At Spotify’s Stream On event today, the company introduced new tools to help artists on the streaming service build an audience and grow. Spotify showcased a suite of tools to help artists find fans who would enjoy their music the most, and also announced new features designed to create buzz around their content, merchandise and live events.
Spotify unveiled a new feature called “Marquee,” which is a full-screen, sponsored recommendation of a new release. The goal of the feature is to reach listeners who have shown an interest in an artist’s music. Spotify notes that Marquee is 10 times more cost-effective on average at getting listeners to stream music on Spotify than ads on the most popular social media platforms.
A new “Discovery Mode” tool will allow artists and their teams to identify songs they want prioritized on the streaming service, after which Spotify will add that signal to the algorithms that shape personalized listening sessions. Spotify says if an art...
