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Selling on Spotify: Beyond Merch

Streaming services like Spotify are connecting brands to captive audiences.

Now, you can tap that to sell non-music things on the music platform.

From merch to marketplace

When Spotify partnered with Merchbar, it showed that the music platform was taking its sales potential seriously.

At first, band shirts and hats seemed like obvious sellers.

Innovative cross-marketing is shifting units that are beyond the bounds of direct merchandise for the music.

From ads to sales

A case study on TechCrunch reports that make-up mogul Pat McGrath has partnered with musician Maggie Lindemann to sell make-up via Spotify’s merch platform.

Brands like Reebok, BMW and The Iconic have run successful ad campaigns on Spotify.

Now, actual sales are happening there too. It’s not just a channel, it’s a platform.

For your consideration

Spotify boasts excellent insights into their audience, with standard demographics, as well as behavioural segmentation based on ‘a variety of verticals’.

Spotify’s own official line focuses on ‘moments-based marketing’, with a respectable 148 minutes of daily-engagement per user.

Words to the wise

Spotify’s engagement stats are excellent, but how actively does their audience participates during media streaming?

Spotify shop pages are currently behind their paywall—accessible only to-subscribers. For Spotify to fully exploit its sales potential, that may have to change.

What products are best suited to music artist partnerships? Could we see a rise in sales-based Spotify influencers?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.

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