Spotify Ads Management

We suggest Spotify to be one-part of an overall campaign that reaches your fans across social media and other platforms - Spotify Ads should be one part of that. We suggest you start small, and slowly optimise the budget based on a clear ROI and KPI that you set. For example, test a small budget across multiple listener interests and demographics, and double down once you find listeners that consistently become followers on both your Spotify and social media accounts.

We find that many artists target too broadly on Spotify, with the intent of reaching as many potential new fans as possible. However this often leads to listeners who have no interest in a specific genre or style being flooded with ads that they aren't interested in. To improve this, we suggest you laser focus on your ideal listener and your music style: not just the genre, but what kind of playlists do they follow? Based on their listening habits, what are some affinity audiences that you can target? Are there combinations of genre/location/affinity audiences that you can test? By making sure you reach a listener with real interest in your music, you're more likely to convert listeners into long-terms fans and not just a one-time stream.

Many artists find their streams increase in the short-term while running a Spotify campaign, but as soon as the ads are turned off - all of the excitement disappears, and streams do not grow. We suggest measuring ROI in terms of overall artist and fan growth, that combines your Spotify ad campaign with results from your social media channels, website data, and more. This approach allows you to integrate your spotify campaign into a larger strategy and direction for your music, which then allows you to turn those goals into KPI's and numbers. In particular, driving Spotify streams and listeners to become website visits, merch purchases, and followers on other social media channels is important to ensure that your ROI as an artist is not solely depending on Spotify Ads.