iconic artists across various genres. Spotify recognized the significance of supporting local musicians and fostering a sense of community pride. The "Philly Knows Music Campaign" built upon previous regional music promotions by Spotify, showcasing their commitment to highlighting local talent.
3. Campaign Strategy
The core strategy of the campaign was to curate playlists that captured the essence of Philadelphia's music culture. Spotify collaborated with local musicians, artists, and influencers to craft playlists that showcased the city's music diversity, spanning from classic Philly soul to modern hip-hop and indie rock.
A key component of the campaign was the "Free Premium" offer, which allowed new users to access premium features for a limited period. This incentivized engagement with the curated playlists, attracting a broader audience to discover and immerse themselves in the local music scene.
CREDITS
CD: Shannon Ross
CD: Kenia Perez
Art Directors: Steven Conaway, Will Oswin, Kelly Capps
Producer: Kenzie Tankersley
Original Concept: ShaKen Creative
